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Media a(ribu,on <


When measuring the last click is just not good enough

> 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
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> Smart data driven marke,ng


Using data to widen the funnel

Media A(ribu,on & Modeling


Op,mise channel mix, predict sales

Targeted Direct Marke,ng


Increase relevance, reduce churn

Tes,ng & Op,misa,on


Remove barriers, drive sales

Boos,ng ROI
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> Wide range of data services


Data
PlaIorms

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

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Datalicious Pty Ltd

> Clients across all industries

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Datalicious Pty Ltd

Ques,ons?
Tweet @datalicious

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Datalicious Pty Ltd

> Campaign ows are complex


= 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

Call center, retail stores, etc

June 2011

Datalicious Pty Ltd

> Media channels overlap


TV/Print audience

Banner audience

Search audience

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Datalicious Pty Ltd

> Indirect display impact

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Datalicious Pty Ltd

> Indirect display impact

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Datalicious Pty Ltd

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> 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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June 2011

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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June 2011

Datalicious Pty Ltd

> Full path to purchase


Introducer Inuencer Inuencer Closer

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

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> Search call to ac,on for oine

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Datalicious Pty Ltd

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> PURLs boos,ng DM response rates


Text

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> Oine sales driven by online


Adver,sing campaign Phone order Credit check, fullment

Retail order

Conrma,on email

Website research

Online order

Online order conrma,on

Virtual order conrma,on

Cookie

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> Single source of truth repor,ng

Insights
June 2011 Datalicious Pty Ltd

Repor,ng

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> Where to collect the data


Ad Server
Banner impressions Banner clicks + Paid search clicks

Web Analy,cs
Referral visits Social media visits Organic search visits Paid search visits Email visits, etc 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 $$$
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> Combine purchase paths

Mobile

Home

Work

Tablet

Media

Etc

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> Understanding channel mix

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Datalicious Pty Ltd

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> 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 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.
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June 2011

> Adjus,ng for oine impact


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

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> Custom a(ribu,on models


Introducer Inuencer Inuencer Closer

25%

25%

25%

25%

Even A(rib.

33%

33%

33%

0%

Exclusion A(rib.

?
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?
Datalicious Pty Ltd

Custom A(rib.

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> ClearSaleing media a(ribu,on

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> ClearSaleing retail case study


Paid search prot Case study: Department store which generates $4 billion in annual revenue 3 months from launch Daily prot from Google PPC has grown by 4x Total orders have increased by 16% Revenue per order increased by 66%
Datalicious Pty Ltd

Display prot

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cbartens@datalicious.com blog.datalicious.com twi(er.com/datalicious


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Contact me Learn more Follow me

Data > Insights > Ac,on

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Datalicious Pty Ltd

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