Attribution Playbook Webinar 3

© 2014 Adometry, Inc. All rights reserved. 1

Webinar #3Putting Attribution to Work: Clarity, Insights, and ActionTuesday, January 28, 2013

@caseycarey


Casey CareyChief Marketing Officer

A Bit About Me


First a Word from Our Sponsor

•What we do…We power more intelligent marketing

•How we do it…By providing advanced marketing attribution and optimization solutions

•Our customers…For 75+ brands and their agency partners primarily in the auto, telecom, technology, travel & leisure, FSI, and retail verticals


Attribution 2014 Webinar Series

DIRECTION RESULTS

TRUST

ACTION

CLARITY


today’s

AGENDA

Evaluating Attribution Models

Analyzing Performance Across Channels

Analyzing Performance Within Channels

Optimizing and Operationalizing Results

Q&A

CLARITY ACTION


Evaluating Attribution Models


at•tri•bu•tion (ˌa-trə-ˈbyü-shən) n.

The practice of determining the role each marketing touch plays in informing and influencing the customer journey to a desired business outcome.


is an

OXYMORON

accurate attribution


Single-Event Attribution Models

•Advantages• Easy to implement

• Okay for a low volume of marketing touches and conversions

• Maybe be best suited for specific business models– Transaction focused

– Complex B2B

Last Click

First Event

Last Ad Event


Single-Event Models Ignore Much if not Most Marketing Touches

Single-Touch Multi-TouchMulti-Channel


Other Simple (Rules-Based) Models

Time Decay

Even

Custom orU-Shaped

•Advantages• Easy to implement

• Allows for consideration of multi-touch and multi-channel

• Best suited for more complex, low-volume businesses


Last-Click Versus Position-Based – Ecommerce Example

Image credit http://www.portent.com

Affiliate Direct Nav Email Organic Search

Paid Search

Referral Social

-$7.8

-$6.0

$2.3

$5.1 $4.6

$1.9$0.5


The Problem?

The Problem?

The Rules are Usually Arbitrary


Moving to a Data-Driven Model


Common Advanced Attribution Models

•Advantages• Well understood – “predicts the

contribution” of each touch

• Well suited for “periodic” model updates

•Advantages• More accurate – actually

“counts” the contribution of each marketing touch

• Well suited for dynamic, i.e. daily model updates

MultipleRegression

Algorithmic


ChannelCampaign

SitePlacementCreative

Calculate the probability of conversion for each each event for each attribute

Same marketing event in different sequence has

same probability

Predictive Modeling Approaches are Challenged by Event Sequencing

3.1%Conversion

Rate

2.5%Conversion

Rate


Data Driven A/B Testing

Algorithmic Attribution Methodology

3.1%Conversion

Rate

3.0%Conversion

Rate


Data Driven A/B Testing

Algorithmic Attribution Methodology

3.1%Conversion

Rate

2.5%Conversion

Rate


Attribution is a Drill Bit


A Marketing Performance Management Solution

Paid Media• Display• Social Ads• Video• In App Ads• Search• Retargeting• CSEs• Affiliates• Email• SMS• Direct Mail• Catalog• Inserts

Owned Media• Referrals• Organic Search• Direct Nav• Organic Social• Content

Transaction & Sales Channels• Websites• Call-Center• Kiosk• Brick-n-Mortar

Audience andCRM Data

DEVICES


A Marketing Performance Management Solution

Paid Media• Display• Social Ads• Video• In App Ads• Search• Retargeting• CSEs• Affiliates• Email• SMS• Direct Mail• Catalog• Inserts

Owned Media• Referrals• Organic Search• Direct Nav• Organic Social• Content

Transaction & Sales Channels• Websites• Call-Center• Kiosk• Brick-n-Mortar

Audience andCRM Data

DEVICES

• KPIs• Conversions• Channels/Sub-Channels• Sources

• Campaigns• Placements keyword, etc.• Creative, content, format• Segments


Wide Spectrum Of Actionability from Attribution Results

Tactical Strategic

Sh

ort

Ter

m

Lo

ng

Ter

m

Eliminate Bottom Performers

Frequency Capping

Eliminate Wasted Impressions

Segment Customers

Improved Targeting

Monitor

De-silo Data

Customize Messaging

Optimal Media Plans

Creative Sequencing

Maximize Exclusivity And Positive Overlap

Minimize Time To Conversion

Overall Budget Change Action Plan Budget Reallocation Across Channels

Geographic Targeting

Budget Reallocation Within Channels

Identify Top Performers

Identify Overlap/Waste

Measure Cross-channel Journey


Cross-Channel Insights


Cross ChannelConversion Summary


Cross ChannelChannel Participation


Cross ChannelChannel Overlap


Cross ChannelLift Across Channels


Cross ChannelCross Channel Performance


Cross ChannelVersus View


Cross ChannelConversion Paths


Cross ChannelPerformance Analysis


Audience DataPerformance & Reach by Audience Segment - DataLogix Segments Example


Audience DataPerformance & Reach by Geographic Region - Default


Cross-Channel InsightsChannel Insights


Channel PerformanceFunnel Stage


Shuffling the Deck on Paid Search

KW16

KW15

KW14

KW13

KW12

KW11

KW10

KW9

KW8

KW7

KW6

KW5

KW4

KW3

KW2

KW1

ROASThreshold

KW16

KW15

KW14

KW13

KW12

KW11

KW10

KW9

KW8

KW7

KW6

KW5

KW4

KW3

KW2

KW1

New ROASThreshold

Higher ROASon Some Strategic

Terms

Higher ROAS Based on Attribution

Lower ROAS Based on Attribution


Channel PerformanceExclusive Reach


Channel PerformanceDisplay Viewability


Channel PerformanceDisplay Frequency Capping


Optimization and Operationalization


Global OptimizationOptimization Report – Conversions Example


Global OptimizationOptimization Report – Conversions Example (continued)


Global OptimizationOptimizing Tactics within Channels


Programmatic and DMP Integration

Transaction & Revenue

Feed

Attribution Processing


Key Takeaways

•Select an Attribution Approach Based on Your Business Needs• Balance goals, data, and complexity

• More accurate (data-driven) is better

•Leverage the Insights to Drive Improved Performance• Across channels

• Within channels

•Strategically move to leverage predictive optimization and operationalizing results


Webinar #4Driving Results: Stories from the Front LinesTuesday, February 25, 2014www2.adometry.com/driving_results



Casey [email protected]

@caseycarey

Technology

Attribution Playbook Webinar 3