OptimaHub MediaAttribution Presentation Deck
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Datalicious is a full-service digital marketing and analytics agency founded in 2007, with a presence across multiple countries and a focus on data-driven solutions. The company solves problems related to marketing ROI and customer engagement through advanced media attribution and predictive analytics. Their Optimahub media attribution tool helps advertisers optimize media spending by developing custom attribution models and utilizing real-time insights.
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Great customer feedback
“Datalicious quickly earned our respect
and confidence, understand our business
needs.”
Murray Howe, Executive Manager, Suncorp Group
“Datalicious worked hard to understand
our business, engage stakeholders and
recommend a Single Customer View and
CRM solution.”
Vincent Dempsey, Head of Digital Media, Network Ten
“Datalicious are helping us move from a
last click campaign measurement model
to a more accurate attribution approach.”
Keith Mergis, Senior Digital Marketer, Telstra
““The Datalicious guys are great to work
alongside […] knowledge and passion for
web analytics and best of breed web
optimization was second to none”
Steve Brown, Senior Business Analyst, Vodafone](https://image.slidesharecdn.com/optimahubmediaattributionoverviewoct2014-141014182801-conversion-gate01/85/OptimaHub-MediaAttribution-Presentation-Deck-6-320.jpg)
OptimaHub MediaAttribution Presentation Deck
- 2. Agenda ■ Datalicious Overview ■ Client Driven Solutions ■ MediaAttribution ■ Next Steps ■ Thank You 01
- 3. At a glance Full service digital marketing & analytics agency ■ Founded 2007 in Sydney, Australia ■ Now active in AUS, NZ, PH, US, UK 02 Part of the Veda Family ■ 430+ employees ■ $1.7bn+ market cap ■ 80+ clients served ■ 300+ successful projects delivered
- 4. Innovation factor 03 Australia is a long way away ● We have a fresh perspective ● Geographic separation allows us to focus on products & services Australia is also an innovation zone ● Sydney & Melbourne highest rate of data-driven startups in the world (Startup Ecosystem Report 2012)
- 6. 05 Great customer feedback “Datalicious quickly earned our respect and confidence, understand our business needs.” Murray Howe, Executive Manager, Suncorp Group “Datalicious worked hard to understand our business, engage stakeholders and recommend a Single Customer View and CRM solution.” Vincent Dempsey, Head of Digital Media, Network Ten “Datalicious are helping us move from a last click campaign measurement model to a more accurate attribution approach.” Keith Mergis, Senior Digital Marketer, Telstra ““The Datalicious guys are great to work alongside […] knowledge and passion for web analytics and best of breed web optimization was second to none” Steve Brown, Senior Business Analyst, Vodafone
- 7. 06 Over 50 years of experience Christian Bartens Founder & Director Elly Gillis General Manager Juan Delard Head of Data Mat Hauck VP, Global Partnerships Michael Savio Head of Insights Antony Wilcox Account Director
- 8. 07 Our team
- 9. About Datalicious 08 What problems are we solving? ■ Auditing and recommendations to drive data performance ■ Actionable insights to boost marketing ROI ■ Promote brand loyalty via predictive analytics ■ Increase conversions with page optimisation & tag management ■ Drive engagement via CRM & marketing automation services ■ Influence reach & awareness through media attribution, media mix modelling & customer segmentation
- 10. 09 Using data to fatten the funnel
- 11. 10
- 13. Challenge: Wasted Ad Budgets 12 How do you know which half of the ad budget is wasted? ■ Marketers who don’t understand attribution lose business ■ 60% of marketers have low confidence in mix planning & measurement ■ Complexity of accurate tagging and tracking decreases time-to-market
- 14. Challenge: Taking Action 13 Connecting real-time insights to real-time action ■ How do I setup ongoing attribution modelling and feed it into my BI solution? ■ I need a live modelling and action tool because periodical reporting means I’m always behind on my optimisation
- 15. Solution: MediaAttribution 14 ATTRIBUTE CONVERSIONS ACROSS CHANNELS Develop highly accurate and flexible custom attribution models Use attribution insights to make informed media spend decisions Covers wide range of purchase path touchpoints: Web, mobile, phone, social
- 16. Compare channel performance using multiple media attribution models 15 OptimaHub MediaAttribution
- 17. OptimaHub MediaAttribution helps advertisers optimise media spend with custom attribution modelling and advanced display analytics. 16
- 19. Attribution modelling can include any relevant data source including offline media as well technical factors that may affect ad serving 18
- 22. Track any online enabled channel using custom tags. Affiliate networks can even track and attribute conversions from partner sites 21
- 23. 22
- 24. Action Insights 23 USE DATAEXCHANGE TO ACTION DATA ■ Lookup, exchange and persist data between platforms & domains that cannot usually exchange cookie data PUSH INSIGHTS TO CAMPAIGN TOOLS ■ CRM / DMP / eDM BUILD A CUSTOMER EXPERIENCE IN REAL-TIME ■ Expose predictions to SuperTag for real-time suggestions, eg. PURLs
- 26. 25 Case Study Media Attribution Telstra purchase path tracking and media attribution modelling across all digital channels including social such as Facebook ads, designed to optimise the entire digital budget mix resulting in an overall project ROI of 403%. “Datalicious are helping us move from a last click campaign measurement model to a more accurate attribution approach.” Senior Digital Marketer, Telstra
- 27. Next Steps Attribute conversions across channels ■ Develop highly accurate and flexible custom attribution models ■ Use attribution insights to make informed media spend decisions ■ Covers wide range of purchase path touchpoints: 26 Web, mobile, phone, social Sign up for a demo at www.optimahub.com
- 28. SMART DATA DRIVEN MARKETING