Datalicious is a data agency that was founded in 2007 with experience in web analytics. It provides multi-channel media distribution data and attribution services to help clients optimize their marketing mix and increase relevance. The document discusses challenges with attribution across different channels and touchpoints, and presents various attribution models for allocating credit across introducing, influencing, and closing channels in the customer journey.

1. >
The
Media
Data
Infusion
<
Mul$-­‐channel
media
a/ribu$on
data
and
its
impact
on
planning

2. >
Short
company
history
§ Datalicious
was
founded
in
late
2007
§ Strong
Omniture
web
analy$cs
history
§ 1
of
4
Omniture
Service
Partners
globally
§ Now
360
data
agency
with
specialist
team
§ Combina$on
of
analysts
and
developers
§ Making
data
accessible
and
ac$onable
§ Evangelizing
smart
data
driven
marke$ng
§ Driving
industry
best
prac$ce
(ADMA)
October
2010
©
Datalicious
Pty
Ltd
2

3. >
Smart
data
driven
marke;ng
Media
A>ribu;on
Op;mise
channel
mix
Targe;ng
Increase
relevance
Tes;ng
Improve
usability
$$$
October
2010
©
Datalicious
Pty
Ltd
3

4. >
Clients
across
all
industries
October
2010
©
Datalicious
Pty
Ltd
4

5. >
De-­‐duplica;on
across
channels
Paid
Bid
Search
Mgmt
$
Banner
Ad
Ads
Server
$
Central
Analy;cs
PlaIorm
Email
Email
Blast
PlaIorm
$
Organic
Google
Search
Analy;cs
$
October
2010
©
Datalicious
Pty
Ltd
5

6. >
Success
a>ribu;on
models
Banner
Paid
Organic
Success
Last
channel
Search
Ad
Search
$100
$100
gets
all
credit
Banner
Paid
Email
Success
First
channel
Ad
$100
Search
Blast
$100
gets
all
credit
Paid
Banner
Affiliate
Success
All
channels
get
Search
Ad
Referral
$100
$100
$100
$100
equal
credit
Print
Social
Paid
Success
All
channels
get
Ad
Media
Search
$33
$33
$33
$100
par;al
credit
October
2010
©
Datalicious
Pty
Ltd
6

7. >
First
and
last
click
a>ribu;on
Chart
shows
percentage
of
channel
touch
points
that
lead
Paid/Organic
Search
to
a
conversion.
Neither
first
Emails/Shopping
Engines
nor
last-­‐click
measurement
would
provide
true
picture
October
2010
©
Datalicious
Pty
Ltd
7

8. >
Indirect
display
impact
October
2010
©
Datalicious
Pty
Ltd
8

9. >
Indirect
display
impact
October
2010
©
Datalicious
Pty
Ltd
9

10. >
Full
path
to
purchase
Introducer
Influencer
Influencer
Closer
$
SEM
Banner
Direct
SEO
Generic
Click
Visit
Branded
$
Banner
SEO
Affiliate
Social
View
Generic
Click
Media
$
TV
SEO
Direct
Email
Abandon
Ad
Branded
Visit
Update
October
2010
©
Datalicious
Pty
Ltd
10

11. >
Where
to
collect
the
data
Ad
Server
Web
Analy;cs
Banner
impressions
Referral
visits
Banner
clicks
Social
media
visits
+
Organic
search
visits
Paid
search
clicks
Paid
search
visits
Other
paid
visits
Email
visits
Paid
Impressions/Clicks
Paid/Organic
Visits
October
2010
©
Datalicious
Pty
Ltd
11

12. >
Search
call
to
ac;on
for
offline
October
2010
©
Datalicious
Pty
Ltd
12

13. >
Success
a>ribu;on
models
Introducer
Influencer
Influencer
Closer
$
Even
25%
25%
25%
25%
A>rib.
Exclusion
33%
33%
33%
0%
A>rib.
Pa>ern
30%
20%
20%
30%
A>rib.
October
2010
©
Datalicious
Pty
Ltd
13

14. >
Understanding
channel
overlap
October
2010
©
Datalicious
Pty
Ltd
14

15. >
Analysing
branded
traffic
De-­‐duped
Campaign
Report
Greatest
Influencer
on
Branded
Search
/
STS
}
Channel
%
of
Conversions
Channel
%
of
Influence
Straight
to
Site
27%
Word
of
Mouth
32%
SEO
Branded
15%
Blogging
&
Social
Media
24%
SEM
Branded
9%
Newspaper
Adver$sing
9%
SEO
Generic
7%
Display
Adver$sing
14%
SEM
Generic
14%
Email
Marke$ng
7%
Display
Adver$sing
7%
Retail
Promo$ons
14%
Affiliate
Marke$ng
9%
Referrals
5%
Conversions
a/ributed
to
search
terms
Email
Marke$ng
7%
that
contain
brand
keywords
and
direct
website
visits
are
most
likely
not
the
origina$ng
channel
that
generated
the
awareness
and
as
such
conversion
credits
should
be
re-­‐allocated.
October
2010
©
Datalicious
Pty
Ltd
15

16. Contact
us
cbartens@datalicious.com
Follow
us
twi/er.com/datalicious
Learn
more
blog.datalicious.com