ExactTarget Media Attribution
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The document discusses best practices and technology options for cross-channel media attribution. It provides a short history of Datalicious, an agency founded in 2007 specializing in 360 data and turning data into actionable insights. The document outlines various media attribution models including first and last click attribution, full purchase path tracking across different segments, and methods for tracking offline responses online such as unique search terms, personalized URLs, and website entry surveys.
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ExactTarget Media Attribution
- 1. > Media A)ribu-on < Cross-‐channel media a0ribu3on best prac3ce and technology op3ons
- 2. > Short but sharp history § Datalicious was founded in late 2007 § Strong Omniture web analy3cs history § 1 of 4 preferred Omniture partners globally § Now 360 data agency with specialist team § Combina3on of analysts and developers § Carefully selected best of breed partners § Driving industry best prac3ce (ADMA) § Turning data into ac3onable insights § Execu3ng smart data driven campaigns July 2012 © Datalicious Pty Ltd 2
- 3. > 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 July 2012 © Datalicious Pty Ltd 3
- 4. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 > Media a)ribu-on July 2012 © Datalicious Pty Ltd 4
- 5. > The ideal media dashboard Channel Investment ROMI Return Brand equity ($100) n/a $40 Baseline Offline $7 330% $30 TV, print, outdoor, etc Direct $1 400% $5 Direct mail, email, etc Online $2 1150% $25 Search, display, social, etc
- 6. > Duplica-on across channels Paid Bid Search Mgmt $ Banner Ad Ads Server $ Email Email Blast PlaNorm $ Organic Google Search Analy-cs $ July 2012 © Datalicious Pty Ltd 6
- 7. > De-‐duplica-on across channels Paid Search $ Banner Ads $ Central Analy-cs PlaNorm Email Blast $ Organic Search $ July 2012 © Datalicious Pty Ltd 7
- 8. > Campaign flows are complex = Paid media Organic PR, WOM, search events, etc = Viral elements = Sales channels YouTube, Home pages, Paid TV, print, blog, etc portals, etc search radio, etc Direct mail, Landing pages, Display ads, email, etc offers, etc affiliates, etc CRM Facebook program Twi)er, etc POS kiosks, Call center, loyalty cards, etc retail stores, etc July 2012 © Datalicious Pty Ltd 8
- 9. > Success a)ribu-on models Banner Paid Organic Success Last channel Search Ad Search $100 $100 gets all credit Banner Paid Email Success First channel Ad $100 Search Blast $100 gets all credit Paid Banner Affiliate Success All channels get Search Ad Referral $100 $100 $100 $100 equal credit Print Social Paid Success All channels get Ad Media Search $33 $33 $33 $100 par-al credit July 2012 © Datalicious Pty Ltd 9
- 10. > First and last click a)ribu-on Chart shows percentage of channel touch points that lead Paid/Organic Search to a conversion. Neither first Emails/Shopping Engines nor last-‐click measurement would provide true picture July 2012 © Datalicious Pty Ltd 10
- 11. > Full purchase path tracking Introducer Influencer Influencer Closer $ Paid Display Social Direct Online search ad clicks referrals site visits sales Display Affiliate Social Retail Offline ad views clicks buzz store visits sales TV/print Organic Website Direct mail, Life-me responses search events emails profit July 2012 © Datalicious Pty Ltd 11
- 12. > Path across different segments Introducer Influencer Influencer Closer $ Product Channel 1 Channel 2 Channel 3 Channel 4 A vs. B New Channel 1 Channel 2 Channel 3 Channel 4 prospects Exis-ng Channel 1 Channel 2 Channel 3 Product 4 customers July 2012 © Datalicious Pty Ltd 12
- 13. > Tracking offline responses online § Search calls to ac3on for TV, radio, print – Unique search term only adver3sed in print so all responses from that term must have come from print § PURLs (personalised URLs) for direct mail – Brand.com/clientname redirects to new URL that includes tracking parameter iden3fying response as direct mail § Website entry survey for direct/branded visits – Survey website visitors that have come to site directly or via branded search about their media habits, etc § Combine data sets into media a0ribu3on model – Combine raw data from online purchase path, website entry survey and offline sales with offline media placement informa3on in tradi3onal media a0ribu3on model July 2012 © Datalicious Pty Ltd 13
- 14. > Search call to ac-on for offline July 2012 © Datalicious Pty Ltd 14
- 15. > Personalised URLs for direct mail VickyCarroll.myspaday.com > redirect to > myspaday.com? CampaignID=DM:123& Demographics=F|35& CustomerSegment=A1& CustomerValue=High& CustomerSince=2001& ProductHistory=P1|P2& NextBestOffer=P3& ChurnRisk=Low [...] July 2012 © Datalicious Pty Ltd 15
- 16. > Tracking offline sales online § Email click-‐through – Include offline sales flag in URL parameter in welcome email click-‐through URLs (or 1st email newsle0er aner offline sale) to trigger a custom ‘assisted offline sales’ conversion event § First login aner purchase – Similar to the above method, however offline sales flag happens via JavaScript parameter defined on login rather than URL parameter July 2012 © Datalicious Pty Ltd 16
- 17. > Offline sales driven by online Adver-sing Phone Credit check, campaign order fulfilment Retail Confirma-on order email, 1st login Website Online Online order Virtual order research order confirma-on confirma-on Cookie July 2012 © Datalicious Pty Ltd 17
- 18. > Understanding channel mix July 2012 © Datalicious Pty Ltd 18
- 19. July 2012 © Datalicious Pty Ltd 19
- 20. > Website entry survey De-‐duped Campaign Report Greatest Influencer on Branded Search / STS } Channel % of Conversions Channel % of Influence Straight to Site 27% Word of Mouth 32% SEO Branded 15% Blogging & Social Media 24% SEM Branded 9% Newspaper Adver3sing 9% SEO Generic 7% Display Adver3sing 14% SEM Generic 14% Email Marke3ng 7% Display Adver3sing 7% Retail Promo3ons 14% Affiliate Marke3ng 9% Referrals 5% Conversions a0ributed to search terms Email Marke3ng 7% that contain brand keywords and direct website visits are most likely not the origina3ng channel that generated the awareness and as such conversion credits should be re-‐allocated. July 2012 © Datalicious Pty Ltd 20
- 21. > Adjus-ng for offline impact -‐5 -‐15 -‐10 +5 +15 +10 July 2012 © Datalicious Pty Ltd 21
- 22. > Purchase path example July 2012 © Datalicious Pty Ltd 22
- 23. > Media a)ribu-on models Introducer Influencer Influencer Closer $100 Even 25% 25% 25% 25% A)rib. Exclusion 33% 33% 33% 0% A)rib. ? ? ? ? Custom A)rib. July 2012 © Datalicious Pty Ltd 23
- 24. > Media a)ribu-on example Even/weighted a0ribu3on Last click a0ribu3on COST PER CONVERSION July 2012 © Datalicious Pty Ltd 24
- 25. > Purchase path vs. a)ribu-on § Important to make a dis3nc3on between media a0ribu3on 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 a0ribu3on or the alloca3on or conversion credits back to campaign touch points – Purchase path tracking is the data collec3on and media a0ribu3on is the actual analysis or modelling July 2012 © Datalicious Pty Ltd 25
- 26. > Single source of truth repor-ng Insights Repor-ng July 2012 © Datalicious Pty Ltd 26
- 27. > Where to track purchase path Ad Server Web Analy-cs Banner impressions Referral visits Banner clicks Social media visits + Organic search visits Paid search clicks Paid search visits Email visits, etc Lacking organic visits Lacking ad impressions More granular & complex Less granular & complex July 2012 © Datalicious Pty Ltd 27
- 28. > Purchase path data samples Web Analy-cs data sample (AD IMPRESSION >) AFFILIATE > SEARCH > $$$ SEARCH > SOCIAL > DIRECT > $$$ Ad Server data sample 01/01/2012 11:45 AD IMPRESSION 01/01/2012 12:00 AD IMPRESSION 01/01/2012 12:05 SEARCH 07/01/2012 17:00 DIRECT 08/01/2012 15:00 $$$ July 2012 © Datalicious Pty Ltd 28
- 29. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 > PlaNorm op-ons July 2012 © Datalicious Pty Ltd 29
- 30. > Purchase path op-ons § Google Analy3cs – Mul3-‐channel funnels § Adobe SiteCatalyst – Cross-‐visit par3cipa3on JavaScript plugin – DoubleClick/Mediamind Genesis integra3on – Light Server Calls § Atlas, Mediamind, DoubleClick, etc – Campaign touch point report (Mediamind) – Raw cookie level data & manual analysis § ClearSaleing July 2012 © Datalicious Pty Ltd 30
- 31. > Google Analy-cs § Mul3-‐channel funnels – Concatenates and groups campaign codes across visits § Pros – Free of charge as part of main tool – Out of the box reports that require no addi3onal tags – Does not require data warehousing and custom analy3cs § Cons – Raw data cannot be exported for advanced modelling – Cannot combine purchase paths across devices – Doesn’t include ad impressions (maybe DoubleClick in the future) – Channels can be grouped but not re-‐classified in the interface § Offline responses via search call to ac3on show up as search, etc – Platorm cannot accommodate offline data (surveys, CRM, etc) – Purchase path data only, no a0ribu3on modeling or ROMI July 2012 © Datalicious Pty Ltd 31
- 32. July 2012 © Datalicious Pty Ltd 32
- 33. > Adobe SiteCatalyst § Cross-‐visit par3cipa3on & light server calls – Concatenates campaign codes across visits into single string – Light Server Call adds missing ad impressions into campaign code string § DoubleClick/Mediamind Genesis – Imports last ad impression, click and ad costs into SiteCatalyst as events § Pros – Easy add-‐on for SiteCatalyst clients, requires JavaScript change only – Doesn’t require addi3onal data warehousing as stored in SiteCatalyst – Campaign responses can be re-‐classified aner the fact (SAINT) § Cons – Conflic3ng un-‐integrated solu3ons (Light Server Call vs. Genesis) – Addi3onal costs due to a light server call for each ad impression – Light Server Call tracks ad impression but lacks more granular ad data – Cannot concatenate campaign codes across different top level domains – Data can only be exported as concatenated strings without 3me stamps – Platorm cannot integrate offline data into modelling (surveys, CRM, etc) – Basic a0ribu3on modelling only that cannot be changed in retrospect – Purchase path data only, no flexible a0ribu3on modeling or ROMI July 2012 © Datalicious Pty Ltd 33
- 34. July 2012 © Datalicious Pty Ltd 34
- 35. > Purchase path data samples Web Analy-cs data sample LAST AD IMPRESSION > SEARCH > $$$| PV $$$ AD IMPRESSION > AD IMPRESSION > SEARCH > $$$ Ad Server data sample 01/01/2012 11:45 AD IMP YAHOO HOME $33 01/01/2012 12:00 AD IMP SMH FINANCE $33 01/01/2012 12:05 SEARCH KEYWORD -‐ 07/01/2012 17:00 DIRECT $33 08/01/2012 15:00 $$$ $100 July 2012 © Datalicious Pty Ltd 35
- 36. > Atlas, Mediamind, DoubleClick § Campaign touch points (Mediamind only) – Last 10 touch points before conversion aggregated across users § Raw cookie level data (all ad servers) – Full list of all ad touch points for each cookie ID § Pros – Low to very low cost for raw data – Complete raw data available (cookie level op3on only) – Increased flexibility due to complete and very granular data – Campaign responses can be re-‐classified aner the fact – Solu3on can accommodate offline data (surveys, CRM, etc) – Ad server can track across different domains due to 3rd party cookie – Enables advanced ROMI and a0ribu3on modelling with offline data – A0ribu3on model can be changed in retrospect and recalculated § Cons – Requires custom JavaScript tags to capture organic touch points – Requires addi3onal data warehousing and custom analy3cs July 2012 © Datalicious Pty Ltd 36
- 37. July 2012 © Datalicious Pty Ltd 37
- 38. > Purchase path data samples Ad Server summary data sample AD IMPRESSION > DIRECT > SEARCH > $$$ 10x AD IMPRESSION > AFFILIATE > SEARCH > $$$ 5x Ad Server data sample UID123 01/01/2012 11:45 AD IMP YAHOO $33 UID123 01/01/2012 12:00 AD IMP SMH $33 UID123 01/01/2012 12:05 SEARCH -‐ UID123 07/01/2012 17:00 DIRECT $33 UID123 08/01/2012 15:00 $$$ $100 July 2012 © Datalicious Pty Ltd 38
- 39. July 2012 © Datalicious Pty Ltd 39
- 40. > ClearSaleing § Pros – Fully managed media a0ribu3on platorm – Extensive out of the box repor3ng func3onality – Can customise a0ribu3on model (not black box) – Supports ROMI calcula3on and a0ribu3on modeling § Cons – Priced on percentage of media spend – Requires website tagging and backend integra3ons – Only pre-‐processed data export, not raw data July 2012 © Datalicious Pty Ltd 40
- 41. July 2012 © Datalicious Pty Ltd 41
- 42. > Forrester: ClearSaleing ROI/TEI § Improved decision making and media buying § Labor savings and improved produc3vity § Accurate media repor3ng and improved visibility § Improved flexibility and faster market response § Transparency and consistency of metrics § Increase in online adver3sing budget July 2012 © Datalicious Pty Ltd 42
- 43. Contact me cbartens@datalicious.com Learn more blog.datalicious.com Follow me twi)er.com/datalicious July 2012 © Datalicious Pty Ltd 43
- 44. Data > Insights > Ac-on July 2012 © Datalicious Pty Ltd 44
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