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Media Planning <

Media mix modelling and media a-ribu1on to boost media ROI

> Smart data driven marke3ng

Using data to widen the funnel

Media A5ribu3on & Modeling

Op3mise channel mix, predict sales

Targe3ng & Merchandising

Increase relevance, reduce churn

Tes3ng & Op3misa3on

Remove barriers, drive sales

Boos3ng ROMI
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> Wide range of data services

Data
PlaHorms

Insights
Analy3cs
Data mining and modelling Tableau, Splunk, SPSS, R, etc Customised dashboards Media a5ribu3on analysis Marke3ng mix modelling Social media monitoring Customer segmenta3on

Ac3on

Data collec3on and processing Adobe, Google Analy3cs, etc Web and mobile analy3cs Tag-less online data capture Retail and call center analy3cs Big data & data warehousing Single customer view

Campaigns

Data usage and applica3on SiteCore, ExactTarget, etc Targe3ng and merchandising Marke3ng automa3on CRM strategy and execu3on Data driven websites Tes3ng programs

May 2013

Datalicious Pty Ltd

> Best of breed technologies

May 2013

Datalicious Pty Ltd

> Clients across all industries

May 2013

Datalicious Pty Ltd

> Data driven media planning

Media mix modelling
Predic1ng future media performance Macro insights to inform channel strategy

Media a-ribu1on
Analysis of historic media performance Micro insights to inform channel op1misa1on

May 2013

Datalicious Pty Ltd

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> Media mix modelling

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> Media mix modelling

Predict the future based on the past, i.e. predict sales based on media investment using a model that is based on historic data
Old school approach: Regression-based
Looks at correla1on between summary data, i.e. media investment and total sales per week

Recommended approach: Agent-based

Simulates market condi1ons through a set of consumers (agents) and then exposes those agents to dierent media scenarios to test them (predict sales) before they are even implemented
May 2013 Datalicious Pty Ltd 8

> ThinkVine agent-based modelling

ThinkVine uses agent-based modeling (ABM) to simulate the ac1ons of consumers in the market based on a combina1on of internal client data as well as external market data. This enables adver1sers to predict and test the impact of dierent budget mix congura1ons before they have been implemented thus improving overall media eec1veness.
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> Data requirements and process

1. Training the system: Datalicious analysts develop and calibrate a custom model based on agents that recreates past sales. 2. Proving the system: Once the system is trained, we validate it by comparing predicted sales to actual sales. 3. Using the system: Once the model has been calibrated & validated, it can be used to predict sales for dierent media scenarios thus tes1ng them before they are executed
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> Modelling data requirements

Sales data Media data
As granular as possible, i.e. by week by store Data on the media ac1vity that lead to the above sales Any quan1ta1ve and qualita1ve insights on exis1ng customers that help congure the ThinkVine agents (i.e. simulated consumers) Any quan1ta1ve and qualita1ve insights on Australian consumers in general that help congure the agents (i.e. simulated consumers)
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Customer prole data

Consumer prole data

May 2013

> Media mix modelling outputs

The so^ware enables fast, objec1ve comparisons of marke1ng plan alterna1ves, i.e. you can vary spending levels, 1ming, mix of tac1cs and consumer groups targeted.

The so^ware enables your team to easily run what if? scenarios, i.e. you can nd the best investment levels to meet various strategic and tac1cal objec1ves by predic1ng poten1al sales for various dierent media budget scenarios.

May 2013

Datalicious Pty Ltd

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> ThinkVine food services

In this case study, the company achieved greater media eciencies and ROI and also quan1ed the halo eect of cross brand marke1ng. More specically, more than $10 million of media spend was over-saturated due to a mismatch between the target consumers media consump1on habits and the deployed marke1ng tac1cs.

May 2013

Datalicious Pty Ltd

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> Media a5ribu3on

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> The ideal media dashboard

Channel Brand equity
Baseline

Investment ($100) $7 $1 $2

ROMI n/a 330% 400% 1150%

Return $40 $30 $5 $25

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Oine Direct

TV, print, outdoor, etc

Direct mail, email, etc

Online
May 2013

Search, display, social, etc

Datalicious Pty Ltd

> ROMI as compe33ve advantage

74% of marketers do not engage in any form of media a-ribu1on aside from the last click leaving 26% of marketers with a serious compe11ve advantage as their media investment is likely to generate a much higher ROMI.

May 2013

Datalicious Pty Ltd

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> Full purchase path tracking

Introducer Inuencer Inuencer Closer

Paid search

Display ad clicks

Organic search

Direct site visits

Online sales

Display ad views

Aliate clicks

Social referrals

Emails, direct mail

Oine sales

TV/print responses

Organic search

Social buzz

Retail visits

Life3me prot

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Datalicious Pty Ltd

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> Custom models most eec3ve

56% of marketers consider a unique or custom (weighted) media a-ribu1on approach that does not use a standard out-of-the-box methodology as most eec1ve.

May 2013

Datalicious Pty Ltd

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> Analy3cs to pick the best model

Introducer Inuencer Inuencer Closer

Touch point 1

Touch point 2

Touch point 3

Touch point N

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Touch point 1

Touch point 2

Touch point 3

Touch point N

Touch point 1

Touch point 2

Touch point 3

Touch point N

May 2013

Datalicious Pty Ltd

> A5ribu3on models compared

Custom (weighted) a-ribu1on

Last click a-ribu1on

COST PER CONVERSION

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> Media a5ribu3on

Aussie purchase path tracking and media a-ribu1on modelling in close coopera1on with Amnesia designed to op1mise the overall Aussie budget mix across paid and earned media resul1ng in an overall project ROI of 910%.
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> Media a5ribu3on

Suncorp purchase path tracking and media a-ribu1on modelling in order to op1mise the overall Suncorp insurance budget mix across paid and earned media resul1ng in an overall project ROI of 2,078%.

May 2013

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cbartens@datalicious.com blog.datalicious.com twi5er.com/datalicious

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Smart data driven marke3ng

May 2013

Datalicious Pty Ltd

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