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

2. Attribution: In Summary

3. Brand & Agency Kimberly Demaree-Epple LasikPlus VP of Marketing and Advertising lasikplus.com | @LasikPlus Drew McKenzie Empower MediaMarketing Director of Strategy @EmpowerMM | @DrewMcKenzie

4. 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

5. FINDING THE OPTIMAL MIX Challenge

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

7. Finding the Optimal Mix

8. ATTRIBUTION MODELING Solution

9. 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

10. Attribution Modeling

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

16. THE POWER OF PROOF Results

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

18. 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%

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

20. Attribution: In Summary

21. Questions Thank You Contact lasikplus.com | @LasikPlus @EmpowerMM | @DrewMcKenzie

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