Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketing Effectiveness

March 2015 © Datalicious Pty Ltd 1

WELCOME!
Christian Bartens
Founder & CEO
Datalicious

> Using data to fatten the funnel
Media Attribution & Modeling
Maximise reach, awareness & increase ROI
Testing & Optimisation
Remove barriers, drive sales
Boosting ROMI
Targeting & Merchandising
Improve engagement, boost loyalty
“Turning data into actionable insights to widen the conversion funnel”

> Wide range of data services
Data
Platforms
Data collection and processing
Adobe, Google Analytics, etc
Web and mobile analytics
Tag-less online data capture
Retail and call center analytics
Big data & data warehousing
Single customer view
Insights
Analytics
Data mining and modelling
Tableau, Splunk, SPSS, R, etc
Customised dashboards
Media attribution analysis
Marketing mix modelling
Social media monitoring
Customer segmentation
Action
Campaigns
Data usage and application
SiteCore, ExactTarget, etc
Targeting and merchandising
Marketing automation
CRM strategy and execution
Data driven websites
Testing programs

> Growing global presence
v Manila
Sydney HQ
Auckland
San Diego
Munich
London
New York
Singapore
Melbourne
Mumbai
Hong Kong

> Google Analytics Premium (GAP)
 Full-service GAP offering including
value-added services to maximise return
on platform investment for all clients
 Clients can choose any 2 of the following
Datalicious value-added service modules
at no extra cost as part of their GAP deal:
– Module 1: Weekly tech & tag management support
– Module 2: Monthly analytics & reporting support
– Module 3: Quarterly testing & optimisation support
– Module 4: Quarterly media attribution support
– Module 5: Quarterly best practice review
– Module 6: Annual data strategy development

> Datalicious product development
Segment
Engage
Analyse
Measure
“Collecting, analysing and actioning data”
dataexchange

> Clients across all industries

© Datalicious Pty Ltd 9March 2015
John Wanamaker
"Half the money I spend
on advertising is wasted;
the trouble is I don't
know which half."

Direct mail,
email, etc
Facebook
Twitter, etc
> Channels influence each other
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
Website, call
center, retail
= Sales channels
Display ads,
affiliates, etc

> Media attribution approaches
Success
$100
Success
$100
Display Affiliate
Search
$100
Success
$100
Last channel
gets all credit
First channel
gets all credit
All channels get
equal credit
Success
$100
All channels get
custom credit
Display
$100
Affiliate Search
Display
$33
Affiliate
$33
Search
$33
Display
$15
Affiliate
$35
Search
$50

> The ideal media dashboard
Channel Investment ROMI Return
Brand equity
Baseline
($100) n/a $40
Offline
TV, print, outdoor, etc
$7 330% $30
Direct
Direct mail, email, etc
$1 400% $5
Online
Search, display, social, etc
$2 1150% $25

> ROMI as competitive advantage
74% of marketers do
not engage in any
form of media
attribution aside from
the last click leaving
26% of marketers with
a serious competitive
advantage as their
media investment is
likely to generate a
much higher ROMI.

Part 1
How to track
the path to purchase

> Duplication across channels
Display
ads
Email
blasts
Paid
search
Organic
search
$
Bid
mgmt
Ad
server
Email
platform
Google
Analytics
$
$
$

> Duplication across channels
Display
impression
Paid
search $
Ad
Server
Bid
mgmt.
Web
analytics
Display
click
Ad server
cookie
Organic
search
Analytics
cookie
Analytics
cookie
Analytics
cookie
Bid mgmt.
cookie
Ad server
cookie

Central
analytics
platform
$
$
$
> De-duplication across channels
Display
ads
Email
blasts
Paid
search
Organic
search
$

Closer
Paid
search
Display
ad views
TV/print
responses
> Full purchase path tracking
Influencer Influencer $
Display
ad clicks
Online
sales
Affiliate
clicks
Social
referrals
Offline
sales
Organic
search
Social
buzz
Retail
visits
Lifetime
profit
Organic
search
Emails,
direct mail
Direct
site visits
Introducer

> Ad clicks inadequate measure
Only a small minority of people actually click on ads, the majority
merely processes them (if at all) like any other advertising without an
immediate response so advertisers cannot rely on clicks as the sole
success measure but should instead focus on impressions delivered

Confirmation
email, login
> Offline sales driven by online
Website
research
Phone
sales
Retail
sales
Online
sales
Cookie
Advertising
campaign
Fulfilment,
CRM, etc
Online sales
confirmation
Virtual sales
confirmation

> Search call to action for offline

> Search call to action for TV
Consumers are now experts at
multi-tasking, especially while
watching TV. They are constantly
online and ready to search so a
unique search call to action is
ideal to track responses from TV
ads. In addition, consumers also
remember search terms better
than phone numbers or vanity
URLs which increases overall
response rates and it is easier to
control the user experience from
a search response (i.e. what
landing page to send people to).

What promoted your visit today?
 Recent branch visit
 Saw an ad on television
 Saw an ad in the newspaper
 Recommendation from family/friends
 […]

> Website entry survey
Channel % of Conversions
Straight to Site 27%
SEO Branded 15%
SEM Branded 9%
SEO Generic 7%
SEM Generic 14%
Display Advertising 7%
Affiliate Marketing 9%
Referrals 5%
Email Marketing 7%
De-duped Campaign Report
}
Channel % of Influence
Word of Mouth 32%
Blogging & Social Media 24%
Newspaper Advertising 9%
Display Advertising 14%
Email Marketing 7%
Retail Promotions 14%
Greatest Influencer on Branded Search / STS
Conversions attributed to search terms
that contain brand keywords and direct
website visits are most likely not the
originating channel that generated the
awareness and as such conversion
credits should be re-allocated.

> Website entry survey example
In this retail example, the
exposure to retail display ads
was the biggest website traffic
driver for direct visits as well as
visits originating from search
terms that included branded
keywords – before TV, word of
mouth and print ads.

> Purchase path for each cookie
Mobile Home Work
Tablet Media Etc

Device
path 2
Device
path 1+2
> Combining purchase paths
Touch
point 1
Sale
Touch
point 1
Touch
point 2
Touch
point 3
Sale
Device
path 1
Touch
point 2
Touch
point 2
Touch
point 1
ID point
ID point

Part 2
Developing the
media attribution model

Success
$100
Success
$100
Display Affiliate
Search
$100
Success
$100
Last channel
gets all credit
First channel
gets all credit
All channels get
equal credit
Success
$100
All channels get
custom credit
Display
$100
Affiliate Search
Display
$33
Affiliate
$33
Search
$33
Display
$15
Affiliate
$35
Search
$50

> First and last click attribution
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

> Standard attribution models
 The First/Last Interaction model plus …
 The Linear model might be used if your
campaigns are designed to maintain
awareness with the customer
throughout the entire sales cycle.
 The Position Based model can be used
to adjust credit for different parts of the
customer journey, such as early
interactions that create awareness and
late interactions that close sales.
 The Time Decay model assigns the most
credit to touch points that occurred
nearest to the time of conversion. It can
be useful for campaigns with short sales
cycles, such as promotions.

> Media attribution models
$100
Even/linear
attribution
Time decay
attribution
Custom
attribution
10% 15% 25% 50%
Display
impression
Display
impression
Display
click
Search
click
10% 10% 50% 30%
25% 25% 25% 25%

10% 30% 10% 50%
10% 50% 30%10%
> Custom (weighted) attribution
$100
Weighted
attribution
$100
Weighted
attribution
Display
impression
Display
impression
Display
click
Search
click
Display
impression
Search
click
Display
impression
Display
click

Touch
point 1
> Analytics to pick the best model
Touch
point 2
Touch
point 3
Touch
point N
CloserInfluencer Influencer $Introducer
Touch
point 1
Touch
point 2
Touch
point 3
Touch
point N
Touch
point 1
Touch
point 2
Touch
point 3
Touch
point N
✖
✔
✖

> Custom models most effective
56% of marketers
consider a unique or
custom (weighted)
media attribution
approach that does
not use a standard
out-of-the-box
methodology as
most effective.

What promoted your visit today?
 Recent branch visit
 Saw an ad on television
 Saw an ad in the newspaper
 Recommendation from family/friends
 […]

Individual
path 1
Individual
path 1
Individual
path N
> Individual purchase path tracking
Touch
point 1
Touch
point 2
Individual
transaction
Touch
point 1
Individual
transaction
Touch
point 2
Touch
point 1
Touch
point 2
Touch
point N
Individual
transaction
Touch
point N
Touch
point N
Individual
path 1
Touch
point N

> Econometric media mix modelling
Total
revenue
Total
revenue
Total
revenue
Total
revenue
Spend
channel 1
Spend
channel 1
Spend
channel 1
Totals
week N
Spend
channel N
Spend
channel N
Total
revenue
Totals
week 1
Totals
week 2
Totals
week 3
Totals
week 4
Spend
channel 2
Spend
channel 2
Spend
channel 2

> Pathing & modelling combined
Touch
point 1
Touch
point 2
Individual
transaction
Spend
channel 2
Spend
channel N
Spend
channel 1
Individual
path 1
Touch
point N
Influencing factors
 Offline media spend
 Competitive activity
 Geo-demographics
 Transaction history
 Client satisfaction
 Social sentiment
 Interest rates
 Weather
 Pricing
Influence
factor N
Influence
factor N
Influence
factor N

Part 3
Case studies and
Media attribution study

Display Affiliate
Search
$100
Success
$100
Last channel
gets all credit
Success
$100
All channels get
custom credit
Display
$15
Affiliate
$35
Search
$50
vs.

> Display being undervalued
data.li/mastudy

> Display influencing search
data.li/mastudy

> Unique display audience
data.li/mastudy

> Display influencing conversions
data.li/mastudy

> Media mix imbalance
data.li/mastudy

> Media attribution
Vodafone Data
Driven Attribution
(DDA) in Google
Analytics Premium
(GAP) designed to
optimise the
overall media mix
across paid and
organic media
channels resulting
in a significant
project ROI.

> Media attribution
Suncorp purchase
path tracking and
media attribution
modelling in order
to optimise the
overall Suncorp
insurance budget
mix across paid
and earned media
resulting in an
overall project ROI
of 2,078%.

> Media attribution
Telstra purchase
path tracking and
media attribution
including social
designed to
optimise the
overall Telstra
budget mix across
paid and earned
media resulting in
an overall project
ROI of 403%.

> Media attribution
Telstra purchase
path tracking and
media attribution
including social
designed to
optimise the
overall Telstra
budget mix across
paid and earned
media resulting in
an overall project
ROI of 403%.
"[...] Datalicious are helping us to move from a last click
measurement model to a more accurate media
attribution approach. [...] had to overcome some unique
challenges but the Datalicious' expertise helped us
through those. [...] potential to significantly change our
media planning in order to boost performance across
channels. Highly recommended."

> Media attribution
Medibank Data
Driven Attribution
(DDA) in Google
Analytics Premium
(GAP) designed to
optimise the
overall media mix
across paid and
organic media
channels resulting
in a significant
project ROI.

> Media attribution
Medibank Data
Driven Attribution
(DDA) in Google
Analytics Premium
(GAP) designed to
optimise the
overall media mix
across paid and
organic media
channels resulting
in a significant
project ROI.
“The decision to partner with Datalicious for the GAP
implementation was based on the depth of their prior
web analytics and media attribution experience […]. We
feel that insights delivered by an independent 3rd party
will provide a more lively discussion and thus better
outcome, especially in areas of […] media optimisation.”

SMART
DATA DRIVEN
MARKETING
cbartens@datalicious.com

Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketing Effectiveness

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