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

March 2015 © Datalicious Pty Ltd 1


WELCOME!

Christian BartensFounder & CEODatalicious

> Using data to fatten the funnel


Media Attribution & ModelingMaximise reach, awareness & increase ROI

Testing & OptimisationRemove barriers, drive sales

Boosting ROMI

Targeting & MerchandisingImprove engagement, boost loyalty

“Turning data into actionable insights to widen the conversion funnel”

> Wide range of data services

DataPlatforms

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

InsightsAnalytics

Data mining and modelling

Tableau, Splunk, SPSS, R, etc

Customised dashboards

Media attribution analysis

Marketing mix modelling

Social media monitoring

Customer segmentation

ActionCampaigns

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

MunichLondon

New York

Singapore

Melbourne

Mumbai

Hong Kong

> Google Analytics Premium (GAP)

Full-service GAP offering including value-added services to maximise returnon 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

FacebookTwitter, etc

> Channels influence each other


POS kiosks, loyalty cards, etc

CRMprogram

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 AffiliateSearch

$100Success

$100Last channel

gets all credit

First channel gets all credit

All channels get equal credit

Success

$100All channels get

custom credit

Display

$100Affiliate Search

Display

$33Affiliate

$33Search

$33

Display

$15Affiliate

$35Search

$50

> The ideal media dashboard

Channel Investment ROMI Return

Brand equityBaseline

($100) n/a $40

OfflineTV, print, outdoor, etc

$7 330% $30

DirectDirect mail, email, etc

$1 400% $5

OnlineSearch, 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 1How 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 analyticsplatform

$

$

$

> 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

Affiliateclicks

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 2Developing the

media attribution model



Success

$100

Success

$100


$100Success

$100Last channel

gets all credit

First channel gets all credit

All channels get equal credit

Success


custom credit

Display

$100Affiliate Search

Display

$33Affiliate

$33Search

$33

Display

$15Affiliate

$35Search

$50

> First and last click attribution


Chart shows percentage of channel touch points that lead to a conversion.

Neither first nor last-click measurementwould 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 decayattribution

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

Displayclick

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


Touch point 2

Touch point 1

Touch point 2

Touch point N


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


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 3Case studies and

Media attribution study




$100Success

$100Last channel

gets all credit

Success


custom credit

Display

$15Affiliate

$35Search

$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.”


SMARTDATA DRIVEN

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

Data & Analytics

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