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  • Media A (Ribu, On: How To Effec) Vely Allocate Media Budgets

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    Datalicious Pty Ltd
    31 просмотров15 страниц
    Media a(ribu,on How to effec)vely allocate media budgets October 2011. Full purchase path tracking Introducer Influencer Influencer Closer Direct visit Display ad view Organic search CRM email profit TV / print / print profit Social referral Affiliate referral Profit.

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    Media a(ribu,on How to effec)vely allocate media budgets October 2011. Full purchase path tracking Introducer Influencer Influencer Closer Direct visit Display ad view Organic search CRM email profit TV / print / print profit Social referral Affiliate referral Profit.

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    31 просмотров15 страниц

    Media A (Ribu, On: How To Effec) Vely Allocate Media Budgets

    Загружено:

    Datalicious Pty Ltd
    Media a(ribu,on How to effec)vely allocate media budgets October 2011. Full purchase path tracking Introducer Influencer Influencer Closer Direct visit Display ad view Organic search CRM email profit TV / print / print profit Social referral Affiliate referral Profit.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 15

    >

    Media a(ribu,on <


    How to eec)vely allocate media budgets

    > Quick Datalicious introduc,on

    October 2011

    Datalicious Pty Ltd

    > Ideal marke,ng dashboard


    Channel Brand equity
    Baseline

    Investment ($100) $7 $1 $2

    ROMI n/a 77% 90% 90%

    Return $40 $30 $10 $20


    3

    Oine Direct

    TV, print, outdoor, etc

    Direct mail, email, etc

    Online

    Search, display, social, etc October 2011

    Datalicious Pty Ltd

    > Key issues preven,ng ROMI


    Lack of baseline and thus incremental Conic)ng gures, conversion duplica)on AWribu)ng prot back to media investment Media channels are inuencing each other Establishing the true value of online (media)
    October 2011 Datalicious Pty Ltd 4

    > De-duplica,on is mandatory

    October 2011

    Datalicious Pty Ltd

    > Full purchase path tracking


    Introducer Inuencer Inuencer Closer

    $$$

    Direct visit

    Display ad view

    Organic search

    CRM email

    Prot

    TV/print ad view

    Paid search

    Social referral

    Aliate referral

    Prot

    October 2011

    Datalicious Pty Ltd

    > ClearSaleing & comScore research

    October 2011

    Datalicious Pty Ltd

    > Google Netpop research: 69% of buyers say search is the most important online source.

    forester@subaru.com.au

    > Oine sales driven by online


    Adver,sing campaign Request a quote

    @
    Online car sale Dealer car sale

    Fullment

    Website research

    Video, car cong.

    Email, 1st login

    Cookie

    Virtual car sale

    October 2011

    Datalicious Pty Ltd

    10

    > Mul,ple purchase paths


    Mobile Home Work
    Purchase paths are cookie based, thus all browsers and devices are tracking their own path. The separate paths can only be combined if people are iden<ed across their various browsers and devices.

    Tablet

    Media

    Etc

    October 2011

    Datalicious Pty Ltd

    12

    > Event ROI extrapola,on


    Campaign Video view Car cong. Request a quote

    Dealer car sale

    Campaign

    $10

    $30

    $60

    $100

    Campaign

    $10

    $30
    Datalicious Pty Ltd

    $100
    13

    October 2011

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


    October 2011 Datalicious Pty Ltd 14

    Contact us

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    Data > Insights > Ac,on

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