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Dan Malone, Sr. Director of Analytics, Vistaprint presented at MassTLC's marketing analytics summit on 04/26/12
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ROI Attribution at Vistaprint Dan Malone Senior Director, Marketing April 26, 2012
Company Confidential Vistaprint © 2011
Overview
4/25/2012 2
Buy media and run ads Track everything you can
NPV
Acquire new customers Attribute them to media placements
Predict each
5-year value based on their first order
Calculate Net Present Value If positive, continue and seek to scale
Spend Acquire Predict Evaluate Spend Acquire Predict Evaluate
Company Confidential Vistaprint © 2011
Our Attribution model differs by channel
4/25/2012 3
Online Display Print
TV Search
Centrally Integrated
Company Confidential Vistaprint © 2011
4/25/2012 5
Direct Type-In
Lift Halo
Multiplier Total Lift
Company Confidential Vistaprint © 2011
TV First measure the lift on -
4/25/2012 6
Company Confidential Vistaprint © 2011
TV We used our local market test results to estimate halo impact
4/25/2012 7
Halo Multiplier
Low Mean High
Company Confidential Vistaprint © 2011
Principles to follow
4/25/2012 8
Accuracy over precision Be flexible (but also wary of complexity) Continually revise and improve
