Measuring Last Click Attribution Is Not Enough
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The presentation illustrates how to optimize channel mix.
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Measuring Last Click Attribution Is Not Enough
- 1. > Media a(ribu,on < When measuring the last click is just not good enough
- 2. > 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 June 2011 © 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 Targeted Direct Marke,ng Increase relevance, reduce churn Tes,ng & Op,misa,on Remove barriers, drive sales Boos,ng ROI June 2011 © Datalicious Pty Ltd 3
- 4. > Wide range of data services Data Insights Ac,on PlaIorms Analy,cs Campaigns Data collec,on and processing Data mining and modelling Data usage and applica,on Web analy,cs solu,ons Customised dashboards Marke,ng automa,on Omniture, Google Analy,cs, etc Tableau, SpoIire, SPSS, etc Alterian, SiteCore, Inxmail, etc Tag-‐less online data capture Media a(ribu,on models Targe,ng and merchandising End-‐to-‐end data plaIorms Market and compe,tor trends Internal search op,misa,on IVR and call center repor,ng Social media monitoring CRM strategy and execu,on Single customer view Customer profiling Tes,ng programs June 2011 © Datalicious Pty Ltd 4
- 5. > Clients across all industries June 2011 © Datalicious Pty Ltd 5
- 6. Ques,ons? Tweet @datalicious June 2011 © Datalicious Pty Ltd 6
- 7. > 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 June 2011 © Datalicious Pty Ltd 7
- 8. > Media channels overlap TV/Print audience Banner Search audience audience June 2011 © Datalicious Pty Ltd 8
- 9. > Indirect display impact June 2011 © Datalicious Pty Ltd 9
- 10. > Indirect display impact June 2011 © Datalicious Pty Ltd 10
- 11. > 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 June 2011 © Datalicious Pty Ltd 11
- 12. > 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 June 2011 © Datalicious Pty Ltd 12
- 13. > Full path to purchase Introducer Influencer Influencer Closer $ SEM Banner Direct SEO Online Generic Click Visit Branded Banner SEO Affiliate Social Offline View Generic Click Media TV SEO Direct Email Abandon Ad Branded Visit Update June 2011 © Datalicious Pty Ltd 13
- 14. > Search call to ac,on for offline June 2011 © Datalicious Pty Ltd 14
- 16. > PURLs boos,ng DM response rates Text June 2011 © Datalicious Pty Ltd 16
- 17. > Offline sales driven by online Adver,sing Phone Credit check, campaign order fulfilment Retail Confirma,on order email Website Online Online order Virtual order research order confirma,on confirma,on Cookie June 2011 © Datalicious Pty Ltd 17
- 18. > Single source of truth repor,ng Insights Repor,ng June 2011 © Datalicious Pty Ltd 18
- 19. > Where to collect the data 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 June 2011 © Datalicious Pty Ltd 19
- 20. > 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 $$$ June 2011 © Datalicious Pty Ltd 20
- 21. > Combine purchase paths Mobile Home Work Tablet Media Etc June 2011 © Datalicious Pty Ltd 21
- 22. > Understanding channel mix June 2011 © Datalicious Pty Ltd 22
- 24. > 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 Adver>sing 9% SEO Generic 7% Display Adver>sing 14% SEM Generic 14% Email Marke>ng 7% Display Adver>sing 7% Retail Promo>ons 14% Affiliate Marke>ng 9% Referrals 5% Conversions ahributed to search terms Email Marke>ng 7% 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. June 2011 © Datalicious Pty Ltd 24
- 25. > Adjus,ng for offline impact -‐5 -‐15 -‐10 +5 +15 +10 June 2011 © Datalicious Pty Ltd 25
- 26. > Custom a(ribu,on models Introducer Influencer Influencer Closer $ Even 25% 25% 25% 25% A(rib. Exclusion 33% 33% 33% 0% A(rib. ? ? ? ? Custom A(rib. June 2011 © Datalicious Pty Ltd 26
- 28. > ClearSaleing media a(ribu,on June 2011 © Datalicious Pty Ltd 28
- 29. June 2011 © Datalicious Pty Ltd 29
- 30. June 2011 © Datalicious Pty Ltd 30
- 31. > ClearSaleing retail case study Case study: Department store Paid search profit which generates $4 billion in annual revenue 3 months from launch … § Daily profit from Google Display profit PPC has grown by 4x § Total orders have increased by 16% § Revenue per order increased by 66% June 2011 © Datalicious Pty Ltd 31
- 32. Contact me cbartens@datalicious.com Learn more blog.datalicious.com Follow me twi(er.com/datalicious June 2011 © Datalicious Pty Ltd 32
- 33. Data > Insights > Ac,on June 2011 © Datalicious Pty Ltd 33