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Digital World Expo v201.1 .:. Presentation by Steve Latham
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Attribution 101: Full-Funnel Media Measurement !March 2011!
Confidential
2 Attribution 101: Online Measurement © Encore Media Metrics 2011
Digital is hard to characterize Strategic + Tactical Branding + Performance
Digital touches customers throughout!the funnel Can’t win by simply harvesting demand You must create it (display, social, etc.)
Digital is hard to measure Traditional metrics no longer suffice
Yet, each buy must stand on its own
Awareness (Display, Email, Social, Mobile, Fat Tail Search)
Consideration(Display, Mid-Tail Search, Social)
Preference(Long-Tail
Search, Social Email)
Action (Social, Search, Email)
Media Measurement Today
3 Attribution 101: Online Measurement © Encore Media Metrics 2011
We were initially taught to measure performance via: Clicks Click-through-rates (CTRs) Directly attributable conversions
We now know these don’t tell the whole story Keyword assists are important (Search) Display Ads can be effective without clicks Social contributes throughout the process
Clicks don’t matter for measuring Display 8% of users contribute 80% of Display clicks Only 20% of post-imp conversions follow clicks
Measurement Challenges
“If all you have is a hammer, everything looks like a nail.” -Abraham Maslow
4 Attribution 101: Online Measurement © Encore Media Metrics 2011
Attributing credit to the last click is still the norm Rewards Search Punishes Display, Email and Social
As an industry, we have to do better!
We need to: Identify all interactions that precede !
conversions Attribute value to each touch point !
that plays a supporting role
We Know It’s Wrong, but…
5 Attribution 101: Online Measurement © Encore Media Metrics 2011
There are two primary methodologies for attribution:
1. Algorithmic modeling: analyzing data to correlate impact Performed in batches, monthly, quarterly or annually
2. Operational Attribution: analyzing all touch points that precede a visit or conversion Requires synching of ad server and site analytics data Real-time or daily analysis Requires new approach to measuring impact of social
Attribution Methodologies
6 Attribution 101: Online Measurement © Encore Media Metrics 2011
Attribution Landscape*
Lower-Funnel (clicks only)
Full-Funnel (impressions + clicks)
Statistical Modeling Operational Attribution
Adometry Covario Marketshare Visual IQ X+1
ClearSaleing
Encore C3 Metrics
Convertro CoreMetrics Omniture TagMan
*Vendors listed in alphabetical order
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Channel Attribution
Most know display drives leads from direct and natural search If you can quantify the impact, you can optimize spend We do this by attributing credit for Assist impressions and clicks
The impact can be dramatic • Often see 50-150% lift in attributable results for Display • 30-60% drop in CPL is common
8 Attribution 101: Online Measurement © Encore Media Metrics 2011
Vendor Level Attribution Media may be performing much better than initially though (more winners) Last-click “laggards” may actually be leaders
Publisher #2 went from “Loser” to “Winner after getting credit for assists
9 Attribution 101: Online Measurement © Encore Media Metrics 2011
Business Case for Attribution
Attribution optimize spend based on true performance of media (key to maximizing ROI)
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About the Presenter Steve is the founder and CEO of Encore Media Metrics (http://encoremetrics.com), a leading provider of campaign measurement, attribution and reporting services for brands and agencies. Encore’s solution is delivered as an on-demand service, allowing clients to achieve deeper insights into campaign performance while lowering the cost and complexity of online measurement.
Prior to launching Encore, Steve founded, grew and sold Spur Interactive, a digital marketing agency that specialized in strategic planning and execution of integrated media campaigns. In this role, Steve planned and executed successful campaigns for leading brands, including FedEx Office, Continental Airlines, ConocoPhillips and The Scooter Store.
Steve is an accomplished industry lecturer and thought leader. Steve speaks frequently at industry events including OMMA, Search Engine Strategies, Online Marketing Summit, eMetrics Summit, Integrated Marketing Summit and others. Steve’s articles have been published by MediaPost, Online Media Daily, iMedia Connection, Marketing News and Bizjournals.com. Steve has been quoted in B2B Magazine, PR Week, Fortune and CNN.com.
Steve received an MBA from Harvard Business School and a BBA from the University of Oklahoma. You can read Steve’s blog at http://Attribution101.com.
http://facebook.com/slatham http://twitter.com/stevelatham www.linkedin.com/in/stevelatham
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Additional Considerations
Defining the right attribution model What is the value of an impression vs. a click? How will that vary based on the type of media? How far back should you look? How do you isolate online impact?
Analytics platforms still miss a lot Cookie deletion (still 30+%?) Multiple devices (20%?) Non-served ads (Google, Facebook)
Calculating offline impact from online marketing
12 Attribution 101: Online Measurement © Encore Media Metrics 2011
Adjusting Your Data
Analytics platforms overstate % of New vs. Returning visitors Cookie deletion (30%) Multiple devices (?%)
How do we adjust? Quantify the data that !
was lost Adjust results accordingly
176% adjustment? How does this impact how!
we measure media?
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Some Things You Can Do Today
1. Market testing 2. Customer surveys 3. Online surveys
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To isolate the impact of media, conduct a market test Conduct a campaign targeting a Geo or Product Define the test and the control groups Measure lift in traffic and conversions (via G.A. filters)
Case study: regional campaign targeting Austin, TX Results: 120% lift in traffic from Austin
Market Testing
15 Attribution 101: Online Measurement © Encore Media Metrics 2011
Ask customers if they… Visit your site, facebook page, YouTube channel, etc.
Define Test and Control groups Case study: Retailer asked customers how they heard about the
sale (comparing Austin to other markets) Internet was referenced 4x more in Austin vs. other markets
Survey Customers
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Use 1-Question surveys to measure lift in awareness, consideration or preference from advertising
Compare results from Exposed vs. Control Group Case study: Awareness-building campaign for eCardio
Used 1-Question survey to measure awareness vs. competitors Exposed group showed 280% lift in awareness
Online Surveys