ROI Attribution at Vistaprint Dan Malone Senior Director, Marketing April 26, 2012
Company Confidential Vistaprint © 2011
Overview
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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
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Online Display Print
TV Search
Centrally Integrated
Company Confidential Vistaprint © 2011
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Direct Type-In
Lift Halo
Multiplier Total Lift
Company Confidential Vistaprint © 2011
TV First measure the lift on -
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Company Confidential Vistaprint © 2011
TV We used our local market test results to estimate halo impact
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Halo Multiplier
Low Mean High
Company Confidential Vistaprint © 2011
Principles to follow
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Accuracy over precision Be flexible (but also wary of complexity) Continually revise and improve