>  Media  a(ribu,on  <  

Media  a'ribu+on  or  when  tracking   the  last  click  is  just  not  enough  

>  About  Datalicious  
§  §  §  §  §  §  §  §  §      Datalicious  was  founded  in  November  2007   Official  Adobe  &  Google  Analy+cs  partner   360  data  agency  with  team  of  data  specialists   Combina+on  of  analysts  and  developers   Blue  chip  clients  across  all  industry  ver+cals   Carefully  selected  best  of  breed  partners   Driving  industry  best  prac+ce  with  ADMA   Turning  data  into  ac+onable  insights   Execu+ng  smart  data  driven  campaigns  
©  Datalicious  Pty  Ltd   2  

October  2012  

>  Smart  data  driven  marke,ng  
“Using  data  to  widen  the  funnel”  

Media  A(ribu,on  &  Modeling
Op,mise  channel  mix,  predict  sales  

 

Targe,ng  &  Merchandising  
Increase  relevance,  reduce  churn  

Tes,ng  &  Op,misa,on  
Remove  barriers,  drive  sales  

Boos,ng  ROMI  
October  2012   ©  Datalicious  Pty  Ltd   3  

>  Clients  across  all  industries  

October  2012  

©  Datalicious  Pty  Ltd  

4  

Media  a(ribu,on  =     Giving  credit  where     credit  it  is  due  
October  2012   ©  Datalicious  Pty  Ltd   5  

>  The  ideal  media  dashboard  
Channel   Brand  equity  
Baseline  

Investment   ($100)   $7   $1   $2  

ROMI   n/a   330%   400%   1150%  

Return   $40   $30   $5   $25  
6  

Offline   Direct  

TV,  print,  outdoor,  etc  

Direct  mail,  email,  etc  

Online  
October  2012  

Search,  display,  social,  etc  

©  Datalicious  Pty  Ltd  

>  Channels  influence  each  other  
=  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,   offers,  etc  

Display  ads,   affiliates,  etc  

CRM   program  

Facebook   Twi(er,  etc  

POS  kiosks,   loyalty  cards,  etc  

Website,  call   center,  retail  

October  2012  

©  Datalicious  Pty  Ltd  

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>  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  

Affiliate     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  
8  

October  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  first     nor  last-­‐click   measurement   would  provide   true  picture    
9  

October  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  adver+sing  without  an   immediate  response  so  adver+sers  cannot  rely  on  clicks  as  the  sole   success  measure  but  should  instead  focus  on  impressions  delivered  
October  2012   ©  Datalicious  Pty  Ltd   10  

>  Indirect  display  impact    

October  2012  

©  Datalicious  Pty  Ltd  

11  

>  Indirect  display  impact    

October  2012  

©  Datalicious  Pty  Ltd  

12  

>  Indirect  display  impact    

October  2012  

©  Datalicious  Pty  Ltd  

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>  Full  purchase  path  tracking  
Introducer   Influencer   Influencer   Closer  

$  

Paid     search  

Display     ad  clicks  

Organic   search  

Direct     site  visits  

Online   sales  

Display     ad  views  

Affiliate   clicks  

Social   referrals  

Emails,   direct  mail  

Offline   sales  

TV/print     responses  

Organic   search  

Social     buzz  

Retail     visits  

Life,me   profit  

October  2012  

©  Datalicious  Pty  Ltd  

14  

>  Full  purchase  path  tracking  
Introducer   Influencer   Influencer   Closer  

$  

Paid     search  

Display     ad  clicks  

Organic   search  

Direct     site  visits  

Online   leads  

Display     ad  views  

Affiliate   clicks  

Social   referrals  

Emails,   direct  mail  

Offline   sales  

TV/print     responses  

Organic   search  

Social     buzz  

Retail     visits  

Life,me   profit  

October  2012  

©  Datalicious  Pty  Ltd  

15  

>  Path  across  different  segments  
Introducer   Influencer   Influencer   Closer  

$  

Channel  1  

Channel  2  

Channel  3  

Channel  4  

Product     A  vs.  B  

Channel  1  

Channel  2  

Channel  3  

Channel  4  

Clients  vs.   prospects  

Channel  1  

Channel  2  

Channel  3  

Channel  4  

Brand  vs.   direct  resp.  

October  2012  

©  Datalicious  Pty  Ltd  

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>  Purchase  path  example  

October  2012  

©  Datalicious  Pty  Ltd  

17  

>  Purchase  path  data  example  
U123  1/1/12  12:00  RED  AD  YAHOO  NEWS U123  1/1/12  12:05  RED  AD  SMH  FINANCE U123  1/1/12  12:10  GOOGLE  BRAND  TERM U123  1/1/12  12:11  WEBSITE  VISIT   U123  1/1/12  12:12  WEBSITE  EVENT   U123  3/1/12  14:00  GOOGLE  GENERIC  TERM U123  3/1/12  14:01  WEBSITE  VISIT   U123  7/1/12  17:00  EMAIL  OPEN     U123  8/1/12  15:00  GOOGLE  BRAND  TERM U123  8/1/12  15:01  WEBSITE  CONVERSION    
October  2012   ©  Datalicious  Pty  Ltd  

 $20    $20    -­‐    -­‐    -­‐    $20    -­‐    $20    $20    $100  
18  

>  Full  vs.  par,al  purchase  path  data  
Display     impression  

✖   ✖   ✖   ✖  

Display     impression  

✔   ✖   ✖  

Email   response  

✔   ✔   ✔   ✔  

Search   response  

✔   ✔   ✔   ✔  

$  

Display     impression  

Display     impression  

Display     impression  

Direct     visit  

$  

Display     impression  

Display     impression  

Display     impression  

Display     response  

$  

Display     impression  

Display     impression  

✔  

Search   response  

Search   response  

$  

October  2012  

©  Datalicious  Pty  Ltd  

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>  Full  vs.  par,al  purchase  path  data  
Display     impression  

✖  

Display     impression  

✔  

Email   response  

✔  

Search   response  

✔  

$  

Display     impression  

Display     impression  

5%  to  65%  variance     ✖   in  conversion  a(ribu,on     ✔   ✔   ✖   for  different  channels  due  to     par,al  purchase  path  data  
Display     impression   Display     impression   Direct     visit  

$  

✖   ✖  

Display     impression  

✖  

Display     impression  

✔   ✔  

Display     response  

✔   ✔  

$  

Display     impression  

Display     impression  

✔  

Search   response  

Search   response  

$  

October  2012  

©  Datalicious  Pty  Ltd  

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>  Tracking  offline  sales  online  
§  Email  click-­‐through   §  First  login  aler  purchase   §  Unique  phone  numbers  
–  Include  offline  sales  flag  in  1st  email  click-­‐through  URL  aler   offline  sale  to  track  an  ‘assisted  offline  sales’  conversion   –  Similar  to  the  above  method,  however  offline  sales  flag   happens  via  JavaScript  parameter  defined  on  1st  login   –  Assign  unique  website  numbers  to  responses  from  specific   channels,  search  terms  or  even  individual  visitors  to  match   offline  call  center  results  back  to  online  ac+vity   –  Survey  website  visitors  to  at  least  measure  purchase     intent  in  case  actual  offline  sales  cannot  be  tracked  
©  Datalicious  Pty  Ltd   21  

§  Website  entry  survey  for  purchase  intent  

October  2012  

>  Offline  sales  driven  by  online  
Adver,sing     campaign   Phone   sales   Fulfilment,   CRM,  etc  

Retail   sales  

Confirma,on   email,  1st  login  

Website   research  

Online   sales  

Online  sales   confirma,on  

Virtual  sales     confirma,on  

Cookie  

October  2012  

©  Datalicious  Pty  Ltd  

22  

>  Tracking  offline  responses  online  
§  Search  calls  to  ac+on  for  TV,  radio,  print  
–  Unique  search  term  only  adver+sed  in  print  so  all     responses  from  that  term  must  have  come  from  print   –  Brand.com/customer-­‐name  redirects  to  new  URL  that   includes    tracking  parameter  iden+fying  response  as  DM   –  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  offline  sales  with  offline  media  placement  data  in   tradi+onal  (econometric)  media  a'ribu+on  model  
©  Datalicious  Pty  Ltd   23  

§  PURLs  (personalised  URLs)  for  direct  mail  

§  Website  entry  survey  for  direct/branded  visits  

§  Combine  data  sets  into  media  a'ribu+on  model  

October  2012  

>  Search  call  to  ac,on  for  offline    

October  2012  

©  Datalicious  Pty  Ltd  

24  

>  Personalised  URLs  for  direct  mail  
ChrisBartens.company.com  >  redirect  to  >  company.com?  
 

CampaignID=DM:123&   Demographics=M|35&   CustomerSegment=A1&   CustomerValue=High&   CustomerSince=2001&   ProductHistory=A6&   NextBestOffer=A7&   ChurnRisk=Low   [...]  
October  2012   ©  Datalicious  Pty  Ltd   25  

October  2012  

©  Datalicious  Pty  Ltd  

26  

October  2012  

What  promoted  your  visit  today?   q  Recent  branch  visit   q  Saw  an  ad  on  television   q  Saw  an  ad  in  the  newspaper   q  Recommenda+on  from  family/friends   q  […]     How  likely  are  you  to  apply  for  a  loan?   q  Within  the  next  few  weeks   q  Within  the  next  few  months   q  I  am  a  customer  already   q  […]   ©  Datalicious  Pty  Ltd   27  

>  Website  entry  survey    
De-­‐duped  Campaign  Report   Greatest  Influencer  on  Branded  Search  /  STS  

Channel   Straight  to  Site   SEO  Branded   SEM  Branded   SEO  Generic   SEM  Generic   Display  Adver+sing   Affiliate  Marke+ng   Referrals   Email  Marke+ng  

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

}  

Channel   Word  of  Mouth   Blogging  &  Social  Media   Newspaper  Adver+sing   Display  Adver+sing   Email  Marke+ng   Retail  Promo+ons  

%  of  Influence   32%   24%   9%   14%   7%   14%  

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.    
©  Datalicious  Pty  Ltd   28  

October  2012  

>  Adjus,ng  for  offline  impact  
-­‐5   +5   -­‐15   +15   -­‐10   +10  

October  2012  

©  Datalicious  Pty  Ltd  

29  

>  Tradi,onal  modelling  to  fill  gaps  

Use  of  tradi+onal  econometric   modelling  to  measure  the   impact  of  communica+ons  on   sales  for  offline  channels  where   it  cannot  be  measured  directly   through  smart  calls  to  ac+on   online  (and  thus  cookie  level   purchase  path  data).  
October  2012   ©  Datalicious  Pty  Ltd   30  

>  Purchase  path  vs.  a(ribu,on  
§  Important  to  make  a  dis+nc+on  between  media   a'ribu+on  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  a'ribu+on  or  the  alloca+on  or   conversion  credits  back  to  campaign  touch  points    
–  Purchase  path  tracking  is  the  data  collec+on  and     media  a'ribu+on  is  the  actual  analysis  or  modelling      
October  2012   ©  Datalicious  Pty  Ltd   31  

>  Media  a(ribu,on  example  
Even/weighted   a'ribu+on  

Last  click   a'ribu+on  

COST  PER  CONVERSION  
October  2012   ©  Datalicious  Pty  Ltd   32  

>  Media  a(ribu,on  example  
TV/Print  

?  

Even/weighted   a'ribu+on  

Website   content  

?  

Internal   ads  

?  

Email   Direct   mail  
COST  PER  CONVERSION  
October  2012   ©  Datalicious  Pty  Ltd   33  

?  

?  

Last  click   a'ribu+on  

>  Media  a(ribu,on  models    
Display     impression   Display     impression   Display   response   Search   response  

$100  

0%  

0%  

0%  

100%  

Last  click   a(ribu,on  

25%  

25%  

25%  

25%  

Even     a(ribu,on  

X%  

X%  

Y%  

Z%  

Weighted   a(ribu,on  

October  2012  

©  Datalicious  Pty  Ltd  

34  

>  Media  a(ribu,on  models  
Introducer   Influencer   Influencer   Closer  

$  

?%  

?%  

?%  

?%  

Product     A  vs.  B  

?%  

?%  

?%  

?%  

Prospects   vs.  clients  

?%  

?%  

?%  

?%  

Brand  vs.   direct  resp.  

October  2012  

©  Datalicious  Pty  Ltd  

35  

>  Media  a(ribu,on  example  
Publisher  1   Publisher  2   Publisher  3           […]           Publisher  N  
TOTAL  CONVERSION  VALUE  

Increase     spend  

Reduce   spend  

Increase     spend  

ROI  FULL  PURCHASE  PATH  
October  2012   ©  Datalicious  Pty  Ltd   36  

>  Media  a(ribu,on  case  studies  
§  Suncorp:  Implementa+on  of  ad  server  data  collec+on  tags  via   SuperTag  to  facilitate  the  collec+on  of  full  purchase  path  data  in   the  company’s  DoubleClick  ad  server.  Followed  by  a  manual  one-­‐ off  data  analysis  including  a'ribu+on  model  development  in   phase  1  as  well  as  report  automa+on  in  a  dedicated  Splunk   environment  in  phase  2.  
–  2,078%  project  ROI  from  implementa+on  of  ini+al  quick  wins  only   by  reducing  media  waste  respec+vely  cost  for  a  limited  set  of   brands  in  phase  1.  

§  Telstra:  Implementa+on  of  ad  server  data  collec+on  tags  via   SuperTag  to  facilitate  the  collec+on  of  full  purchase  path  data  in   the  company’s  Atlas  ad  server.  Followed  by  a  manual  one-­‐off   data  analysis  including  a'ribu+on  model  development.  

–  403%  project  ROI  from  implementa+on  of  ini+al  quick  wins  only  by   reducing  media  waste  respec+vely  cost.  
©  Datalicious  Pty  Ltd   37  

October  2012  

Datalicious  Op,maHub  

October  2012  

©  Datalicious  Pty  Ltd  

38  

>  Op,maHub  plaoorm  architecture  
SuperTag  app     genera,ng  JS   app.supert.ag  
JavaScript  

SuperTag  JS   hosted  by  client     or  on  c.supert.ag  

JavaScript  

Client  pages   referencing   SuperTag  JS  

Tags  

Browser     execu,ng   SuperTag  JS  
Requests  

Addi,onal     data  (i.e.  CRM,   POS,  social,  etc)  
Data  

3rd  party     ad  server     data  collec,on  
Data  

Splunk  saved   searches  and   dashboards  

Dedicated     client  Splunk   server(s)  

Splunk     processing   Server(s)  

Data  

SuperTag     DataCollector     d.supert.ag  

October  2012  

©  Datalicious  Pty  Ltd  

39  

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010  

>  About  Datalicious  
October  2012   ©  Datalicious  Pty  Ltd   40  

>  Short  but  sharp  history  
§  §  §  §  §  §  §  §  §      Datalicious  was  founded  in  November  2007   Official  Adobe  &  Google  Analy+cs  partner   360  data  agency  with  team  of  data  specialists   Combina+on  of  analysts  and  developers   Blue  chip  clients  across  all  industry  ver+cals   Carefully  selected  best  of  breed  partners   Driving  industry  best  prac+ce  with  ADMA   Turning  data  into  ac+onable  insights   Execu+ng  smart  data  driven  campaigns  
©  Datalicious  Pty  Ltd   41  

October  2012  

>  Smart  data  driven  marke,ng  
“Using  data  to  widen  the  funnel”  

Media  A(ribu,on  &  Modeling
Op,mise  channel  mix,  predict  sales  

 

Targe,ng  &  Merchandising  
Increase  relevance,  reduce  churn  

Tes,ng  &  Op,misa,on  
Remove  barriers,  drive  sales  

Boos,ng  ROMI  
October  2012   ©  Datalicious  Pty  Ltd   42  

>  Wide  range  of  data  services  
Data  
Plaoorms  

Insights  
Analy,cs  
  Data  mining  and  modelling     Tableau,  Splunk,  SPSS,  etc     Customised  dashboards     Media  a(ribu,on  analysis     Media  mix  modelling     Social  media  monitoring     Customer  segmenta,on  

Ac,on  

  Data  collec,on  and  processing     Adobe,  Google  Analy,cs,  etc     Web  and  mobile  analy,cs     Tag-­‐less  online  data  capture     Retail  and  call  center  analy,cs     Data  warehouse  solu,ons     Single  customer  view  

Campaigns  

  Data  usage  and  applica,on     Alterian,  SiteCore,  Inxmail,  etc     Targe,ng  and  merchandising     Marke,ng  automa,on     CRM  strategy  and  execu,on     Data  driven  websites     Tes,ng  programs  

October  2012  

©  Datalicious  Pty  Ltd  

43  

>  Over  50  years  of  experience  

Chris+an  Bartens  
Founder  &  Director     §  Bachelor  of  Business   Management  with   marke+ng  focus   §  Web  analy+cs  and   digital  marke+ng     work  experience   §  Space2go,  E-­‐Lol,   Tourism  Australia   §  SuperTag  founder,   ADMA  Analy+cs  Chair,   I-­‐COM  Board  Member     LinkedIn  profile   October  2012  

Elly  Gillis  

General  Manager     §  Bachelor  of   Communica+ons  with   print  and  digital  focus   §  Digital  marke+ng  and   project  management   work  experience   §  M&C  Saatchi,  Mark,   Holler,  Tequila,  IAG,     OneDigital,  Telstra   §  Australian  gold  medal   in  surf  boat  rowing     LinkedIn  profile  

Michael  Savio  

Head  of  Insights     §  Bachelor  of  Arts  &   Science  with  applied   mathema+cs  focus   §  CRM  and  marke+ng   research  and  analy+cs   work  experience   §  ANZ  Bank,  Australian   Bureau  of  Sta+s+c,   DBM  Consultants   §  ADMA  lecturer  on   marke+ng  tes+ng     LinkedIn  profile  

Chaoming  Li  

Head  of  Data     §  Bachelor  of     Technology  with   microelectronics  focus   §  Solware  and  website   development  work   experience   §  Standards  Australia,     DF  Securi+es,  Globiz,   Etang   §  Developing  his  own   CMS  plazorm     LinkedIn  profile   44  

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>  Clients  across  all  industries  

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>  Great  customer  feedback  
“[…]  Datalicious  quickly  earned  our  respect  and  confidence  […]  understand  our   business  needs,  deliver  value,  push  our  thinking  […].  Likeable,  transparent  and   trustworthy.  I  would  be  happy  to  recommend  Datalicious  to  anyone.”  Murray   Howe,  Execu+ve  Manager,  Suncorp  Group     "[…]  Datalicious  brought  with  them  best  prac>ce  analy>cs  to  demonstrate  the   true  value  of  our  marke>ng  dollars  […]  have  become  a  criBcal  business  partner  […]   provided  great  insights  which  have  driven  key  business  decisions.”  Trang  Young,   Senior  Marke+ng  Manager,  E*Trade  Australia      “The  Datalicious  guys  are  great  to  work  along  side  […]  'no  stone  unturned'   approach  to  finding  solu>ons  to  challenges  […]  knowledge  and  passion  for  web   analy>cs  and  best  of  breed  web  opBmizaBon  was  second  to  none”  Steve  Brown,   Senior  Business  Analyst,  Vodafone       “[…]  The  Vodafone  implementa>on  of  SiteCatalyst  is  one  of  the  most  impressive     I  have  seen  and  ranks  in  the  top  10  […].  It  is  an  amazing  founda>on  for  taking   ac>on  on  the  data  and  improving  ROI.”  Adam  Greco,  Consul+ng  Lead,  Omniture  
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>  Great  customer  feedback  
"[…]  Datalicious  understand  the  value  of  informa>on  and  how  to  leverage  it  using   best  of  breed  soEware.  I  would  recommend  the  team  without  hesita>on  [...]."   James  Fleet,  Marke+ng  Director,  Appliances  Online     "[...]  Datalicious  have  been  inBmately  involved  in  building  our  analyBcs  soluBon.   Most  importantly  their  knowledge  of  best  prac>ce  combined  with  innova>ve   solu>ons  has  allowed  our  business  to  remain  nimble  and  current.  They  are  also   nice  guys."  Tzvi  Balbin,  Group  Digital  Marke+ng  Lead,  Catch  of  the  Day     "[...]  Datalicious  are  helping  us  to  move  from  a  last  click  campaign  measurement   model  to  a  more  accurate  media  aFribu>on  approach.  [...]  potenBal  to   significantly  change  our  media  planning  [...].  Highly  recommended."  Keith  Mirgis,   Senior  Digital  &  Social  Media  Marke+ng  Manager,  Telstra     "We  engaged  Datalicious  to  support  a  strategic  change  in  our  business  [...]   understand  our  customers  [and  their  transac>ons]  beFer  to  ensure  we  retained  as   many  as  possible  [...]"  Natalie  Farrell,  Direct  Marke+ng  Manager,  Luxo}ca  
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cbartens@datalicious.com     blog.datalicious.com     twi(er.com/datalicious    
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