Purchase Path Optimization

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The document discusses tracking customer purchase paths across channels, devices, and content to better understand customer journeys. It proposes using a common customer identifier to combine these paths and attribute credit among different touchpoints. Understanding purchase paths would allow for more accurate measurement and targeted advertising based on where customers are in their purchase cycle and what influenced their purchase.

Tecnologia

PURCHASE PATHS

Channels,
devices,
crea/ve,
etc

ABOUT
DATALICIOUS

November
2012
Datalicious
Pty
Ltd
2

CHALLENGE:
CHANNEL
OVERLAP

Online

Mobile
Retail

November
2012
Datalicious
Pty
Ltd
3

SOLUTION:
PURCHASE
PATHS

§  CHANNEL

–  TV
>
DISPLAY
>
SEARCH
>
ONLINE
SALE

–  TV
>
DISPLAY
>
SEARCH
>
RETAIL/CALL
CENTER
SALE

§  DEVICE

–  LAPTOP
>
TABLET
>
MOBILE
>
SALE

§  CREATIVE

–  CREATIVE
1
>
CREATIVE
2
>
CREATIVE
N
>
SALE

§  CONTENT

–  ARTICLE
1
>
ARTICLE
2
>
ARTICLE
N
>
SALE

November
2012
Datalicious
Pty
Ltd
4

COMBIN
PATHS

COMMON
UNIQUE
IDENTIFIER
OR
CUSTOMER
ID

Home
Oﬃce
Mobile
Tablet
[…]

QUALITATIVE
RESEARCH
ON
CUSTOMER
SAMPLE

November
2012
Datalicious
Pty
Ltd
5

ATTRIBUTING
CREDIT

100%
$100

33%
33%
33%
$100

X%
Y%
Z%
$100

November
2012
Datalicious
Pty
Ltd
6

ATTRIBUTING
CREDIT

November
2012
Datalicious
Pty
Ltd
7

IMPACT
#1:
MEASUREMENT

November
2012
Datalicious
Pty
Ltd
8

IMPACT
#2:
TARGETING

PURCHASE
DATA

PRODUCT

PRODUCT

DEFAULT
CHANNEL
DEVICE

CYCLE
POINT
CATEG.
A
CATEG.
B

DEFAULT
N/A
PAY
TV
CONSOLE

CONSIDER.
PRODUCT

DISPLAY
LAPTOP

RESEARCH
VIEW

PURCHASE
ADD
TO

SEARCH
MOBILE

INTENT
CART

EXISTING

LOGIN
EMAIL
TABLET

CUSTOMER

November
2012
Datalicious
Pty
Ltd
9

THE
BIG
IDEA
&
PATHS

CHANNEL

1
>
2
>
N

BIG

IDEA

CREATIVE

DEVICE

1
>
2
>
N
1
>
2
>
N

November
2012
Datalicious
Pty
Ltd
10

THANK YOU

cbartens@datalicious.com

blog.datalicious.com

@datalicious

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Purchase Path Optimization

1. PURCHASE PATHS Channels, devices, crea/ve, etc

2. ABOUT DATALICIOUS November 2012 Datalicious Pty Ltd 2

3. CHALLENGE: CHANNEL OVERLAP Online Mobile Retail November 2012 Datalicious Pty Ltd 3

4. SOLUTION: PURCHASE PATHS §  CHANNEL –  TV > DISPLAY > SEARCH > ONLINE SALE –  TV > DISPLAY > SEARCH > RETAIL/CALL CENTER SALE §  DEVICE –  LAPTOP > TABLET > MOBILE > SALE §  CREATIVE –  CREATIVE 1 > CREATIVE 2 > CREATIVE N > SALE §  CONTENT –  ARTICLE 1 > ARTICLE 2 > ARTICLE N > SALE November 2012 Datalicious Pty Ltd 4

5. COMBIN PATHS COMMON UNIQUE IDENTIFIER OR CUSTOMER ID Home Oﬃce Mobile Tablet […] QUALITATIVE RESEARCH ON CUSTOMER SAMPLE November 2012 Datalicious Pty Ltd 5

6. ATTRIBUTING CREDIT 100% $100 33% 33% 33% $100 X% Y% Z% $100 November 2012 Datalicious Pty Ltd 6

7. ATTRIBUTING CREDIT November 2012 Datalicious Pty Ltd 7

8. IMPACT #1: MEASUREMENT November 2012 Datalicious Pty Ltd 8

9. IMPACT #2: TARGETING PURCHASE DATA PRODUCT PRODUCT DEFAULT CHANNEL DEVICE CYCLE POINT CATEG. A CATEG. B DEFAULT N/A PAY TV CONSOLE CONSIDER. PRODUCT DISPLAY LAPTOP RESEARCH VIEW PURCHASE ADD TO SEARCH MOBILE INTENT CART EXISTING LOGIN EMAIL TABLET CUSTOMER November 2012 Datalicious Pty Ltd 9

10. THE BIG IDEA & PATHS CHANNEL 1 > 2 > N BIG IDEA CREATIVE DEVICE 1 > 2 > N 1 > 2 > N November 2012 Datalicious Pty Ltd 10

11. THANK YOU cbartens@datalicious.com blog.datalicious.com @datalicious

Purchase Path Optimization

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