Escolar Documentos
Profissional Documentos
Cultura Documentos
Boos,ng
ROI
June
2011
Datalicious
Pty
Ltd
3
Insights
Analy,cs
Data
mining
and
modelling
Customised
dashboards
Tableau,
SpoIire,
SPSS,
etc
Media
a(ribu,on
models
Market
and
compe,tor
trends
Social
media
monitoring
Customer
proling
Ac,on
Data collec,on and processing Web analy,cs solu,ons Omniture, Google Analy,cs, etc Tag-less online data capture End-to-end data plaIorms IVR and call center repor,ng Single customer view
Campaigns
Data usage and applica,on Marke,ng automa,on Alterian, SiteCore, Inxmail, etc Targe,ng and merchandising Internal search op,misa,on CRM strategy and execu,on Tes,ng programs
June 2011
June 2011
Ques,ons?
Tweet
@datalicious
June 2011
Organic search
Paid search
CRM program
June 2011
Banner audience
Search audience
June 2011
June 2011
June 2011
10
$100
Banner Ad $100
Paid Search
Email Blast
Success
$100
Banner Ad $100
Success
$100
Print Ad $33
Success
$100
June 2011
Paid/Organic Search
Emails/Shopping Engines
June 2011
SEM Generic
Banner Click
Direct Visit
SEO Branded
Online
Banner View
SEO Generic
Aliate Click
Social Media
Oine
TV Ad
SEO Branded
Direct Visit
Email Update
Abandon
June 2011
13
June 2011
14
June 2011
16
Retail order
Conrma,on email
Website research
Online order
Cookie
June 2011
17
Insights
June
2011
Datalicious
Pty
Ltd
Repor,ng
18
Web
Analy,cs
Referral
visits
Social
media
visits
Organic
search
visits
Paid
search
visits
Email
visits,
etc
Lacking
ad
impressions
Less
granular
&
complex
June 2011
19
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
$$$
June
2011
Datalicious
Pty
Ltd
20
Mobile
Home
Work
Tablet
Media
Etc
June 2011
21
June 2011
22
Channel Straight to Site SEO Branded SEM Branded SEO Generic SEM Generic Display Adver>sing Aliate Marke>ng Referrals Email Marke>ng
Channel Word of Mouth Blogging & Social Media Newspaper Adver>sing Display Adver>sing Email Marke>ng Retail Promo>ons
Conversions
ahributed
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.
Datalicious
Pty
Ltd
24
June 2011
June 2011
25
25%
25%
25%
25%
Even A(rib.
33%
33%
33%
0%
Exclusion A(rib.
?
June
2011
?
Datalicious
Pty
Ltd
Custom A(rib.
26
June 2011
28
June 2011
29
June 2011
30
Display prot
June 2011
31
June 2011
33