OMX: Media Attribution
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Transcript of OMX: Media Attribution
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> Media a(ribu,on < When measuring the last click
is just not good enough
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> Short but sharp history Datalicious was founded in late 2007 Strong Omniture web analy>cs history 1 of 4 preferred Omniture partners globally 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 November 2011 © Datalicious Pty Ltd 2
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> Smart data driven marke,ng
November 2011 © Datalicious Pty Ltd 3
Media A(ribu,on & Modeling
Op,mise channel mix, predict sales
Tes,ng & Op,misa,on Remove barriers, drive sales
Boos,ng ROI
Targeted Direct Marke,ng Increase relevance, reduce churn
“Using data to widen the funnel”
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> Clients across all industries
November 2011 © Datalicious Pty Ltd 4
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> The ideal marke,ng dashboard
November 2011 © Datalicious Pty Ltd 5
Channel Investment ROMI Return
Brand equity Baseline ($100) n/a $40
Offline TV, print, outdoor, etc $7 77% $30
Direct Direct mail, email, etc $1 90% $10
Online Search, display, social, etc
$2 90% $20
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Direct mail, email, etc
Facebook Twi(er, etc
> Campaign flows are complex
November 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 feed each other
November 2011 © Datalicious Pty Ltd 7
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> Indirect display impact
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> Success a(ribu,on models
November 2011 © Datalicious Pty Ltd 9
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
November 2011 © Datalicious Pty Ltd 10
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
Paid search
Display ad views
TV/print responses
> Track full path to purchase
November 2011 © Datalicious Pty Ltd 11
Influencer Influencer $
Display ad clicks
Online sales
Organic search
Affiliate clicks
Offline sales
Organic search
Website events
CRM, DM/eDMs
Life,me profit
Direct visits
Social referrals
Organic search
Introducer
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> Search call to ac,on for offline
November 2011 © Datalicious Pty Ltd 12
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> Offline sales driven by online
November 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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> Event ROI extrapola,on
November 2011 © Datalicious Pty Ltd 15
Product view
Applica,on start
Offline conversion
$10 $100
$100
$100
$30 $60
Campaign
$10 $30
$10
Applica,on complete
@ @
Campaign
Campaign
Campaign
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> Single source of truth repor,ng
November 2011 © Datalicious Pty Ltd 16
Insights Repor,ng
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> Where to collect the data
November 2011 © Datalicious Pty Ltd 17
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 $$$
November 2011 © Datalicious Pty Ltd 18
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> Combine purchase paths
November 2011 © Datalicious Pty Ltd 19
Mobile Home Work
Tablet Media Etc
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> Op,mise media to profit
November 2011 © Datalicious Pty Ltd 20
Media (costs)
ClearSaleing (ROMI)
CRM (profit)
Centralised plaeorm to combine media costs and life>me customer value to provide accurate ROMI repor>ng
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> Understanding channel mix
November 2011 © Datalicious Pty Ltd 21
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> Website entry survey
November 2011 © Datalicious Pty Ltd 23
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 akributed 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
November 2011 © Datalicious Pty Ltd 24
+15 +5 +10 -‐15 -‐5 -‐10
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Closer
25%
> Custom a(ribu,on models
November 2011 © Datalicious Pty Ltd 25
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
November 2011 © Datalicious Pty Ltd 27
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November 2011 © Datalicious Pty Ltd 28
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> Prerequisite: Container tag
November 2011 © Datalicious Pty Ltd 29
Datalicious
SuperTag or similar
Conversion Tracking
Conversion De-‐duping
Media A(ribu,on
Behavioral Targe,ng
A/B Tes,ng Heat Maps
Live Chat
Web Analy,cs
Any JavaScript
Easily implement and update any tag on any websites without or limited IT involvement De-‐duplicate conversions for CPA deals and align repor>ng figures across plaeorms Collect accurate mul>-‐channel media akribu>on data to provide advanced insights Enable advanced features such as targe>ng, tes>ng and chat to op>mise user experience
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November 2011 © Datalicious Pty Ltd 30 SuperTag: Central tag management plamorm
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November 2011 © Datalicious Pty Ltd 31
Contact me [email protected]
Learn more
blog.datalicious.com
Follow me twi(er.com/datalicious
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Data > Insights > Ac,on
November 2011 © Datalicious Pty Ltd 32