Escolar Documentos
Profissional Documentos
Cultura Documentos
May 2013
Boos,ng
ROMI
May
2013
Datalicious
Pty
Ltd
3
Insights
Analy,cs
Data
mining
and
modelling
Tableau,
Splunk,
SPSS,
R,
etc
Customised
dashboards
Media
a(ribu,on
analysis
Marke,ng
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 Big data & data warehousing Single customer view
Campaigns
Data usage and applica,on SiteCore, ExactTarget, etc Targe,ng and merchandising Marke,ng automa,on CRM strategy and execu,on Data driven websites Tes,ng programs
May 2013
Chris+an
Bartens
Founder
&
Director
Bachelor
of
Business
Management
with
marke+ng
focus
Web
analy+cs
and
digital
marke+ng
work
experience
Space2go,
E-LoV,
Tourism
Australia
SuperTag
founder,
ADMA
Analy+cs
Chair,
I-COM
EMR
Board
LinkedIn
prole
May
2013
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
Juan Delard
Head of Data Engineering Diploma & Bachelor of Science in Electrical Engineering IT architecure, ERP, web analy+cs, big data, telecommunica+ons work experience Quo+fy, Binaria, Codelco Mathema+cs fan and avid scuba diver LinkedIn prole 5
May 2013
May 2013
Report
MIS1
SCV2
Analyse
Surveys Display ads Internal ads Social media Mobile push eDMs/DMs
Measure
Demographics
Transac+ons
Campaigns
Engage
May 2013
May 2013
Organic search
Paid search
CRM program
May 2013
10
Paid/Organic Search
Emails/Shopping Engines
May 2013
Investment ($100) $7 $1 $2
Oine Direct
Online
May
2013
May 2013
13
May 2013
14
$100
Search
Success
$100
$100
Display
Aliate
Search
Success
$100
Display
$33
Aliate
$33
Search
$33
Success
$100
Display
$15
Aliate
$35
Search
$50
Success
$100
May 2013
Display ads
Ad server
Email blasts
Email plaHorm
Organic search
Google Analy,cs
May 2013
16
Ad server cookie
Ad server cookie
Ad Server
Bid mgmt.
Analy,cs cookie
Analy,cs cookie
Analy,cs cookie
Web analy,cs
May 2013
17
Organic search
May 2013
18
May 2013
19
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
May
2013
Datalicious
Pty
Ltd
20
May 2013
21
May 2013
22
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
May 2013
23
Display impression
Display impression
Display impression
5%
to
65%
variance
a(ribu,on
in
conversion
for
dierent
channels
due
to
par,al
purchase
path
data
Display
impression
Display
impression
Direct
visit
Email response
Search response
Display impression
Display impression
Display response
Display impression
Display impression
Search response
Search response
May 2013
24
May 2013
25
Paid search
Display ad clicks
Organic search
Online sales
Display ad views
Aliate clicks
Social referrals
Oine sales
TV/print responses
Organic search
Social buzz
Retail visits
Life,me prot
May 2013
26
Paid search
Display ad clicks
Organic search
Online leads
Display ad views
Aliate clicks
Social referrals
Oine sales
TV/print responses
Organic search
Social buzz
Retail visits
Life,me prot
May 2013
27
May 2013
28
May 2013
30
May 2013
31
May 2013
Retail sales
Website research
Online sales
Cookie
May 2013
33
May 2013
34
Mobile
Home
Work
Tablet
Media
Etc
May 2013
35
May 2013
36
Device path 2
Touch point 1
Touch point 2
Touch point 1
Touch point 2
Touch point 3
Individual transac,on
May 2013
37
May 2013
38
May 2013
39
May 2013
40
May 2013
May 2013
42
May 2013
43
May 2013
45
May 2013
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 [] Datalicious Pty L td 46
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
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.
Datalicious
Pty
Ltd
47
May 2013
In
this
retail
example,
the
exposure
to
retail
display
ads
was
the
biggest
website
trac
driver
for
direct
visits
as
well
as
visits
origina+ng
from
search
terms
that
included
branded
keywords
before
TV,
word
of
mouth
and
print
ads.
May
2013
Datalicious
Pty
Ltd
48
May 2013
49
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).
May
2013
Datalicious
Pty
Ltd
50
Spend channel 1
Spend channel 1
Spend channel 1
Spend channel N
Spend channel 2
Spend channel 2
Spend channel 2
Spend channel N
Total revenue
Total revenue
Total revenue
Total revenue
Total revenue
May 2013
51
Individual path 1
Touch point 1
Touch point N
Individual transac,on
Individual path 1
Touch point 2
Touch point N
Individual path N
Touch point 1
Touch point 2
Touch point N
Individual transac,on
May 2013
52
Spend channel 1
Spend channel 2
Spend channel N
Inuencing
factors
Oine
media
spend
Compe++ve
ac+vity
Geo-demographics
Transac+on
history
Client
sa+sfac+on
Social
sen+ment
Interest
rates
Weather
Pricing
53
May 2013
May 2013
54
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
May
2013
Datalicious
Pty
Ltd
55
$100
25%
25%
25%
25%
Even/linear a(ribu,on
10%
15%
25%
50%
30%
10%
10%
50%
Datalicious
Pty
Ltd
Custom a(ribu,on
May 2013
57
$100
10%
10%
50%
Display
impression
30%
Weighted a(ribu,on
Display impression
Search click
Display click
$100
10%
30%
10%
50%
Weighted a(ribu,on
May 2013
58
May 2013
59
Touch point 1
Touch point 2
Touch point 3
Touch point N
60
Touch point 1
Touch point 2
Touch point 3
Touch point N
Touch point 1
Touch point 2
Touch point 3
Touch point N
May 2013
Touch point 1
Touch point 2
Touch point 3
Touch point N
Product A vs. B
Touch point 1
Touch point 2
Touch point 3
Touch point N
Touch point 1
Touch point 2
Touch point 3
Touch point N
Segment A vs. B
May 2013
61
May 2013
62
Even/weighted a'ribu+on
Website content
Internal ads
May 2013
65
May 2013
66
Maintain spend
Reduce spend
Increase spend
May 2013
68
May 2013
70
Ini+al
a'ribu+on
model
(one
product
or
segment
only)
Ac+onable
recommenda+ons
(i.e.
shiV
spend,
etc)
A'ribu+on
model
maintenance
Addi+onal
a'ribu+on
models
(products,
segments)
Model
enhancements
(i.e.
add
interest
rate,
oine,
etc)
Report
automa+on
(daily
reports)
Datalicious
Pty
Ltd
71
May 2013
Contact us
May 2013
73