ad tech singapore media attribution
DESCRIPTION
The presentation illustrates how to optimize channel mix.TRANSCRIPT
> Media a(ribu,on < When measuring the last click
is just not good enough
> 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
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> Smart data driven marke,ng
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Media A(ribu,on & Modeling
Op,mise channel mix, predict sales
Tes,ng & Op,misa,on Remove barriers, drive sales
Boos,ng ROI
Targeted Direct Marke,ng Increase relevance, reduce churn
“Using data to widen the funnel”
> Wide range of data services
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Data PlaIorms Data collec,on and processing Web analy,cs solu,ons Omniture, Google Analy,cs, etc Tag-‐less online data capture End-‐to-‐end data plaIorms IVR and call center repor,ng Single customer view
Insights Analy,cs Data mining and modelling Customised dashboards Tableau, SpoIire, SPSS, etc Media a(ribu,on models Market and compe,tor trends Social media monitoring Customer profiling
Ac,on Campaigns Data usage and applica,on Marke,ng automa,on Alterian, SiteCore, Inxmail, etc Targe,ng and merchandising Internal search op,misa,on CRM strategy and execu,on Tes,ng programs
> Clients across all industries
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Ques,ons? Tweet @datalicious
Direct mail, email, etc
Facebook Twi(er, etc
> Campaign flows are complex
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POS kiosks, loyalty cards, etc
CRM program
Home pages, portals, etc
YouTube, blog, etc
Paid search
Organic search
Landing pages, offers, etc
PR, WOM, events, etc
TV, print, radio, etc
= Paid media
= Viral elements
Call center, retail stores, etc
= Sales channels
Display ads, affiliates, etc
TV/Print audience
Search audience
Banner audience
> Media channels overlap
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> Indirect display impact
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> Indirect display impact
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> Success a(ribu,on models
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Banner Ad $100
Email Blast
Paid Search $100
Banner Ad $100
Affiliate 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
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Chart shows percentage of channel touch points that lead to a conversion.
Neither first 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
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Influencer Influencer $
Banner Click Online
SEO Generic
Affiliate Click Offline
SEO Branded
Direct Visit
Email Update Abandon
Direct Visit
Social Media
SEO Branded
Introducer
> Search call to ac,on for offline
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> PURLs boos,ng DM response rates
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Text
> Offline sales driven by online
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Website research
Phone order
Retail order
Online order
Cookie
Adver,sing campaign
Credit check, fulfilment
Online order confirma,on
Virtual order confirma,on
Confirma,on email
> Single source of truth repor,ng
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Insights Repor,ng
> Where to collect the data
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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 $$$
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> Combine purchase paths
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Mobile Home Work
Tablet Media Etc
> Understanding channel mix
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> Website entry survey
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Channel % of Conversions
Straight to Site 27%
SEO Branded 15%
SEM Branded 9%
SEO Generic 7%
SEM Generic 14%
Display Adver>sing 7%
Affiliate Marke>ng 9%
Referrals 5%
Email Marke>ng 7%
De-‐duped Campaign Report
} Channel % of Influence
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 Influencer on Branded Search / STS
Conversions ahributed 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 offline impact
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+15 +5 +10 -‐15 -‐5 -‐10
Closer
25%
> Custom a(ribu,on models
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Influencer Influencer $
25% Even A(rib.
Exclusion A(rib.
Custom A(rib.
25% 25%
Introducer
33% 33% 33% 0%
? ? ? ?
> ClearSaleing media a(ribu,on
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> ClearSaleing retail case study
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Case study: Department store which generates $4 billion in annual revenue 3 months from launch … § Daily profit from Google PPC has grown by 4x
§ Total orders have increased by 16%
§ Revenue per order increased by 66%
Display profit
Paid search profit
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Contact me [email protected]
Learn more
blog.datalicious.com
Follow me twi(er.com/datalicious
Data > Insights > Ac,on
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