Attribution Playbook Webinar 3
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In this webinar you’ll learn how to makes sense of attribution data outputs and to use those insights to achieve your goals, including insights on: - Generate reports and extrapolate insights - Identify typical actions associated with common insights - Leverage optimization to improve cross-channel performance
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Attribution Playbook Webinar 3
- 1. Webinar #3 Putting Attribution to Work: Clarity, Insights, and Action Tuesday, January 28, 2013 @caseycarey © 2014 Adometry, Inc. All rights reserved. 1
- 2. A Bit About Me Casey Carey Chief Marketing Officer © 2014 Adometry, Inc. All rights reserved. 2
- 3. First a Word from Our Sponsor •What we do… We power more intelligent marketing •How we do it… By providing advanced marketing attribution and optimization solutions •Our customers… For 75+ brands and their agency partners primarily in the auto, telecom, technology, travel & leisure, FSI, and retail verticals © 2014 Adometry, Inc. All rights reserved. 3
- 4. Attribution 2014 Webinar Series CLARITY DIRECTION ACTION RESULTS TRUST © 2014 Adometry, Inc. All rights reserved. 4
- 5. Evaluating Attribution Models Analyzing Performance Across Channels today’s AGENDA CLARITY ACTION Analyzing Performance Within Channels Optimizing and Operationalizing Results Q&A © 2014 Adometry, Inc. All rights reserved. 5
- 6. Evaluating Attribution Models © 2014 Adometry, Inc. All rights reserved. 6
- 7. at•tri•bu•tion (ˌatrə-ˌ byü-shən) n. The practice of determining the role each marketing touch plays in informing and influencing the customer journey to a desired business outcome. © 2014 Adometry, Inc. All rights reserved. 7
- 8. accurate attribution is an OXYMORON © 2014 Adometry, Inc. All rights reserved. 8
- 9. Single-Event Attribution Models •Advantages Last Click • Easy to implement • Okay for a low volume of marketing touches and conversions First Event • Maybe be best suited for specific business models – Transaction focused – Complex B2B Last Ad Event © 2014 Adometry, Inc. All rights reserved. 9
- 10. Single-Event Models Ignore Much if not Most Marketing Touches Single-Touch © 2014 Adometry, Inc. All rights reserved. Multi-Touch Multi-Channel 10
- 11. Other Simple (Rules-Based) Models •Advantages Time Decay • Easy to implement • Allows for consideration of multi-touch and multi-channel Even • Best suited for more complex, low-volume businesses Custom or U-Shaped © 2014 Adometry, Inc. All rights reserved. 11
- 12. Last-Click Versus Position-Based – Ecommerce Example $5.1 $4.6 $2.3 $1.9 $0.5 Affiliate Direct Nav Email Organic Search Paid Search Referral Social -$6.0 -$7.8 Image credit http://www.portent.com © 2014 Adometry, Inc. All rights reserved. 12
- 13. The Problem? The Problem? The Rules are Usually Arbitrary © 2014 Adometry, Inc. All rights reserved. 13
- 14. Moving to a Data-Driven Model © 2014 Adometry, Inc. All rights reserved. 14
- 15. Common Advanced Attribution Models Multiple Regression •Advantages • Well understood – “predicts the contribution” of each touch • Well suited for “periodic” model updates •Advantages Algorithmic © 2014 Adometry, Inc. All rights reserved. • More accurate – actually “counts” the contribution of each marketing touch • Well suited for dynamic, i.e. daily model updates 15
- 16. Predictive Modeling Approaches are Challenged by Event Sequencing Calculate the probability of conversion for each each event for each attribute Channel Campaign Site Placement Creative Same marketing event in different sequence has same probability 3.1% Conversion Rate 2.5% Conversion Rate © 2014 Adometry, Inc. All rights reserved. 16
- 17. Algorithmic Attribution Methodology Data Driven A/B Testing 3.1% Conversion Rate 3.0% Conversion Rate © 2014 Adometry, Inc. All rights reserved. 17
- 18. Algorithmic Attribution Methodology Data Driven A/B Testing 3.1% Conversion Rate 2.5% Conversion Rate © 2014 Adometry, Inc. All rights reserved. 18
- 19. Attribution is a Drill Bit © 2014 Adometry, Inc. All rights reserved. 19
- 20. A Marketing Performance Management Solution Audience and CRM Data Paid Media • • • • • • • • • • • • • Display Social Ads Video In App Ads Search Retargeting CSEs Affiliates Email SMS Direct Mail Catalog Inserts D E V I C E S Transaction & Sales Channels • • • • Websites Call-Center Kiosk Brick-n-Mortar Owned Media • • • • • Referrals Organic Search Direct Nav Organic Social Content © 2014 Adometry, Inc. All rights reserved. 20
- 21. A Marketing Performance Management Solution Audience and CRM Data Paid Media • • • • • • • • • • • • • Display Social Ads Video In App Ads Search Retargeting CSEs Affiliates Email SMS Direct Mail Catalog Inserts D E V I C E S Transaction & Sales Channels • • • • Websites Call-Center Kiosk Brick-n-Mortar Owned Media • • • • • Referrals Organic Search Direct Nav Organic Social Content © 2014 Adometry, Inc. All rights reserved. • • • • KPIs Conversions Channels/Sub-Channels Sources • • • • Campaigns Placements keyword, etc. Creative, content, format Segments 21
- 22. Long Term Wide Spectrum Of Actionability from Attribution Results Maximize Exclusivity And Positive Overlap Optimal Media Plans Improved Targeting Customize Messaging Creative Sequencing Budget Reallocation Across Channels Overall Budget Change Action Plan Minimize Time To Conversion Budget Reallocation Within Channels Tactical Strategic Geographic Targeting Frequency Capping Segment Customers Identify Overlap/Waste Eliminate Bottom Performers Eliminate Wasted Impressions De-silo Data © 2014 Adometry, Inc. All rights reserved. Short Term Measure Cross-channel Journey Monitor Identify Top Performers 22
- 23. Cross-Channel Insights © 2014 Adometry, Inc. All rights reserved. 23
- 24. Cross Channel Conversion Summary © 2014 Adometry, Inc. All rights reserved. 24
- 25. Cross Channel Channel Participation © 2014 Adometry, Inc. All rights reserved. 25
- 26. Cross Channel Channel Overlap © 2014 Adometry, Inc. All rights reserved. 26
- 27. Cross Channel Lift Across Channels © 2014 Adometry, Inc. All rights reserved. 27
- 28. Cross Channel Cross Channel Performance © 2014 Adometry, Inc. All rights reserved. 28
- 29. Cross Channel Versus View © 2014 Adometry, Inc. All rights reserved. 29
- 30. Cross Channel Conversion Paths © 2014 Adometry, Inc. All rights reserved. 30
- 31. Cross Channel Performance Analysis © 2014 Adometry, Inc. All rights reserved. 31
- 32. Audience Data Performance & Reach by Audience Segment - DataLogix Segments Example © 2014 Adometry, Inc. All rights reserved. 32
- 33. Audience Data Performance & Reach by Geographic Region - Default © 2014 Adometry, Inc. All rights reserved. 33
- 34. Cross-Channel Insights Channel Insights © 2014 Adometry, Inc. All rights reserved. 34
- 35. Channel Performance Funnel Stage © 2014 Adometry, Inc. All rights reserved. 35
- 36. Shuffling the Deck on Paid Search KW16 KW16 KW15 KW15 KW14 KW14 KW13 KW13 KW12 KW12 KW11 KW11 KW10 KW10 KW9 KW9 KW8 KW8 KW7 KW7 KW6 KW6 KW5 KW5 KW4 KW4 KW3 KW3 KW2 KW2 KW1 KW1 ROAS Threshold © 2014 Adometry, Inc. All rights reserved. Lower ROAS Based on Attribution Higher ROAS Based on Attribution Higher ROAS on Some Strategic Terms New ROAS Threshold 36
- 37. Channel Performance Exclusive Reach © 2014 Adometry, Inc. All rights reserved. 37
- 38. Channel Performance Display Viewability © 2014 Adometry, Inc. All rights reserved. 38
- 39. Channel Performance Display Frequency Capping © 2014 Adometry, Inc. All rights reserved. 39
- 40. Optimization and Operationalization © 2014 Adometry, Inc. All rights reserved. 40
- 41. Global Optimization Optimization Report – Conversions Example © 2014 Adometry, Inc. All rights reserved. 41
- 42. Global Optimization Optimization Report – Conversions Example (continued) © 2014 Adometry, Inc. All rights reserved. 42
- 43. Global Optimization Optimizing Tactics within Channels © 2014 Adometry, Inc. All rights reserved. 43
- 44. Programmatic and DMP Integration Transaction & Revenue Feed Attribution Processing © 2014 Adometry, Inc. All rights reserved. 44
- 45. Key Takeaways •Select an Attribution Approach Based on Your Business Needs • Balance goals, data, and complexity • More accurate (data-driven) is better •Leverage the Insights to Drive Improved Performance • Across channels • Within channels •Strategically move to leverage predictive optimization and operationalizing results © 2014 Adometry, Inc. All rights reserved. 45
- 46. Webinar #4 Driving Results: Stories from the Front Lines Tuesday, February 25, 2014 www2.adometry.com/driving_results © 2014 Adometry, Inc. All rights reserved. 46
- 47. © 2014 Adometry, Inc. All rights reserved. 47
- 48. Casey Carey casey.carey@adometry.com @caseycarey © 2014 Adometry, Inc. All rights reserved. 48