>

Media A)ribu-on <

Death to last click measurement or how to op3mise your media

> Short but sharp history

Datalicious was founded late 2007 Strong Omniture web analy3cs history Now 360 data agency with specialist team Combina3on of analysts and developers Carefully selected best of breed partners Evangelizing smart data driven marke3ng Making data accessible and ac3onable Driving industry best prac3ce (ADMA)
March 2011 Datalicious Pty Ltd & ClearSaleing Inc 2

> Clients across all industries

March 2011

Datalicious Pty Ltd & ClearSaleing Inc

> Smart data driven marke-ng

Media A)ribu-on
Op-mise channel mix Increase relevance

Targe-ng Tes-ng $$$

Improve usability

March 2011

Datalicious Pty Ltd & ClearSaleing Inc

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Media a)ribu-on

March 2011 Datalicious Pty Ltd & ClearSaleing Inc 5

> Complex campaign ows

= Paid media = Viral elements = Sales channels

Organic search

PR, WOM, events, etc

YouTube, blog, etc

Home pages, portals, etc

Paid search

TV, print, radio, etc

Direct mail, email, etc

Landing pages, oers, etc

Display ads, aliates, etc

CRM program

Facebook Twi)er, etc

POS kiosks, loyalty cards, etc

Call center, retail stores, etc

March 2011

Datalicious Pty Ltd & ClearSaleing Inc

> Duplica-on across channels

Paid Search Bid Mgmt

Banner Ads

Ad Server

Email Blast

Email PlaSorm

Organic Search

Google Analy-cs

March 2011

Datalicious Pty Ltd & ClearSaleing Inc

> Cookie expira-on impact

Paid Search Bid Mgmt

Banner Ad Click

Banner Ad View

Ad Server

Expira-on

Email Blast

Email PlaSorm

Organic Search

Google Analy-cs

March 2011

Datalicious Pty Ltd & ClearSaleing Inc

> De-duplica-on across channels

Paid Search

Banner Ads Central Analy-cs PlaSorm Email Blast

Organic Search

March 2011

Datalicious Pty Ltd & ClearSaleing Inc

> Success a)ribu-on models

Banner Ad Paid Search Organic Search $100 Success

$100

Last channel gets all credit

Banner Ad $100

Paid Search

Email Blast

Success

$100

First channel gets all credit

Paid Search $100

Banner Ad $100

Aliate Referral $100

Success

$100

All channels get equal credit

Print Ad $33

Social Media $33

Paid Search $33

Success

$100

All channels get par-al credit

10

March 2011

Datalicious Pty Ltd & ClearSaleing Inc

> First and last click a)ribu-on

Chart shows percentage of channel touch points that lead to a conversion.

Paid/Organic Search

Emails/Shopping Engines

Neither rst nor last-click measurement would provide true picture

11

March 2011

Datalicious Pty Ltd & ClearSaleing Inc

> Full path to purchase

Introducer Inuencer Inuencer Closer

SEM Generic

Banner Click

Direct Visit

SEO Branded

Online

Banner View

SEO Generic

Aliate Click

Social Media

Oine

TV Ad

SEO Branded

Direct Visit

Email Update

Abandon

March 2011

Datalicious Pty Ltd & ClearSaleing Inc

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> Search call to ac-on for oine

March 2011

Datalicious Pty Ltd & ClearSaleing Inc

13

> Oine sales driven by online

Adver-sing campaign Phone order Credit check, fullment

Retail order

Conrma-on email

Website research

Online order

Online order conrma-on

Virtual order conrma-on

Cookie

March 2011

Datalicious Pty Ltd & ClearSaleing Inc

14

> Understanding channel mix

March 2011

Datalicious Pty Ltd & ClearSaleing Inc

15

> Adjus-ng for oine impact

-5 +5 -15 +15 -10 +10

March 2011

Datalicious Pty Ltd & ClearSaleing Inc

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> Success a)ribu-on models

Introducer Inuencer Inuencer Closer

25%

25%

25%

25%

Even A)rib.

33%

33%

33%

0%

Exclusion A)rib.

30%

20%

20%

30%

Pa)ern A)rib.

March 2011

Datalicious Pty Ltd & ClearSaleing Inc

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cbartens@datalicious.com blog.datalicious.com twi)er.com/datalicious

March 2011 Datalicious Pty Ltd & ClearSaleing Inc 18

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