GoogleThink Automotive Media Attribution

> 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


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)


> De-‐duplica,on is mandatory


> Full purchase path tracking


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


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

[email protected]

Email, 1st login

> Offline sales driven by online


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


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


Video view

Car config.

Dealer car sale

$10

$10

Campaign

Campaign

Campaign

$30 $100

$100

@ @

$60

$30


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GoogleThink Automotive Media Attribution

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