WTF is Attribution? - WTF Programmatic UK, 11/11/14

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?