Multi-channel media attribution data and its impact on planning

1. > The Media Data Infusion <
Multi-channel media attribution data
and its impact on planning

2. > Short company history
 Datalicious was founded in late 2007
 Strong Omniture web analytics history
 1 of 4 Omniture Service Partners globally
 Now 360 data agency with specialist team
 Combination of analysts and developers
 Making data accessible and actionable
 Evangelizing smart data driven marketing
 Driving industry best practice (ADMA)
October 2010 © Datalicious Pty Ltd 2

3. > Smart data driven marketing
October 2010 © Datalicious Pty Ltd 3
Media Attribution
Optimise channel mix
Testing
Improve usability
$$$
Targeting
Increase relevance

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

5. > De-duplication across channels
October 2010 © Datalicious Pty Ltd 5
Banner
Ads
Email
Blast
Paid
Search
Organic
Search
$
Bid
Mgmt
Ad
Server
Email
Platform
Google
Analytics
$
$
$
Central
Analytics
Platform
$
$
$

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

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

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

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

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

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

12. > Search call to action for offline
October 2010 © Datalicious Pty Ltd 12

13. Closer
25%
> Success attribution models
Influencer Influencer
October 2010 13© Datalicious Pty Ltd
$
25%
Even
Attrib.
Exclusion
Attrib.
Pattern
Attrib.
25% 25%
Introducer
33% 33% 33% 0%
30% 20% 20% 30%

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

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

16. Contact us
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