>  Media  a(ribu,on  <  How  to  effec)vely  allocate    

media  budgets  

>  Quick  Datalicious  introduc,on  

October  2011   ©  Datalicious  Pty  Ltd   2  

>  Ideal  marke,ng  dashboard  

October  2011   ©  Datalicious  Pty  Ltd   3  

Channel   Investment   ROMI   Return  

Brand  equity  Baseline   ($100)   n/a   $40  

Offline  TV,  print,  outdoor,  etc  

$7   77%   $30  

Direct  Direct  mail,  email,  etc  

$1   90%   $10  

Online  Search,  display,  social,  etc  

$2   90%   $20  

>  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  

>  De-­‐duplica,on  is  mandatory  

October  2011   ©  Datalicious  Pty  Ltd   5  

>  Full  purchase  path  tracking  

October  2011   ©  Datalicious  Pty  Ltd   6  

Closer  

Direct    visit  

TV/print    ad  view  

Influencer   Influencer   $$$  

Display    ad  view   Profit  

Paid    search  

Social  referral   Profit  

Organic  search  

Affiliate  referral  

CRM    email  

Introducer  

>  ClearSaleing  &  comScore  research  

October  2011   ©  Datalicious  Pty  Ltd   7  

>  Google  Netpop  research:    69%  of  buyers  say  search  is  the    most  important  online  source.  

forester@subaru.com.au  

Email,    1st  login  

>  Offline  sales  driven  by  online  

October  2011   ©  Datalicious  Pty  Ltd   10  

Website    research  

Cookie  

Adver,sing    campaign   Fulfilment  

Virtual    car  sale  

Request    a  quote  

Online    car  sale  

Dealer  car  sale  

Video,    car  config.  

@  

@  

>  Mul,ple  purchase  paths  

October  2011   ©  Datalicious  Pty  Ltd   12  

Mobile   Home   Work  

Tablet   Media   Etc  

Purchase  paths  are  cookie  based,  thus  all  browsers  and  devices  are  tracking  

their  own  path.  The  separate  paths  can    only  be  combined    

if  people  are    iden<fied  across    

their  various    browsers    

and  devices.  

Request    a  quote  

>  Event  ROI  extrapola,on  

October  2011   ©  Datalicious  Pty  Ltd   13  

Video    view  

Car    config.  

Dealer    car  sale  

$10  

$10  

Campaign  

Campaign  

Campaign  

$30   $100  

$100  

@   @  

$60  

$30  

October  2011   ©  Datalicious  Pty  Ltd   14  

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