eMetrics SMX Media Attribution

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> Media a(ribu,on < How to actually do it

Transcript of eMetrics SMX Media Attribution

Page 1: eMetrics SMX Media Attribution

>  Media  a(ribu,on  <  How  to  actually  do  it  

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>  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  

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>  Clients  across  all  industries  

April  2011   ©  Datalicious  Pty  Ltd   3  

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>  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  

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April  2011   ©  Datalicious  Pty  Ltd   5  

Ques,ons?  Tweet  @datalicious  

 

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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  

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TV/Print    audience  

Search  audience  

Banner  audience  

>  Media  channels  overlap  

March  2011   ©  Datalicious  Pty  Ltd   7  

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>  Indirect  display  impact    

April  2011   ©  Datalicious  Pty  Ltd   8  

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>  Indirect  display  impact    

April  2011   ©  Datalicious  Pty  Ltd   9  

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>  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  

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>  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  

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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  

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>  Search  call  to  ac,on  for  offline    

March  2011   ©  Datalicious  Pty  Ltd   13  

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>  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  

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>  Single  source  of  truth  repor,ng  

April  2011   ©  Datalicious  Pty  Ltd   15  

Insights   Repor,ng  

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>  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  

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>  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  

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>  Combine  purchase  paths  

March  2011   ©  Datalicious  Pty  Ltd   18  

Mobile   Home   Work  

Tablet   Media   Etc  

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>  Understanding  channel  mix  

April  2011   ©  Datalicious  Pty  Ltd   19  

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>  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.    

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>  Adjus,ng  for  offline  impact  

April  2011   ©  Datalicious  Pty  Ltd   22  

+15  +5   +10  -­‐15  -­‐5   -­‐10  

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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%  

?   ?   ?   ?  

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>  ClearSaleing  media  a(ribu,on  

April  2011   ©  Datalicious  Pty  Ltd   24  

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April  2011   ©  Datalicious  Pty  Ltd   25  

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Slides  +  Webinar  datalicious.com/a(ribu,on  

 

Ques,ons?  Talk  to  me  Stand  4,  [email protected]  

 

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Data  >  Insights  >  Ac,on