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MEASURING MARKETING ROI AND ATTRIBUTION WITH DOMO
Tweet #dp17 to win!
Noah Singer @noahlsinger
Rick Tolman @tr1ckdaddy
Product Marketing Manager of Monetization & Measurement
Sr. Director of Global Demand
MODEL BEHAVIORThe Case for People-Based MTA
NOAH SINGER Attribution, Facebook
THE WAY TO DO THIS IS WITH ACCURATE ATTRIBUTION
WHAT IS ATTRIBUTION?
5
+
MODEL
The model you combine with the data to understand
which touchpoints get credit
DATA
The data underlying the path to conversion
DATA IS THE FOUNDATION FOR CONSTRUCTING THE PATH TO CONVERSION
THE TYPICAL CUSTOMER PATH TO CONVERSION
Sources: 1. eMarketer US data, April 2015, 2. "Consumer Barometer study," TNS Infratest, June 2015
of people start an activity on one device and finish on another2
of people use three or more devices150% 41%
Home PC Work PC Home PC
Audience Network
Search
Display ad
Conversion
THIS IS THE DATA THAT FACEBOOK ADS REPORTING SEES
Search
Display ad
Conversion
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Audience Network
Audience Network
THIS IS THE DATA THAT MEASUREMENT TOOLS TYPICALLY SEE
Search
Display ad
Conversion
Showing you an incomplete view into the effectiveness of your entire media plan
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WHAT YOU REALLY WANT IS A COMPLETE DATA, BUT IT’S HARD TO GET
Search
Display ad
Conversion
Home PC Work PC Home PC
Audience Network
MODELS DETERMINE HOW TO GIVE CREDIT TO MARKETING TOUCHPOINTS
ATTRIBUTION MODELS
Algorithms define the credit allocation
Results are dynamic and learn from historical data
Also referred to as “algorithmic MTA” and “data-driven MTA”
You define “the rule” – How should credit be allocated?
Results are based on your model choice
Models often include:
VSStatistical modelsRule-based models
Last click | Even credit | Time decay | Positional
0%0% 0% 0%
100%
LAST CLICK MODEL GIVES CONVERSION CREDIT TO THE LAST CLICK BEFORE THE CONVERSION
Conversion
Source: Placeholder text. Delete this box if source is not needed.
25%
50%
13%8%4%
TIME DECAY MODEL TOUCHPOINTS CLOSER TO THE CONVERSION RECEIVE MORE CONVERSION CREDIT
Conversion
15%
33%28%
19%5%
STATISTICAL MTA MODEL CONVERSION CREDIT IS ASSIGNED BASED ON ALGORITHMS AND YOUR HISTORICAL AD IMPRESSIONS, CLICKS AND CONVERSIONS
Conversion
HOW DO DIFFERENT MODELS COMPARE?TRIBUTION MODELS HAVE VARYING DEGREES OF ACCURACY
STATISTICAL
RULES-BASED
MULTI-TOUCHSINGLE TOUCH
Time decay
Evencredit
Lasttouch
Lastclick
First touch
Positionalanalysis
STATISTICAL MTA
Calibrated with Lift
Least Most
ACCURACY
StatisticalMTA
Attribution combines the data from all touchpoints with the model you choose to understand the credit
that each tactic deserves
THE TYPICAL CUSTOMER PATH TO CONVERSION
Search
Display ad
Conversion
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Audience Network
DATA: COOKIE-ONLY MODEL: LAST CLICK
Search
Display ad
Conversion
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Audience Network
THIS IS WHAT MEASUREMENT TOOLS TYPICALLY ATTRIBUTE TODAY LAST CLICK MAY APPEAR GOOD IN A WORLD WHERE ONLY 1 OUT OF 5 TOUCHPOINTS ARE SEEN
LAST CLICK MODEL Search gets credit
Search
Display ad
Conversion
Home PC Work PC Home PC
Audience Network
Search
Display ad
Conversion
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Audience Network
DATA: PEOPLE-BASED MODEL: LAST CLICK
Search
Display ad
Conversion
LAST CLICK MODEL FB gets credit
Home PC Work PC Home PC
Audience Network
DATA: PEOPLE-BASED MODEL: LAST CLICK
Search
Display ad
Conversion
Home PC Work PC Home PC
Audience Network
DATA: COOKIE-ONLY MODEL: TIME DECAY
MODELS ARE DEPENDENT ON THE DATA
TIME DECAY MODEL Search gets credit
Search
Display ad
Conversion
Home PC Work PC Home PC
Audience Network
Search
Display ad
Conversion
Home PC Work PC Home PC
Audience Network
DATA: PEOPLE-BASED MODEL: TIME DECAY
Search
Display ad
Conversion
.05
.05 .5
.3
.1Home PC Work PC Home PC
Audience Network
DATA: PEOPLE-BASED MODEL: TIME DECAY
Search
Display ad
Conversion
Home PC Work PC Home PC
Audience Network
DATA: COOKIE-ONLY MODEL: STATISTICAL MTA
STATISTICAL MODELS CANNOT BETTER TRACK YOUR PATH TO CONVERSION
COOKIE-ONLY MTA Search gets credit
Search
Display ad
Conversion
Home PC Work PC Home PC
Audience Network
Search
Display ad
Conversion
Home PC Work PC Home PC
Audience Network
DATA: PEOPLE-BASED MODEL: STATISTICAL MTA
PEOPLE-BASED ATTRIBUTION ACCOUNTS FOR THE FULL PATH TO CONVERSION
Search
Display ad
Conversion
Properly give credit to all ads that deserve credit based on how they drove results
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Audience Network
FACEBOOK’S SUITE OF ATTRIBUTION SOLUTIONS
ATTRIBUTION CHECKUP
LIFT PEOPLE-BASEDMTA
ATTRIBUTION CHECKUP Understand how better data changes attribution
THE TYPICAL CUSTOMER PATH TO CONVERSION
Search
Display ad
Conversion
Home PC Work PC Home PC
Audience Network
THIS IS WHAT MEASUREMENT TOOLS TYPICALLY ATTRIBUTE TODAY
LAST CLICK MODEL Search gets credit
Search
Display ad
Conversion
Home PC Work PC Home PC
Audience Network
THIS IS THE DATA THAT FACEBOOK ADS REPORTING SEES
Search
Display ad
Conversion
Home PC Work PC Home PC
Audience Network
USE ATTRIBUTION CHECKUP TO COMBINE WHAT YOUR MEASUREMENT TOOL SEES WITH WHAT FACEBOOK ADS REPORTING SEES
Search
Display ad
Conversion
Home PC Work PC Home PC
Audience Network
… to calibrate your attribution model.
Source: Direct response advertiser, analysis of US based Q1 2015 campaign, path-to-purchase analysis comparing advertiser conversion data and Facebook cross-device impression, click and conversion data.*For checkups analyzed to date
150%More conversions are attributable to Facebook when
running attribution checkup*
CONVERSION LIFT Understand how causality (vs. correlation) changes attribution
FACEBOOK CONVERSION LIFTDETERMINE THE ADDITIONAL BUSINESS DRIVEN ONLINE OR OFFLINE FROM PEOPLE REACHED BY FACEBOOK ADS ACROSS DEVICES
Group A Print ads · TV ads · Display ads
Group B Print ads · TV ads · Display ads Facebook ads
20% lift
Data is for illustrative purposes only. Not actual results.
Measure lift in:offline or online
conversions
PEOPLE-BASED MTABring it all together with better data and advanced models
PEOPLE-BASED MTA
*Closed alpha
DATA MODELS
*
PEOPLE-BASED JOURNEY
Understand how current solution
affords for Facebook
Facebook, Visual IQ and/or
MarketShare
RUN LIFT TESTING
RUN ATTRIBUTION CHECKUP
ONBOARD TO PEOPLE-BASED MTA
1 2 3
Run lift tests to better calibrate current method
RUN AN ATTRIBUTION CHECKUP!
Rick TolmanSr. Director of Global Demand
LIVE DEMO
46
THANK YOU.
Noah Singer
Rick Tolman
@noahlsinger @tr1ckdaddy
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