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March 2015 презентация
Содержание
- 1. March 2015
- 2. March 2015 © Datalicious Pty Ltd WELCOME! Christian Bartens Founder & CEO Datalicious
- 3. > Using data to fatten the funnel
- 4. > Wide range of data services
- 5. > Growing global presence March
- 6. > Google Analytics Premium (GAP) Full-service GAP
- 7. > Datalicious product development March 2015 ©
- 8. > Clients across all industries
- 9. © Datalicious Pty Ltd March 2015 John
- 10. Direct mail, email, etc Facebook Twitter,
- 11. > Media attribution approaches March 2015 ©
- 12. > The ideal media dashboard March 2015 © Datalicious Pty Ltd
- 13. > ROMI as competitive advantage March 2015
- 14. © Datalicious Pty Ltd March 2015 Part
- 15. > Duplication across channels March 2015
- 16. > Duplication across channels March 2015
- 17. Central analytics platform $ $ $ >
- 18. Closer Paid search Display
- 19. > Ad clicks inadequate measure March 2015
- 20. Confirmation email, login > Offline sales driven
- 21. > Search call to action for offline March 2015 © Datalicious Pty Ltd
- 22. > Search call to action for TV
- 23. March 2015 © Datalicious Pty Ltd
- 24. March 2015 © Datalicious Pty Ltd
- 25. > Website entry survey March 2015
- 26. > Website entry survey example March 2015
- 27. > Purchase path for each cookie March 2015 © Datalicious Pty Ltd
- 28. Device path 2 Device path 1+2 >
- 29. © Datalicious Pty Ltd March 2015 Part 2 Developing the media attribution model
- 30. > Media attribution approaches March 2015 ©
- 31. > First and last click attribution
- 32. > Standard attribution models The First/Last Interaction
- 33. > Media attribution models March 2015
- 34. 10% 30% 10% 50% 10% 50% 30%
- 35. Touch point 1 > Analytics to pick
- 36. > Custom models most effective March 2015
- 37. March 2015 © Datalicious Pty Ltd
- 38. March 2015 © Datalicious Pty Ltd
- 39. Individual path 1 Individual path 1 Individual
- 40. > Econometric media mix modelling March 2015
- 41. > Pathing & modelling combined March 2015
- 42. March 2015 © Datalicious Pty Ltd
- 43. © Datalicious Pty Ltd March 2015 Part 3 Case studies and Media attribution study
- 44. > Media attribution approaches March 2015 ©
- 45. > Media attribution study March 2015 © Datalicious Pty Ltd data.li/mastudy
- 46. > Display being undervalued March 2015 © Datalicious Pty Ltd data.li/mastudy
- 47. > Display influencing search March 2015 © Datalicious Pty Ltd data.li/mastudy
- 48. > Unique display audience March 2015 © Datalicious Pty Ltd data.li/mastudy
- 49. > Display influencing conversions March 2015 © Datalicious Pty Ltd data.li/mastudy
- 50. > Media mix imbalance March 2015 © Datalicious Pty Ltd data.li/mastudy
- 51. > Media mix imbalance March 2015 © Datalicious Pty Ltd data.li/mastudy
- 52. >
- 53. >
- 54. >
- 55. >
- 56. >
- 57. >
- 58. March 2015 © Datalicious Pty Ltd SMART DATA DRIVEN MARKETING cbartens@datalicious.com
Слайд 3> Using data to fatten the funnel
March 2015
© Datalicious Pty Ltd
Media
Testing & Optimisation
Remove barriers, drive sales
Boosting ROMI
Targeting & Merchandising
Improve engagement, boost loyalty
“Turning data into actionable insights to widen the conversion funnel”
Слайд 4> Wide range of data services
Data
Platforms
Data collection and processing
Adobe, Google Analytics,
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
March 2015
© Datalicious Pty Ltd
Слайд 5 > Growing global presence
March 2015
© Datalicious Pty Ltd
v
Manila
Sydney
Auckland
San Diego
Munich
London
New York
Singapore
Melbourne
Mumbai
Hong Kong
Слайд 6> Google Analytics Premium (GAP)
Full-service GAP offering including
value-added services to
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
March 2015
© Datalicious Pty Ltd
Слайд 7> Datalicious product development
March 2015
© Datalicious Pty Ltd
Segment
Engage
Analyse
Measure
“Collecting, analysing and actioning
dataexchange
Слайд 9© Datalicious Pty Ltd
March 2015
John Wanamaker
"Half the money I spend
on
the trouble is I don't know which half."
Слайд 10Direct mail,
email, etc
Facebook
Twitter, etc
> Channels influence each other
March 2015
© Datalicious
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
Слайд 11> Media attribution approaches
March 2015
© Datalicious Pty Ltd
Success
$100
Success
$100
Display
Affiliate
Search
$100
Success
$100
Last channel gets
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
Слайд 13> ROMI as competitive advantage
March 2015
© Datalicious Pty Ltd
74% of marketers
Слайд 15> Duplication across channels
March 2015
© Datalicious Pty Ltd
Display
ads
Email
blasts
Paid
Organic search
$
Bid
mgmt
Ad
server
Email platform
Google Analytics
$
$
$
Слайд 16> Duplication across channels
March 2015
© Datalicious Pty Ltd
Display impression
Paid
search
$
Ad
Bid
mgmt.
Web analytics
Display click
Ad server cookie
Organic search
Analytics cookie
Analytics cookie
Analytics cookie
Bid mgmt. cookie
Ad server cookie
Слайд 17Central analytics
platform
$
$
$
> De-duplication across channels
March 2015
© Datalicious Pty Ltd
Display
ads
Email
Paid
search
Organic search
$
Слайд 18Closer
Paid
search
Display
ad views
TV/print
responses
> Full purchase path tracking
March 2015
© Datalicious
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
Слайд 19> Ad clicks inadequate measure
March 2015
© Datalicious Pty Ltd
Only a small
Слайд 20Confirmation email, login
> Offline sales driven by online
March 2015
© Datalicious Pty
Website research
Phone sales
Retail sales
Online sales
Cookie
Advertising campaign
Fulfilment, CRM, etc
Online sales confirmation
Virtual sales
confirmation
Слайд 22> Search call to action for TV
March 2015
© Datalicious Pty Ltd
Consumers
Слайд 24March 2015
© Datalicious Pty Ltd
What promoted your visit today?
Recent branch visit
Saw
Saw an ad in the newspaper
Recommendation from family/friends
[…]
Слайд 25> Website entry survey
March 2015
© Datalicious Pty Ltd
De-duped Campaign Report
}
Greatest
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.
Слайд 26> Website entry survey example
March 2015
© Datalicious Pty Ltd
In this retail
Слайд 28Device path 2
Device path 1+2
> Combining purchase paths
March 2015
© Datalicious Pty
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
Слайд 30> Media attribution approaches
March 2015
© Datalicious Pty Ltd
Success
$100
Success
$100
Display
Affiliate
Search
$100
Success
$100
Last channel gets
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
Слайд 31> First and last click attribution
March 2015
© Datalicious Pty Ltd
Chart
Neither first
nor last-click measurement
would provide true picture
Paid/Organic Search
Emails/Shopping Engines
Слайд 32> Standard attribution models
The First/Last Interaction model plus …
The Linear model
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.
March 2015
© Datalicious Pty Ltd
Слайд 33> Media attribution models
March 2015
© Datalicious Pty Ltd
$100
Even/linear attribution
Time decay
attribution
Custom
10%
15%
25%
50%
Display
impression
Display
impression
Display click
Search
click
10%
10%
50%
30%
25%
25%
25%
25%
Слайд 3410%
30%
10%
50%
10%
50%
30%
10%
> Custom (weighted) attribution
March 2015
© Datalicious Pty Ltd
$100
Weighted attribution
$100
Weighted attribution
Display
impression
Display
Display click
Search
click
Display
impression
Search
click
Display impression
Display
click
Слайд 35Touch point 1
> Analytics to pick the best model
March 2015
© Datalicious
Touch point 2
Touch point 3
Touch point N
Closer
Influencer
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
✖
✔
✖
Слайд 36> Custom models most effective
March 2015
© Datalicious Pty Ltd
56% of marketers
Слайд 38March 2015
© Datalicious Pty Ltd
What promoted your visit today?
Recent branch visit
Saw
Saw an ad in the newspaper
Recommendation from family/friends
[…]
Слайд 39Individual path 1
Individual path 1
Individual path N
> Individual purchase path tracking
March
© Datalicious Pty Ltd
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
Слайд 40> Econometric media mix modelling
March 2015
© Datalicious Pty Ltd
Total
revenue
Total
revenue
Total
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
Слайд 41> Pathing & modelling combined
March 2015
© Datalicious Pty Ltd
Touch point 1
Touch
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
Слайд 44> Media attribution approaches
March 2015
© Datalicious Pty Ltd
Display
Affiliate
Search
$100
Success
$100
Last channel gets
Success
$100
All channels get custom credit
Display
$15
Affiliate
$35
Search
$50
vs.
Слайд 52> Media attribution
March 2015
© Datalicious
CASE STUDY
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.
Слайд 53> Media
March 2015
© Datalicious Pty Ltd
CASE STUDY
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%.
Слайд 54> Media
March 2015
© Datalicious Pty Ltd
CASE STUDY
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%.
Слайд 55> Media
March 2015
© Datalicious Pty Ltd
CASE STUDY
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."
Слайд 56> Media
March 2015
© Datalicious Pty Ltd
CASE STUDY
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.
Слайд 57> Media
March 2015
© Datalicious Pty Ltd
CASE STUDY
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.”
