Festival of Marketing Datalicious Marketing Attribution

2. HALF THE MONEY I SPEND ON
ADVERTISING IS WASTED, THE
TROUBLE IS I DON’T KNOW
WHICH HALF.
JOHN WANAMAKER

3. Which vendor or vendors do you or your clients use for attribution?
Download the full APAC Econsultancy study on the ‘State of Media Attribution’ http://data.li/apac-mastudy 5
Google
Adobe
Datalicious
ClearSaleing
Marin Software
Kenshoo
50%
56%
44%
52%
31%
8%
13%
6%
8%
6%
16%
0%
Company respondents Agency respondents

4. MARKETING
MEASUREMENT
NIRVANA

5. 8
Channel Investment ROMI Return
Brand Equity
Baseline
($100) n/a $40
Offline
TV, print, outdoor, etc
$7 330% $30
Direct
Direct mail, email, etc
$1 400% $5
Online
Search, display, social, etc
$2 1150% $25

6. What do you/your clients regard as the benefits of marketing attribution?
9
Better allocation
of budgets
across channels
Better understanding
of how digital
channels work
together
Insights into
consumer and
customer behaviour
Better understanding of
digital / offline
interactions
More accountability
for marketing
79%
72% 74%
59%
71%
54%
65%
50%
65%
58%
Company respondents Agency respondents
Download the full APAC Econsultancy study on the ‘State of Media Attribution’ http://data.li/apac-mastudy

7. What has been the primary impact of attribution on you/client spending?
Download the full APAC Econsultancy study on the ‘State of Media Attribution’ http://data.li/apac-mastudy 10
Increases in
spending across all
digital marketing
channels
Increase in spending
on some digital
marketing channels
No impact on digital
marketing spending
Decrease in spending
on some digital
marketing channels
Decrease in spending
across all digital
channels
11%
40%
30%
11% 9%
3%
54%
15% 19%
9%
Company respondents Agency respondents

8. MEDIA
ATTRIBUTION
APPROACHES

9. 12
TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 CONVERSION
DISPLAY: $0 EMAIL: $0 SEARCH: $100 $100
DISPLAY: $100 EMAIL: $0 SEARCH: $0 $100
DISPLAY: $33 EMAIL: $33 SEARCH: $33 $100
DISPLAY: $30 EMAIL: $20 SEARCH: $50 $100
PATH TO
PURCHASE
LAST CLICK
ATTRIBUTION
FIRST CLICK
ATTRIBUTION
EVEN
ATTRIBUTION
CUSTOM
ATTRIBUTION

10. How would you rate the effectiveness of your attribution method?
Download the full APAC Econsultancy study on the ‘State of Media Attribution’ http://data.li/apac-mastudy 13
Very effective Somewhat effective Somewhat ineffective Very ineffective
Custom
modelling
First touch
or click
Position-based/
‘Time decay’
View-through Even allocation
(linear)
5%
41%
14%
41%
58%
27%
64%
15% 14%
56%
12%
6%
28%
73%
11%
27%

11. 14
VS
TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N CONVERSION
TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N CONVERSION
LAST CLICK
ATTRIBUTION
CUSTOM,
ALGORITHMIC
0% 0% 0% 100%
45% 15% 10% 30%

13. DEVELOPING
ATTRIBUTION
MODELS

14. 17
TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N ???
TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N CONVERSION
TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N CONVERSION
TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N CONVERSION

15. DISPLAY
INFLUENCES
OTHER CHANNELS

16. Facebook and Display ad click responses compared to search responses
19
DISPLAY
CLICKS ONLY
DISPLAY PRECEDING
(& LEADING TO) SEARCH
9.44x

17. ALL CHANNELS
REACH UNIQUE
AUDIENCES

18. 21
100%
25%
34%
7%
17%
17%
All paths
Multi-channel
paths
Only SEM
Only eDM
Only Other
Display
Only
Facebook
% of converting paths

19. DISPLAY
INFLUENCES
CONVERSIONS

20. Conversion rate uplight from multiple display ad impressions
23
7.18
7.16
Facebook Other display
Uplift in
Conversion
Rate

21. CHANNELS BEING
OVER/UNDER-
VALUED

22. Other Referrals
Swing in revenue by channel
25
The results from our recent
media attribution study with
Facebook, which is the largest
of its kind globally right now,
have shown that last click
attribution is highly inaccurate
and significantly undervalues
certain media channels. As a
result, any media optimisation
decisions based on last click
attribution are likely to lead to
ineffective if not outright
dangerous budgeting
decisions.
% change in revenue - multi-touch attribution vs last-click attribution
When switching from last-click to multi-touch attribution
Display
Retargeting
Display Facebook
Other Display
Paid Search (SEM)
Direct
Organic Search
(SEO)
Email
2371%
911%
749%
2%
2%
-3%
-10%
-25%
830% average

23. MEDIA MIX
IMBALANCED
AS RESULT

24. Typical share of ad spend by channel compared to ROAS
27
Typical
ROAS
(Multi-touch
attribution model)
Typical share of spend
Display Facebook
Display retargeting
Paid Search (SEM)
Other Display

25. ACROSS
AND WITHIN
CHANNELS

26. 29
Direct (Offline media/
existing brand equity)
SEO
Other referral
eDM
SEM
Display Facebook
Display Facebook
custom audiences
Display retargeting
Display performance
Display mobile
Display contextual
Display behavioural
Display awareness
N/A - not tracked in this study
N/A - no digital ad spend
N/A - no digital ad spend
N/A - no digital ad spend
N/A - no digital ad spend$1,020k
$1,059k
$66k
$117k
$236k
$60k
$63k
$40k
$25k
$17k
$12k
$5k
$1.34
$1.75
$3.39
$2.22
$1.20
$1.03
Revenue ROAS ($1 = Neutral)
$0.41
$0.48

27. UK DATA
SUPPORTS
IMBALANCE

28. 31
Channel
or platform
Spending
(millions)
Share of
total spend
Share of
media time
Delta
Offline total £11,956 62% 51% +11%
Online total £7,194 38% 49% -11%
Mobile display £769 33% 48% -15%
Desktop display £1,504 67% 52% +15%
Mobile search £937 31% 38% +7%
Desktop search £2,085 69% 62% -7%

29. RESULTS OF
ATTRIBUTION
ADOPTION

30. Which digital channels have seen an increased budget as a result?
Download the full APAC Econsultancy study on the ‘State of Media Attribution’ http://data.li/apac-mastudy 33
Company respondents Agency respondents
Display advertising
Paid search
Social media advertising
(display on Facebook, etc.)
SEO
Content marketing
Social media marketing
Affiliate marketing
Mobile apps
Email
Video
64%
55%
41%
41%
36%
27%
23%
18%
18%
14%
50%
38%
47%
32%
27%
24%
12%
12%
12%
29%