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Name
Date
Let’s Hear It For The Brand: Attribution Management
Wednesday, August 25- 1 PM EDT
Moderator: Adam Goldberg, ClearSaleing
Speaker: Danielle Smith, Range Online Media
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Clear’-Sale’ing (klir sāl ing)
n. 1. an advertising analytics technology company built on
attribution management
2. the process of ensuring financial accountability through
attribution management
v. 1. continually improving the profitability of online
advertising campaigns
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About Range Online Media - Integrated, Strategic & Interactive Marketing
Paid SearchPaid Search FeedsFeeds Display Media
Display Media
Social MediaSocial MediaSEOSEOConversion
OptimizationConversion
Optimization
“… the highest average agency customer satisfaction rating in the Jupiter Research Search Engine Marketing Agency Constellation Report for the 4th consecutive year.”
“our agency counts more clients on the 2010 Internet Retailer Top 500 list than any other agency.”
Named by Inc. Magazine to the Inc. 5,000 list of fastest growing private companies in America.
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Danielle Smith, Range Online MediaAs the head of the Strategy and Client Development Team at Range Online Media, Danielle
combines her expertise in third-party research tools with brand experience to provide
current and potential clients with actionable data and campaign– planning assistance. She
is committed to keeping companies ahead of the curve, bringing them the latest in
emerging technologies, international market opportunities and “next big thing” ideas. She
is well-versed in vendor and client relations, with a focus on attribution, analytics,
directional analysis and tactical campaign implementation.
A graduate of University of Texas Arlington, Smith has worked at Range Online Media since
its inception primarily as a senior account leader, directing campaigns for
luxury clients, in addition to several clients in other verticals, including Reliant Energy,
Burberry, Cole Haan and Sundance Channel. Smith has been quoted in leading industry publications such as
DMNews and is a contributor to Media Post’s OMMA Magazine. She has also spoken at Luxury Interactive NY,
Luxury Interactive UK and TravelCom.
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Polling Question 1
What is your current level of attribution reporting?
a) Very sophisticated. We look at multiple channels & touch points.
b) More advanced than most but still have a lot to learn.
c) Just starting out. It’s pretty new to us.
d) We don’t look at attribution data
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The Beginning
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Our View Was....
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PPC Display SEO EmailSocial Affiliates Direct CSE’s
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Intuitively We Knew....
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That consumers are constantly moving around the purchase path
That multiple touch points are creating & influencing actions
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Anecdotally We Analyzed….
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Media Flight Launched
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Ideally We Wanted….
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See all touch points that led to a conversion
Attribute the credit systemically
Reinvest in programs that are profitable and trim those that aren’t
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Some Providers….
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The Early Reality….
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LOTS of data with no clear takeaway
Data would only show certain channels based on system redirects
Or to get the whole picture, you were looking at a hefty price tag
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First Forays….
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Attribution through an ad serving platformAble to track 2 channels & 10 touch points Found a 15% overlap in revenue attributed Proved the need for deeper understanding of overlap
Things That Are
Mine
Things That Are
Yours
The Great Debate
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What We Needed…..
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A solution built to track ALL digital activities Easy to implement with strong customer supportFlexible in its attribution models and accommodates multiple viewsAbility to report back at an actual profit level
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What We Found….
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Why We Like It….
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Quick view on channels tracked
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Three is the Magic Number…
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3 views to chose from Toggle between last click and other models Greater control over top of the funnel activity
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Kick Back & Relax…
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Purchase paths are auto generatedGROSS PROFIT!!!
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Polling Question 2
For anyone not using attribution reporting, why not?
a) Cost barrier
b) Limited time/resources
c) Don’t understand the value it provides
d) Other
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Attribution Behind the Scenes
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Case Study: Let Them Know About the Promo
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CHALLENGE:
• MAXIMIZE PROFIT DURING PROMOTIONAL PERIOD
• IDENTIFY SEARCH INTRODUCERS, INFLUENCES & CLOSERS
• HIT EARLY TO GROW SOV FOR GIVEN TERM SET• ASSIGN BID TIERS BASED ON TOUCH POINTS
56%NUMBER OF NON
BRAND TERMS THAT WERE INTRODUCERS
94%SALES UP YOY
62%SEARCH INFLUENCE ON TOTAL TRANSACTIONS*
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ClearSaleing In Action: Affiliate Valuation
Ensure affiliates aren’t over inflating credit
On last click model, affiliate was converting at over 10%!
Affiliate was only ‘introducing’ the transaction 2% of the time
Action: Renegotiate pricing structure
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ClearSaleing In Action: Network Valuation
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Better evaluate individual network performanceLayer in segmentation (acquisition, LTV) Use data to make more targeted and efficient buys
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Case Study: Making the Right Impression
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CHALLENGE:
• CREATE A CUSTOM ATTRIBUTION MODEL THAT ACCURATELY DEPICTS CHANNEL SUCCESS
• DEFINE RIGID METHODOLOGY FOR IMPRESSION BASED CREDIT
• AVOID OVER-COMPENSATION AND REINVEST IN APPROPRIATE CHANNEL
127%DISPLAY’S CPO VS. OTHER CHANNELS
48 HOURSIMPRESSION MUST BE SERVED TO GET CREDIT
3 DAYSNUMBER OF DAYS INVOLVED IN PATH
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A Parting Gift
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You Just Keep on Giving….
Rule based bid management system Creative scheduling Track beta programs (Google site link example)
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Coming in September:
The Total Economic ImpactTM Of ClearSaleing And Purchase Path
“ClearSaleing had everything and was a turnkey solution to get what we needed from a measurement perspective.”
~National Advertising Agency
Check ClearSaleing.com in the coming weeks for information and to download the report
A Forrester Total Economic Impact™ Study
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Adam S. Goldberg
Chief Innovation Officer
P: 614.448.2688 x902
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Danielle [email protected]
817.625.4157