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>Mediaa(ribu,on

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>Shortbutsharphistory

Dataliciouswasfoundedlate2007 StrongOmniturewebanaly>cshistory Now360dataagencywithspecialistteam Combina>onofanalystsanddevelopers Carefullyselectedbestofbreedpartners Drivingindustrybestprac>ce(ADMA) Turningdataintoac>onableinsights Execu>ngsmartdatadrivencampaignsJune2011 DataliciousPtyLtd 2

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>Smartdatadrivenmarke,ng

June2011 DataliciousPtyLtd 3

MediaA(ribu,on&ModelingOp,misechannelmixpredictsales

Tes,ng&Op,misa,onRemovebarriersdrivesales

Boos,ngROI

TargetedDirectMarke,ngIncreaserelevancereducechurn

Usingdatatowidenthefunnel

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>Widerangeofdataservices

June2011 DataliciousPtyLtd 4

DataPlaorms

Datacollec,onandprocessing

Webanaly,cssolu,ons

OmnitureGoogleAnaly,csetc

Tag-lessonlinedatacapture

End-to-enddataplaorms

IVRandcallcenterrepor,ng

Singlecustomerview

InsightsAnaly,csDataminingandmodelling

Customiseddashboards

TableauSpoireSPSSetc

Mediaa(ribu,onmodels

Marketandcompe,tortrends

Socialmediamonitoring

Customerprofiling

Ac,onCampaignsDatausageandapplica,on

Marke,ngautoma,on

AlterianSiteCoreInxmailetc

Targe,ngandmerchandising

Internalsearchop,misa,on

CRMstrategyandexecu,on

Tes,ngprograms

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>Clientsacrossallindustries

June2011 DataliciousPtyLtd 5

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June2011 DataliciousPtyLtd 6

Ques,ons?Tweet@datalicious

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Directmail

emailetc

Facebook

Twi(eretc

>Campaignflowsarecomplex

June2011 DataliciousPtyLtd 7

POSkiosks

loyaltycardsetc

CRM

program

Homepages

portalsetc

YouTube

blogetc

Paid

search

Organic

search

Landingpages

offersetc

PRWOM

eventsetc

TVprint

radioetc

=Paidmedia

=Viralelements

Callcenter

retailstoresetc

=Saleschannels

Displayads

affiliatesetc

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TV/Printaudience

Search

audience

Banner

audience

>Mediachannelsoverlap

June2011 DataliciousPtyLtd 8

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>Indirectdisplayimpact

June2011 DataliciousPtyLtd 9

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>Indirectdisplayimpact

June2011 DataliciousPtyLtd 10

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>Successa(ribu,onmodels

June2011 DataliciousPtyLtd 11

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

June2011 DataliciousPtyLtd 12

Chartshows

percentageof

channeltouch

pointsthatlead

toaconversion.

Neitherfirst

norlast-clickmeasurement

wouldprovide

truepicture

Paid/OrganicSearch

Emails/ShoppingEngines

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Closer

SEMGeneric

BannerView

TV

Ad

>Fullpathtopurchase

June2011 DataliciousPtyLtd 13

Influencer Influencer $

BannerClick Online

SEOGeneric

AffiliateClick

Offline

SEO

Branded

Direct

Visit

Email

UpdateAbandon

DirectVisit

SocialMedia

SEOBranded

Introducer

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>Searchcalltoac,onforoffline

June2011 DataliciousPtyLtd 14

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>PURLsboos,ngDMresponserates

June2011 DataliciousPtyLtd 16

Text

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>Offlinesalesdrivenbyonline

June2011 DataliciousPtyLtd 17

Websiteresearch

Phoneorder

Retailorder

Onlineorder

Cookie

Adver,singcampaign

Creditcheckfulfilment

Onlineorderconfirma,on

Virtualorderconfirma,on

Confirma,onemail

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>Singlesourceoftruthrepor,ng

June2011 DataliciousPtyLtd 18

Insights Repor,ng

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>Wheretocollectthedata

June2011 DataliciousPtyLtd 19

Referralvisits

SocialmediavisitsOrganicsearchvisits

Paidsearchvisits

Emailvisitsetc

WebAnaly,cs

Bannerimpressions

Bannerclicks+

Paidsearchclicks

AdServer

Lackingadimpressions

Lessgranular&complex

Lackingorganicvisits

Moregranular&complex

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>Rawa(ribu,ondata

WebAnaly,cs

AFFILIATESEO$$$

SEMSOCIALEMAILDIRECT$$$

AdServer

01/01/201112:00ADIMPRESSION

01/01/201112:05SEO07/01/201117:00EMAIL

08/01/201115:00$$$

June2011 DataliciousPtyLtd 20

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>Combinepurchasepaths

June2011 DataliciousPtyLtd 21

Mobile Home Work

Tablet Media Etc

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>Understandingchannelmix

June2011 DataliciousPtyLtd 22

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>Websiteentrysurvey

June2011 DataliciousPtyLtd 24

Channel %ofConversions

StraighttoSite 27%

SEOBranded 15%

SEMBranded 9%

SEOGeneric 7%

SEMGeneric 14%

DisplayAdver>sing 7%

AffiliateMarke>ng 9%

Referrals 5%

EmailMarke>ng 7%

De-dupedCampaignReport

}Channel %ofInfluence

WordofMouth 32%

Blogging&SocialMedia 24%

NewspaperAdver>sing 9%

DisplayAdver>sing 14%

EmailMarke>ng 7%

RetailPromo>ons 14%

GreatestInfluenceronBrandedSearch/STS

Conversionsaributedtosearchterms

thatcontainbrandkeywordsanddirect

websitevisitsaremostlikelynotthe

origina>ngchannelthatgeneratedthe

awarenessandassuchconversion

creditsshouldbere-allocated.

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>Adjus,ngforofflineimpact

June2011 DataliciousPtyLtd 25

+15+5 +10

-15-5 -10

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Closer

25%

>Customa(ribu,onmodels

June2011 DataliciousPtyLtd 26

Influencer Influencer $

25%Even

A(rib.

ExclusionA(rib.

Custom

A(rib.

25% 25%

Introducer

33% 33% 33% 0%

? ? ? ?

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>ClearSaleingmediaa(ribu,on

June2011 DataliciousPtyLtd 28

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>ClearSaleingretailcasestudy

June2011 DataliciousPtyLtd 31

Casestudy:Departmentstore

whichgenerates$4billionin

annualrevenue

3monthsfromlaunch

DailyprofitfromGooglePPChasgrownby4x

Totalordershaveincreasedby16%

Revenueperorderincreasedby66%

Displayprofit

Paidsearchprofit

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June2011 DataliciousPtyLtd 32

Contactmecbartens@datalicious.com

Learnmoreblog.datalicious.com

Followmetwi(er.com/datalicious

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Data>Insights>Ac,on

June2011 DataliciousPtyLtd 33