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How LasikPlus Spends SmartUsing Attribution to Optimize
Your Digital Media Mix 2/5/13 – 1:30 pm
Attribution: In Summary
Brand & Agency
Kimberly Demaree-EppleLasikPlus VP of Marketing and Advertisinglasikplus.com | @LasikPlus
Drew McKenzieEmpower MediaMarketing Director of Strategy@EmpowerMM | @DrewMcKenzie
LasikPlus
• LCA-Vision Inc., leading provider of laser vision correction services
• 55 LasikPlus vision centers in U.S.– 41 markets in 26 states
• 1.2 million+ procedures since 1991
FINDING THE OPTIMAL MIX
Challenge
Finding the Optimal Mix
• Shifting significant investment from traditional to digital– Requires more than last-click methodology– Limited scale at efficient cost per acquisition
Finding the Optimal Mix
ATTRIBUTION MODELING
Solution
Attribution Modeling
–Advanced digital attribution modeling• Map consumer journey in digital to create consensus
with senior management• Optimize spend across historically siloed digital tactics
– Several attribution partners• We chose Adometry• Recommend client and agency do homework when
selecting best fit for your needs
Attribution Modeling
Attribution Modeling
Attribution Modeling
Attribution Modeling
Attribution Modeling
Attribution Modeling
–Eliminates gut feelings–Proves out exactly which pieces of
digital mix are responsible for conversions–Last-click doesn’t give the whole
picture
THE POWER OF PROOF
Results
The Power of Proof
–57% of appointments are multi-touch across digital• display, paid, organic work together
Paid
OrganicDisplay
The Power of Proof
–Revised baseline credit for each digital tactic in media mixChannel Old Credit for
ConversionAttribution Credit
Display 0% 27%
Paid Search 70% 40%
Organic Search 18% 29%
The Power of Proof
–Continued data collection will benefit cross-channel modeling in the future
Attribution: In Summary
Questions
Thank You
Contactlasikplus.com | @LasikPlus
@EmpowerMM | @DrewMcKenzie
How LasikPlus Spends SmartUsing Attribution to Optimize
Your Digital Media Mix 2/5/13 – 1:30 pm