Credit where credit is due – Conversion Attribution

To Attribution and BeyondLewis Lenssen – Commercial Director of DC Storm

Lewis Lenssen• 5 years leading and building a search agency.• 1 year consulting on social media and online PR for fashion

brands (focusing on measurement and valuation).

DC Storm – Optimising Digital Marketing• Delivering attribution for over 5 years.• Over 1,000 tracked websites with configured attribution.

• What is attribution?

• One attribution model does not fit all.

• Attributed sales - Just one valuable data view.

• Summary and Beyond.

What is Attribution?

PurchaseConfirmationResearch Suppliers Choice

Sale

‘LHR to JFK’

Sale Attribution

• Actions are rarely driven by a single website visit.• Actions are frequently driven by multiple marketing channels.• The journey to action often takes days or weeks.

‘flight to New York’

‘Cheap flight NYC

‘Brand’

IMP IMP IMP

One attribution model does not fit all• Flexible allocation of sales across all or a subset of the visits.

• Configurable rules for defining attribution period:-• Fixed length of time.• Period defined by visit gaps.

• Configurable rules for weighting:-• Control of channel weighting.• Control of brand weighting.• Control of chain position weighting.

• Allocation of multiple sale related values (e.g. margin).

Attributed Sales - Just one valuable data view

Questions answered by good sale attribution analysis:-

• Marketing budget allocation.

• Calculating channel and keyword ROI.

• Calculating the real value of brand.

Attributed sales - Just one valuable data view

Unanswered questions:-

• How long is the path to conversion?

• How many sales did a channel or keyword contribute to?

• Where in the path to conversion does a channel contribute (first, middle or last)?

• When does a channel or keyword contribute in the path to conversion?

• What are the channel and keyword combinations that work?

• Where are performance partners contributing?

• How could I improve my performance partners commercials terms?

• How does display and remarketing impact the path to conversion?

Summary

• Huge value in developing the right attribution model for your business.

• Combination of technology and expertise required to get the model right.

• Sale attribution is just one valuable view of the data. You need the full picture.

Beyond

• Engagement modelling and scoring will enable optimisation of all website visits, not just sale related visits.

Q & A

Lewis [email protected]

Click to edit Master title style

CONFIDENTIALITY NOTICE: The information contained in this presentation is intended solely for the use of the attendee companies and contains information that is privileged, confidential and subject to copyright.

Smart tags, smarter marketing

SEO and Social don’t get the credit they deserve


Private & Confidential Copyright TagMan 2011

Can it really be true?

How does TagMan measure campaigns– Last click– Any click– All clicks

What is attribution really all about?

The proof we have been waiting for

Click to edit Master title styleGoing beyond the last click……TagMan tracks over £1bn in conversions every month

So who gets the credit for this sale?

PPC: “Valentine flowers”Day 4

SEO: ‘Interflora’Day 6

www.findmeagift.co.ukDay 2

www.interflora.co.ukDay 1 Direct to site

£125

Date Campaign Event Detail Site Pages visited

Click on a friend’s link;Day 1

Click to edit Master title styleAwarding Vs Analysis

£125

£125£125

Any Click Last ClickFlat Attribution

Day 1

Day 4

Day 6

Day 2

Day 1 Direct to site

£25

£25

£25

£25

£25

Deduplicating in real time

Click to edit Master title styleLooking at some real numbers

A major retailer that generates over £20million a monthDigital spend across all digital touch points:– Email– Display– Affiliates– PPC– SEO– Direct to site

Tracking split campaigns by acquisition (generic terms) and retention (brand terms) across all channels


Click to edit Master title styleDefinitions

Assisted conversion – every click in the path to conversion gets the full credit of a sale

Last click conversion – only the last channel the user clicked before buying gets the credit

Attributed conversion – sharing the credit equally between all channels involved


Click to edit Master title styleThe Proof

Inbound clicks Assisted conversion

Last click conversion

Attributed conversion

SEO Generic 735,268 78,129 1,663 23,929 (+ 15x)

Affiliate 395,780 38,758 29,829 13,414 (-2x)

Social media 27,692 2,433 100 795 (+ 8x)

Total across all channels

16,419,500 1,333,538 586,420 586,420


Click to edit Master title styleIn Summary

Don’t just analyse the data, consider how you technically award channels– particularly performance channels!

Speak to your agency and all stakeholders about how you change the rules

Don’t just rely on the last click!



CONFIDENTIALITY NOTICE: The information contained in this presentation is intended solely for the use of the attendee companies and contains information that is privileged, confidential and subject to copyright.

Smart tags, smarter marketing

Thank youFollow us on Twitter @TagMan

[email protected]

YOUR LOGO

Credit where credit’s due—some useful techniquesDr Karl Blanks

Question: What persuaded you to come here today?1

2 How much of the pertinent information is in the clickstream?


To grow your business, you need to know what’s currently persuading your customers—so you can “amplify” those elements

3


2 How much of the pertinent information is in the clickstream?

How did you hear about us?


£ £ £ £ £ £ £ £ £ £ £ £


£ £ £ £ £ £ £ £ £ £ £ £

What elements persuaded you?

Identify persuasion assets

Create a wish-list of persuasive assets you need to acquire

1

2

3

List the highly persuasive elements your prospects never saw

Proof investment

Media mentions

Achievements

Expert reviews

Customer testimonials

Manual labour

wordle.net

Track offline orders

Track phone orders

Get more business Increase your conversion rate Spot hidden opportunities in your

business

Ask me how we use conversion attribution to…

Documents

Credit where credit is due – Conversion Attribution