Attribution Roadshow Q3 2011

2011

Understanding Attribution (<30 mins)Doug Conely | Senior Director, Global Data & Targeting

Andrew Newman | Senior Director, Global Insights

Creative Solutions

Organisation

Integrated Technology

Data Network

Advanced Targeting

Safe Environments

Smart Supply Acquisition

Insights

Creative Solutions

Organisation

Integrated Technology

Data Network

Advanced Targeting

Safe Environments

Smart Supply Acquisition

Insights

Creative Solutions

Organisation

Integrated Technology

Data Network

Advanced Targeting

Safe Environments

Smart Supply Acquisition

Insights

Different ways to ask “is my advertising working?”

Attribution

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

which half.” - John Wanamaker

“How do I know I’m paying the right people and allocating the

right media mix?”

“If I ran a football team how do I decide to pay each player?”

The perils of poor attribution control and analysis…

Paying more than once for the same conversion

Encourages bad practice among display participants

Spend optimised to the “wrong” media partners

1

2

3

… and what you can do about it

?

Search only attribution

+1Brand keyword

click

Search only attribution

+1Brand keyword

click

Illustrative

Click to conversion measurement

+1Display ad

click

Conversion behaviours

Click to conversion measurement

+1Display ad

click

Click behaviours

http://blog.tribalfusion.co.uk/?p=116

Search and display in combination

+1Brand keyword

clickDisplay ad impression

Display ad impression

Brand keyword click

Display ad impression

>1?+1

Search and display in combination

+1Brand keyword

clickDisplay ad impression

Last view attribution

+1Display ad

impression 3Display ad

impression 2Display ad

impression 1Site visit

http://www.exchangewire.com/blog/2010/11/24/spray-and-pray-baby-the-insider-view-on-the-dysfunctional-state-of-display/

Last view attribution

+1Display ad

impression 3Display ad

impression 2Display ad

impression 1Site visit

Wimbledon 1998 FA Cup Barcelona 2011 European Cup

Last view attribution

+1Display ad

impression 3Display ad

impression 2Display ad

impression 1Site visit

With attribution you are never done…

+1Brand keyword

searchesDisplay ad impression

2Display ad impression

1Generic product

keyword searches

Remember that everyone has a vested interest here…

Move away from last ad view but still want a higher mix for online display

Need to protect last click search business. Still >80% of revenues

Convince you current tag management is not sufficient

You’re duplicating payments so they can save you money and you need their models to improve ROI

You need to switch to a Havas or Group M agency

The perils of poor attribution control and analysis…

Paying more than once for the same conversion

Encourages bad practice among display participants

Spend optimised to the “wrong” media partners

Attribution analysis framework

Campaign data collection

Tag management instrumentation

1

2

3

… and what you can do about it

1

2

3

Attribution analysis framework |Even attribution weighting

Source: http://c3metrics.com/white-paper/

> This is a great starting place but not the end goal

1

Campaign data collection

Social Media SEM/ SEO Display Affiliates Email

2

Tag management instrumentation3

TF approach: dynamic regression attribution models

Campaign Delivery

Attribution Analysis

Campaign Planning

Attribution in the typical campaign lifecycle

Campaign Delivery

Attribution as part of campaign optimisation

The perils of poor attribution control and analysis…

Paying more than once for the same conversion

Encourages bad practice among display participants

Spend optimised to the “wrong” media partners

Attribution analysis framework

Campaign data collection

Tag management instrumentation

1

2

3

… and what you can do about it

1

2

3

Further reading

• http://blog.comscore.com/2010/12/rid_meddlesome_click.html• http://c3metrics.com/white-paper/• http://www.atlassolutions.com/uploadedFiles/Atlas/Atlas_Institute/Published_Content/dmi-TheLongRoadtoConversion.pdf• http://www.iab.net/media/file/IAB_WHITE_PAPER_FINAL_AUGUST-3-2010.pdf• http://www.havasdigital.com/wp-content/uploads/2011/02/HD_Insight_AttributionDM.pdf• http://www.ensighten.com/whitepapers• http://www.exchangewire.com/blog/2010/11/24/spray-and-pray-baby-the-insider-view-on-the-dysfunctional-state-of-display/• http://blog.tribalfusion.co.uk/?p=116• http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=152611• http://www.clearsaleing.com/archives/2011/06/14/clearsaleing%E2%80%99s-altitude-exposes-a-36-percent-flaw-in-last-

%C2%ADad-attribution/ • http://www.omniture.com/offer/953?cms_site_lang=1&s_rtid=37079&&s_iid=31017&ct=email&cp=customer%20retention• http://www.tagman.com/index.php/forrester-white-paper

Creative Solutions

Organisation

Integrated Technology

Data Network

Advanced Targeting

Safe Environments

Smart Supply Acquisition

Insights

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