ClearSaleing Media Attribution
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The document discusses various methods for attributing media spending and marketing campaigns to online and offline sales. It describes challenges like duplicated spending across channels, cookie expiration impacting measurement, and the need to account for offline impacts from online activities. Different attribution models are presented, including first click, last click, multichannel, and pattern-based approaches. The goal is to optimize spending across introducer, influencer, and closer channels in the full customer purchase path.
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ClearSaleing Media Attribution
- 1. > Media A)ribu-on < Death to last click measurement or how to op3mise your media
- 2. > Short but sharp history § Datalicious was founded late 2007 § Strong Omniture web analy3cs history § Now 360 data agency with specialist team § Combina3on of analysts and developers § Carefully selected best of breed partners § Evangelizing smart data driven marke3ng § Making data accessible and ac3onable § Driving industry best prac3ce (ADMA) March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 2
- 3. > Clients across all industries March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 3
- 4. > Smart data driven marke-ng Media A)ribu-on Op-mise channel mix Targe-ng Increase relevance Tes-ng Improve usability $$$ March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 4
- 5. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 > Media a)ribu-on March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 5
- 6. > Complex campaign flows = 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 March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 6
- 7. > Duplica-on across channels Paid Bid Search Mgmt $ Banner Ad Ads Server $ Email Email Blast PlaSorm $ Organic Google Search Analy-cs $ March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 7
- 8. > Cookie expira-on impact Paid Bid Search Mgmt $ Banner Banner Ad Ad Click Ad View Server $ Email Email Expira-on Blast PlaSorm $ Organic Google Search Analy-cs $ March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 8
- 9. > De-‐duplica-on across channels Paid Search $ Banner Ads $ Central Analy-cs PlaSorm Email Blast $ Organic Search $ March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 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 March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 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 March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 11
- 12. > 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 March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 12
- 13. > Search call to ac-on for offline March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 13
- 14. > 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 March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 14
- 15. > Understanding channel mix March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 15
- 16. > Adjus-ng for offline impact -‐5 -‐15 -‐10 +5 +15 +10 March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 16
- 17. > Success a)ribu-on models Introducer Influencer Influencer Closer $ Even 25% 25% 25% 25% A)rib. Exclusion 33% 33% 33% 0% A)rib. Pa)ern 30% 20% 20% 30% A)rib. March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 17
- 18. Contact us cbartens@datalicious.com Learn more blog.datalicious.com Follow us twi)er.com/datalicious March 2011 © Datalicious Pty Ltd & ClearSaleing Inc 18
- 19. Data > Insights > Ac-on