eMetrics SMX Media Attribution
-
Upload
datalicious -
Category
Technology
-
view
117 -
download
1
Transcript of eMetrics SMX Media Attribution
> 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
April 2011 © Datalicious Pty Ltd 4
Media A(ribu,on
Op,mise channel mix
Tes,ng Improve usability
$$$
Targe,ng Increase relevance
April 2011 © Datalicious Pty Ltd 5
Ques,ons? Tweet @datalicious
Direct mail, email, etc
Facebook Twi(er, etc
> Campaign flows are complex
April 2011 © Datalicious Pty Ltd 6
POS kiosks, loyalty cards, etc
CRM program
Home pages, portals, etc
YouTube, blog, etc
Paid search
Organic search
Landing pages, offers, etc
PR, WOM, events, etc
TV, print, radio, etc
= Paid media
= Viral elements
Call center, retail stores, etc
= Sales channels
Display ads, affiliates, etc
TV/Print audience
Search audience
Banner audience
> Media channels overlap
March 2011 © Datalicious Pty Ltd 7
> Indirect display impact
April 2011 © Datalicious Pty Ltd 8
> Indirect display impact
April 2011 © Datalicious Pty Ltd 9
> Success a(ribu,on models
April 2011 © Datalicious Pty Ltd 10
Banner Ad $100
Email Blast
Paid Search $100
Banner Ad $100
Affiliate Referral $100
Success $100
Success $100
Banner Ad
Paid Search
Organic Search $100
Success $100
Last channel gets all credit
First channel gets all credit
All channels get equal credit
Print Ad $33
Social Media $33
Paid Search $33
Success $100
All channels get par,al credit
Paid Search
> First and last click a(ribu,on
April 2011 © Datalicious Pty Ltd 11
Chart shows percentage of channel touch points that lead to a conversion.
Neither first nor last-‐click measurement would provide true picture
Paid/Organic Search
Emails/Shopping Engines
Closer
SEM Generic
Banner View
TV Ad
> Full path to purchase
April 2011 © Datalicious Pty Ltd 12
Influencer Influencer $
Banner Click Online
SEO Generic
Affiliate Click Offline
SEO Branded
Direct Visit
Email Update Abandon
Direct Visit
Social Media
SEO Branded
Introducer
> Search call to ac,on for offline
March 2011 © Datalicious Pty Ltd 13
> Offline sales driven by online
March 2011 © Datalicious Pty Ltd 14
Website research
Phone order
Retail order
Online order
Cookie
Adver,sing campaign
Credit check, fulfilment
Online order confirma,on
Virtual order confirma,on
Confirma,on email
> Single source of truth repor,ng
April 2011 © Datalicious Pty Ltd 15
Insights Repor,ng
> Where to collect the data
April 2011 © Datalicious Pty Ltd 16
Referral visits Social media visits Organic search visits Paid search visits Email visits, etc
Web Analy,cs Banner impressions
Banner clicks +
Paid search clicks
Ad Server
Lacking ad impressions Less granular & complex
Lacking organic visits More granular & complex
> 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 17
> Combine purchase paths
March 2011 © Datalicious Pty Ltd 18
Mobile Home Work
Tablet Media Etc
> Understanding channel mix
April 2011 © Datalicious Pty Ltd 19
> Website entry survey
March 2011 © Datalicious Pty Ltd 21
Channel % of Conversions
Straight to Site 27%
SEO Branded 15%
SEM Branded 9%
SEO Generic 7%
SEM Generic 14%
Display Adver;sing 7%
Affiliate Marke;ng 9%
Referrals 5%
Email Marke;ng 7%
De-‐duped Campaign Report
} Channel % of Influence
Word of Mouth 32%
Blogging & Social Media 24%
Newspaper Adver;sing 9%
Display Adver;sing 14%
Email Marke;ng 7%
Retail Promo;ons 14%
Greatest Influencer on Branded Search / STS
Conversions agributed to search terms that contain brand keywords and direct website visits are most likely not the origina;ng channel that generated the awareness and as such conversion credits should be re-‐allocated.
> Adjus,ng for offline impact
April 2011 © Datalicious Pty Ltd 22
+15 +5 +10 -‐15 -‐5 -‐10
Closer
25%
> Custom a(ribu,on models
April 2011 © Datalicious Pty Ltd 23
Influencer Influencer $
25% Even A(rib.
Exclusion A(rib.
Custom A(rib.
25% 25%
Introducer
33% 33% 33% 0%
? ? ? ?
> ClearSaleing media a(ribu,on
April 2011 © Datalicious Pty Ltd 24
April 2011 © Datalicious Pty Ltd 25
April 2011 © Datalicious Pty Ltd 26
April 2011 © Datalicious Pty Ltd 27
Slides + Webinar datalicious.com/a(ribu,on
Ques,ons? Talk to me Stand 4, [email protected]
Data > Insights > Ac,on