online data architecture - niels sauve @ newpeople vip connect 17/4/14
TRANSCRIPT
2 UPC PowerPoint Example Slides
HELLO
10 minutes
4 UPC PowerPoint Example Slides
Conversion attribution
Conversion attribution
Statistical Attribution Model
aCQUISITION (New customer)
8 UPC PowerPoint Example Slides
4 data improvements
9 UPC PowerPoint Example Slides
Actionability Is key.
1
(Of data)
10 UPC PowerPoint Example Slides
1 Campaign classification platform
SEA Channel
Partner
Branded vs. Non-branded
Campaign
Keyword
Affiliate Channel
Affiliate Network
Affiliate Category
Affiliate Partner
Advertising Space
11 UPC PowerPoint Example Slides
Gross order attribution Is not telling the whole story.
2 ≠ New
12 UPC PowerPoint Example Slides
Data integration of net order data 2
Online clickstream data
Net order data
13 UPC PowerPoint Example Slides
view data Enhances the picture.
3
14 UPC PowerPoint Example Slides
Data integration of view data 3
Cookie Sync
15 UPC PowerPoint Example Slides
Cost data Completes the picture.
4
16 UPC PowerPoint Example Slides
Data architecture
Clickstream data Gross order data
Old campaign classification
1. Campaign classification
3. View data
2. Net order data
4. Cost data
17 UPC PowerPoint Example Slides
Continuous improvement