Tag Management Systeme (TMS) sind ein wesentliches Element zur besseren Verwaltung, Kontrolle und Anpassung der Datenerfassung und -Bearbeitung im Bereich Digital Analytics. Ein besonders komplexes Thema ist die Attribution im Rahmen einer Customer Journey. Oftmals wird nur die Abfolge der Touchpoints betrachtet oder gezählt, aber nicht das von den Touchpoints erzeugte Benutzerverhalten. Matthias Bettag beschreibt die allgemeinen Herausforderungen der Customer Journey Analyse, wenn man das Userverhalten auf dem Weg zu einer Konversion in den Mittelpunkt stellt.

1. ATTRIBUTION AND
CUSTOMER JOURNEY
DAALA MÜNCHEN, 25. JUNI 2013
Matthias Bettag, Digital Analytics Consultant
Twitter: @Matthiasbettag
Email: matthiasbettag@gmail.com
LATE
AFTERNOON
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2. About Me – And how I got into
Analytics
Role Focus
Webmaster at Schering Germany (2004-2006) Quantitative Reports
CMS Expert at Bayer Pharma (2007-2011) Global Enterprise Platform,
Standards, Comparability
DAA Country Manager (since 2010) Profession of a Web/Digital
Analyst
VP Analytics at Semphonic (2012-2013) Strategies, cross+multi-platform,
data integration, data & ROI
models, processes, ..
Since April 2013:
MYP Country Manager Germany Privacy
UBC Webanalytics-Course Tutor Education
Communities / Conferences
(DAALAs, XChange Europe, eMetrics Germany)
Training + Networking

3. What is Attribution?
 Attribution is a process for
assigning/crediting a lead, purchase, or a
conversion to a specific set of marketing
activities, touchpoints, or content.
 Usually, we think of Attribution as applying to
sources of visit, also known as channels,
referrers, or campaigns. But internal banner-
ads, site features or tools, or product views
can also attributed with success events.

4. Customer Journey Example
Visit by SERP Direct Paid Search Email Affiliate
Website visits
Touchpoints
Intention
Onsite Behavior
Visit of landing
page, views of
different
product details
Use of onsite
search for
product brand
name, views at
details and
shipment
conditions
Product put in
the basket, but
not yet
available.
Enters email to
get a
notification
Product put in
the basket
again, but not
completing the
purchase
Use of on-site
search again,
put product in
the basket and
enters a 5%
discount code.
Completing
purchase
General
interest for this
product
category
strong hint for a
purchase
intention
Clear
purchase
interest
Not clear.
Distraction?
Price?
Usability?
Purchase
completion
Metrics
Page views
and time
spend
Onsite search
kw’s, product
detail/ shipment
page(s).
Steps of
purchase
funnel, email-
reminder form
Steps of
purchase
funnel
Funnel
completion.
Affiliate code.
Purchase value.
€

5. General Challenges
 Data inaccuracy
 Cookie deletion
 Multiple devices
 Offline campaign tagging
 „Dark social“
 Data duplication
 Channels measured in silos
 Multiple affiliates claim responsibility for the same conversions
 Lack of processes
 Hub and Spokes in place? Central governance with
decentralized stakeholders
 Insufficient control
 No access to source code
 Long cycles for updates/changes/adaptations

6. Other Challenges
 Offline touchpoints
 Call center
 Store visits
 TV/Radio ads
 Print ads
 …
 Possible workarounds
 Call Center integration
 QR codes, Voucher codes, Loyality cards
 Mobile apps
 TV/Radio tracking
 ..
 But also onsite behavior which indicates an offline contact

7. Attribution in a bigger picture..
A TAG A MEASURE A PERFORMANCE

8. Solving Data Inaccuracy
 Data inaccuracy caused by:
 Users deleting cookies
 Users on multiple devices
 Missing offline campaign tagging
 „Dark social“
 TMS benefits:
 Multi-channel management at a glance
 Double tracking to end system and TMS
 Rule engine to configure firing rules in very
detail

9. Solving Data Duplication
 Data duplication caused by:
 Channels measured in silos
 Multiple affiliates claim
responsibility for the same
conversions
 TMS benefits:
 Data-deduplication and allocation of
actions per touchpoint
 Clear picture of conversions by channels

10. Solving Lack of Processes
 Lack of processes caused by:
 Missing Hub&Spokes model
 Friction between Marketing,
Analytics and IT
 Delays for tagging
adjustments/maintenance
 TMS benefits:
 A Data Layer model enforces a tagging
documentation and transparency
 Each stakeholder can focus on the respective area of
responsibility and act independentely
 Much quicker reaction time for any changes

11. Solving Insufficent Control
 Insufficient control caused by:
 No access to source code
 Long cycles for
updates/changes/adaptations
 TMS benefits:
 Direct configuration of tags via
the TMS, no access to source
code needed
 Rule engine helps to customize
firing rules per tracker
individually
 Provides individual level of
control to the different
stakeholders

12. What a TMS can do
 TMS can be considered as a meta-management
system rather than a tool by itself  Enabling
processes!
 TMS brings Analysts, Marketing, and IT together
in meaningful and efficient way
 Benefits for Marketing: Better, comprehensive
reporting. Quick tagging updates/maintenance
 Benefits for Analysts: Controls measurement
independent of other stakeholders
 Benefits for IT: Control platforms without frequent
and always urgent tagging updates

13. Thank you!
Matthias Bettag
Digital Analytics Consultant
DAA Country Manager Deutschland
MindYourPrivacy Country Manager Deutschland
Tel: +49 173 2008758
Email: matthiasbettag@gmail.com
Twitter: @MatthiasBettag