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UNDERSTANDING ATTRIBUTION
DOUG CONELY | SENIOR DIRECTOR, GLOBAL DATA & TARGETING
WWW.TRIBALFUSION.COM PAGE 2
AGENDA• “Last view attribution is the least worst solution today”• If you don’t like it there are things you can do right now• But dynamic multi-touch attribution is the real solution
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DIFFERENT WAYS TO ASK “IS MY ADVERTISING WORKING?”
Attribution
Effectiveness Measures
Audience AnalyticsAudience Analytics
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AGENDA• “Last view attribution is the least worst solution today”• If you don’t like it there are things you can do right now• But dynamic multi-touch attribution is the real solution
WWW.TRIBALFUSION.COM PAGE 5
+1Brand
keyword click
SEARCH ONLY ATTRIBUTION
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+1
Illustrative
SEARCH ONLY ATTRIBUTION
Brand keyword click
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+1
SEARCH ONLY ATTRIBUTION
Brand keyword click
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+1Brand
keyword clickDisplay
ad impressio
n
SEARCH AND DISPLAY IN COMBINATION
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+1Brand
keyword clickDisplay
ad impressio
n
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+1Display
ad click
Conversion behaviours
CLICK TO CONVERSION MEASUREMENT
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+1Display
ad click
Click behaviours
CLICK TO CONVERSION MEASUREMENT
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+1Display
ad impressio
n 3
Display ad
impression 2
Display ad
impression 1
Site visit
http://www.exchangewire.com/blog/2010/11/24/spray-and-pray-baby-the-insider-view-on-the-dysfunctional-state-of-display/
LAST VIEW ATTRIBUTION
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+1Display
ad impressio
n 3
Display ad
impression 2
Display ad
impression 1
Site visit
Wimbledon
1988 FA Cup
Barcelona
2006, 2009, 2011 European Cup
2005, 2006, 2009, 2010, 2011 La Liga
2009 Copa del Rey
LAST VIEW ATTRIBUTION
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+1Display
ad impressio
n 3
Display ad
impression 2
Display ad
impression 1
Site visit
LAST VIEW ATTRIBUTION
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AGENDA• “Last view attribution is the least worst solution today”• If you don’t like it there are things you can do right now• But dynamic multi-touch attribution is the real solution
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Paying more than once for the same conversion
Encourages bad practice among display participants
Spend optimised to the “wrong” media partners
1
2
3
?
THE PERILS OF POOR ATTRIBUTION CONTROL AND ANALYSIS…
… AND WHAT YOU CAN DO ABOUT IT
WWW.TRIBALFUSION.COM PAGE 17
Paying more than once for the same conversion
Encourages bad practice among display participants
Spend optimised to the “wrong” media partners
1
2
3
THE PERILS OF POOR ATTRIBUTION CONTROL AND ANALYSIS…
… AND WHAT YOU CAN DO ABOUT IT
Attribution analysis framework
Campaign data collection
Tag management instrumentation
1
2
3
WWW.TRIBALFUSION.COM PAGE 18
Source: http://c3metrics.com/white-paper/
> This is a great starting place but not the end goal
1 ATTRIBUTION ANALYSIS FRAMEWORK |EVEN ATTRIBUTION WEIGHTING
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Social Media SEM/ SEO Display Affiliates Email
2 CAMPAIGN DATA COLLECTION
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3 TAG MANAGEMENT INSTRUMENTATION
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Paying more than once for the same conversion
Encourages bad practice among display participants
Spend optimised to the “wrong” media partners
Attribution analysis framework
Campaign data collection
Tag management instrumentation
1
2
3
1
2
3
THE PERILS OF POOR ATTRIBUTION CONTROL AND ANALYSIS…
… AND WHAT YOU CAN DO ABOUT IT
WWW.TRIBALFUSION.COM PAGE 22
REMEMBER THAT EVERYONE HAS A VESTED INTEREST HERE…
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AGENDA• “Last view attribution is the least worst solution today”• If you don’t like it there are things you can do right now• But dynamic multi-touch attribution is the real solution
WWW.TRIBALFUSION.COM PAGE 24
+1Brand keyword
searchesDisplay ad
impression 2Display ad
impression 1Generic product
keyword searches
+1
+1
+0.25
+0.25
+0.25
+0.25
+f(x)
+f(x)
+f(x)
+f(x)
Last View
Last Click
Linear Multi-Touch
Dynamic Mulit-Touch
RECOGNISE THE USER JOURNEY
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Campaign Delivery
Attribution Analysis
Campaign Planning
Attribution in the typical campaign lifecycle
Campaign Delivery
Attribution as part of campaign optimisation
TF APPROACH: DYNAMIC REGRESSION ATTRIBUTION MODELS
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+1Brand keyword
searchesDisplay ad
impression 2Display ad
impression 1Generic product
keyword searches
WITH ATTRIBUTION YOU ARE NEVER DONE…
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• http://blog.comscore.com/2010/12/rid_meddlesome_click.html• http://c3metrics.com/white-paper/• http://www.atlassolutions.com/uploadedFiles/Atlas/Atlas_Institute/Published_Content/dmi-TheLongRoadtoConversion.pdf• http://www.iab.net/media/file/IAB_WHITE_PAPER_FINAL_AUGUST-3-2010.pdf• http://www.havasdigital.com/wp-content/uploads/2011/02/HD_Insight_AttributionDM.pdf• http://www.ensighten.com/whitepapers• http://www.exchangewire.com/blog/2010/11/24/spray-and-pray-baby-the-insider-view-on-the-dysfunctional-state-of-display/• http://blog.tribalfusion.co.uk/?p=116• http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=152611• http://www.clearsaleing.com/archives/2011/06/14/clearsaleing%E2%80%99s-altitude-exposes-a-36-percent-flaw-in-last-%C2%ADad-attribution/ • http://www.omniture.com/offer/953?cms_site_lang=1&s_rtid=37079&&s_iid=31017&ct=email&cp=customer%20retention• http://www.tagman.com/index.php/forrester-white-paper• http://collective.com/insight/causal-attribution• http://www.clearsaleing.com/a-guide-to-market-leadership-in-2012/• http://econsultancy.com/uk/blog/9022-credit-where-it-s-due-dealing-with-the-myths-of-attribution
FURTHER READING
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AGENDA• “Last view attribution is the least worst solution today”• If you don’t like it there are things you can do right now• But dynamic multi-touch attribution is the real solution