ADMA Multi-Channel Marketing

>
Mul&-Channel Marke&ng <

Eec%ve marke%ng measurement in a mul%-channel environment
> About Datalicious

Datalicious was founded in November 2007 Ocial Adobe & Google Analy%cs partner 360 data agency with team of data specialists Combina%on of analysts and developers Blue chip clients across all industry ver%cals Carefully selected best of breed partners Driving industry best prac%ce with ADMA Turning data into ac%onable insights Execu%ng smart data driven campaigns
Datalicious Pty Ltd 2
September 2012
> Smart data driven marke&ng

Using data to widen the funnel
Media A=ribu&on & Modeling

Op&mise channel mix, predict sales
Targe&ng & Merchandising

Increase relevance, reduce churn
Tes&ng & Op&misa&on

Remove barriers, drive sales
Boos&ng ROMI
September 2012 Datalicious Pty Ltd 3
> Mul&-channel measurement

Metrics standardisa%on Media aRribu%on Channel integra%on
September 2012
Datalicious Pty Ltd
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010
> Metrics standardisa&on

August 2011
Datalicious Pty Ltd
> AIDA and AIDAS formulas

Old media New media
Awareness
Interest
Desire
Ac&on
Sa&sfac&on
Social media
September 2012
Datalicious Pty Ltd
> Simplied AIDAS funnel
Reach
(Awareness)
Engagement
(Interest & Desire)
Conversion
(Ac%on)
+Buzz
(Delight)
September 2012
Datalicious Pty Ltd
> Marke&ng is about people
People reached
40%
People engaged
10%
People converted
1%
People delighted
September 2012
Datalicious Pty Ltd
> Standardised roll-up metrics

People reached
40%
People engaged
10%
People converted
1%
People delighted
Unique browsers, search impressions, TV circula&on, etc
Unique visitors, site engagements, video views, etc
Online sales, online leads, store locator searches, etc
Facebook comments, Tweets, ra&ngs, support calls, etc
Response rate, Search response rate, TV response rate, etc
Conversion rate, engagement rate, checkout rate, etc
Review rate, ra&ng rate, comment rate, NPS rate, etc
September 2012
Datalicious Pty Ltd
10
> Provide context with gures

Brand vs. direct response campaign
People reached
40%
People engaged
10%
People converted
1%
People delighted
New prospects vs. exis%ng customers
September 2012
Datalicious Pty Ltd
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September 2012
Datalicious Pty Ltd
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> Provide context with gures

Brand vs. direct response campaign New prospects vs. exis%ng customers Compe%%ve ac%vity, i.e. none, a lot, etc Market share, i.e. small, medium, large, et Segments, i.e. age, loca%on, inuence, etc Channels, i.e. search, display, social, etc Campaigns, i.e. this/last week, month, year, etc Products and brands, i.e. iphone, htc, etc Oers, i.e. free minutes, free handset, etc Devices, i.e. home, oce, mobile, tablet, etc
September 2012
> Addi&onal success metrics

Click Through Use addi&onal metrics closer to the campaign origin
Click Through
Add To Cart
Cart Checkout
Click Through
Page Bounce
Page Views
Product Views
Click Through
Call back request
Store Search
September 2012
Datalicious Pty Ltd
14
How many survey responses do you need if you have 10,000 customers? How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? How many orders do you need to test 6 banner execu&ons if you serve 1,000,000 banners
September 2012
Google nss sample size calculator
Datalicious Pty Ltd
15
How many survey responses do you need if you have 10,000 customers? 369 for each ques&on or 369 complete responses How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? And email sends? 381 per subject line or 381 x 2 = 762 email opens How many orders do you need to test 6 banner execu&ons if you serve 1,000,000 banners? 383 sales per banner execu&on or 383 x 6 = 2,298 sales
September 2012
Google nss sample size calculator
Datalicious Pty Ltd
16
> Rela&ve or calculated metrics

Bounce rate Conversion rate Cost per acquisi%on Pages views per visit Product views per visit Cart abandonment rate Average order value
> Align metrics across channels

Paid search response rate Organic search response rate Display response rate Email response rate
= website visits / paid search impressions = website visits / organic search impressions = website visits / display ad impressions = website visits / emails sent = (website visits + phone calls) / direct mail pieces sent = (website visits + phone calls) / (TV ad reach x frequency)
Direct mail response rate TV response rate

September 2012
> Develop a metrics framework

Level Level 1, people Level 2, strategic Level 3, tac&cal Funnel breakdowns
September 2012
Reach People reached Display impressions Interac&on rate, etc
Engagement People engaged
Conversion People converted
+Buzz People delighted
? ?
? ?
? ?
Exis&ng customers vs. new prospects, products, etc
Datalicious Pty Ltd
19
> Importance of calendar events
Trac spikes or other data anomalies without context are very hard to interpret and can render data useless
September 2012
Datalicious Pty Ltd
21
> Poten&al calendar events

Press releases Sponsored events Campaign launches Campaign changes Crea%ve changes Price changes Website changes Technical dicul%es
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010
> Media a=ribu&on

> Duplica&on across channels

Paid Search Bid Mgmt
Banner Ads
Ad Server
Email Blast
Email Plajorm
Organic Search
Google Analy&cs
September 2012
Datalicious Pty Ltd
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> Duplica&on across channels

Display impression Paid search Display click Organic search
Ad server cookie
Ad server cookie
Ad Server
Bid mgmt. cookie
Bid mgmt.
Analy&cs cookie
Analy&cs cookie
Analy&cs cookie
Web analy&cs
September 2012
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> De-duplica&on across channels

Paid Search
Banner Ads Central Analy&cs Plajorm Email Blast
Organic Search
September 2012
Datalicious Pty Ltd
26
> Campaign ows are complex

= Paid media = Viral elements = Sales channels
Organic search
PR, WOM, events, etc
YouTube, blog, etc
Home pages, portals, etc
Paid search
TV, print, radio, etc
Direct mail, email, etc
Landing pages, oers, etc
Display ads, aliates, etc
CRM program
Facebook Twi=er, etc
POS kiosks, loyalty cards, etc
Call center, retail stores, etc
September 2012
Datalicious Pty Ltd
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> Success a=ribu&on models

Banner Ad Paid Search Organic Search $100 Success
$100
Last channel gets all credit
Banner Ad $100
Paid Search
Email Blast
Success
$100
First channel gets all credit
Paid Search $100
Banner Ad $100
Aliate Referral $100
Success
$100
All channels get equal credit
Print Ad $33
Social Media $33
Paid Search $33
Success
$100
All channels get par&al credit

28
September 2012
Datalicious Pty Ltd
> First and last click a=ribu&on

Chart shows percentage of channel touch points that lead to a conversion.
Paid/Organic Search
Emails/Shopping Engines
Neither rst nor last-click measurement would provide true picture

29
September 2012
Datalicious Pty Ltd
> Indirect display impact
September 2012
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> Full purchase path tracking

Introducer Inuencer Inuencer Closer
Paid search
Display ad clicks
Organic search
Direct site visits
Online leads
Display ad views
Aliate clicks
Social referrals
Emails, direct mail
Oine sales
TV/print responses
Organic search
Social buzz
Retail visits
Life&me prot
September 2012
Datalicious Pty Ltd
31
> Full purchase path tracking

Introducer Inuencer Inuencer Closer
Paid search
Display ad clicks
Organic search
Direct site visits
Online leads
Display ad views
Aliate clicks
Social referrals
Emails, direct mail
Oine sales
TV/print responses
Organic search
Social buzz
Retail visits
Life&me prot
September 2012
Datalicious Pty Ltd
32
> Purchase path example
September 2012
Datalicious Pty Ltd
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> Where to track purchase path

Ad Server
Banner impressions Banner clicks + Paid search clicks
Web Analy&cs
Referral visits Social media visits Organic search visits Paid search visits Email visits, etc Lacking ad impressions Less granular & complex
Lacking organic visits More granular & complex
September 2012
Datalicious Pty Ltd
34
> Purchase path data samples

Web Analy&cs data sample LAST AD IMPRESSION > SEARCH > $$$| PV $$$ AD IMPRESSION > AD IMPRESSION > SEARCH > $$$

Ad Server data sample 01/01/2012 11:45 AD IMP YAHOO HOME 01/01/2012 12:00 AD IMP SMH FINANCE 01/01/2012 12:05 SEARCH KEYWORD 07/01/2012 17:00 DIRECT 08/01/2012 15:00 $$$
September 2012 Datalicious Pty Ltd
$33 $33 - $33 $100

35
> Understanding channel mix
September 2012
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September 2012
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September 2012
What promoted your visit today? q Recent branch visit q Saw an ad on television q Saw an ad in the newspaper q Recommenda%on from family/friends q [] How likely are you to apply for a loan? q Within the next few weeks q Within the next few months q I am a customer already q [] Datalicious Pty Ltd 38
> Website entry survey

De-duped Campaign Report Greatest Inuencer on Branded Search / STS
Channel Straight to Site SEO Branded SEM Branded SEO Generic SEM Generic Display Adver%sing Aliate Marke%ng Referrals Email Marke%ng
% of Conversions 27% 15% 9% 7% 14% 7% 9% 5% 7%
Channel Word of Mouth Blogging & Social Media Newspaper Adver%sing Display Adver%sing Email Marke%ng Retail Promo%ons
% of Inuence 32% 24% 9% 14% 7% 14%
Conversions aRributed to search terms that contain brand keywords and direct website visits are most likely not the origina%ng channel that generated the awareness and as such conversion credits should be re-allocated.
September 2012
> Adjus&ng for oine impact

-5 +5 -15 +15 -10 +10
September 2012
Datalicious Pty Ltd
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> Media a=ribu&on models

Display impression Display impression Display response Search response
$100
0%
0%
0%
100%
Last click a=ribu&on
25%
25%
25%
25%
Even a=ribu&on
X%
X%
Y%
Z%
Weighted a=ribu&on
September 2012
Datalicious Pty Ltd
41
> Media a=ribu&on example

Even/weighted aRribu%on
Last click aRribu%on
COST PER CONVERSION

> Media a=ribu&on example

TV/Print
Even/weighted aRribu%on
Website content
Internal ads
Email Direct mail

COST PER CONVERSION
Last click aRribu%on
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010
> Channel integra&on

> Tracking oine responses online

Search calls to ac%on for TV, radio, print
Unique search term only adver%sed in print so all responses from that term must have come from print Brand.com/customer-name redirects to new URL that includes tracking parameter iden%fying response as DM Survey website visitors that have come to site directly or via branded search about their media habits, etc Combine raw data from online purchase path, website entry survey and oine sales with oine media placement data in tradi%onal (econometric) media aRribu%on model
PURLs (personalised URLs) for direct mail
Website entry survey for direct/branded visits
Combine data sets into media aRribu%on model
September 2012
> Search call to ac&on for oine
September 2012
Datalicious Pty Ltd
46
> Personalised URLs for direct mail

ChrisBartens.company.com > redirect to > company.com?

CampaignID=DM:123& Demographics=M|35& CustomerSegment=A1& CustomerValue=High& CustomerSince=2001& ProductHistory=A6& NextBestOer=A7& ChurnRisk=Low [...]

> Econometric media modelling
Use of tradi%onal econometric modelling to measure the impact of communica%ons on sales for oine channels where it cannot be measured directly through smart calls to ac%on online (and thus cookie level purchase path data).
> Cross-channel impact
September 2012
Datalicious Pty Ltd
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> Tracking oine sales online

Email click-through First login auer purchase Unique phone numbers
Include oine sales ag in 1st email click-through URL auer oine sale to track an assisted oine sales conversion Similar to the above method, however oine sales ag happens via JavaScript parameter dened on 1st login Assign unique website numbers to responses from specic channels, search terms or even individual visitors to match oine call center results back to online ac%vity Survey website visitors to at least measure purchase intent in case actual oine sales cannot be tracked
Website entry survey for purchase intent
September 2012
> Oine sales driven by online

Adver&sing campaign Phone sales Fullment, CRM, etc
Retail sales
Conrma&on email, 1st login
Website research
Online sales
Online sales conrma&on
Virtual sales conrma&on
Cookie
September 2012
Datalicious Pty Ltd
51
> Email click-through iden&ca&on

hRp://www.company.com/email-landing-page.html?

CampaignID=DM:123& CustomerID=12345& Demographics=M|35& CustomerSegment=A1& CustomerValue=High& ProductHistory=A6& NextBestOer=A7& ChurnRisk=Low [...]

> Login landing and exit pages

Customer data exposed in page or URL on login or logout

CustomerID=12345& Demographics=M|35& CustomerSegment=A1& CustomerValue=High& ProductHistory=A6& NextBestOer=A7& ChurnRisk=Low [...]
September 2012
Datalicious Pty Ltd
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101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010
> About Datalicious

> Short but sharp history

Datalicious was founded in November 2007 Ocial Adobe & Google Analy%cs partner 360 data agency with team of data specialists Combina%on of analysts and developers Blue chip clients across all industry ver%cals Carefully selected best of breed partners Driving industry best prac%ce with ADMA Turning data into ac%onable insights Execu%ng smart data driven campaigns
September 2012
> Smart data driven marke&ng

Using data to widen the funnel
Media A=ribu&on & Modeling

Op&mise channel mix, predict sales
Targe&ng & Merchandising

Increase relevance, reduce churn
Tes&ng & Op&misa&on

Remove barriers, drive sales
Boos&ng ROMI
> Wide range of data services

Data
Plajorms
Insights
Analy&cs
Data mining and modelling Tableau, Splunk, SPSS, etc Customised dashboards Media a=ribu&on analysis Media mix modelling Social media monitoring Customer segmenta&on
Ac&on
Data collec&on and processing Adobe, Google Analy&cs, etc Web and mobile analy&cs Tag-less online data capture Retail and call center analy&cs Data warehouse solu&ons Single customer view
Campaigns
Data usage and applica&on Alterian, SiteCore, Inxmail, etc Targe&ng and merchandising Marke&ng automa&on CRM strategy and execu&on Data driven websites Tes&ng programs
September 2012
Datalicious Pty Ltd
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> Over 50 years of experience
Chris%an Bartens
Founder & Director Bachelor of Business Management with marke%ng focus Web analy%cs and digital marke%ng work experience Space2go, E-Lou, Tourism Australia SuperTag founder, ADMA Analy%cs Chair, I-COM Board Member LinkedIn prole September 2012
Elly Gillis
General Manager Bachelor of Communica%ons with print and digital focus Digital marke%ng and project management work experience M&C Saatchi, Mark, Holler, Tequila, IAG, OneDigital, Telstra Australian gold medal in surf boat rowing LinkedIn prole
Michael Savio
Head of Insights Bachelor of Arts & Science with applied mathema%cs focus CRM and marke%ng research and analy%cs work experience ANZ Bank, Australian Bureau of Sta%s%c, DBM Consultants ADMA lecturer on marke%ng tes%ng LinkedIn prole
Chaoming Li
Head of Data Bachelor of Technology with microelectronics focus Souware and website development work experience Standards Australia, DF Securi%es, Globiz, Etang Developing his own CMS pla|orm LinkedIn prole 58
Datalicious Pty Ltd
> Best of breed partners
September 2012
Datalicious Pty Ltd
59
> Clients across all industries
September 2012
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> Great customer feedback

[] Datalicious quickly earned our respect and condence [] understand our business needs, deliver value, push our thinking []. Likeable, transparent and trustworthy. I would be happy to recommend Datalicious to anyone. Murray Howe, Execu%ve Manager, Suncorp Group "[] Datalicious brought with them best prac>ce analy>cs to demonstrate the true value of our marke>ng dollars [] have become a criBcal business partner [] provided great insights which have driven key business decisions. Trang Young, Senior Marke%ng Manager, E*Trade Australia The Datalicious guys are great to work along side [] 'no stone unturned' approach to nding solu>ons to challenges [] knowledge and passion for web analy>cs and best of breed web opBmizaBon was second to none Steve Brown, Senior Business Analyst, Vodafone [] The Vodafone implementa>on of SiteCatalyst is one of the most impressive I have seen and ranks in the top 10 []. It is an amazing founda>on for taking ac>on on the data and improving ROI. Adam Greco, Consul%ng Lead, Omniture

"[] Datalicious understand the value of informa>on and how to leverage it using best of breed soEware. I would recommend the team without hesita>on [...]." James Fleet, Marke%ng Director, Appliances Online "[...] Datalicious have been inBmately involved in building our analyBcs soluBon. Most importantly their knowledge of best prac>ce combined with innova>ve solu>ons has allowed our business to remain nimble and current. They are also nice guys." Tzvi Balbin, Group Digital Marke%ng Lead, Catch of the Day "[...] Datalicious are helping us to move from a last click campaign measurement model to a more accurate media aFribu>on approach. [...] potenBal to signicantly change our media planning [...]. Highly recommended." Keith Mirgis, Senior Digital & Social Media Marke%ng Manager, Telstra "We engaged Datalicious to support a strategic change in our business [...] understand our customers [and their transac>ons] beFer to ensure we retained as many as possible [...]" Natalie Farrell, Direct Marke%ng Manager, Luxo~ca
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010
> About SuperTag

> SuperTag tag management

Conversion Tracking Any JavaScript Conversion De-duping
Web Analy&cs
SuperTag
Media A=ribu&on
Live Chat A/B Tes&ng Heat Maps
Behavioral Targe&ng
Easily implement and update any JavaScript based tag on any site without IT involvement De-duplicate conversions for CPA deals and align repor%ng gures across pla|orms Collect accurate mul%-channel media aRribu%on data to provide advanced insights Enable advanced features such as targe%ng, tes%ng and chat to op%mise user experience
64
September 2012
Datalicious Pty Ltd
> Unique SuperTag architecture

Injec%ng JavaScript tags into the page based on business rules using the SuperTag top and boRom containers. The SuperTag top and boRom containers are JavaScript func%ons called in the page code just auer the opening <body> tag and just before the closing </body> tag on all page across all domains. T
SuperTag
superT.t()
superT.b()
One tag for all sites & pla|orms Hosted internally or externally Easy tag implementa%on/updates Tag/business rule tes%ng on live site Facilitates A/B & MV test execu%on Implementa%on of heat-maps Re-targe%ng across channels & tools Live chat & phone number targe%ng Collect raw page & impression data
65
September 2012
Datalicious Pty Ltd
> Overcoming team barriers
Marke&ng
SuperTag
Technology
Easy to use online user interface enabling marketers to manage tags without intensive technology support
> Cross-plajorm integra&on

Web Analy&cs Heat Maps Targe&ng Live Chat Tes&ng CRM/eDMs Paid Search Ad Servers Aliates DFPs
SuperTag
Centralised uniform business rules to trigger conversions and segment visitors across mul%ple marke%ng pla|orms
Same code on all pages, no customisa&on required

2012 Supertag Pty Ltd 68
Adobe SiteCatalyst Adobe Test&Target Google Analy&cs Google DoubleClick Microsot Atlas MediaMind ClearSaleing ClickTale Olark Etc
Easy to use drag & drop interface to manage tags

Turn any page element into tests or data variables

> SuperTag deployment op&ons

Manual JavaScript management Email/FTP SuperTag JS publishing
JavaScript
SuperTag JS hos&ng on client server
Tags
Client website
Dedicated Github client JS archive
CDN = Content delivery network
SuperTag JS hos&ng on client CDN
Tags
Client website
SuperTag JS management app.supert.ag
JavaScript
Real-&me SuperTag JS publishing
JavaScript
SuperTag JS hos&ng on CDN c.supert.ag
Tags
Client website
September 2012
Datalicious Pty Ltd
71
> CookieBouncer extension

Search Domain A Prod view
Cookie
Domain A Checkout
Domain B Payment
Cookie
Domain A Conversion
Cookie
Campaign = Search
Campaign = Domain A
Campaign = Domain B
Search
Domain A Prod view

Cookie
Domain A Checkout
Domain A Payment
Domain A Conversion
Cookie
Campaign = Search
Cookie Bouncer
Campaign = search
September 2012
Datalicious Pty Ltd
72
> DataCollector extension

SuperTag app genera&ng JS app.supert.ag
Lookup tables JavaScript
Full SuperTag JS hosted by client or on c.supert.ag
JavaScript
Client pages referencing SuperTag JS
Tags
Browser execu&ng SuperTag JS

Requests
Dedicated client Splunk server(s)
Logs
SuperTag DataCollector(s) d.supert.ag
Databases, les, etc
Requests
3rd party data plajorms (i.e. CRM, POS, IP)
Splunk regex builder and data extracts
Splunk saved searches and dashboards
Display ads loading sta&c 1x1 pixel
August 2012
Datalicious Pty Ltd
73
September 2012
Detailed Splunk dashboards for web analy&cs

Detailed Splunk dashboards for media a=ribu&on

> ExactTarget email extension

SuperTag app genera&ng JS app.supert.ag
JavaScript
Full SuperTag JS hosted by client or on c.supert.ag
Tags
Client pages referencing SuperTag JS

Requests
Addi&onal client data (i.e. CRM, POS)
Databases, les, etc
Dedicated ExactTarget DataExtension

Data
Data
SuperTag ExactTarget integra&on
Clicks, data
ExactTarget business rules and condi&ons
List
Targeted ExactTarget campaign list
Emails
Relevant ExactTarget email campaign
September 2012
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> Unique selling points (USPs)

Superior pla|orm architecture for more exibility
Turn any page element into variables for data collec%on or business rules for tag execu%on Cross-pla|orm integra%on and data exchange Splunk integra%on for advanced data mining
Superior tes%ng, deployment and audit features No lock-in, stop using the SuperTag at any %me All inclusive pricing structure incen%vizing use
September 2012 Datalicious Pty Ltd
Tes%ng of tags & business rules on the live website Complete audit trail of all tag changes and tests External and internal JavaScript hos%ng available Perpetual JavaScript usage rights & Github archive
77
> Blue chip SuperTag clients
September 2012
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"Managing third party tags has never been easier [...] simplicity of seMng business rules [...] reducBon in CPA [...]. Jason Lima, Online Marke%ng, IMB "[...] SuperTag tool is so easy to use [...]. Live tes>ng is par>cularly useful [...] highly recommended [...]." Helene Cameron-Heslop, Analyst, Appliances Online "SuperTag speeds up tag implementa>on and gives us increased exibility [...] manage media and website analyBcs [...]. Alex Crompton, Head of Digital, Aussie
cbartens@datalicious.com blog.datalicious.com twi=er.com/datalicious

Contact us
Learn more Follow us
Data > Insights > Ac&on
September 2012
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81

ADMA Multi-Channel Marketing

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>

Mul&-Channel Marke&ng <

> About Datalicious

> Smart data driven marke&ng

Media A=ribu&on & Modeling

Targe&ng & Merchandising

Tes&ng & Op&misa&on

> Mul&-channel measurement

Datalicious Pty Ltd

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Metrics standardisa&on

Datalicious Pty Ltd

> AIDA and AIDAS formulas

Datalicious Pty Ltd

> Simplied AIDAS funnel

Datalicious Pty Ltd

> Marke&ng is about people

Datalicious Pty Ltd

> Standardised roll-up metrics

Unique browsers, search impressions, TV circula&on, etc

Unique visitors, site engagements, video views, etc

Online sales, online leads, store locator searches, etc

Facebook comments, Tweets, ra&ngs, support calls, etc

Response rate, Search response rate, TV response rate, etc

Conversion rate, engagement rate, checkout rate, etc

Review rate, ra&ng rate, comment rate, NPS rate, etc

Datalicious Pty Ltd

> Provide context with gures

New prospects vs. exis%ng customers

Datalicious Pty Ltd

Datalicious Pty Ltd

> Provide context with gures

> Addi&onal success metrics

Call back request

Datalicious Pty Ltd

Google nss sample size calculator

Datalicious Pty Ltd

Google nss sample size calculator

Datalicious Pty Ltd

> Rela&ve or calculated metrics

> Align metrics across channels

Direct mail response rate TV response rate

> Develop a metrics framework

Reach People reached Display impressions Interac&on rate, etc

Engagement People engaged

Conversion People converted

+Buzz People delighted

Exis&ng customers vs. new prospects, products, etc

Datalicious Pty Ltd

> Importance of calendar events

Datalicious Pty Ltd

> Poten&al calendar events

101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010

> Media a=ribu&on

> Duplica&on across channels

Datalicious Pty Ltd

> Duplica&on across channels

Bid mgmt. cookie

Datalicious Pty Ltd

> De-duplica&on across channels

Banner Ads Central Analy&cs Plajorm Email Blast

Datalicious Pty Ltd

> Campaign ows are complex

PR, WOM, events, etc