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ARE YOU USING THE WRONG ATTRIBUTION MODEL? Find out from the experts resented by ic Zangre, Director of Marketing Operations nd Alex Bozzo, Analytics Evangelist

Are You Using the Wrong Attribution Model?

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With the rise of data-driven marketing, advertisers are challenged with finding the most accurate ways to measure campaign performance across channels and devices. Traditional attribution models like click-through or view-through, when used alone, often oversimplify or inaccurately measure impact by channel. AdRoll’s Nic Zangre, Director of Marketing Operations and Analytics, and Alex Bozzo, Manager, walk you through the foundations of attribution: - Top best practices for implementing a cross channel attribution model - Traditional attribution models - Attribution challenges by channel - Current industry trends To watch this webinar and others on demand, head over to: http://www.adroll.com/resources/webinars

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Page 1: Are You Using the Wrong Attribution Model?

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

Page 2: Are You Using the Wrong Attribution Model?

Nic ZangreDirector of Marketing Operations

Alex BozzoAnalytics Evangelist

SPEAKERS

Page 3: Are You Using the Wrong Attribution Model?

"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

Page 4: Are You Using the Wrong Attribution Model?

THE ATTRIBUTION COMPLEXITY MATRIX

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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

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"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

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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

Page 8: Are You Using the Wrong Attribution Model?

Source: 1 - AdAge Attribution: Facing Today’s Digital Measurement Challenge 2014

CHALLENGES TO ATTRIBUTION MEASUREMENT & ADOPTION

CULTURE CHALLENGEDATA CHALLENGE

Page 9: Are You Using the Wrong Attribution Model?

Source: Stackoverflow, www.ntua.gr, curvilinear modelling

CURVILINEAR BUYER JOURNEY

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ADVOCACY & EVANGELISM

GOAL-BASED / SPLIT-FUNNEL ATTRIBUTION

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ACCELERATING THE SALES CYCLE = HIGHER REVENUE

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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.

Page 15: Are You Using the Wrong Attribution Model?

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

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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

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BUILDING A RICH MODEL

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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

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HOW TO CALCULATE VTC LIFT FOR ATTRIBUTION

Page 20: Are You Using the Wrong Attribution Model?

Source: “Attribution for Data Driven Marketers”, AdRoll

INDUSTRY STANDARDS FOR VIEW-THROUGHS

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VTC LOOK-BACK WINDOWS BY INDUSTRY

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EDUCATION

AWESOME ATTRIBUTION ARCHITECTURE

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AFFECT ORGANIZATIONAL CHANGE

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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.