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Jenny Kirby's presentation from WTF Programmatic UK on November 11, 2014.
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WTF is attribution
Jenny Kirby
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The last click is not the whole story1 2 3 4 5
The last click here is direct to site – it doesn’t mean the other clicks had no value
conversion
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But it is traditionally how we’ve evaluated media
Organic click
0% contribution
Display ad click
0% contribution
Facebook click
0% contribution
PPC click
100% contribution
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It’s a dangerous way to view media
PPC click
100% contribution
Remove these channels and the cost is volume
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And what about when the click is not the end?
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So how do we credit all media?
We need to answer these questions:
1. What is the true value of each media channel?
2. What impact does digital have on offline behaviours?
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Using attribution to determine the true value of each media channel
Full cookie level data shows where each channel played a role in each converting pathway
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Some channels are clearly overvalued
...especially PPC search.
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Reattribution means reinvestment
EmailPaid SearchDirect/SEO Social MediaPerformance Display
AffiliatesDisplay Retargeting
-15%+8%
-40% -27%
0.1k
+3%
+6%-21%
0.1k
last Click attribution Attribution model
Value attribution by channel
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Understanding the impact of digital beyond the click
Using econometrics, the role of digital media in driving customers to call centres or to retail can be understood
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Growing revenues through intelligent investment
But be flexible!
Hold your
position
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Three things to take away from today
1. The last click model of measuring the value of digital media is misleading
2. Some of your media channels are overvalued, especially PPC
3. Trust the data and watch revenues grow
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Thank you, questions?