SunCorp Analytics

>
Suncorp Analy.cs <

Smart data driven marke-ng
> Short but sharp history

Datalicious was founded late 2007 Strong Omniture web analy-cs history Now 360 data agency with specialist team Combina-on of analysts and developers Carefully selected best of breed partners Evangelizing smart data driven marke-ng Making data accessible and ac-onable Driving industry best prac-ce (ADMA)
November 2010 Datalicious Pty Ltd 2
> Clients across all industries
November 2010
Datalicious Pty Ltd
> Wide range of data services

Data
Pla>orms
Insights
Repor.ng
Data mining and modelling Customised dashboards Media aKribu.on models Market and compe.tor trends Social media monitoring Online surveys and polls Customer proling
Ac.on
Data collec.on and processing Web analy.cs solu.ons Omniture, Google Analy.cs, etc Tag-less online data capture End-to-end data pla>orms IVR and call center repor.ng Single customer view
Applica.ons
Data usage and applica.on Marke.ng automa.on Aprimo, Trac.on, Inxmail, etc Targe.ng and merchandising Internal search op.misa.on CRM strategy and execu.on Tes.ng programs
November 2010
Datalicious Pty Ltd
> Smart data driven marke.ng

Media AKribu.on
Op.mise channel mix Increase relevance

Targe.ng Tes.ng $$$
Improve usability
November 2010
Datalicious Pty Ltd
15 tools are proposed largely centred on Adobe

Once implemented these tools will deliver the capability for each LOB to leverage online data to optimise the customer's journey across any channel or brand within the Suncorp group CUSTOMER JOURNEY AQUIRE CONVERT GROW
Increased Personalisation
CAPABILITY
Multi-Media Measurement & Attribution
TOOL
1. Digital campaign tracking & attribution 2. Full digital pathway tracking & attribution 3. Onsite promotion tracking 4. Fallout & conversion analysis
CAPABILITY EVOLUTION

Optimised marketing mix RIGHT OFFER Optimised channel mix RIGHT CHANNEL Anonymous
Site Optimisation
5. Adv site navigation & form analysis 6. Internal search analysis 7. Brand portfolio level measurement 8. Site surveys 9. Advanced visitor segmentation

Optimised customer RIGHT CUSTOMER Semi-Identified
Advanced Segmentation & Targeting
10. A/B & content testing 11. Campaign retargeting 12. Behavioural targeting
Personalised Targeting Multi-Channel Optimisation
13. Syndicate personalised content 14. Digital identification & CRM integration 15. Online to offline conversion
Identified
STRATEGIC GOAL DELIVERED
Optimised Customer Journey

6
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010
> Media aKribu.on

> Campaign ow and calls to ac.on

= Paid media = Viral elements = Coupons, surveys
Organic search
PR, WOM, events, etc
YouTube, blog, etc
Home pages, portals, etc
Paid search
TV, print, radio, etc
Direct mail, email, etc C1
Landing pages, oers, etc C2
Display ads, aliates, etc
CRM program
Facebook TwiKer, etc C3
POS kiosks, loyalty cards, etc
Call center, retail stores, etc
November 2010
Datalicious Pty Ltd
Exercise: Campaign ow
November 2010
Datalicious Pty Ltd
> Duplica.on across channels

Paid Search Bid Mgmt
Banner Ads
Ad Server
Email Blast
Email Pla>orm
Organic Search
Google Analy.cs
November 2010
Datalicious Pty Ltd
10
> Cookie expira.on impact

Paid Search Bid Mgmt
Banner Ad Click
Banner Ad View
Ad Server
Expira.on
Email Blast
Email Pla>orm
Organic Search
Google Analy.cs
November 2010
Datalicious Pty Ltd
11
> De-duplica.on across channels

Paid Search
Banner Ads Central Analy.cs Pla>orm Email Blast
Organic Search
November 2010
Datalicious Pty Ltd
12
Exercise: Duplica.on impact
November 2010
Datalicious Pty Ltd
13
> Exercise: Duplica.on impact

Double-coun-ng of conversions across channels can have a signicant impact on key metrics, especially CPA Example: Display ads and paid search
Solu-on: $50 ini-al CPA and $100 true CPA
Total media budget of $10,000 of which 50% is spend on paid search and 50% on display ads Total of 100 conversions across both channels with a channel overlap of 50%, i.e. both channels claim 100% of conversions based on their own repor-ng but once de-duplicated they each only contributed 50% of conversions What are the ini-al CPA values and what is the true CPA? $5,000 / 100 = $50 ini-al CPA and $5,000 / 50 = $100 true CPA (which represents a 100% increase)
Datalicious Pty Ltd 14
November 2010
Quick win: Central pla>orm
November 2010
Datalicious Pty Ltd
15
> Reach and channel overlap

TV/Print audience
Banner audience
Search audience
November 2010
Datalicious Pty Ltd
16
> Indirect display impact
November 2010
Datalicious Pty Ltd
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November 2010
Datalicious Pty Ltd
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November 2010
Datalicious Pty Ltd
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> Success aKribu.on models

Banner Ad Paid Search Organic Search $100 Success
$100
Last channel gets all credit
Banner Ad $100
Paid Search
Email Blast
Success
$100
First channel gets all credit
Paid Search $100
Banner Ad $100
Aliate Referral $100
Success
$100
All channels get equal credit
Print Ad $33
Social Media $33
Paid Search $33
Success
$100
All channels get par.al credit

20
November 2010
Datalicious Pty Ltd
> First and last click aKribu.on

Chart shows percentage of channel touch points that lead to a conversion.
Paid/Organic Search
Emails/Shopping Engines
Neither rst nor last-click measurement would provide true picture

21
November 2010
Datalicious Pty Ltd
> Adobe stacking/par.cipa.on
Adobe can only stack direct paid and organic responses that end up on your website proper.es, mere banner impressions are missing from the stack and cannot be included via Genesis a`er the fact.
November 2010
Datalicious Pty Ltd
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> Full path to purchase

Introducer Inuencer Inuencer Closer
SEM Generic
Banner Click
Direct Visit
SEO Branded
Online
Banner View
SEO Generic
Aliate Click
Social Media
Oine
TV Ad
SEO Branded
Direct Visit
Email Update
Abandon
November 2010
Datalicious Pty Ltd
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> Where to collect the data

Ad Server
Banner impressions Banner clicks + Paid search clicks
Web Analy.cs
Referral visits Social media visits Organic search visits Paid search visits Email visits, etc Lacking banner impressions Less granular & complex
Lacking organic visits More granular & complex
November 2010
Datalicious Pty Ltd
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Quick win: Data into ad server
November 2010
Datalicious Pty Ltd
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> Search call to ac.on for oine
November 2010
Datalicious Pty Ltd
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Oine response tracking and improved experience

Quick win: Search call to ac.on
November 2010
Datalicious Pty Ltd
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November 2010
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hKp://www.suncorp.com.au?campaign=workshop
> Poten.al calls to ac.on

Unique click-through URLs Unique vanity domains or URLs Unique phone numbers Unique search terms Unique email addresses Unique personal URLs (PURLs) Unique SMS numbers, QR codes Unique promo-onal codes, vouchers Geographic loca-on (Facebook, FourSquare) Plus regression analysis of cause and eect
November 2010
> Unique phone numbers

1 unique phone number
Phone number is considered part of the brand Media origin of calls cannot be established Added value of website interac-on unknown
2-10 unique phone numbers

Dierent numbers for dierent media channels Exclusive number(s) reserved for website use Call origin data more granular but not perfect Dicult to rotate and pause numbers
> Unique phone numbers

10+ unique phone numbers
Dierent numbers for dierent media channels Dierent numbers for dierent product categories Dierent numbers for dierent conversion steps Call origin becoming useful to shape call script Feasible to pause numbers to improve integrity Dierent numbers for dierent website visitors Call origin and -me stamp enable individual match Call conversions matched back to search terms
100+ unique phone numbers
November 2010
> Jet Interac.ve phone call data
November 2010
Datalicious Pty Ltd
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Quick win: Unique numbers
November 2010
Datalicious Pty Ltd
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> PURLs boos.ng DM response rates

Text
November 2010
Datalicious Pty Ltd
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> Media aKribu.on phases

Phase 1: De-duplica-on
Conversion de-duplica-on across all channels Requires one central repor-ng plaiorm Limited to rst/last click ajribu-on Response pathing across paid and organic channels Only covers clicks and not mere banner views Can be enabled in Google Analy-cs and Omniture Direct response tracking including banner exposure Cannot be done in Google Analy-cs or Omniture Easier to import addi-onal channels into ad server
Phase 2: Direct response pathing
Phase 3: Full purchase path
November 2010
> Combining data sources
November 2010
Datalicious Pty Ltd
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> Single source of truth repor.ng
Insights
November 2010 Datalicious Pty Ltd
Repor.ng
39
> Understanding channel mix
November 2010
Datalicious Pty Ltd
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> Website entry survey

De-duped Campaign Report Greatest Inuencer on Branded Search / STS
Channel Straight to Site SEO Branded SEM Branded SEO Generic SEM Generic Display Adver-sing Aliate Marke-ng Referrals Email Marke-ng
% of Conversions 27% 15% 9% 7% 14% 7% 9% 5% 7%
Channel Word of Mouth Blogging & Social Media Newspaper Adver-sing Display Adver-sing Email Marke-ng Retail Promo-ons
% of Inuence 32% 24% 9% 14% 7% 14%
Conversions ajributed to search terms that contain brand keywords and direct website visits are most likely not the origina-ng channel that generated the awareness and as such conversion credits should be re-allocated.
November 2010
> Adjus.ng for oine impact

-5 +5 -15 +15 -10 +10
November 2010
Datalicious Pty Ltd
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> Ad server exposure test

Banner Impression TV/Print Response Search Response
Users are segmented before 1st ad is even served
Banner Impression
Search Response
Direct Response
Exposed group: 90% of users get branded message Control group: 10% of users get non-branded message
Banner Impression Search Response Direct Response
November 2010
Datalicious Pty Ltd
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> Full path to purchase

SEM Generic
Banner Click
Direct Visit
SEO Branded
Online
Banner View
SEO Generic
Aliate Click
Social Media
Oine
TV Ad
SEO Branded
Direct Visit
Email Update
Abandon
November 2010
Datalicious Pty Ltd
44
> Cross-channel impact
November 2010
Datalicious Pty Ltd
45
> Oine sales driven by online

Adver.sing campaign Phone order Credit check, fullment
Retail order
Conrma.on email
Website research
Online order
Online order conrma.on
Virtual order conrma.on
Cookie
November 2010
Datalicious Pty Ltd
46
> Tracking oine conversions

Email click-through aoer purchase First online login aoer purchase Unique website or visitor phone number Call back request or online chat Unique website promo-on code Unique printable vouchers Store locator searches Make an appointment online
> Success aKribu.on models

25%
25%
25%
25%
Even AKrib.
33%
33%
33%
0%
Exclusion AKrib.
30%
20%
20%
30%
PaKern AKrib.
November 2010
Datalicious Pty Ltd
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> Path across dierent segments

Channel 1
Channel 2
Channel 3
Channel 4
Product A vs. B
Channel 1
Channel 2
Channel 3
Channel 4
New prospects
Channel 1
Channel 2
Channel 3
Product 4
Exis.ng customers
November 2010
Datalicious Pty Ltd
49
> Paths across business units

Brand 1
Brand 2
Brand 3
Brand 4
Brand 1
Brand 2
Brand 3
Brand 4
Brand 1
Brand 2
Brand 3
Brand 4
November 2010
Datalicious Pty Ltd
50
Exercise: AKribu.on model
November 2010
Datalicious Pty Ltd
51
> Exercise: AKribu.on models

25%
25%
25%
25%
Even AKrib.
33%
33%
33%
0%
Exclusion AKrib.
?
November 2010
?
Datalicious Pty Ltd
Custom AKrib.
52
> Common aKribu.on models

Allocate more conversion credits to more recent touch points for brands with a strong baseline to s-mulate repeat purchases Allocate more conversion credits to more recent touch points for brands with a direct response focus Allocate more conversion credits to ini-a-ng touch points for new and expensive brands and products to insert them into the mindset
Exercise: Sta.s.cal signicance
November 2010
Datalicious Pty Ltd
54
How many survey responses do you need if you have 10,000 customers? How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? How many orders do you need to test 6 banner execu.ons if you serve 1,000,000 banners
November 2010
Google nss sample size calculator
Datalicious Pty Ltd
55
How many survey responses do you need if you have 10,000 customers? 369 for each ques.on or 369 complete responses How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? And email sends? 381 per subject line or 381 x 2 = 762 email opens How many orders do you need to test 6 banner execu.ons if you serve 1,000,000 banners? 383 sales per banner execu.on or 383 x 6 = 2,298 sales
November 2010
Google nss sample size calculator
Datalicious Pty Ltd
56
> Addi.onal success metrics

Click Through
Click Through
Add To Cart
Cart Checkout
Click Through
Page Bounce
Page Views
Product Views
Click Through
Call back request
Store Search
November 2010
Datalicious Pty Ltd
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Quick win: Addi.onal metrics
November 2010
Datalicious Pty Ltd
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> Importance of calendar events
Trac spikes or other data anomalies without context are very hard to interpret and can render data useless
Calendar events to add context
November 2010
Datalicious Pty Ltd
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Quick win: Event calendar
November 2010
Datalicious Pty Ltd
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> Quick wins and geung started

Central analy-cs plaiorm Addi-onal data into ad server Unique phone numbers Search call to ac-on Addi-onal metrics Event calendar
November 2010
Datalicious Pty Ltd
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101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010
> Targe.ng
> Increase revenue by 10-20%

Capture internet trac
Capture 50-100% of fair market share of trac
Increase consumer engagement
Exceed 50% of best compe-tors engagement rate
Capture qualied leads and sell Building consumer loyalty
Convert 10-15% to leads and of that 20% to sales
Build 60% loyalty rate and 40% sales conversion
Increase online revenue

Earn 10-20% incremental revenue online

64
> New consumer decision journey

The consumer decision process is changing from linear to circular.
November 2010
Datalicious Pty Ltd
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> New consumer decision journey

The consumer decision process is changing from linear to circular.
Online research Change increases the importance of experience during research phase.
> The consumer data journey

To transac.onal data To reten.on messages
From suspect to
Time
prospect
To customer
Time
From behavioural data

From awareness messages

67

From suspect to
Time
prospect
To customer
Time


68
> Coordina.on across channels

Genera.ng awareness
TV, radio, print, outdoor, search marke-ng, display ads, performance networks, aliates, social media, etc
Crea.ng engagement
Retail stores, in-store kiosks, call centers, brochures, websites, mobile apps, online chat, social media, etc
Maximising revenue
Outbound calls, direct mail, emails, social media, SMS, mobile apps, etc
O-site targe.ng
November 2010
On-site targe.ng
Datalicious Pty Ltd
Prole targe.ng
69
> Combining targe.ng pla>orms

O-site targe-ng
Prole targe-ng
On-site targe-ng
November 2010
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November 2010
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Take a closer look at our cash ow solu.ons November 2010 Datalicious Pty Ltd 72
November 2010
Datalicious Pty Ltd
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+ Add website behaviour to submiKed contact form data
November 2010
Datalicious Pty Ltd
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Take a closer look at our cash ow solu.ons November 2010 Datalicious Pty Ltd 75
November 2010
Datalicious Pty Ltd
Save .me and get your business insurance online. 76
November 2010
Datalicious Pty Ltd
Our Flexi-Premium car insurance can help you save. 77
November 2010
Datalicious Pty Ltd
Save with our combine Our Flexi-Premium car car and life an help you insurance c insurance oer. save. 78
November 2010
Datalicious Pty Ltd
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November 2010
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November 2010
Datalicious Pty Ltd
Its no accident 81 were cheaper
> Combining technology
On-site segments
O-site segments
CRM
November 2010
Datalicious Pty Ltd
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> Extended targe.ng pla>orm

Publishers Partners Network
Brand
November 2010
Datalicious Pty Ltd
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> SuperTag code architecture
Central JavaScript container tag One tag for all sites and plaiorms Hosted internally or externally Faster tag implementa-on/updates Eliminates JavaScript caching Enables code tes-ng on live site Enables heat map implementa-on Enables redirects for A/B tes-ng Enables network wide re-targe-ng Enables live chat implementa-on
> Combining data sets

Website behavioural data
Campaign response data
+
Datalicious Pty Ltd
The whole is greater than the sum of its parts
Customer prole data
November 2010
85
> Behaviours plus transac.ons

Site Behaviour
browsing, checkout, etc
tracking of content preferences tracking of purchase funnel stage
CRM Prole
products, brands, features, etc

tracking of external campaign responses
search terms, referrers, etc

tracking of internal promo-on responses
emails, internal search, etc
+
Datalicious Pty Ltd
one-o collec-on of demographical data customer lifecycle metrics and key dates predic-ve models based on data mining
age, gender, address, etc
protability, expira.on, etc propensity to buy, churn, etc

historical data from previous transac-ons
average order value, points, etc
Updated Con.nuously
November 2010
Updated Occasionally
86
> Unique visitor overes.ma.on

The study examined data from two of the UKs busiest ecommerce websites, ASDA and William Hill. Given that more than half of all page impressions on these sites are from logged-in users, they provided a robust sample to compare IP-based and cookie-based analysis against. The results were staggering, for example an IP-based approach overes-mated visitors by up to 7.6 -mes whilst a cookie-based approach overes.mated visitors by up to 2.3 .mes.
Source: White Paper, RedEye, 2007
87
Datalicious SuperCookie
Persistent Flash cookie that cannot be deleted
November 2010
Datalicious Pty Ltd
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> Maximise iden.ca.on points

160% 140% 120% 100% 80% 60% 40% 20%
0 4 8 12 16 20 24 28 32 36 40 44 48
Probability of iden-ca-on through Cookies
Weeks
Quick win: Iden.fying users
November 2010
Datalicious Pty Ltd
90
> Maximise iden.ca.on points
Mobile
Home
Work
Online
Phone
Branch
November 2010
Datalicious Pty Ltd
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> Sample customer level data
November 2010
Datalicious Pty Ltd
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> Facebook Connect single sign on

Facebook Connect gives your company the following data and more with just one click
Email address, rst name, last name, gender, birthday, interests, picture, alia-ons, last prole update, -me zone, religion, poli-cal interests, ajracted to which sex, why they want to meet someone, home town, rela-onship status, current loca-on, ac-vi-es, music interests, tv show interests, educa-on history, work history, family, etc
Need anything else?

93
November 2010
Datalicious Pty Ltd
Appending social data to customer proles

Name, age, gender, occupa.on, loca.on, social proles and inuencer ranking based on email
(inuencers only)
(all contacts)
> Sample site visitor composi.on

30% new visitors with no previous website history aside from campaign or referrer data of which maybe 50% is useful 30% repeat visitors with referral data and some website history allowing 50% to be segmented by content anity 10% serious prospects with limited prole data
95
30% exis.ng customers with extensive prole including transac-onal history of which maybe 50% can actually be iden-ed as individuals
> Poten.al home page layout

Branded header
Rule based oer
Login
Targeted oer
Targeted oer
Customise content delivery on the y based on referrer data, past content consump-on or prole data for exis-ng customers.
Popular links, FAQs
November 2010
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> Prospect targe.ng parameters
November 2010
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> Anity re-targe.ng in ac.on

Dierent type of visitors respond to dierent ads. By using category anity targe-ng, response rates are lioed signicantly across products.
Message Blackberry Bold CTR By Category Anity Postpay Prepay Broadb. Business
+ -
+ + -
+ + +
98
Google: vodafone omniture case study or hKp://bit.ly/de70b7

November 2010
5GB Mobile Broadband Blackberry Storm 12 Month Caps
Datalicious Pty Ltd
> Ad-sequencing in ac.on

Marke-ng is about telling stories and stories are not sta-c but evolve over -me
Ad-sequencing can help to evolve stories over -me the more users engage with ads
Quick win: Basic re-targe.ng
November 2010
Datalicious Pty Ltd
100
> Poten.al newsleKer layout

Rule based branded header Data verica.on Rule based oer Prole based oer Closest stores, oers etc NPS
Using prole data enhanced with website behaviour data imported into the email delivery plaiorm to build business rules and customise content delivery.
November 2010
Datalicious Pty Ltd
101
> Customer proling in ac.on

Using website and email responses to learn a lijle bite more about subscribers at every touch point to keep rening proles and messages.
November 2010
Datalicious Pty Ltd
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> Poten.al landing page layout

Rule based branded header
Campaign message match
Passing data on user preferences through to the website via parameters in email click-through URLs to customise content delivery.
Targeted oer
Call to ac.on
November 2010
Datalicious Pty Ltd
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November 2010
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> Poten.al call center interface

Call center menu op.ons
Customer contact history
Targeted oer
Call script
Customers can also be iden-ed oine and given most call center plaiorms are now web-based it would be possible to use online targe-ng plaiorms to shape the call experience.
November 2010
Datalicious Pty Ltd
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Exercise: Targe.ng matrix
November 2010
Datalicious Pty Ltd
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Segment A Purchase cycle
Segment B Media channels Data points
Default, awareness Research, considera.on Purchase intent Reten.on, up/Cross-Sell November 2010
Datalicious Pty Ltd
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Segment A Purchase cycle
Segment B Media channels Data points
Colour, price, product anity, etc Have you seen A? A has great features! A delivers great value! Why not buy B? Have you seen B? B has great features! B delivers great value! Why not buy A? Datalicious Pty Ltd
Default, awareness Research, considera.on Purchase intent Reten.on, up/Cross-Sell November 2010
Display, search, etc Search, website, etc Website, emails, etc Direct mails, emails, etc
Default Ad clicks, product views Cart adds, checkouts, etc Email clicks, logins, 108 etc
> Quality content is key

Avinash Kaushik: The principle of garbage in, garbage out applies here. [ what makes a behaviour targe;ng pla<orm ;ck, and produce results, is not its intelligence, it is your ability to actually feed it the right content which it can then target [. You feed your BT system crap and it will quickly and eciently target crap to your customers. Faster then you could ever have yourself.
> ClickTale tes.ng case study
November 2010
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> Bad campaign worse than none
November 2010
Datalicious Pty Ltd
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> AIDA and AIDAS formulas

Old media New media
Awareness
Interest
Desire
Ac.on
Sa.sfac.on
Social media
November 2010
Datalicious Pty Ltd
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> Simplied AIDA funnel
Reach
(Awareness)
Engagement
(Interest & Desire)
Conversion
(Ac-on)
+Buzz
(Sa-sfac-on)
November 2010
Datalicious Pty Ltd
113
> Standardised global metrics

Media and search data Website, call center and retail data
People reached
40%
People engaged
10%
People converted
1%
People delighted
Quan-ta-ve and qualita-ve research data Social media data Social media
November 2010
Datalicious Pty Ltd
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Quick win: Global metrics
November 2010
Datalicious Pty Ltd
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> Keys to eec.ve targe.ng

1. 2. 3. 4. 5. 6. 7. 8. Dene success metrics Dene and validate segments Develop targe-ng and message matrix Transform matrix into business rules Develop and test content Start targe-ng and automate Keep tes-ng and rening Communicate results
November 2010
> Quick wins and geung started

Iden-ca-on of individual users Simple home page re-targe-ng Simple ad server re-targe-ng Global targe-ng matrix Standardised metrics
November 2010
Datalicious Pty Ltd
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101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010
> Resources

From suspect to
Time
prospect
To customer
Time


119

From suspect to
Time
prospect
To customer
Time


120
> Forrester on web analy.cs
November 2010
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> Forrester on tes.ng/targe.ng
November 2010
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> Forrester on media aKribu.on
November 2010
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> Es.mate resource costs
November 2010
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Exercise: Return on investment
November 2010
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cbartens@datalicious.com blog.datalicious.com twiKer.com/datalicious

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>

Suncorp Analy.cs <

> Short but sharp history

> Clients across all industries

Datalicious Pty Ltd

> Wide range of data services

Datalicious Pty Ltd

> Smart data driven marke.ng

Targe.ng Tes.ng $$$

Datalicious Pty Ltd

15 tools are proposed largely centred on Adobe

Advanced Segmentation & Targeting

Personalised Targeting Multi-Channel Optimisation

STRATEGIC GOAL DELIVERED

Optimised Customer Journey

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Media aKribu.on

> Campaign ow and calls to ac.on

PR, WOM, events, etc

YouTube, blog, etc

Home pages, portals, etc

TV, print, radio, etc

Direct mail, email, etc C1

Landing pages, oers, etc C2

Display ads, aliates, etc

Facebook TwiKer, etc C3

POS kiosks, loyalty cards, etc

Call center, retail stores, etc

Datalicious Pty Ltd

Datalicious Pty Ltd

> Duplica.on across channels

Datalicious Pty Ltd

> Cookie expira.on impact

Datalicious Pty Ltd

> De-duplica.on across channels

Banner Ads Central Analy.cs Pla>orm Email Blast

Datalicious Pty Ltd

Exercise: Duplica.on impact

Datalicious Pty Ltd

> Exercise: Duplica.on impact

Solu-on: $50 ini-al CPA and $100 true CPA

Quick win: Central pla>orm

Datalicious Pty Ltd

> Reach and channel overlap

Datalicious Pty Ltd

> Indirect display impact

Datalicious Pty Ltd

> Indirect display impact

Datalicious Pty Ltd

> Indirect display impact

Datalicious Pty Ltd

> Success aKribu.on models

Last channel gets all credit

First channel gets all credit

Paid Search $100

Aliate Referral $100

All channels get equal credit

Social Media $33

Paid Search $33

All channels get par.al credit

Datalicious Pty Ltd

> First and last click aKribu.on

Neither rst nor last-click measurement would provide true picture

Datalicious Pty Ltd