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The presentation illustrates multi-channel media attribution data and its impact on planning.
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> The Media Data Infusion < Mul$-‐channel media a/ribu$on data
and its impact on planning
> 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
> Smart data driven marke;ng
October 2010 © Datalicious Pty Ltd 3
Media A>ribu;on
Op;mise channel mix
Tes;ng Improve usability
$$$
Targe;ng Increase relevance
> Clients across all industries
October 2010 © Datalicious Pty Ltd 4
> De-‐duplica;on across channels
October 2010 © Datalicious Pty Ltd 5
Banner Ads
Email Blast
Paid Search
Organic Search
$ Bid Mgmt
Ad Server
Email PlaIorm
Google Analy;cs
$
$
$
Central Analy;cs PlaIorm
$
$
$
> Success a>ribu;on 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 par;al credit
Paid Search
October 2010 6 © Datalicious Pty Ltd
> First and last click a>ribu;on
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
> Indirect display impact
October 2010 © Datalicious Pty Ltd 8
> Indirect display impact
October 2010 © Datalicious Pty Ltd 9
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
> 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 Analy;cs Banner impressions
Banner clicks +
Paid search clicks
Ad Server
Paid/Organic Visits Paid Impressions/Clicks
> Search call to ac;on for offline
October 2010 © Datalicious Pty Ltd 12
Closer
25%
> Success a>ribu;on models
Influencer Influencer
October 2010 13 © Datalicious Pty Ltd
$
25% Even A>rib.
Exclusion A>rib.
Pa>ern A>rib.
25% 25%
Introducer
33% 33% 33% 0%
30% 20% 20% 30%
> Understanding channel overlap
October 2010 © Datalicious Pty Ltd 14
> 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 Adver$sing 7%
Affiliate Marke$ng 9%
Referrals 5%
Email Marke$ng 7%
De-‐duped Campaign Report
} Channel % of Influence
Word of Mouth 32%
Blogging & Social Media 24%
Newspaper Adver$sing 9%
Display Adver$sing 14%
Email Marke$ng 7%
Retail Promo$ons 14%
Greatest Influencer on Branded Search / STS
Conversions a/ributed to search terms that contain brand keywords and direct website visits are most likely not the origina$ng channel that generated the awareness and as such conversion credits should be re-‐allocated.
