OPTIMAHUB MEDIAATRIBUTION

Agenda

■ Datalicious Overview

■ Client Driven Solutions

■ MediaAttribution

■ Next Steps

■ Thank You01

At a glance

Full service digital marketing & analytics agency■ Founded 2007 in Sydney, Australia

■ Now active in AUS, NZ, PH, US, UK

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Part of the Veda Family■ 430+ employees

■ $1.7bn+ market cap

■ 80+ clients served

■ 300+ successful projects delivered

Innovation factor

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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)

Our Clients

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Great customer feedback

“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 quickly earned our respect

and confidence, understand our business

needs.”

Murray Howe, Executive Manager, Suncorp Group

““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

“Datalicious are helping us move from a

last click campaign measurement model

to a more accurate attribution approach.”

Keith Mergis, Senior Digital Marketer, Telstra

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Over 50 years of experience

Christian BartensFounder & Director

Elly GillisGeneral Manager

Juan DelardHead of Data

Mat HauckVP, Global Partnerships

Michael SavioHead of Insights

Antony WilcoxAccount Director

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Our team

About Datalicious

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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

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Using data to fatten the funnel

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OptimaHub MediaAttribution

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Challenge: Wasted Ad Budgets

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■ 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

How do you know which half of the ad budget is wasted?

Challenge: Taking Action

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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

Solution: MediaAttribution

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Develop highly accurate and flexible custom attribution models

Covers wide range of purchase path touchpoints: Web, mobile, phone, social

ATTRIBUTE CONVERSIONS ACROSS CHANNELS

Use attribution insights to make informed media spend decisions

Compare channel performance using multiple media attribution

models

15OptimaHub MediaAttribution

OptimaHub MediaAttribution helps advertisers optimise media spend with custom attribution

modelling and advanced display analytics.

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17DisplayAnalytics

Attribution modelling can include any relevant data source including offline media as well technical factors that may affect ad serving

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19ErrorAnalytics

20SpeedAnalytics

Track any online enabled channel using custom tags. Affiliate networks can even track and

attribute conversions from partner sites

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Action Insights

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PUSH INSIGHTS TO CAMPAIGN TOOLS■ CRM / DMP / eDM

USE DATAEXCHANGE TO ACTION DATA■ Lookup, exchange and persist data between platforms & domains

that cannot usually exchange cookie data

BUILD A CUSTOMER EXPERIENCE IN REAL-TIME■ Expose predictions to SuperTag for real-time suggestions, eg.

PURLs

Action with DataExchange

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Case Study

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%.

Media Attribution

“Datalicious are helping us move from a last click campaign measurement model to a more accurate attribution approach.”

Senior Digital Marketer, Telstra

Next Steps

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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

Sign up for a demo at www.optimahub.com

SMART DATA DRIVEN MARKETING