This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0" Presentation: Campaign Attribution Model Speaker: Umair Mohsin Global Director MI Digital

1. CAMPAIGN ATTRIBUTION MODEL – DIGITAL MEDIA
A WORKSHOP BY UMAIR MOHSIN
GLOBAL DIRECTOR, MEDIA IDEE

2. About Media Idee
• Started in 2005.
• Is now Pakistan’s first
global agency with
offices in UK, Dubai and
Thailand.
• Serving clients in 5
countries.
• www.mediaidee.com

3. About Our Clients

4. L E T ’ S S TA R T

5. Our World
“THE TRANSPARENCY IN ADVERTISING SPENDING IS
APPROACHING UNPRECEDENTED LEVELS, AND THE EXPECTATION
OF ACCOUNTABILITY AND PROVEN ROI IS COMING TO THE
FOREFRONT OF MARKETING DEPARTMENTS - FAR DIFFERENT FROM
THE DAYS OF MR. WANAMAKER, IN WHICH IT WAS ACCEPTABLE
FOR A SUCCESSFUL CAPITALIST TO WASTE ONLY HALF OF THE
ADVERTISING BUDGET.”

6. Conversion Example

7. 1. Paid Search

8. 2. Referral

9. 3. Organic Search

10. 4. Social - Twitter

11. 4. Email Link

12. 6. Direct

13. 7. Display

14. SALE

16. Live Preview

17. The
Reality
Where We Are Today

18. The Reality Today
We were initially taught to measure
performance via:
Clicks
Click-through-rates (CTRs)
Directly attributable conversions
We now know these don’t tell the whole
story
Keyword assists are important (Search)
Display Ads can be effective without
clicks
Social contributes throughout the process
Clicks don’t matter for measuring Display
8% of users contribute 80% of Display
clicks

19. In reality, conversions
take place over many
days and across
multiple channels.

20. Definition
Marketing attribution is the practice of
determining the role that channels play in
informing and influencing the customer
journey.

21. Should You Do It?

22. Faulty Logic
”Last Ad or Click” Model Attributes 100% of
the credit for a conversion to the last ad
seen or clicked. Is based on only a single
engagement. Attribution to last click has
forced marketers to allocate more budget
to media that sit at the bottom of the
conversion funnel like search.

23. How can we visualise our customer path to purchase?
•If customer journeys are relatively
simple with the majority
converting on the first visit, then
it’s unlikely that attribution
modelling will give you such a
great return on investment.
•This is most likely where it’s a
simple purchase such as flowers
and where a trusted brand is
involved with limited price or
feature comparison.
Q1. How
complex are
our customer
journeys?
•The next stage of analysis is to
consider the sequence of media
and How do different channel’s
journeys vary during the path to
purchase?
Q2. How
many visits
involve a
single visit
before
conversion?
Q4. What is
the different
sequence of
media
prompting
conversion?
•If, when you investigate the
number of visits per purchase, you
find that over three quarters
convert on the first visit the need
for a conversion attribution study
is going to be relatively small.
•As a rule of thumb, if more than
three quarters of your visitors
convert on a single visit then
channel interactions are less
important.
Q3. Number of
touchpoints
involved
before
conversion?
•The next level of detail is to
understand how many
touchpoints or interactions with a
brand occur before conversion.
There be some interactions on
other sites, particularly display ads
which aren’t recorded in the site
analytics.

24. Question: . How complex are our customer journeys?
Is there a high amount of overlap between any channels
on the multi-channel funnels overview report?

25. Question: Number of touchpoints involved before conversion?
Are more than 20% of conversions multi-path?

26. Question: How many visits involve a single visit before conversion?
Are more than 20% of conversions multi-day?

27. Q. What is the different sequence of media prompting conversion?
Simple Media Sequences
Complex Sequences

28. HOW TO BUILD AN
ATTRIBUTION MODEL

29. Start by identifying your
marketing goals. Are you focused
on branding and awareness,
lead generation, developing
Step 1
new business, or repeat business?
Are your current campaigns
meeting these objectives?

30. Step 2
Develop a basic outline for your
customer journey, including path
length, time to conversion, and
the relevant marketing channels.
Look for key details: does the
path differ based on the first
touchpoint? Does it differ by
order size or product category?
Google
Analytics

31. Think about how you assign
credit to these interactions today
– even if you’re new to attribution
modeling, you surely have some
Step 3
sort of intuitive model. What
would happen if you valued
interactions in the path
differently?

32. Step 4
Define the role and expected
impact of each campaign
element. When you start
modeling, check whether the
models match or contradict your
expectations.

33. NOW LET’S START WITH
THESE BASIC ATTRIBUTION
MODELS

34. Types Of Attribution
Models

35. First Touch

36. First Touch
Attributes 100% of the
conversion value to the first
channel with which the
customer interacted.
This model is appropriate if you
run ads or campaigns to
create initial awareness. For
example, if your brand is not
well known, you may place a
premium on the keywords or
channels that first exposed
customers to the brand.

37. First Touch

39. Last Interaction
Attributes 100% of the
conversion value to the last
channel with which the
customer interacted before
buying or converting.
This model is extremely
common – most likely
you’re already using some
version of it – so it’s a great
baseline for comparison
with other models.

40. Last Interaction
If your ads and campaigns are designed to attract people at the moment of purchase, or your business is
primarily transactional with a sales cycle that does not involve a consideration phase, the Last Interaction model
may be appropriate.

42. Linear
Gives equal credit to each channel
interaction on the way to
conversion.
This model might be used if your
campaigns are designed to
maintain contact and awareness
with the customer throughout the
entire sales cycle. In this case, each
touchpoint is equally important
during the consideration process.

43. Linear

44. Time Decay

45. Time Decay
Assigns the most credit to
touchpoints that occurred
nearest to the time of
conversion.
If the sales cycle involves only a
short consideration phase – for
example if you’re running a one
or two-day promotion – then
interactions that occurred a
week earlier would have less
value than those during the
promotion window.

46. Time Decay

47. Position Based

48. Position Based
Instead of giving all the credit to
either the first or last interaction, you
can split the credit between them.
The Position Based model allows you
to assign credit based on position in
the customer journey. The first
position highlights campaigns that
introduce customers, while the last
emphasizes those that close
conversions. This model can be used
to give more credit to those
interactions, or to assign customized
weights according to position.

49. Position Based

51. Model Attribution Tool - GA

52. Example

53. Step 5
Plan your next steps when you go
back. If you learn that a certain
campaign, source, or interaction
is performing differently than
expected, will you be able to
take action to change it?

54. Questions To Take Home
•
•
•
•
•
•
•
•
How long is my path to conversion?
How many sales did a channel or keyword contribute to?
Where in the path to conversion does a channel contribute (first, middle or
last)?
When does a channel or keyword contribute in the path to conversion?
What are the channel and keyword combinations that work best?
Where are performance partners (affiliates, referrals, etc) contributing?
How could I improve my performance partners commercials terms?
How does display and remarketing impact the path to conversion?

55. Summary One attribution model does not fit all
• or a subset of the visits.
Flexible allocation of sales across all
Configurable rules for defining attribution period:• Fixed length of time.
• Period defined by visit gaps.
Configurable rules for weighting:• Control of channel weighting.
• Control of brand weighting.
• Control of chain position weighting.
Allocation of multiple sale related values (e.g. margin).

56. Contact
Info.
Email: Umair.mohsin@mediaidee.com
Twitter: @umairmohsin / @wearemidigital
Blog: http://www.umairmohsin.com
Company: www.midigital.co