Tag: media

Datalicious’ media attribution helps Telstra win Silver Effie for always on digital platform

by Elly Gillis on
Effie-2013

Congratulations to our client Telstra and our partner agencies OMD & DDB on taking home a Silver Effie in the category of ‘Digital Platforms’.  Telstra’s “Always-On” platform uses data-intelligence to identify audience segments, applies customer-centric planning in its creative delivery & media attribution modelling to optimise sales. The platform uses: Datalicious’ tracking technology SuperTag to identify the audience on Telstra.com. We manage the segmentation in partnership with OMD that allows targeted creative to be served to the individual. A/B testing of creative is then used by DDB at each stage of the customer journey to maximise conversions. […]

Increasing online research not translating into online sales – big impact on media attribution

by Christian Bartens on
Mobiles-mmu-for-research

Roy Morgan just released some very interesting statistics on mobile phone research and purchasing behaviour that has wide ranging implications for media attribution and optimisation. The below charts show how a growing number of Australians turned to the Internet for information on mobile phones before actually making a purchase. The Internet is now almost twice as popular as catalogues and far surpasses TV and newspapers as the most popular research medium. However, while the Internet is considered useful for information about mobile phones, a relatively low proportion of Australians end […]

Media attribution: Top 10 pitfalls of generic models, why custom attribution is king

by Mitch Bain on
Purchase path

It wasn’t long ago when a Telco called 3 sponsored Australian Cricket and Vodafone delivered excellent coverage and customer service. Or when media attribution meant analysing the ‘last click’ as favoured by Google. These days, the last click attribution model is a dinosaur. Since every customer interacts with your brand in a different way, only giving recognition to the last click doesn’t take into account the full purchase path – all the steps along the way that influenced the customer to buy. That’s where media attribution comes in. Media attribution allows […]

Social media analytics: Making your data actionable with the right metrics [eBook]

by Christian Bartens on
Social Media Marketing for Your Business: How to Track and Use Your Analytics

With so much user-generated data available in real time, brands and marketers face a challenge: How do we make the most of this unprecedented social activity? How do we reliably measure the pulse of our users, become more effective in our outreach, and engage customers to encourage brand advocacy and more sales? It is increasingly important for business owners to understand how to make their social media data actionable – and that process starts with the right metrics. Without effective measurement you will end up wasting time and energy on […]