roi attribution at vistaprint
DESCRIPTION
We all know that we need to be data driven marketers and that data driven companies are the ones that succeed. New technologies are coming out every day that help marketing organization capture more data. The challenge is no longer focused solely on getting the data but knowing what to do with it once you have it. How do you analyze and understand what it means for your business? The good news is that we are not in this alone. Every company from small to large is working to answer these important questions and to find their way through the data to true value. Join us for a dynamic half-day event where some of the regions of the best marketers will dive in and share how they are optimizing data to drive more value. These experts will share their data strategies, executive dashboards, the technologies they find most effective and how they are using data to move the needle. You'll leave this session armed and dangerous with ideas and techniques for turning data actionable and driving results to the bottom line. Topics include:• What data matters most?• The marketing and sales analytics tool box – the technologies that companies are using for maximum results.• What is the data telling me? How to analyze, understand and make decisions.• How to build a data-savvy teamTRANSCRIPT
ROI Attribution at Vistaprint
Dan Malone
Senior Director, Marketing
April 26, 2012
Company Confidential Vistaprint © 2011 04/08/2023 2
Overview
• Buy media and run ads
• Track everything you can
NPV
• Acquire new customers
• Attribute them to media placements
• Predict each customer’s 5-year value based on their first order
• Calculate Net Present Value
• If positive, continue and seek to scale
$
Spend Acquire Predict EvaluateSpend Acquire Predict Evaluate
Company Confidential Vistaprint © 2011 04/08/2023 3
Our Attribution model differs by channel
Online Display
TV
Search
Centrally Integrated
How we measure Online Display
04/08/2023 4Company Confidential © 2009
Exposed Non-Exposed
The ad servedTotal impressions 10,000 10,000
Total orders 100
60
Incremental orders 100 - 60 = 40Orders via click-
through10
Attribution Multiplier 40 ÷ 10 = 4x
Assumes Incremental Orders is proportional to Click-through Orders
Company Confidential Vistaprint © 2011 04/08/2023 5
How we measure TV’s impact
Direct Type-In Lift
Halo Multiplier Total Lift
Company Confidential Vistaprint © 2011 04/08/2023 6
TV – First measure the lift on“Direct Type-In” and Branded Search
Company Confidential Vistaprint © 2011 04/08/2023 7
TV – We used our local market test results to estimate halo impact
Halo Multiplier
Low Mean High
Company Confidential Vistaprint © 2011 04/08/2023 8
Principles to follow
• Accuracy over precision
• Be flexible (but also wary of complexity)
• Continually revise and improve
Company Confidential Vistaprint © 2011 04/08/2023 9
Thank you…and we’re hiring!