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The presentation discusses how to effectively allocate media budgets.
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> Media a(ribu,on < How to effec)vely allocate
media budgets
> Quick Datalicious introduc,on
October 2011 © Datalicious Pty Ltd 2
> Ideal marke,ng dashboard
October 2011 © Datalicious Pty Ltd 3
Channel Investment ROMI Return
Brand equity Baseline ($100) n/a $40
Offline TV, print, outdoor, etc
$7 77% $30
Direct Direct mail, email, etc
$1 90% $10
Online Search, display, social, etc
$2 90% $20
> Key issues preven,ng ROMI § Lack of baseline and thus incremental § Conflic)ng figures, conversion duplica)on § AWribu)ng profit back to media investment § Media channels are influencing each other § Establishing the true value of online (media)
October 2011 © Datalicious Pty Ltd 4
> De-‐duplica,on is mandatory
October 2011 © Datalicious Pty Ltd 5
> Full purchase path tracking
October 2011 © Datalicious Pty Ltd 6
Closer
Direct visit
TV/print ad view
Influencer Influencer $$$
Display ad view Profit
Paid search
Social referral Profit
Organic search
Affiliate referral
CRM email
Introducer
> ClearSaleing & comScore research
October 2011 © Datalicious Pty Ltd 7
> Google Netpop research: 69% of buyers say search is the most important online source.
Email, 1st login
> Offline sales driven by online
October 2011 © Datalicious Pty Ltd 10
Website research
Cookie
Adver,sing campaign Fulfilment
Virtual car sale
Request a quote
Online car sale
Dealer car sale
Video, car config.
@
@
> Mul,ple purchase paths
October 2011 © Datalicious Pty Ltd 12
Mobile Home Work
Tablet Media Etc
Purchase paths are cookie based, thus all browsers and devices are tracking
their own path. The separate paths can only be combined
if people are iden<fied across
their various browsers
and devices.
Request a quote
> Event ROI extrapola,on
October 2011 © Datalicious Pty Ltd 13
Video view
Car config.
Dealer car sale
$10
$10
Campaign
Campaign
Campaign
$30 $100
$100
@ @
$60
$30
October 2011 © Datalicious Pty Ltd 14
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Data > Insights > Ac,on