>

Media A)ribu-on <

Cross-channel media a0ribu3on best prac3ce and technology op3ons

> Short but sharp history

Datalicious was founded in late 2007 Strong Omniture web analy3cs history 1 of 4 preferred Omniture partners globally Now 360 data agency with specialist team Combina3on of analysts and developers Carefully selected best of breed partners Driving industry best prac3ce (ADMA) Turning data into ac3onable insights Execu3ng smart data driven campaigns
Datalicious Pty Ltd 2

January 2012

> Smart data driven marke-ng

Using data to widen the funnel

Media A)ribu-on & Modeling

Op-mise channel mix, predict sales

Targeted Direct Marke-ng

Increase relevance, reduce churn

Tes-ng & Op-misa-on

Remove barriers, drive sales

Boos-ng ROMI
January 2012 Datalicious Pty Ltd 3

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Media a)ribu-on

January 2012 Datalicious Pty Ltd 4

> The ideal media dashboard

Channel Brand equity
Baseline

Investment ($100) $7 $1 $2

ROMI n/a 330% 400% 1150%

Return $40 $30 $5 $25

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Oine Direct

TV, print, outdoor, etc

Direct mail, email, etc

Online
January 2012

Search, display, social, etc

Datalicious Pty Ltd

> Duplica-on across channels

Paid Search Bid Mgmt

Banner Ads

Ad Server

Email Blast

Email PlaNorm

Organic Search

Google Analy-cs

January 2012

Datalicious Pty Ltd

> De-duplica-on across channels

Paid Search

Banner Ads Central Analy-cs PlaNorm Email Blast

Organic Search

January 2012

Datalicious Pty Ltd

> Campaign ows are complex

= Paid media = Viral elements = Sales channels

Organic search

PR, WOM, events, etc

YouTube, blog, etc

Home pages, portals, etc

Paid search

TV, print, radio, etc

Direct mail, email, etc

Landing pages, oers, etc

Display ads, aliates, etc

CRM program

Facebook Twi)er, etc

POS kiosks, loyalty cards, etc

Call center, retail stores, etc

January 2012

Datalicious Pty Ltd

> Success a)ribu-on models

Banner Ad Paid Search Organic Search $100 Success

$100

Last channel gets all credit

Banner Ad $100

Paid Search

Email Blast

Success

$100

First channel gets all credit

Paid Search $100

Banner Ad $100

Aliate Referral $100

Success

$100

All channels get equal credit

Print Ad $33

Social Media $33

Paid Search $33

Success

$100

All channels get par-al credit

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January 2012

Datalicious Pty Ltd

> First and last click a)ribu-on

Chart shows percentage of channel touch points that lead to a conversion.

Paid/Organic Search

Emails/Shopping Engines

Neither rst nor last-click measurement would provide true picture

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January 2012

Datalicious Pty Ltd

> Ad clicks inadequate measure

Only a small minority of people actually click on ads, the majority merely processes them (if at all) like any other adver3sing without an immediate response so adver3sers cannot rely on clicks as the sole success measure but should instead focus on impressions delivered
February 2012 Datalicious Pty Ltd 11

> Indirect display impact

April 2012

Datalicious Pty Ltd

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> Indirect display impact

April 2012

Datalicious Pty Ltd

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> Full purchase path tracking

Introducer Inuencer Inuencer Closer

Paid search

Display ad clicks

Social referrals

Direct site visits

Online sales

Display ad views

Aliate clicks

Social buzz

Retail store visits

Oine sales

TV/print responses

Organic search

Website events

Direct mail, emails

Life-me prot

January 2012

Datalicious Pty Ltd

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> Tracking oine responses online

Search calls to ac3on for TV, radio, print
Unique search term only adver3sed in print so all responses from that term must have come from print Brand.com/clientname redirects to new URL that includes tracking parameter iden3fying response as direct mail Survey website visitors that have come to site directly or via branded search about their media habits, etc Combine raw data from online purchase path, website entry survey and oine sales with oine media placement informa3on in tradi3onal media a0ribu3on model
Datalicious Pty Ltd 15

PURLs (personalised URLs) for direct mail

Website entry survey for direct/branded visits

Combine data sets into media a0ribu3on model

January 2012

> Search call to ac-on for oine

December 2011

Datalicious Pty Ltd

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> Personalised URLs for direct mail

VickyCarroll.myspaday.com > redirect to > myspaday.com?

CampaignID=DM:123& Demographics=F|35& CustomerSegment=A1& CustomerValue=High& CustomerSince=2001& ProductHistory=P1|P2& NextBestOer=P3& ChurnRisk=Low [...]

December 2011 Datalicious Pty Ltd 17

> Website entry survey

De-duped Campaign Report Greatest Inuencer on Branded Search / STS

Channel Straight to Site SEO Branded SEM Branded SEO Generic SEM Generic Display Adver3sing Aliate Marke3ng Referrals Email Marke3ng

% of Conversions 27% 15% 9% 7% 14% 7% 9% 5% 7%

Channel Word of Mouth Blogging & Social Media Newspaper Adver3sing Display Adver3sing Email Marke3ng Retail Promo3ons

% of Inuence 32% 24% 9% 14% 7% 14%

Conversions a0ributed to search terms that contain brand keywords and direct website visits are most likely not the origina3ng channel that generated the awareness and as such conversion credits should be re-allocated.
Datalicious Pty Ltd 18

December 2011

> Cross-channel impact

April 2012

Datalicious Pty Ltd

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> Tracking oine sales online

Email click-through
Include oine sales ag in URL parameter in welcome email click-through URLs (or 1st email newsle0er arer oine sale) to trigger a custom assisted oine sales conversion event

First login arer purchase

Similar to the above method, however oine sales ag happens via JavaScript parameter dened on login rather than URL parameter
January 2012 Datalicious Pty Ltd 20

> Oine sales driven by online

Adver-sing campaign Phone order Credit check, fullment

Retail order

Conrma-on email, 1st login

Website research

Online order

Online order conrma-on

Virtual order conrma-on

Cookie

December 2011

Datalicious Pty Ltd

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> Understanding channel mix

January 2012

Datalicious Pty Ltd

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April 2012

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> Adjus-ng for oine impact

-5 +5 -15 +15 -10 +10

April 2012

Datalicious Pty Ltd

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> Media a)ribu-on models

Introducer Inuencer Inuencer Closer

$100

25%

25%

25%

25%

Even A)rib.

33%

33%

33%

0%

Exclusion A)rib.

?
January 2012

?
Datalicious Pty Ltd

Custom A)rib.

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> Path across dierent segments

Introducer Inuencer Inuencer Closer

Channel 1

Channel 2

Channel 3

Channel 4

Product A vs. B

Channel 1

Channel 2

Channel 3

Channel 4

New prospects

Channel 1

Channel 2

Channel 3

Product 4

Exis-ng customers

April 2012

Datalicious Pty Ltd

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> Purchase path vs. a)ribu-on

Important to make a dis3nc3on between media a0ribu3on and purchase path tracking
Not the same, one is necessary to enable the other

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 a0ribu3on or the alloca3on or conversion credits back to campaign touch points
Purchase path tracking is the data collec3on and media a0ribu3on is the actual analysis or modelling
January 2012 Datalicious Pty Ltd 27

> Single source of truth repor-ng

Insights
January 2012 Datalicious Pty Ltd

Repor-ng

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> Where to track purchase path

Ad Server
Banner impressions Banner clicks + Paid search clicks

Web Analy-cs
Referral visits Social media visits Organic search visits Paid search visits Email visits, etc Lacking ad impressions Less granular & complex

Lacking organic visits More granular & complex

January 2012

Datalicious Pty Ltd

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> Purchase path data samples

Web Analy-cs data sample (AD IMPRESSION >) AFFILIATE > SEARCH > $$$ SEARCH > SOCIAL > DIRECT > $$$

Ad Server data sample 01/01/2012 11:45 AD IMPRESSION 01/01/2012 12:00 AD IMPRESSION 01/01/2012 12:05 SEARCH 07/01/2012 17:00 DIRECT 08/01/2012 15:00 $$$
January 2012 Datalicious Pty Ltd 30

> Purchase path for each cookie

Mobile

Home

Work

Tablet

Media

Etc

January 2012

Datalicious Pty Ltd

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101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> PlaNorm op-ons

January 2012 Datalicious Pty Ltd 32

> Purchase path op-ons

Google Analy3cs Adobe SiteCatalyst
Mul3-channel funnels Cross-visit par3cipa3on JavaScript plugin DoubleClick/Mediamind Genesis integra3on Light Server Calls Campaign touch point report (Mediamind) Raw cookie level data & manual analysis

Atlas, Mediamind, DoubleClick, etc ClearSaleing

January 2012 Datalicious Pty Ltd

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> Google Analy-cs

Mul3-channel funnels Pros
Concatenates and groups campaign codes across visits Free of charge as part of main tool Out of the box reports that require no addi3onal tags Does not require data warehousing and custom analy3cs Raw data cannot be exported for advanced modelling Cannot combine purchase paths across devices Doesnt include ad impressions (maybe DoubleClick in the future) Channels can be grouped but not re-classied in the interface
Oine responses via search call to ac3on show up as search, etc

Cons

Plauorm cannot accommodate oine data (surveys, CRM, etc) Purchase path data only, no a0ribu3on modeling or ROMI
January 2012 Datalicious Pty Ltd 34

January 2012

Datalicious Pty Ltd

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> Adobe SiteCatalyst

Cross-visit par3cipa3on & light server calls DoubleClick/Mediamind Genesis Pros
Concatenates campaign codes across visits into single string Light Server Call adds missing ad impressions into campaign code string Imports last ad impression, click and ad costs into SiteCatalyst as events Easy add-on for SiteCatalyst clients, requires JavaScript change only Doesnt require addi3onal data warehousing as stored in SiteCatalyst Campaign responses can be re-classied arer the fact (SAINT) Conic3ng un-integrated solu3ons (Light Server Call vs. Genesis) Addi3onal costs due to a light server call for each ad impression Light Server Call tracks ad impression but lacks more granular ad data Cannot concatenate campaign codes across dierent top level domains Data can only be exported as concatenated strings without 3me stamps Plauorm cannot integrate oine data into modelling (surveys, CRM, etc) Basic a0ribu3on modelling only that cannot be changed in retrospect Purchase path data only, no exible a0ribu3on modeling or ROMI
Datalicious Pty Ltd 36

Cons

January 2012

January 2012

Datalicious Pty Ltd

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> Purchase path data samples

Web Analy-cs data sample LAST AD IMPRESSION > SEARCH > $$$| PV $$$ AD IMPRESSION > AD IMPRESSION > SEARCH > $$$

Ad Server data sample 01/01/2012 11:45 AD IMP YAHOO HOME 01/01/2012 12:00 AD IMP SMH FINANCE 01/01/2012 12:05 SEARCH KEYWORD 07/01/2012 17:00 DIRECT 08/01/2012 15:00 $$$
January 2012 Datalicious Pty Ltd

$33 $33 - $33 $100

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> Atlas, Mediamind, DoubleClick

Campaign touch points (Mediamind only) Raw cookie level data (all ad servers) Pros
Last 10 touch points before conversion aggregated across users Full list of all ad touch points for each cookie ID Low to very low cost for raw data Complete raw data available (cookie level op3on only) Increased exibility due to complete and very granular data Campaign responses can be re-classied arer the fact Solu3on can accommodate oine data (surveys, CRM, etc) Ad server can track across dierent domains due to 3rd party cookie Enables advanced ROMI and a0ribu3on modelling with oine data A0ribu3on model can be changed in retrospect and recalculated

Cons

Requires custom JavaScript tags to capture organic touch points Requires addi3onal data warehousing and custom analy3cs
Datalicious Pty Ltd 39

January 2012

January 2012

Datalicious Pty Ltd

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> Tag implementa-on: SuperTag

Conversion Tracking Any JavaScript Conversion De-duping

Web Analy-cs

SuperTag

Media A)ribu-on

Live Chat A/B Tes-ng Heat Maps

Behavioral Targe-ng

Easily implement and update any tag on any websites without or limited IT involvement De-duplicate conversions for CPA deals and align repor3ng gures across plauorms Collect accurate mul3-channel media a0ribu3on data to provide advanced insights Enable advanced features such as targe3ng, tes3ng and chat to op3mise user experience
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2012

Supertag Pty Ltd

> Purchase path data samples

Ad Server summary data sample AD IMPRESSION > DIRECT > SEARCH > $$$ 10x AD IMPRESSION > AFFILIATE > SEARCH > $$$ 5x

Ad Server data sample UID123 01/01/2012 11:45 AD IMP YAHOO UID123 01/01/2012 12:00 AD IMP SMH UID123 01/01/2012 12:05 SEARCH UID123 07/01/2012 17:00 DIRECT UID123 08/01/2012 15:00 $$$
January 2012 Datalicious Pty Ltd

$33 $33 - $33 $100

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January 2012

Datalicious Pty Ltd

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2012

Supertag Pty Ltd

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> ClearSaleing
Pros
Fully managed media a0ribu3on plauorm Extensive out of the box repor3ng func3onality Can customise a0ribu3on model (not black box) Supports ROMI calcula3on and a0ribu3on modeling

Cons
Priced on percentage of media spend Requires website tagging and backend integra3ons Only pre-processed data export, not raw data
January 2012 Datalicious Pty Ltd 45

January 2012

Datalicious Pty Ltd

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> Forrester: ClearSaleing ROI/TEI

Improved decision making and media buying Labor savings and improved produc3vity Accurate media repor3ng and improved visibility Improved exibility and faster market response Transparency and consistency of metrics Increase in online adver3sing budget
Datalicious Pty Ltd 47

September 2011

cbartens@datalicious.com blog.datalicious.com twi)er.com/datalicious

January 2012 Datalicious Pty Ltd 48

Contact me Learn more Follow me

Data > Insights > Ac-on

January 2012

Datalicious Pty Ltd

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