Are all digital things created equal?An attributed view

Simon Prince – Head of Customer Marketing at Powwownow

@SimonJPrince

“Half the money I spend on advertising is wasted; the trouble is I don't know which

half.”

John Wannamaker – US retailer and marketing pioneer

So what is attribution?

“The practice of attributing credit to all marketing exposures that led to a website

conversion event, rather than attributing all credit to the exposure immediately preceding

the conversion.”

As defined by Forrester

Prospecting Ad

Content

Conversion

Retargeting Ad

PPC

Social

Generic search

Attribution is not new, it’s been around for over

a decade. Penetration is still low – estimations

at around 25%

The common last click approach

Multi steps in most conversion pathsAdvertisers assign the value to the last touch point before conversionCPA as a result guides people to invest at a point where most purchase decisions have been made

By only rewarding the goal scorer we’re

going to create a team of biased

one-sided players

Key attribution benefits

• Justifying digital spend

• Building understanding of purchase decision

• Optimising media mix

• Measure cross channel and intra channel interaction and impact

• Tighter control over budgeting and improved ROI

• Ability to measure spend on prospects that don’t convert

Looking at those that don’t convert

Some common models

Last click First click

Position-based Time Decay

Linear

Evolving a model can give you what you want

A discount on brand as customer already aware of you. More weighting on Generic as you compete with others in market place

Evolution - Splitting the funnel

A current view of Attribution

Splitting the funnel

Considerations

• Is your company culture or data ready

• Channel leaders must buy in

• Avoid focusing on single channel reviews

• Models can get complex and implementation can be tricky

• Campaigns should evolve in parallel to insight and learning –

models must adapt

•Be wary of the way you incentivise the providers

There’s never one source or truth or one way of ‘doing it’

In summary

• Attribution will improve your digital landscape – shines a light

on the dark funnel

• There is no one-size-fits-all solution – test, refine, test etc

• Not be viewed in isolation, it forms a piece of the puzzle when

analysing data

• Be careful with implementation and rewarding

• Split your funnel to help with targeting

Are all digital things created equal?

Of course not

But, by assigning value to all touchpoints through

split funnel path, a brand will be better equipped to

serve the right ad to the right person at the right

time an ultimately improve ROI

Thank you

@SimonJPrince