How LasikPlus Spends Smart Using Attribution to Optimize Your Digital Media Mix 2/5/13 – 1:30 pm

Attribution: In Summary

Brand & Agency Kimberly Demaree-Epple LasikPlus VP of Marketing and Advertising lasikplus.com Drew McKenzie Empower MediaMarketing Director of

LasikPlus LCA-Vision Inc., leading provider of laser vision correction services 55 LasikPlus vision centers in U.S. – 41 markets in 26 states 1.2 million+ procedures since 1991

FINDING THE OPTIMAL MIX Challenge

Finding the Optimal Mix Shifting significant investment from traditional to digital – Requires more than last-click methodology – Limited scale at efficient cost per acquisition

Finding the Optimal Mix

ATTRIBUTION MODELING Solution

Attribution Modeling – Advanced digital attribution modeling Map consumer journey in digital to create consensus with senior management Optimize spend across historically siloed digital tactics – Several attribution partners We chose Adometry Recommend client and agency do homework when selecting best fit for your needs

Attribution Modeling

– Eliminates gut feelings – Proves out exactly which pieces of digital mix are responsible for conversions – Last-click doesn’t give the whole picture

THE POWER OF PROOF Results

The Power of Proof – 57% of appointments are multi-touch across digital display, paid, organic work together Paid OrganicDisplay

The Power of Proof – Revised baseline credit for each digital tactic in media mix ChannelOld Credit for Conversion Attribution Credit Display0%27% Paid Search70%40% Organic Search18%29%

The Power of Proof – Continued data collection will benefit cross-channel modeling in the future

Attribution: In Summary

Questions Thank You Contact

How LasikPlus Spends Smart Using Attribution to Optimize Your Digital Media Mix 2/5/13 – 1:30 pm