This document discusses when and how to shift or optimize media budgets across different marketing channels. It provides tips for marketers on attribution, understanding the customer journey, and evaluating platforms before making budget shifts. The key points are: 1) Marketers should start by understanding attribution across online and offline channels to know which channels are contributing to conversions. 2) They should optimize platforms within channels by reviewing targeting, audiences, bids, creative, and tracking before shifting budgets between channels. 3) Marketers need to consider measurement, diminishing returns, what to shift budgets to/from, and avoid pitfalls like moving budgets too quickly without testing or abandoning platforms prematurely. Planning shifts and remaining flexible is important.

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THE ART OF THE SHIFT
When to Shift or Optimize your Media Budgets.

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ABOUT ME
Director of New Client Strategies @ Be Found Online
14 Years in the Digital Marketing
(but…I’m not just a ‘sales guy’)

3. 3
ABOUT ME
@josh_barwa
linkedin.com/in/joshbarwa

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BEFORE WE
BEGIN

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TYPICAL QUESTIONS
Where are
the
diminishing
returns?
When do I stop
throwing money at
search and switch to
display?
Should I move
some TV
budget to
YouTube?
When do I know if
a platform is
working or not?

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MOST COMPANIES MOVE LIKE THIS

7. 7
OR LIKE THIS

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ATTRIBUTION TIPS: UNDERSTAND YOUR
CUSTOMER JOURNEY

9. 9
Search
“how to find a
lawyer”
Read
News article for
advice on finding a
lawyer
Email
A friend for
lawyer advice
Visit
Lawyer directory site
to read reviews and
compare
Search
“lawyer firm in
sacramento”
Visit
Law firm site
Conversion
THE PATH TO PURCHASE HAS MANY STOPS

10. 10
10.4
sources before purchasing
Consumers consult an
average of
THE TRADITIONAL DIGITAL FUNNEL LOOKS LIKE A
BOWL OF SPAGHETTI

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START BY UNDERSTANDING ATTRIBUTION
11
• Online to Offline (MCA – O2S): In this model the goal is to understand which digital marketing channels
contributed to a particular offline conversion.
• Multi-Channel Attribution (MCA- AMS): Understanding attribution across multiple screens and advertising
channels (TV, Print, Digital)
• Multi-Channel Attribution (AMS - ADC): Understanding attribution across digital channels and touchpoints
(Search, Display, Social, Mobile)
• Post Conversion Attribution: Measuring phone calls and post-lead downstream sales through CRM
integration.
Attribution is the science of using advanced analytics to allocate proportional credit to
each marketing touch point across all online and off-line channels, leading to a desired customer
action.
– Forbes.com 12/02/14

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DON’T FORGET ABOUT ASSISTS
Non-Brand keywords are the
@JohnStockton of digital marketing
#Assists #PracticalAttribution

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BEFORE YOU START

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PLAN TO SHIFT, SHIFT THE PLAN
• Plan to Shift
• Budget Analysis
• Vendor Conversations
• Internal Conversations (Red Tape)
• Risk Tolerance

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BEFORE YOU SHIFT BUDGETS

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#1 MEASUREMENT & ATTRIBUTION
Start by understanding attribution & getting the right metrics
aligned with each platform.
• KPI’s per Channel?
• Engagement vs Direct Response
• Acquisition vs Retention
• Device Specific KPI’s

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#2 PLATFORM & CHANNEL OPTIMIZATION
Dive deep in any given channel (search/display/social/video)
to make sure each platform has an optimal mix of:
• Targeting
• Audiences
• Bids & CPMs
• Creative
• Landing Page
• Tracking

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#3 THE LAW OF DIMINISHING RETURNS
18

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WHAT TO SHIFT

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WHAT TO CONSIDER

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TRIM THE FAT

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PITFALLS TO AVOID

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#1 - VENDOR ROULETTE

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#2 – WRITING OFF A PLATFORM

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#3 – TESTING TOO MUCH

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THE “CHECKLIST”

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THE “CHECKLIST”
ü Plan to shift and remain fluid
ü Don’t get caught moving too slow (or too fast)
ü Take the time to understand attribution
ü Evaluate shifts within channel as well as channel-to-channel

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THANK YOU