ARE YOU USING THE WRONG ATTRIBUTION MODEL? Find out from the experts
Presented by Nic Zangre, Director of Marketing Operations and Alex Bozzo, Analytics Evangelist
Nic ZangreDirector of Marketing Operations
Alex BozzoAnalytics Evangelist
SPEAKERS
"The task of assigning credit where it is due might sound simple, but in today's omni-channel world, it is anything but" - eMarketer
● Why should I care about attribution?
● What obstacles will I run into?
● How should I think about measuring my marketing?
● Which model is right for me?
● How do I get started?
EXECUTIVE SUMMARY
THE ATTRIBUTION COMPLEXITY MATRIX
In an increasingly complex and fragmented marketing landscape where the consumer “purchasing journey” weaves through a maze of digital, offline, paid and earned media channels, quantifying the contribution of touch points is exceedingly tricky. Welcome to the brave new world of marketing attribution.
- Daniel Kehrer, VP Marketing, MarketShare
REASONS FOR TRACKING ATTRIBUTION
"Organizations that try to move beyond basic single-point models face two key challenges: a traditional corporate culture that rewards success of an individual channel rather than the company’s overall success; and a lack of consolidated data warehouses.” - Daniel Kehrer, VP Marketing, MarketShare
Sources: 1 - “Attribution for Data Driven Marketers, 2014”, AdRoll {n=1000}2 - “Exploring the Art and Science of Marketing Attribution” 2013, RelateIQ 3 - The State of Marketing 2013, IBM’s Global Survey of Marketers. Global Summit 2013, n.d. Web.
Top performing organizations are 5x more likely to use advanced attribution models.3
More than half of companies use basic first or last-click attribution models.1
83% of marketing dollars spent have a 70% or greater difference in CPA between scientifically attributed metrics and last click metrics.2
ATTRIBUTION MODEL ADOPTION
Source: 1 - AdAge Attribution: Facing Today’s Digital Measurement Challenge 2014
CHALLENGES TO ATTRIBUTION MEASUREMENT & ADOPTION
CULTURE CHALLENGEDATA CHALLENGE
Source: Stackoverflow, www.ntua.gr, curvilinear modelling
CURVILINEAR BUYER JOURNEY
ADVOCACY & EVANGELISM
GOAL-BASED / SPLIT-FUNNEL ATTRIBUTION
ACCELERATING THE SALES CYCLE = HIGHER REVENUE
CRAWL. WALK. RUN.
Integrate core systems. Clean and tag data. Define checkpoints.
Define cohorts.Measure incrementality.Collect and organize signals.
Warehouse your data. Write an algorithm. Take over the world.
Start with your core systems, focus on your CRM and back-office
Organize and feed data into your model to create richness
Use the insights to affect organizational alignment
THINK: INSIDE-OUT
Example:http://www.adroll.com/resources/guides/next-level-retargeting-guide?utm_source=smartbrief&utm_medium=external_email&utm_campaign=2014_next_level_retargeting_guide&utm_term=retargeting+guide&utm_content=iab
TAG AND CATEGORIZE ALL TOUCHPOINTS
BUILDING A RICH MODEL
INCREMENTALITY TESTING AND MEASURING VIEW-THROUGHS
Search activity rises 155% following the user being exposed to a display ad. Also, users shown a display ad but did not click are 59% more likely to convert in the future.1
Source: “Display Drives Search” Yahoo/Specific Media, 2012
HOW TO CALCULATE VTC LIFT FOR ATTRIBUTION
Source: “Attribution for Data Driven Marketers”, AdRoll
INDUSTRY STANDARDS FOR VIEW-THROUGHS
VTC LOOK-BACK WINDOWS BY INDUSTRY
EDUCATION
AWESOME ATTRIBUTION ARCHITECTURE
AFFECT ORGANIZATIONAL CHANGE
Questions?
Nic Zangre, Director of Marketing Operations
Alex Bozzo, Analytics Evangelist
1) Connect. Learn. Decide.2) Organize your data. 3) Be objective.4) Set goals that encourage collaboration.5) Remember, no model is perfect.