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>

Media a(ribu,on <


Media a'ribu+on or when tracking the last click is just not enough

> About Datalicious


Datalicious was founded in November 2007 Ocial Adobe & Google Analy+cs partner 360 data agency with team of data specialists Combina+on of analysts and developers Blue chip clients across all industry ver+cals Carefully selected best of breed partners Driving industry best prac+ce with ADMA Turning data into ac+onable insights Execu+ng smart data driven campaigns
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October 2012

> Smart data driven marke,ng


Using data to widen the funnel

Media A(ribu,on & Modeling


Op,mise channel mix, predict sales

Targe,ng & Merchandising


Increase relevance, reduce churn

Tes,ng & Op,misa,on


Remove barriers, drive sales

Boos,ng ROMI
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> Clients across all industries

October 2012

Datalicious Pty Ltd

Media a(ribu,on = Giving credit where credit it is due


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> The ideal media dashboard


Channel Brand equity
Baseline

Investment ($100) $7 $1 $2

ROMI n/a 330% 400% 1150%

Return $40 $30 $5 $25


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Oine Direct

TV, print, outdoor, etc

Direct mail, email, etc

Online
October 2012

Search, display, social, etc

Datalicious Pty Ltd

> Channels inuence each other


= Paid media = Viral elements = Sales channels

Organic search

PR, WOM, events, etc

YouTube, blog, etc

Home pages, portals, etc

Paid search

TV, print, radio, etc

Direct mail, email, etc

Landing pages, oers, etc

Display ads, aliates, etc

CRM program

Facebook Twi(er, etc

POS kiosks, loyalty cards, etc

Website, call center, retail

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Datalicious Pty Ltd

> Success a(ribu,on models


Banner Ad Paid Search Organic Search $100 Success

$100

Last channel gets all credit

Banner Ad $100

Paid Search

Email Blast

Success

$100

First channel gets all credit

Paid Search $100

Banner Ad $100

Aliate Referral $100

Success

$100

All channels get equal credit

Print Ad $33

Social Media $33

Paid Search $33

Success

$100

All channels get par,al credit


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October 2012

Datalicious Pty Ltd

> First and last click a(ribu,on


Chart shows percentage of channel touch points that lead to a conversion.

Paid/Organic Search

Emails/Shopping Engines

Neither rst nor last-click measurement would provide true picture


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October 2012

Datalicious Pty Ltd

> Ad clicks inadequate measure

Only a small minority of people actually click on ads, the majority merely processes them (if at all) like any other adver+sing without an immediate response so adver+sers cannot rely on clicks as the sole success measure but should instead focus on impressions delivered
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> Indirect display impact

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> Indirect display impact

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> Indirect display impact

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> Full purchase path tracking


Introducer Inuencer Inuencer Closer

Paid search

Display ad clicks

Organic search

Direct site visits

Online sales

Display ad views

Aliate clicks

Social referrals

Emails, direct mail

Oine sales

TV/print responses

Organic search

Social buzz

Retail visits

Life,me prot

October 2012

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> Full purchase path tracking


Introducer Inuencer Inuencer Closer

Paid search

Display ad clicks

Organic search

Direct site visits

Online leads

Display ad views

Aliate clicks

Social referrals

Emails, direct mail

Oine sales

TV/print responses

Organic search

Social buzz

Retail visits

Life,me prot

October 2012

Datalicious Pty Ltd

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> Path across dierent segments


Introducer Inuencer Inuencer Closer

Channel 1

Channel 2

Channel 3

Channel 4

Product A vs. B

Channel 1

Channel 2

Channel 3

Channel 4

Clients vs. prospects

Channel 1

Channel 2

Channel 3

Channel 4

Brand vs. direct resp.

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> Purchase path example

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> Purchase path data example


U123 1/1/12 12:00 RED AD YAHOO NEWS U123 1/1/12 12:05 RED AD SMH FINANCE U123 1/1/12 12:10 GOOGLE BRAND TERM U123 1/1/12 12:11 WEBSITE VISIT U123 1/1/12 12:12 WEBSITE EVENT U123 3/1/12 14:00 GOOGLE GENERIC TERM U123 3/1/12 14:01 WEBSITE VISIT U123 7/1/12 17:00 EMAIL OPEN U123 8/1/12 15:00 GOOGLE BRAND TERM U123 8/1/12 15:01 WEBSITE CONVERSION
October 2012 Datalicious Pty Ltd

$20 $20 - - - $20 - $20 $20 $100


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> Full vs. par,al purchase path data


Display impression

Display impression

Email response

Search response

Display impression

Display impression

Display impression

Direct visit

Display impression

Display impression

Display impression

Display response

Display impression

Display impression

Search response

Search response

October 2012

Datalicious Pty Ltd

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> Full vs. par,al purchase path data


Display impression

Display impression

Email response

Search response

Display impression

Display impression

5% to 65% variance in conversion a(ribu,on for dierent channels due to par,al purchase path data
Display impression Display impression Direct visit

Display impression

Display impression

Display response

Display impression

Display impression

Search response

Search response

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Datalicious Pty Ltd

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> Tracking oine sales online


Email click-through First login aler purchase Unique phone numbers
Include oine sales ag in 1st email click-through URL aler oine sale to track an assisted oine sales conversion Similar to the above method, however oine sales ag happens via JavaScript parameter dened on 1st login Assign unique website numbers to responses from specic channels, search terms or even individual visitors to match oine call center results back to online ac+vity Survey website visitors to at least measure purchase intent in case actual oine sales cannot be tracked
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Website entry survey for purchase intent

October 2012

> Oine sales driven by online


Adver,sing campaign Phone sales Fullment, CRM, etc

Retail sales

Conrma,on email, 1st login

Website research

Online sales

Online sales conrma,on

Virtual sales conrma,on

Cookie

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> Tracking oine responses online


Search calls to ac+on for TV, radio, print
Unique search term only adver+sed in print so all responses from that term must have come from print Brand.com/customer-name redirects to new URL that includes tracking parameter iden+fying response as DM Survey website visitors that have come to site directly or via branded search about their media habits, etc Combine raw data from online purchase path, website entry survey and oine sales with oine media placement data in tradi+onal (econometric) media a'ribu+on model
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PURLs (personalised URLs) for direct mail

Website entry survey for direct/branded visits

Combine data sets into media a'ribu+on model

October 2012

> Search call to ac,on for oine

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> Personalised URLs for direct mail


ChrisBartens.company.com > redirect to > company.com?

CampaignID=DM:123& Demographics=M|35& CustomerSegment=A1& CustomerValue=High& CustomerSince=2001& ProductHistory=A6& NextBestOer=A7& ChurnRisk=Low [...]


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October 2012

What promoted your visit today? q Recent branch visit q Saw an ad on television q Saw an ad in the newspaper q Recommenda+on from family/friends q [] How likely are you to apply for a loan? q Within the next few weeks q Within the next few months q I am a customer already q [] Datalicious Pty Ltd 27

> Website entry survey


De-duped Campaign Report Greatest Inuencer on Branded Search / STS

Channel Straight to Site SEO Branded SEM Branded SEO Generic SEM Generic Display Adver+sing Aliate Marke+ng Referrals Email Marke+ng

% of Conversions 27% 15% 9% 7% 14% 7% 9% 5% 7%

Channel Word of Mouth Blogging & Social Media Newspaper Adver+sing Display Adver+sing Email Marke+ng Retail Promo+ons

% of Inuence 32% 24% 9% 14% 7% 14%

Conversions a'ributed 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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October 2012

> Adjus,ng for oine impact


-5 +5 -15 +15 -10 +10

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> Tradi,onal modelling to ll gaps

Use of tradi+onal econometric modelling to measure the impact of communica+ons on sales for oine channels where it cannot be measured directly through smart calls to ac+on online (and thus cookie level purchase path data).
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> Purchase path vs. a(ribu,on


Important to make a dis+nc+on between media a'ribu+on and purchase path tracking
Not the same, one is necessary to enable the other

Tracking the complete purchase path, i.e. every paid and organic campaign touch point leading up to a conversion is a necessary requirement to be able to actually do media a'ribu+on or the alloca+on or conversion credits back to campaign touch points
Purchase path tracking is the data collec+on and media a'ribu+on is the actual analysis or modelling
October 2012 Datalicious Pty Ltd 31

> Media a(ribu,on example


Even/weighted a'ribu+on

Last click a'ribu+on

COST PER CONVERSION


October 2012 Datalicious Pty Ltd 32

> Media a(ribu,on example


TV/Print

Even/weighted a'ribu+on

Website content

Internal ads

Email Direct mail


COST PER CONVERSION
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Last click a'ribu+on

> Media a(ribu,on models


Display impression Display impression Display response Search response

$100

0%

0%

0%

100%

Last click a(ribu,on

25%

25%

25%

25%

Even a(ribu,on

X%

X%

Y%

Z%

Weighted a(ribu,on

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> Media a(ribu,on models


Introducer Inuencer Inuencer Closer

?%

?%

?%

?%

Product A vs. B

?%

?%

?%

?%

Prospects vs. clients

?%

?%

?%

?%

Brand vs. direct resp.

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> Media a(ribu,on example


Publisher 1 Publisher 2 Publisher 3 [] Publisher N
TOTAL CONVERSION VALUE

Increase spend

Reduce spend

Increase spend

ROI FULL PURCHASE PATH


October 2012 Datalicious Pty Ltd 36

> Media a(ribu,on case studies


Suncorp: Implementa+on of ad server data collec+on tags via SuperTag to facilitate the collec+on of full purchase path data in the companys DoubleClick ad server. Followed by a manual one- o data analysis including a'ribu+on model development in phase 1 as well as report automa+on in a dedicated Splunk environment in phase 2.
2,078% project ROI from implementa+on of ini+al quick wins only by reducing media waste respec+vely cost for a limited set of brands in phase 1.

Telstra: Implementa+on of ad server data collec+on tags via SuperTag to facilitate the collec+on of full purchase path data in the companys Atlas ad server. Followed by a manual one-o data analysis including a'ribu+on model development.

403% project ROI from implementa+on of ini+al quick wins only by reducing media waste respec+vely cost.
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October 2012

Datalicious Op,maHub

October 2012

Datalicious Pty Ltd

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> Op,maHub plaoorm architecture


SuperTag app genera,ng JS app.supert.ag
JavaScript

SuperTag JS hosted by client or on c.supert.ag

JavaScript

Client pages referencing SuperTag JS

Tags

Browser execu,ng SuperTag JS


Requests

Addi,onal data (i.e. CRM, POS, social, etc)


Data

3rd party ad server data collec,on


Data

Splunk saved searches and dashboards

Dedicated client Splunk server(s)

Splunk processing Server(s)

Data

SuperTag DataCollector d.supert.ag

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> About Datalicious


October 2012 Datalicious Pty Ltd 40

> Short but sharp history


Datalicious was founded in November 2007 Ocial Adobe & Google Analy+cs partner 360 data agency with team of data specialists Combina+on of analysts and developers Blue chip clients across all industry ver+cals Carefully selected best of breed partners Driving industry best prac+ce with ADMA Turning data into ac+onable insights Execu+ng smart data driven campaigns
Datalicious Pty Ltd 41

October 2012

> Smart data driven marke,ng


Using data to widen the funnel

Media A(ribu,on & Modeling


Op,mise channel mix, predict sales

Targe,ng & Merchandising


Increase relevance, reduce churn

Tes,ng & Op,misa,on


Remove barriers, drive sales

Boos,ng ROMI
October 2012 Datalicious Pty Ltd 42

> Wide range of data services


Data
Plaoorms

Insights
Analy,cs
Data mining and modelling Tableau, Splunk, SPSS, etc Customised dashboards Media a(ribu,on analysis Media mix modelling Social media monitoring Customer segmenta,on

Ac,on

Data collec,on and processing Adobe, Google Analy,cs, etc Web and mobile analy,cs Tag-less online data capture Retail and call center analy,cs Data warehouse solu,ons Single customer view

Campaigns

Data usage and applica,on Alterian, SiteCore, Inxmail, etc Targe,ng and merchandising Marke,ng automa,on CRM strategy and execu,on Data driven websites Tes,ng programs

October 2012

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> Over 50 years of experience

Chris+an Bartens
Founder & Director Bachelor of Business Management with marke+ng focus Web analy+cs and digital marke+ng work experience Space2go, E-Lol, Tourism Australia SuperTag founder, ADMA Analy+cs Chair, I-COM Board Member LinkedIn prole October 2012

Elly Gillis

General Manager Bachelor of Communica+ons with print and digital focus Digital marke+ng and project management work experience M&C Saatchi, Mark, Holler, Tequila, IAG, OneDigital, Telstra Australian gold medal in surf boat rowing LinkedIn prole

Michael Savio

Head of Insights Bachelor of Arts & Science with applied mathema+cs focus CRM and marke+ng research and analy+cs work experience ANZ Bank, Australian Bureau of Sta+s+c, DBM Consultants ADMA lecturer on marke+ng tes+ng LinkedIn prole

Chaoming Li

Head of Data Bachelor of Technology with microelectronics focus Solware and website development work experience Standards Australia, DF Securi+es, Globiz, Etang Developing his own CMS plazorm LinkedIn prole 44

Datalicious Pty Ltd

> Best of breed partners

October 2012

Datalicious Pty Ltd

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> Clients across all industries

October 2012

Datalicious Pty Ltd

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> Great customer feedback


[] Datalicious quickly earned our respect and condence [] understand our business needs, deliver value, push our thinking []. Likeable, transparent and trustworthy. I would be happy to recommend Datalicious to anyone. Murray Howe, Execu+ve Manager, Suncorp Group "[] Datalicious brought with them best prac>ce analy>cs to demonstrate the true value of our marke>ng dollars [] have become a criBcal business partner [] provided great insights which have driven key business decisions. Trang Young, Senior Marke+ng Manager, E*Trade Australia The Datalicious guys are great to work along side [] 'no stone unturned' approach to nding solu>ons to challenges [] knowledge and passion for web analy>cs and best of breed web opBmizaBon was second to none Steve Brown, Senior Business Analyst, Vodafone [] The Vodafone implementa>on of SiteCatalyst is one of the most impressive I have seen and ranks in the top 10 []. It is an amazing founda>on for taking ac>on on the data and improving ROI. Adam Greco, Consul+ng Lead, Omniture
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> Great customer feedback


"[] Datalicious understand the value of informa>on and how to leverage it using best of breed soEware. I would recommend the team without hesita>on [...]." James Fleet, Marke+ng Director, Appliances Online "[...] Datalicious have been inBmately involved in building our analyBcs soluBon. Most importantly their knowledge of best prac>ce combined with innova>ve solu>ons has allowed our business to remain nimble and current. They are also nice guys." Tzvi Balbin, Group Digital Marke+ng Lead, Catch of the Day "[...] Datalicious are helping us to move from a last click campaign measurement model to a more accurate media aFribu>on approach. [...] potenBal to signicantly change our media planning [...]. Highly recommended." Keith Mirgis, Senior Digital & Social Media Marke+ng Manager, Telstra "We engaged Datalicious to support a strategic change in our business [...] understand our customers [and their transac>ons] beFer to ensure we retained as many as possible [...]" Natalie Farrell, Direct Marke+ng Manager, Luxo}ca
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cbartens@datalicious.com blog.datalicious.com twi(er.com/datalicious


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Data > Insights > Ac,on

October 2012

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