How to Effectively Allocate Media Budgets
•
0 gostou•434 visualizações
This document discusses challenges and strategies for effectively allocating media budgets. It presents an ideal marketing dashboard showing returns on media investments across different channels like brand equity, offline, direct, and online. It also addresses issues like lack of baselines, conflicting figures, attribution of profits, and channels influencing each other. The document advocates for de-duplication of conversions and full purchase path tracking across devices and browsers.
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (6)
Destaque
Destaque (20)
Semelhante a How to Effectively Allocate Media Budgets
Semelhante a How to Effectively Allocate Media Budgets (20)
Mais de Datalicious
Mais de Datalicious (20)
Último
Último (20)
How to Effectively Allocate Media Budgets
- 1. > Media a(ribu,on < How to effec)vely allocate media budgets
- 2. > Quick Datalicious introduc,on October 2011 © Datalicious Pty Ltd 2
- 3. > Ideal marke,ng dashboard Channel Investment ROMI Return Brand equity ($100) n/a $40 Baseline Offline $7 77% $30 TV, print, outdoor, etc Direct $1 90% $10 Direct mail, email, etc Online $2 90% $20 Search, display, social, etc October 2011 © Datalicious Pty Ltd 3
- 4. > Key issues preven,ng ROMI § Lack of baseline and thus incremental § Conflic)ng figures, conversion duplica)on § AWribu)ng profit back to media investment § Media channels are influencing each other § Establishing the true value of online (media) October 2011 © Datalicious Pty Ltd 4
- 5. > De-‐duplica,on is mandatory October 2011 © Datalicious Pty Ltd 5
- 6. > Full purchase path tracking Introducer Influencer Influencer Closer $$$ Direct Display Organic CRM Profit visit ad view search email TV/print Paid Social Affiliate Profit ad view search referral referral October 2011 © Datalicious Pty Ltd 6
- 7. > ClearSaleing & comScore research October 2011 © Datalicious Pty Ltd 7
- 8. > Google Netpop research: 69% of buyers say search is the most important online source.
- 10. > Offline sales driven by online Adver,sing Request a quote @ campaign Fulfilment Website Video, Online Dealer Email, research car config. car sale car sale @ 1st login Virtual Cookie car sale October 2011 © Datalicious Pty Ltd 10
- 12. > Mul,ple purchase paths Purchase paths are cookie based, thus all browsers and devices are tracking their own path. The Mobile Home Work separate paths can only be combined if people are iden<fied across their various Tablet Media Etc browsers and devices. October 2011 © Datalicious Pty Ltd 12
- 13. > Event ROI extrapola,on Video Car Request Dealer Campaign view config. a quote car sale @ @ Campaign $10 $30 $60 $100 Campaign $10 $30 $100 October 2011 © Datalicious Pty Ltd 13
- 14. Contact us cbartens@datalicious.com Learn more blog.datalicious.com Follow us twi(er.com/datalicious October 2011 © Datalicious Pty Ltd 14
- 15. Data > Insights > Ac,on