ADMA Media Attribution
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The document discusses attribution modeling and how to accurately measure the impact and credit of different marketing channels on conversions and sales. It notes that only measuring the last click is inadequate and that companies should track the full customer path from initial introduction through influence to final conversion. The document advocates for attribution models that give partial credit to all relevant channels rather than only crediting the last or first click.
ADMA Media Attribution
- 1. > Media a(ribu,on < When measuring the last click is just not good enough
- 2. > Short but sharp history § Datalicious was founded in late 2007 § Strong Omniture web analy>cs history § 1 of 4 preferred Omniture partners globally § 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 September 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 September 2011 © Datalicious Pty Ltd 3
- 4. > Clients across all industries September 2011 © Datalicious Pty Ltd 4
- 5. Ques,ons? Tweet @datalicious September 2011 © Datalicious Pty Ltd 5
- 6. > 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 September 2011 © Datalicious Pty Ltd 6
- 7. > Media channels feed each other TV/Print audience Banner Search audience audience September 2011 © Datalicious Pty Ltd 7
- 8. > Indirect display impact September 2011 © Datalicious Pty Ltd 8
- 9. > Indirect display impact September 2011 © Datalicious Pty Ltd 9
- 10. > 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 September 2011 © Datalicious Pty Ltd 10
- 11. > 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 September 2011 © Datalicious Pty Ltd 11
- 12. > Track full path to purchase Introducer Influencer Influencer Closer $ Paid Display Direct Organic Online search ad clicks visits search sales Display Organic Affiliate Social Offline ad views search clicks referrals sales TV/print Organic Website CRM, Life,me responses search events DM/eDMs profit September 2011 © Datalicious Pty Ltd 12
- 13. > Search call to ac,on for offline September 2011 © Datalicious Pty Ltd 13
- 15. > PURLs boos,ng DM response rates Text September 2011 © Datalicious Pty Ltd 15
- 16. > 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 September 2011 © Datalicious Pty Ltd 16
- 17. > Single source of truth repor,ng Insights Repor,ng September 2011 © Datalicious Pty Ltd 17
- 18. > 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 September 2011 © Datalicious Pty Ltd 18
- 19. > 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 $$$ September 2011 © Datalicious Pty Ltd 19
- 20. > Op,mise media to profit Media ClearSaleing CRM (costs) (ROMI) (profit) Centralised plaaorm to combine media costs and life>me customer value to provide accurate ROMI repor>ng September 2011 © Datalicious Pty Ltd 20
- 21. > Understanding channel mix September 2011 © Datalicious Pty Ltd 21
- 23. > 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. September 2011 © Datalicious Pty Ltd 23
- 24. > Adjus,ng for offline impact -‐5 -‐15 -‐10 +5 +15 +10 September 2011 © Datalicious Pty Ltd 24
- 25. > 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. September 2011 © Datalicious Pty Ltd 25
- 27. > ClearSaleing media a(ribu,on September 2011 © Datalicious Pty Ltd 27
- 28. September 2011 © Datalicious Pty Ltd 28
- 29. September 2011 © Datalicious Pty Ltd 29
- 30. > 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% September 2011 © Datalicious Pty Ltd 30
- 31. > Prerequisite: Container tag Easily implement and update Conversion any tag on any websites without Tracking or limited IT involvement Any Conversion JavaScript De-‐duping De-‐duplicate conversions for CPA deals and align repor>ng Datalicious figures across plaaorms Web Media Analy,cs SuperTag A(ribu,on or similar Collect accurate mul>-‐channel media ahribu>on data to provide advanced insights Live Behavioral Chat Targe,ng A/B Tes,ng Enable advanced features such Heat Maps as targe>ng, tes>ng and chat to op>mise user experience September 2011 © Datalicious Pty Ltd 31
- 32. SuperTag: Central tag management plaoorm September 2011 © Datalicious Pty Ltd 32
- 33. Contact me cbartens@datalicious.com Learn more blog.datalicious.com Follow me twi(er.com/datalicious September 2011 © Datalicious Pty Ltd 33
- 34. Data > Insights > Ac,on September 2011 © Datalicious Pty Ltd 34