Professional Documents
Culture Documents
October 2011
Boos,ng
ROI
October
2011
Datalicious
Pty
Ltd
3
Insights
Analy,cs
Data
mining
and
modelling
Customised
dashboards
Tableau,
Splunk,
SPSS,
etc
Media
a(ribu,on
models
Market
and
compe,tor
trends
Social
media
monitoring
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 plaIorms IVR and call center repor,ng Single customer view
Campaigns
Data usage and applica,on Marke,ng automa,on Alterian, SiteCore, Inxmail, etc Targe,ng and merchandising Internal search op,misa,on CRM strategy and execu,on Tes,ng programs
October 2011
October 2011
Investment ($100) $7 $1 $2
Oine Direct
Online
October
2011
Organic search
Paid search
CRM program
October 2011
Banner audience
Search audience
October 2011
October 2011
10
$100
Banner Ad $100
Paid Search
Email Blast
Success
$100
Banner Ad $100
Success
$100
Print Ad $33
Success
$100
October 2011
Paid/Organic Search
Emails/Shopping Engines
October 2011
Paid search
Display ad clicks
Direct visits
Organic search
Online sales
Display ad views
Organic search
Aliate clicks
Social referrals
Oine sales
TV/print responses
Organic search
Website events
CRM, DM/eDMs
Life,me prot
October 2011
13
October 2011
14
Retail order
Conrma,on email
Website research
Online order
Cookie
October 2011
16
Applica,on complete
Oine conversion
Campaign
$10
$30
$60
$100
Campaign
$10
$30
$100
Campaign
$10
$100
October 2011
17
Insights
October
2011
Datalicious
Pty
Ltd
Repor,ng
18
Web
Analy,cs
Referral
visits
Social
media
visits
Organic
search
visits
Paid
search
visits
Email
visits,
etc
Lacking
ad
impressions
Less
granular
&
complex
October 2011
19
Ad
Server
01/01/2011
12:00
AD
IMPRESSION
01/01/2011
12:05
SEO
07/01/2011
17:00
EMAIL
08/01/2011
15:00
$$$
October
2011
Datalicious
Pty
Ltd
20
Mobile
Home
Work
Tablet
Media
Etc
October 2011
21
Media (costs)
ClearSaleing (ROMI)
CRM (prot)
Centralised
plaeorm
to
combine
media
costs
and
life>me
customer
value
to
provide
accurate
ROMI
repor>ng
October
2011
Datalicious
Pty
Ltd
22
October 2011
23
Channel Straight to Site SEO Branded SEM Branded SEO Generic SEM Generic Display Adver>sing Aliate Marke>ng Referrals Email Marke>ng
Channel Word of Mouth Blogging & Social Media Newspaper Adver>sing Display Adver>sing Email Marke>ng
Retail
Promo>ons
14%
Conversions
akributed
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.
Datalicious
Pty
Ltd
25
October 2011
October 2011
26
25%
25%
25%
25%
Even A(rib.
33%
33%
33%
0%
Exclusion A(rib.
?
October
2011
?
Datalicious
Pty
Ltd
Custom A(rib.
27
October 2011
29
October 2011
30
Web Analy,cs
SuperTag
or
similar
Datalicious
Media A(ribu,on
Behavioral Targe,ng
Easily
implement
and
update
any
tag
on
any
websites
without
or
limited
IT
involvement
De-duplicate
conversions
for
CPA
deals
and
align
repor>ng
gures
across
plaeorms
Collect
accurate
mul>-channel
media
akribu>on
data
to
provide
advanced
insights
Enable
advanced
features
such
as
targe>ng,
tes>ng
and
chat
to
op>mise
user
experience
31
October 2011
October 2011
32
October 2011
34