Moneyball Marketing Attribution

Answering Queries, Adding Value, Brad Pitt and Jonah Hill

Basic Principles of Baseball

The Field Bases Runs

Whats the problem?

Whats the problem?

“The process of

quantifying the impact of

multiple marketing

exposures and touch-

points preceding a desired

outcome”

Lets talk models

Last Click

First Click

Distributed

Bathtub

Time Decay

Random (Custom)

The full journey

Display Impressions

Display Clicks

Campaign IDs

Aggregator Referrals

1st party cross-

domain tracking

Brochureware

Applications

Sales

Revenue

Transaction IDs

Products

People are using more than one device to visit us!

How to Sync “people”

Potential sync IDs

Email Address

Mobile Number

Postcode + House Number

GA Cookie ID

Adobe Cookie ID

DFA Cookie ID

We have another problem!!

We have another problem!!

20%

Technology

80%

People

20%

Dirt

80%

Clouds

Lets talk Display Media

How we can show Display media value

Display turned into a channel that has value irrespective of interaction type (click /

impression)

Each network / creative / creative size is calculated as part of the algorithm and therefore its

value at driving impressions and clicks can be shown in the context of the entire user value

Per all other channels, other weighting calculations are utilised for every consumer interaction

within a customer journey flow

PPC

ClickImpression

Display

Click

SEO

Click

Re-

Targeting

Impression

SEO

ClickSale

How we can show Display media value

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Month 1 Month 2 Month 3 Month 4 Month 5

Value of Display Click vs Impression

Click Impression

Understanding frequency and recency capping is key to

understanding the value of future display activity

Segmentation of this dataset can lead to insight to drive

tactical adjustments to campaign structure and bidding rules

0

20

40

60

80

100

120

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Impression Frequency Value

Impression Frequency Value

Lets talk PPC

What can be done in PPC

PPC Activity

• 100% Impression

Share

• High CTR and

CVR

• Best Performing –

cant scale

Brand Activity

PPC Attribution

• What drives brand

PPC

• Manage Cross

channel CPA

The future

Predictive Modelling & Forecasting

We use a top down and bottom up approach to

predictive modelling.

Our intelligent models use historic data coupled

with numerous rules to predict future performance

under numerous 'What if?' assumptions.

Functionality to answer important business

questions, including:

Where should I spend my additional

budget?

How do I achieve a set number of

additional sales?

What is the capacity of my individual sales

channels?

Understand Geographic Data

We use IP based geographic information

out-of-the-box, which can be supplemented

with known postcodes.

Understand ATL activity like TV using

geographic overlays.

Overlay custom geographic information like

store locations and general population

statistics.

Use localised consumer data for advanced

segmentation.

How do I turn on VisScore?

How do I turn on VisScore?

Thanks for Listening!

Russell McAthy

@therustybear