Attribution High Level

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Consulting Services Adobe & Attribution


Define “Attribute”

at·trib·ute [v. uh-trib-yoot]

1) to regard as resulting from a specified cause; consider as caused by something indicated

3) to consider as made by the one indicated, especially with strong evidence but in the absence of conclusive proof: to attribute a painting to an artist.

4) to regard as produced by or originating in the time, period, place, etc., indicated; credit; assign

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You have a lot of players on the field…

Who scored?


Consider a typical Path to Purchase

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Display

Day 1:

Visitor sees display ad

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Natural Search

Day 3:

Natural Search “Photoshop” ► Site

Paid Search

Day 4:

Paid Search “Buy Photoshop” ► Site

Social ► $

Day 5:

Social leads to Conversion


Why do we Attribute?

Sr. Level & Executive Sponsor

Optimizing Marketing Spend?

“Global Truth”

Marketer & Tactical

Optimizing one channel?

“Focused Truths” (should still include an understanding of the Global Truth)

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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

Key Takeaways

Be aware of the choices and challenges for building your Attribution Model, but don’t let them keep you from getting started.

“Don’t let perfect get in the way of good.”

“Creating an Attribution Model for your business can be really challenging, so start simple and evolve from there”


Attribution in the Adobe Marketing Cloud

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Custom Predictive & Statistical

Attribution of Offline Conversions

Custom & Special Weighted

Baseline & Out-of-the-Box

Reports & Analytics Data Workbench


Attribution in Data Workbench

Advanced Attribution Solution (Depends on existing dataset with all desired data integrated)

Consult on Attribution Methods & Models

Deploy & Deliver standard global models

Standard Starter/Player/Closer

First

Last

Participation

Pathing

Latency Score

Provide Analysis, Client Data Workshops, Statistical Modeling, and Consultation on Marketing Mix Optimization

Deliver recommended model optimization roadmap

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Insight Attribution Engagement Roadmap

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Explore Envision Execute Evolve

Project Kick off Adobe Ignition Bus. Consulting

Deploy Global Attribution Models

Starter/Player/Closer – First – Last Participation – Pathing – Latency Score

Analysis (Insight Bus Consultants)

Future Execution of Custom Model

Recommendations

Project Charter

Present Analysis & MMO Recommendation

& Future Custom Model Recommendation

Statistical/Modeling (Predictive Team)

Integrate Custom MMO (Starter/Player/Closer)

Weighting

Client Workshops for Understanding


Common Attribution Models


Last Touch vs. First Touch

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Benefits: Easy to understand; Simple to implement

Display Natural Search

Paid Search Social > $699

“Last Touch” Attribution: Gives the full credit to the last event

$699

“Last Touch” Attribution: Gives the full credit to the first event

$699




Linear vs. Participation Attribution

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Linear Attribution

$175 $175 $175 $175

Participation

$699 $699 $699 $699




Starter + Players + Closer

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“Players”: Other Tactics or Placements along the path to Conversion

“Closer”: Directly led to Conversion

“Starter”: Tactic or Placement initiating path to Conversion





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Weighted Starter + Players + Closer Attribution: Decide on a weighted % credit to give to “Starter”, “Players”, & “Closer”

“Players” “Closer” “Starter” 100%


…and, or… 50%


…and, or… 20% 40%




Modified Starter + Players + Closer

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“Starter”: Tactic or Placement initiating path to Conversion

“Players”: Other Tactics or Placements along the path to Conversion

Ignore due to some rule (i.e.: Branded Term)

“Closer”: Directly led to Conversion




Predictive Model

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Statistically Weighted Attribution: Decide on a weighted % based on probability score

1. Validate sufficient marketing channel data 2. Extract and model data

• Logistic regression, correlation, probabilistic models

3. Provide probabilistic revenue amount based on likelihood to contribute.

Note: May not always add up to 100% because of outside factors or non paid sources that contribute to conversion.

20% 15% 10% 15%




Restricted First Touch

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Restricted First Touch gives precedence for certain channels over others

$699

For example, we might say: “Let’s use First Touch, but only include Search or Social touches. Ignore other channels.” The First Touch using this logic would be the Natural Search above. Consider that you could also implement a Restricted Last Touch.


Adjacency Scoring

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Adjacency Scoring attaches a “Score” to each Tactic or Placement based on how adjacent it is to the Conversion, then averages each Score

Social Display Paid Search > $ 3 4 5


Paid Search Social > $

3 4 5 2

Paid Search Display Social Natural > $ 2 3 4 5


Latency Scoring

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Latency Scoring considers how many days each Tactic or Placement averages before Conversion

Social Display Paid Search > $ 6 1 0


Paid Search Social > $

8 2 0 10

Paid Search Display Social Natural > $ 16 9 5 0


Documents

Attribution High Level