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The latest webinar in the Attribution Management Forum series is now available. Attribution Management: Common Myths & Misconceptions provides an overview of the 12 most commonly held beliefs about the concept of attribution management. Other topics discussed in the webinar include: * How to analyze your current attribution management status (or lack of it); * Are there any good tools available? * Which ads and sources should get credit? * Is path analysis a waste of time? * Will attribution pull dollars away from search? * And much more
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Proprietary and Confidentialwww.ClearSaleing.com 1
Attribution Management Forum 7
Myths and Misconceptions
Presented by:
Adam Goldberg
Co-Founder and Chief Innovation Officer
ClearSaleing Inc.
Proprietary and Confidentialwww.ClearSaleing.com
1) I don’t have an attribution problem
Proprietary and Confidentialwww.ClearSaleing.com
Do I have an attribution problem?
• Multiple ad sources
• Big advertising budgets
• Sales cycles
• Visits/conversion
• Self-fulfilling prophecy
Proprietary and Confidentialwww.ClearSaleing.com
2) Last click is the chosen one
Hence, Last Click
Proprietary and Confidentialwww.ClearSaleing.com
The birth of last click
• Came from Web Analytics
• Trying to solve what customers do on site
• Not the path they took to get there
• Only last click was exposed
• Happenstance
Proprietary and Confidentialwww.ClearSaleing.com
3) No good methods for assigning credit
Proprietary and Confidentialwww.ClearSaleing.com
Perfect or bust
“The perfect is the enemy of the good”
-Volaire-
Proprietary and Confidentialwww.ClearSaleing.com
Many methods better than last click• Not easy
• Not 100% accurate
• What’s the alternative?
• Simple models are very effective
• Even with brand exclusions
Last Click Even Exclusions Rules Based Algorithmic
Proprietary and Confidentialwww.ClearSaleing.com
4) There are no good tools
Proprietary and Confidentialwww.ClearSaleing.com
Forrester Wave on Interactive Attribution
Proprietary and Confidentialwww.ClearSaleing.com 11
Downloads
Forrester Wave on Interactive Attribution
www.ClearSaleing.com
Attribution Management Buyers Guide
www.clearsaleing.com/product/accurate-attribution-management/
Proprietary and Confidentialwww.ClearSaleing.com
5) Attribution can be done with web analytics
Proprietary and Confidentialwww.ClearSaleing.com
Graphic design can be done in Word™
• Might see path of clicks
• What about display view-throughs?
• Email?
• SEO?
• Affiliates?
• Offline conversions?
• How do you value each step in the path
• Is it actionable?
• Time
• Bid Management
Proprietary and Confidentialwww.ClearSaleing.com
6) Attribution can be done in a silo
Proprietary and Confidentialwww.ClearSaleing.com
I have swampland in Florida to sell you
• Hottest topic in online marketing
• Checking the box on marketing collateral
• Ignores everything but search
• Better than last click
Proprietary and Confidentialwww.ClearSaleing.com
7) Attribution is buying the right mix of media
Proprietary and Confidentialwww.ClearSaleing.com
One side of the attribution coin
• Partially true
• Project vs. Operational attribution
• AKA Media Mix Modeling
• Very important
• Everyone should be doing this
• Not validating what has been done
Proprietary and Confidentialwww.ClearSaleing.com
8) Pulls dollars away from search
Proprietary and Confidentialwww.ClearSaleing.com
Pulls dollars from search to search
• Not true
• Client’s search budgets are increasing
• Reduces value of brand terms
• Increases value of general terms
• Values introducer and influencers
• i.e. Top of the funnel
Proprietary and Confidentialwww.ClearSaleing.com
9) Path Analysis is a waste of time
Proprietary and Confidentialwww.ClearSaleing.com
Interesting vs. Actionable
• Agree if it takes you hours upon hours to assemble paths
• Pull in spend data
• Pull in each step
• Match conversion
• Compile path reports
• Brand as navigation
• Affiliates as closers
• Path analysis will change the way you think about marketing
Proprietary and Confidentialwww.ClearSaleing.com 22
The Purchase PathSource-Level View
Proprietary and Confidentialwww.ClearSaleing.com 23
The Purchase PathAd-Level View
Proprietary and Confidentialwww.ClearSaleing.com 24
The Purchase PathClick Path Details / Product(s) Sold
Proprietary and Confidentialwww.ClearSaleing.com 25
The Purchase PathClick Path Details / Product(s) Sold
Proprietary and Confidentialwww.ClearSaleing.com
10) A/B testing is effective for attribution
Proprietary and Confidentialwww.ClearSaleing.com
If time weren’t an issue…
• Test needs to be longer than avg. sales cycle
• Tests aren’t cheap
• How much time do you want to be in test mode?
• Dozens of tests need to be performed to get to answers that analytics can provide concurrently
Proprietary and Confidentialwww.ClearSaleing.com 28
A ‘simple’ A/B test
Network 1 Network 2
Test Name # of Tests Time (Days)
Networks 2 28
Websites 4 56
Creative 8 112
Total 14 196
Sales Cycle = 7 Days
Website 1 Website 2
Creative 1 Creative 2
What about ad sizes, demographics, psychographics?
What if there were more networks, websites, creatives etc?
Test Cycle = 14 Days
Proprietary and Confidentialwww.ClearSaleing.com 29
11) Attribution takes too much time it
Proprietary and Confidentialwww.ClearSaleing.com 30
Attribution saves time
• Automatically calculate credit according to your attribution rules
• Same data points just more accurate values
• Decisions off more accurate data yields better outcomes
Proprietary and Confidentialwww.ClearSaleing.com 31
12) Attribution is a silver bullet
Proprietary and Confidentialwww.ClearSaleing.com 32
People are the silver bullet
• There are no silver bullets
• It still takes competent people
• Elements like bid management can be automated
• Humans need to set rules
Proprietary and Confidentialwww.ClearSaleing.com 33
Contact ClearSaleing
Adam S. Goldberg
Chief Innovation Officer
P: 614.448.2688 x902
www.AttributionManagement.com
www.ClearSaleing.com/Blog
Follow ClearSaleing: http://twitter.com/ClearSaleing
Proprietary and Confidentialclearsaleing.com 34