>

 Media  a(ribu,on  <  

How  to  actually  do  it  
>  Short  but  sharp  history  
  Datalicious  was  founded  late  2007  
  Strong  Omniture  web  analy;cs  history  
  Now  360  data  agency  with  specialist  team  
  Combina;on  of  analysts  and  developers  
  Carefully  selected  best  of  breed  partners  
  Driving  industry  best  prac;ce  (ADMA)  
  Turning  data  into  ac;onable  insights  
  Execu;ng  smart  data  driven  campaigns  
April  2011   ©  Datalicious  Pty  Ltd   2  
>  Clients  across  all  industries  

April  2011   ©  Datalicious  Pty  Ltd   3  

>  Smart  data  driven  marke,ng  

Media  A(ribu,on  

Op,mise  channel  mix  

Targe,ng    
Increase  relevance  

Tes,ng  
Improve  usability  

$$$  
April  2011   ©  Datalicious  Pty  Ltd   4  
>  Campaign  flows  are  complex  
=  Paid  media  
Organic     PR,  WOM,  
search   events,  etc  
=  Viral  elements  

=  Sales  channels  

YouTube,     Home  pages,   Paid     TV,  print,    

blog,  etc   portals,  etc   search   radio,  etc  

Direct  mail,     Landing  pages,   Display  ads,  

email,  etc   offers,  etc   affiliates,  etc  

CRM   Facebook  
program   Twi(er,  etc  

POS  kiosks,   Call  center,    

loyalty  cards,  etc   retail  stores,  etc  

April  2011   ©  Datalicious  Pty  Ltd   5  

>  Indirect  display  impact    

April  2011   ©  Datalicious  Pty  Ltd   6  

>  Indirect  display  impact    

April  2011   ©  Datalicious  Pty  Ltd   7  

>  Success  a(ribu,on  models    
Banner     Paid    
Organic   Success   Last  channel  
Search  
Ad   Search  
$100   $100   gets  all  credit  

Banner    
Paid     Email     Success   First  channel  
Ad  
$100  
Search   Blast   $100   gets  all  credit  

Paid     Banner     Affiliate     Success   All  channels  get  

Search   Ad   Referral  
$100   $100   $100   $100   equal  credit  

Print     Social     Paid     Success   All  channels  get  

Ad   Media   Search  
$33   $33   $33   $100   par,al  credit  

April  2011   ©  Datalicious  Pty  Ltd   8  

>  First  and  last  click  a(ribu,on    
Chart  shows  
percentage  of  
channel  touch  
points  that  lead  
Paid/Organic  Search   to  a  conversion.  

Neither  first    
Emails/Shopping  Engines   nor  last-­‐click  
measurement  
would  provide  
true  picture    

April  2011   ©  Datalicious  Pty  Ltd   9  

>  Full  path  to  purchase  
Introducer   Influencer   Influencer   Closer   $  

SEM   Banner   Direct     SEO  

Online  
Generic   Click   Visit   Branded  

Banner     SEO   Affiliate   Social  

Offline  
View   Generic   Click   Media  

TV     SEO   Direct     Email  

Abandon  
Ad   Branded   Visit   Update  

April  2011   ©  Datalicious  Pty  Ltd   10  

>  Single  source  of  truth  repor,ng  

Insights   Repor,ng  

April  2011   ©  Datalicious  Pty  Ltd   11  

>  Where  to  collect  the  data    

Ad  Server   Web  Analy,cs  

Banner  impressions   Referral  visits  
Banner  clicks   Social  media  visits  
+   Organic  search  visits  
Paid  search  clicks   Paid  search  visits  
Email  visits,  etc  

Lacking  organic  visits   Lacking  ad  impressions  

More  granular  &  complex   Less  granular  &  complex  

April  2011   ©  Datalicious  Pty  Ltd   12  

>  Raw  a(ribu,on  data  
Web  Analy,cs  
AFFILIATE  >  SEO  >  $$$  
SEM  >  SOCIAL  >  EMAIL  >  DIRECT  >  $$$  
 

Ad  Server  
01/01/2011  12:00  AD  IMPRESSION  
01/01/2011  12:05  SEO  
07/01/2011  17:00  EMAIL  
08/01/2011  15:00  $$$  
 
April  2011   ©  Datalicious  Pty  Ltd   13  
>  Understanding  channel  mix  

April  2011   ©  Datalicious  Pty  Ltd   14  

>  Adjus,ng  for  offline  impact  

-­‐5   -­‐15   -­‐10  

+5   +15   +10  

April  2011   ©  Datalicious  Pty  Ltd   16  

>  Custom  a(ribu,on  models    
Introducer   Influencer   Influencer   Closer   $  

Even    
25%   25%   25%   25%   A(rib.  

Exclusion  
33%   33%   33%   0%   A(rib.  

?   ?   ?   ?   Custom  
A(rib.  

April  2011   ©  Datalicious  Pty  Ltd   17  

>  ClearSaleing  media  a(ribu,on  

April  2011   ©  Datalicious  Pty  Ltd   18  

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Data  >  Insights  >  Ac,on