How LasikPlus Spends SmartUsing Attribution to Optimize

Your Digital Media Mix 2/5/13 – 1:30 pm

Attribution: In Summary

Brand & Agency

Kimberly Demaree-EppleLasikPlus VP of Marketing and Advertisinglasikplus.com | @LasikPlus

Drew McKenzieEmpower MediaMarketing Director of Strategy@EmpowerMM | @DrewMcKenzie

LasikPlus

• LCA-Vision Inc., leading provider of laser vision correction services

• 55 LasikPlus vision centers in U.S.– 41 markets in 26 states

• 1.2 million+ procedures since 1991

FINDING THE OPTIMAL MIX

Challenge

Finding the Optimal Mix

• Shifting significant investment from traditional to digital– Requires more than last-click methodology– Limited scale at efficient cost per acquisition

Finding the Optimal Mix

ATTRIBUTION MODELING

Solution

Attribution Modeling

–Advanced digital attribution modeling• Map consumer journey in digital to create consensus

with senior management• Optimize spend across historically siloed digital tactics

– Several attribution partners• We chose Adometry• Recommend client and agency do homework when

selecting best fit for your needs

Attribution Modeling

Attribution Modeling

Attribution Modeling

Attribution Modeling

Attribution Modeling

Attribution Modeling

–Eliminates gut feelings–Proves out exactly which pieces of

digital mix are responsible for conversions–Last-click doesn’t give the whole

picture

THE POWER OF PROOF

Results

The Power of Proof

–57% of appointments are multi-touch across digital• display, paid, organic work together

Paid

OrganicDisplay

The Power of Proof

–Revised baseline credit for each digital tactic in media mixChannel Old Credit for

ConversionAttribution Credit

Display 0% 27%

Paid Search 70% 40%

Organic Search 18% 29%

The Power of Proof

–Continued data collection will benefit cross-channel modeling in the future

Attribution: In Summary

Questions

Thank You

Contactlasikplus.com | @LasikPlus

@EmpowerMM | @DrewMcKenzie

How LasikPlus Spends SmartUsing Attribution to Optimize

Your Digital Media Mix 2/5/13 – 1:30 pm