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Exploring the Business Value of Cross-
ChannelAttribution and Optimization
August 26, 2013
for
Connecting the Dots Between Online
Media and Offline Purchases
Casey Carey
CMO
@caseycarey

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today’s
AGENDA
The Challenge
The Solution
Case Study
Q & A
@caseycarey
#iMediaSummit

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And Now 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 70+ brands and their agency partners
primarily in the auto, telecom, technology,
travel & leisure, FSI, and retail verticals
•You should care because…
Remarkable results – on average 20-40%
improvement in marketing ROI
@caseycarey
#iMediaSummit

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“SOME THINGS I KNOW AND
SOME THINGS I DON’T”

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to succeed, modern marketers
must increasingly…
become
data-driven,
but there is a
data deluge.
understand the
customer
journey,
but it is
becoming more
complex.
be multi-channel
in our approach,
but we organize
and measure in
silos.

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…understanding the true
connection between
marketing and results.
The business challenge…

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How Does This Sequence of
Events…
Impact This?@caseycarey
#iMediaSummit

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Attribution Model
• Rules-based (event or
fractional)
• Click-based
• Digital-centric
Conversion Events
• Online only
Actionability
• Inconsistent metrics
• Measures “What
happened?”
Today’s Approach Has Limitations

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 Data-driven, probabilistic
model
 Leverages user-level
interactions including
impressions
 Full-funnel view of media
performance
 Includes both online and
offline conversion events
Advanced Attribution Provides
Greater Clarity Into Performance

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Simple v. Advanced Marketing
Attribution
Simple
Advanced

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Connecting Offline Conversions
to Online Media
CRM, POS,
and Call-
Center Data
Offline to
Online
Match
Advanced
Attribution
Optimization
@caseycarey
#iMediaSummit

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Case Study – Big Box Specialty
Retailer

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Case Study - Quick Facts
•Large Specialty Retailer
• 2000+ stores
• North America
•Digital Marketing Channels
• Display
• Organic Search
• Paid Search
• Email
• Direct navigation
• Social
•Offline Marketing
• 4 page FSIs
• In-store promos and events
•Analysis Timing
• April 7 – May 4, 2013
•Online Conversion Events
• Email sign-up
• Coupon download/print
• Store locator
• Gift card purchase
• Appointments
•Offline POS Data
• Loyalty card
• Credit-card look-up

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Overall Attribution Results – 24% of
9.3MM Attributed to Online Media

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Offline Attribution Results – 8.5%
Attributed to Online Media

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Channel Performance
•Conversion to
Cost Index
•Display – 1.1
•PPC – 0.07
•Email – ???
Shift Budget from PPC to Display
DisplayPaidSearch
OrganicSearchDirectNavigation
Email

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Display Geo Performance
Conversion to
Cost Index
SFO – 0.51
NYC – 0.55
LA – 0.81
CHI – 1.18
ATL – 1.19
DC – 1.30
Re-Balance Display by Geo
Chicago
Atlanta
SanFrancisco
NewYork
LosAngeles
WashingtonDC

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Paid Search Performance
Conversion to
Cost Index
Brand – 2.35
General – 2.16
Category 1– 0.73
Category 2 – 0.20
Category 3 – 0.90
Adjust Bid Strategy Based on #s
Category1
Category2
Category3
general
brand

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Display Lift Analysis
Display Lift
Organic Search – 23.3%
Paid Search – 23.3%
Email – 46.1%
Offline Sales– Assisted Channel: Paid Search
Offline Sales – Assisted Channel: Email Click
Offline Sales – Assisted Channel: Organic Search

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Funnel Stage Analysis
Channel
Site
Adjust Creative Based on Site

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Key Takeaways
•Adapt KPIs to purchase paths
• Each vehicle has a unique role
• Optimal use of each vehicle may require a
rethinking of metrics
•Leverage advanced attribution data in
regular reporting/analysis
• Attribution data can eventually replace
much reporting, but will always add insight
into existing data sources
@caseycarey
#iMediaSummit

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Casey Carey
CMO, Adometry
casey.carey@adometry.com