eMetrics SMX Media Attribution

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Transcript of eMetrics SMX Media Attribution

  • > Media a(ribu,on < How to actually do it

  • > Short but sharp history

    Datalicious was founded late 2007 Strong Omniture web analy;cs history Now 360 data agency with specialist team Combina;on of analysts and developers Carefully selected best of breed partners Driving industry best prac;ce (ADMA) Turning data into ac;onable insights Execu;ng smart data driven campaigns April 2011 Datalicious Pty Ltd 2

  • > Clients across all industries

    April 2011 Datalicious Pty Ltd 3

  • > Smart data driven marke,ng

    April 2011 Datalicious Pty Ltd 4

    Media A(ribu,on Op,mise channel mix

    Tes,ng Improve usability

    $$$

    Targe,ng Increase relevance

  • April 2011 Datalicious Pty Ltd 5

    Ques,ons? Tweet @datalicious

  • Direct mail, email, etc

    Facebook Twi(er, etc

    > Campaign ows are complex

    April 2011 Datalicious Pty Ltd 6

    POS kiosks, loyalty cards, etc

    CRM program

    Home pages, portals, etc

    YouTube, blog, etc

    Paid search

    Organic search

    Landing pages, oers, etc

    PR, WOM, events, etc

    TV, print, radio, etc

    = Paid media

    = Viral elements

    Call center, retail stores, etc

    = Sales channels

    Display ads, aliates, etc

  • TV/Print audience

    Search audience

    Banner audience

    > Media channels overlap

    March 2011 Datalicious Pty Ltd 7

  • > Indirect display impact

    April 2011 Datalicious Pty Ltd 8

  • > Indirect display impact

    April 2011 Datalicious Pty Ltd 9

  • > Success a(ribu,on models

    April 2011 Datalicious Pty Ltd 10

    Banner Ad $100

    Email Blast

    Paid Search $100

    Banner Ad $100

    Aliate 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

  • > First and last click a(ribu,on

    April 2011 Datalicious Pty Ltd 11

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

    Neither rst nor last-click measurement would provide true picture

    Paid/Organic Search

    Emails/Shopping Engines

  • Closer

    SEM Generic

    Banner View

    TV Ad

    > Full path to purchase

    April 2011 Datalicious Pty Ltd 12

    Inuencer Inuencer $

    Banner Click Online

    SEO Generic

    Aliate Click Oine

    SEO Branded

    Direct Visit

    Email Update Abandon

    Direct Visit

    Social Media

    SEO Branded

    Introducer

  • > Search call to ac,on for oine

    March 2011 Datalicious Pty Ltd 13

  • > Oine sales driven by online

    March 2011 Datalicious Pty Ltd 14

    Website research

    Phone order

    Retail order

    Online order

    Cookie

    Adver,sing campaign

    Credit check, fullment

    Online order conrma,on

    Virtual order conrma,on

    Conrma,on email

  • > Single source of truth repor,ng

    April 2011 Datalicious Pty Ltd 15

    Insights Repor,ng

  • > Where to collect the data

    April 2011 Datalicious Pty Ltd 16

    Referral visits Social media visits Organic search visits Paid search visits Email visits, etc

    Web Analy,cs Banner impressions

    Banner clicks +

    Paid search clicks

    Ad Server

    Lacking ad impressions Less granular & complex

    Lacking organic visits More granular & complex

  • > Raw a(ribu,on data

    Web Analy,cs AFFILIATE > SEO > $$$ SEM > SOCIAL > EMAIL > DIRECT > $$$

    Ad Server 01/01/2011 12:00 AD IMPRESSION 01/01/2011 12:05 SEO 07/01/2011 17:00 EMAIL 08/01/2011 15:00 $$$

    April 2011 Datalicious Pty Ltd 17

  • > Combine purchase paths

    March 2011 Datalicious Pty Ltd 18

    Mobile Home Work

    Tablet Media Etc

  • > Understanding channel mix

    April 2011 Datalicious Pty Ltd 19

  • > Website entry survey

    March 2011 Datalicious Pty Ltd 21

    Channel % of Conversions

    Straight to Site 27%

    SEO Branded 15%

    SEM Branded 9%

    SEO Generic 7%

    SEM Generic 14%

    Display Adver;sing 7%

    Aliate Marke;ng 9%

    Referrals 5%

    Email Marke;ng 7%

    De-duped Campaign Report

    } Channel % of Inuence

    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 Inuencer on Branded Search / STS

    Conversions agributed 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.

  • > Adjus,ng for oine impact

    April 2011 Datalicious Pty Ltd 22

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

  • Closer

    25%

    > Custom a(ribu,on models

    April 2011 Datalicious Pty Ltd 23

    Inuencer Inuencer $

    25% Even A(rib.

    Exclusion A(rib.

    Custom A(rib.

    25% 25%

    Introducer

    33% 33% 33% 0%

    ? ? ? ?

  • > ClearSaleing media a(ribu,on

    April 2011 Datalicious Pty Ltd 24

  • April 2011 Datalicious Pty Ltd 25

  • April 2011 Datalicious Pty Ltd 26

  • April 2011 Datalicious Pty Ltd 27

    Slides + Webinar datalicious.com/a(ribu,on

    Ques,ons? Talk to me Stand 4, cbartens@datalicious.com

  • Data > Insights > Ac,on