201204 Datalicious Media Attribution Options V5

7/30/2019 201204 Datalicious Media Attribution Options V5

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>MediaA)ribu-on


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>Shortbutsharphistory

Dataliciouswasfoundedinlate27 StrongOmniturewebanaly3cshistory 1of4preferredOmniturepartnersglobally Now6dataagencywithspecialistteam Combina3onofanalystsanddevelopers Carefullyselectedbestofbreedpartners Drivingindustrybestprac3ce(ADMA) Turningdataintoac3onableinsights Execu3ngsmartdatadrivencampaigns

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>Smartdatadrivenmarke-ng

January212 DataliciousPtyLtd

MediaA)ribu-on&ModelingOp-misechannelmix,predictsales

Tes-ng&Op-misa-onRemovebarriers,drivesales

Boos-ngROMI

TargetedDirectMarke-ngIncreaserelevance,reducechurn

Usingdatatowidenthefunnel


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>Mediaa)ribu-on

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>Theidealmediadashboard


Channel Investment ROMI Return

BrandequityBaseline

($1) n/a $4

OfflineTV,print,outdoor,etc

$7 % $

DirectDirectmail,email,etc

$1 4% $5

OnlineSearch,display,social,etc

$2 1150% $25


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>Duplica-onacrosschannels


BannerAds

EmailBlast

Paid

Search

Organic

Search

$Bid

Mgmt

AdServer

EmailPlaNorm

Google

Analy-cs

$

$

$


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Directmail,

email,etc

Facebook

Twi)er,etc

>Campaignflowsarecomplex


POSkiosks,

loyaltycards,etc

CRM

program

Homepages,

portals,etc

YouTube,

blog,etc

Paid

search

Organic

search

Landingpages,

offers,etc

PR,WOM,

events,etc

TV,print,

radio,etc

=Paidmedia

=Viralelements

Callcenter,

retailstores,etc

=Saleschannels

Displayads,

affiliates,etc


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>Successa)ribu-onmodels


Banner

Ad$100

EmailBlast

Paid

Search

$100

Banner

Ad

$100

Affiliate

Referral

$100

Success$100

Success$100

Banner

Ad

Paid

Search

Organic

Search$100

Success$100

Lastchannelgetsallcredit

Firstchannelgetsallcredit

Allchannelsget

equalcredit

Print

Ad

$33

Social

Media

$33

Paid

Search

$33

Success$100

Allchannelsgetpar-alcredit

PaidSearch


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>Firstandlastclicka)ribu-on


Chartshows

percentageof

channeltouch

pointsthatlead

toaconversion.

Neitherfirst

norlast-clickmeasurement

wouldprovide

truepicture

Paid/OrganicSearch

Emails/ShoppingEngines


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>Adclicksinadequatemeasure

February212 DataliciousPtyLtd 11

Onlyasmallminorityofpeopleactuallyclickonads,themajoritymerelyprocessesthem(ifatall)likeanyotheradver3singwithoutan

immediateresponsesoadver3serscannotrelyonclicksasthesole

successmeasurebutshouldinsteadfocusonimpressionsdelivered


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>Indirectdisplayimpact

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>Indirectdisplayimpact



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Closer

Paidsearch

Displayadviews

TV/print

responses

>Fullpurchasepathtracking


Influencer Influencer $

Displayadclicks Onlinesales

Affiliateclicks

Socialbuzz

Offlinesales

Organic

search

Website

events

Directmail,

emails

Life-me

profit

Socialreferrals

Retailstorevisits

Directsitevisits

Introducer


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>Trackingofflineresponsesonline

Searchcallstoac3onforTV,radio,print Uniquesearchtermonlyadver3sedinprintsoall

responsesfromthattermmusthavecomefromprint

PURLs(personalisedURLs)fordirectmail

Brand.com/clientnameredirectstonewURLthatincludestrackingparameteriden3fyingresponseasdirectmail

Websiteentrysurveyfordirect/brandedvisits Surveywebsitevisitorsthathavecometositedirectly

orviabrandedsearchabouttheirmediahabits,etc

Combinedatasetsintomediaa0ribu3onmodel Combinerawdatafromonlinepurchasepath,websiteentrysurveyandofflinesaleswithofflinemediaplacementinforma3onintradi3onalmediaa0ribu3onmodel



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>Searchcalltoac-onforoffline

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VickyCarroll.myspaday.com>redirectto>myspaday.com?

CampaignID=DM:12&

Demographics=F|5&

CustomerSegment=A1&CustomerValue=High&

CustomerSince=21&

ProductHistory=P1|P2&

extBestOffer=P&

ChurnRisk=Low

[...]

>PersonalisedURLsfordirectmail



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>Websiteentrysurvey


Channel %ofConversions

StraighttoSite 27%

SEOBranded 15%

SEMBranded 9%

SEOGeneric 7%

SEMGeneric 14%

DisplayAdver3sing 7%

AffiliateMarke3ng 9%

Referrals 5%

EmailMarke3ng7%

De-dupedCampaignReport

}Channel %ofInfluence

WordofMouth 2%

Blogging&SocialMedia 24%

NewspaperAdver3sing 9%

DisplayAdver3sing 14%

EmailMarke3ng 7%

RetailPromo3ons 14%

GreatestInfluenceronBrandedSearch/STS

Conversionsa0ributedtosearchterms

thatcontainbrandkeywordsanddirect

websitevisitsaremostlikelynotthe

origina3ngchannelthatgeneratedthe

awarenessandassuchconversion

creditsshouldbere-allocated.


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>Crosschannelimpact



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>Trackingofflinesalesonline

Emailclick-throughIncludeofflinesalesflaginURLparameterin

welcomeemailclick-throughURLs(or1stemail

newsle0eraerofflinesale)totriggeracustomassistedofflinesalesconversionevent

FirstloginaerpurchaseSimilartotheabovemethod,howeveroffline

salesflaghappensviaJavaScriptparameterdefinedonloginratherthanURLparameter



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Confirma-onemail,1stlogin

>Offlinesalesdrivenbyonline


Websiteresearch

Phoneorder

Retailorder

Onlineorder

Cookie

Adver-singcampaign

Creditcheck,fulfilment

Onlineorderconfirma-on

Virtualorderconfirma-on


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>Understandingchannelmix



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>Adjus-ngforofflineimpact


+15+5 +10

155 10


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Closer

25%

>Mediaa)ribu-onmodels


Influencer Influencer $100

25%Even

A)rib.

ExclusionA)rib.

Custom

A)rib.

25% 25%

Introducer

33% 33% 33% 0%

? ? ? ?


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Closer

Channel1

Channel1

Channel1

>Pathacrossdifferentsegments


Influencer Influencer $

Channel2

Channel2 Channel3

Channel2 Channel3 Product4

Channel3

Channel4

Channel4

Introducer

ProductAvs.B

ewprospects

Exis-ng

customers


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>Purchasepathvs.a)ribu-on

Importanttomakeadis3nc3onbetweenmediaa0ribu3onandpurchasepathtracking

Notthesame,oneisnecessarytoenabletheother Trackingthecompletepurchasepath,i.e.everypaid

andorganiccampaigntouchpointleadinguptoaconversionisanecessaryrequirementtobeabletoactuallydomediaa0ribu3onorthealloca3onorconversioncreditsbacktocampaigntouchpoints

Purchasepathtrackingisthedatacollec3onandmediaa0ribu3onistheactualanalysisormodelling



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>Singlesourceoftruthrepor-ng


Insights Repor-ng


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>Wheretotrackpurchasepath


Referralvisits

SocialmediavisitsOrganicsearchvisits

Paidsearchvisits

Emailvisits,etc

WebAnaly-cs

Bannerimpressions

Bannerclicks+

Paidsearchclicks

AdServer

Lackingadimpressions

Lessgranular&complex

Lackingorganicvisits

Moregranular&complex


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>Purchasepathdatasamples

WebAnaly-csdatasample

(ADIMPRESSION>)AFFILIATE>SEARCH>$$$

SEARCH>SOCIAL>DIRECT>$$$

AdServerdatasample1/1/21211:45ADIMPRESSION

1/1/21212:ADIMPRESSION

1/1/21212:5SEARCH7/1/21217:DIRECT

8/1/21215:$$$

January212 DataliciousPtyLtd


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>Purchasepathforeachcookie


Mobile Home Work

Tablet Media Etc


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>PlaNormop-ons

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>Purchasepathop-ons

GoogleAnaly3cs Mul3-channelfunnels

AdobeSiteCatalyst Cross-visitpar3cipa3onJavaScriptplugin DoubleClick/MediamindGenesisintegra3on LightServerCalls

Atlas,Mediamind,DoubleClick,etc

Campaigntouchpointreport(Mediamind) Rawcookieleveldata&manualanalysis

ClearSaleingJanuary212 DataliciousPtyLtd


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>GoogleAnaly-cs

Mul3-channelfunnels Concatenatesandgroupscampaigncodesacrossvisits

Pros Freeofchargeaspartofmaintool Outoftheboxreportsthatrequirenoaddi3onaltags Doesnotrequiredatawarehousingandcustomanaly3cs

Cons Rawdatacannotbeexportedforadvancedmodelling Cannotcombinepurchasepathsacrossdevices Doesntincludeadimpressions(maybeDoubleClickinthefuture) Channelscanbegroupedbutnotre-classifiedintheinterface

Offlineresponsesviasearchcalltoac3onshowupassearch,etc Plaormcannotaccommodateofflinedata(surveys,CRM,etc) Purchasepathdataonly,noa0ribu3onmodelingorROMI



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>AdobeSiteCatalyst

Cross-visitpar3cipa3on&lightservercalls Concatenatescampaigncodesacrossvisitsintosinglestring LightServerCalladdsmissingadimpressionsintocampaigncodestring

DoubleClick/MediamindGenesis Importslastadimpression,clickandadcostsintoSiteCatalystasevents

Pros Easyadd-onforSiteCatalystclients,requiresJavaScriptchangeonly Doesntrequireaddi3onaldatawarehousingasstoredinSiteCatalyst Campaignresponsescanbere-classifiedaerthefact(SAINT)

Cons Conflic3ngun-integratedsolu3ons(LightServerCallvs.Genesis) Addi3onalcostsduetoalightservercallforeachadimpression LightServerCalltracksadimpressionbutlacksmoregranularaddata Cannotconcatenatecampaigncodesacrossdifferenttopleveldomains Datacanonlybeexportedasconcatenatedstringswithout3mestamps Plaormcannotintegrateofflinedataintomodelling(surveys,CRM,etc) Basica0ribu3onmodellingonlythatcannotbechangedinretrospect Purchasepathdataonly,noflexiblea0ribu3onmodelingorROMI



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WebAnaly-csdatasample

LASTADIMPRESSION>SEARCH>$$$|PV$$$

ADIMPRESSION>ADIMPRESSION>SEARCH>$$$

AdServerdatasample1/1/21211:45ADIMPYAHOOHOME $

1/1/21212:ADIMPSMHFINANCE $

1/1/21212:5SEARCHKEYWORD -

7/1/21217:DIRECT $

8/1/21215:$$$ $1



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>Atlas,Mediamind,DoubleClick

Campaigntouchpoints(Mediamindonly) Last1touchpointsbeforeconversionaggregatedacrossusers

Rawcookieleveldata(alladservers) FulllistofalladtouchpointsforeachcookieID

Pros

Lowtoverylowcostforrawdata Completerawdataavailable(cookielevelop3ononly) Increasedflexibilityduetocompleteandverygranulardata Campaignresponsescanbere-classifiedaerthefact Solu3oncanaccommodateofflinedata(surveys,CRM,etc) Adservercantrackacrossdifferentdomainsduetordpartycookie EnablesadvancedROMIanda0ribu3onmodellingwithofflinedata A0ribu3onmodelcanbechangedinretrospectandrecalculated

Cons RequirescustomJavaScripttagstocaptureorganictouchpoints Requiresaddi3onaldatawarehousingandcustomanaly3cs



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>Tagimplementa-on:SuperTag

41

SuperTag

ConversionTracking

ConversionDeduping

MediaA)ribu-on

BehavioralTarge-ng

A/BTes-ngHeatMaps

LiveChat

WebAnaly-cs

AnyJavaScript

Easilyimplementandupdate

anytagonanywebsiteswithout

orlimitedITinvolvement

De-duplicateconversionsfor

CPAdealsandalignrepor3ngfiguresacrossplaorms

Collectaccuratemul3-channel

mediaa0ribu3ondatato

provideadvancedinsights

Enableadvancedfeaturessuch

astarge3ng,tes3ngandchatto

op3miseuserexperience

212 SupertagPtyLtd


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AdServersummarydatasample

ADIMPRESSION>DIRECT>SEARCH>$$$ 1x

ADIMPRESSION>AFFILIATE>SEARCH>$$$ 5x

AdServerdatasampleUID121/1/21211:45ADIMPYAHOO $

UID121/1/21212:ADIMPSMH $

UID121/1/21212:5SEARCH -

UID127/1/21217:DIRECT $

UID128/1/21215:$$$ $1



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212 SupertagPtyLtd 44


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>ClearSaleing

Pros Fullymanagedmediaa0ribu3onplaorm Extensiveoutoftheboxrepor3ngfunc3onality Cancustomisea0ribu3onmodel(notblackbox) SupportsROMIcalcula3onanda0ribu3onmodeling

Cons Pricedonpercentageofmediaspend Requireswebsitetaggingandbackendintegra3ons Onlypre-processeddataexport,notrawdata



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>Forrester:ClearSaleingROI/TEI

Improveddecisionmakingandmediabuying Laborsavingsandimprovedproduc3vity Accuratemediarepor3ngandimprovedvisibility Improvedflexibilityandfastermarketresponse Transparencyandconsistencyofmetrics Increaseinonlineadver3singbudgetSeptember211 DataliciousPtyLtd 47


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[email protected]

Learnmoreblog.datalicious.com

Followmetwi)er.com/datalicious



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Data>Insights>Ac-on


201204 Datalicious Media Attribution Options V5

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