Presentation by Adrian Nash, head of analytics, at Logan Tod at the TagMan client event TagMeet 2

1. TagMan & Attribution
Adrian Nash, Head of Analytics & Insight
Logan Tod & Co
9th November 2011

2. Logan Tod & Co: Europe’s leading online optimisation
& analytics consultancy
Retail Finance Travel Technology, Media
& Consumer & Utilities & Leisure & Telecom
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3. Consider the consumer purchasing journey time
70%
purchases completed
Standard cookie window (30 days)
30%
purchases not completed
Source: Google/Nielsen
NetView – Beyond Last Click
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4. The current measurement model is very simplistic
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5. The real Single View is very complex indeed
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6. Is a single ‘best’ what now?
So attribution model the right goal ?
• Danger of diminishing returns seeking ‘perfect’ attribution
models
• Objective should be reducing uncertainty enabling better
decision making
• Actionable & repeatable insights are the real goal
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7. What does best practice look like?
“...given a choice, it‟s more important to be precise than
accurate – reproducibility is more important (especially to
management) than getting the exact number right.”
Jim Novo - 2007
Chart source – Omniture blog
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8. High level attribution framework
Evaluation & Iteration Discovery
• Hypotheses • Workshop
• Performance • Objectives
• Model „precision‟ • Final visualisation
• Knowledge sharing • Data preparation
• Accuracy
• Integration
Evaluation Discovery • Marketing Classification
• Forecasting
Testing Attribution
Testing Attribution modelling
• Hypothesis generation • Credit allocation
• Test design • Scorecards
• Success criteria • Advanced models
• Test execution • Visualisation
• Insight
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9. TagMan data > attribution insight
Customer Behavioural
TagMan Context data
data data (WA)
ETL
Quantivo
Modelling
Visualisation
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10. Questions, comments or thoughts?
Adrian Nash, Head of Insight and Analytics
@logantod
Adrian.nash@logantod.com
© 2011 28th March 2011
29 November, 2011 Page 23
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