From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Attribution: Weaving the Red Thread of Marketing. PRESENTATION: Attribution: Weaving the Red Thread of Marketing - Given by Gary Verster - @the_other_GaryV - Marketing Technologist & Senior Marketing Operations Manager - Trend Micro EMEA Ltd. #MarTech DAY1

1. Attribution
Weaving the Red Thread of Marketing
Gary Verster
Marketing Technologist & Senior Marketing Operations Manager
Trend Micro EMEA

2. The Red Thread of Fate
2
Design Inspiration for P
resentation
We create power point templates based on ne
w visual trends that’s fresh, relevant and alwa
ys on the cutting edge.
An invisible red thread connects those who are destined to meet,
regardless of time, place or circumstance. The thread may stretc
h or tangle, but it will never break.

3. OBJECTIVES
01. Redefine marketing!
03. Why does it matter to you?
02. Attribution in context

4. 01. Let’s redefine marketing!
4
Objective vs subjective decision-making
Confidence in results!
Let the data be your guide01

5. 01
Objective vs subjective decision-making
Confidence in results!
Let the data be your guide
01. Let’s redefine marketing!
5
Ingrained in everything you do
Culture of optimization
It’s a mindset!02

6. 02
Ingrained in everything you do
Marketing culture
It’s a mindset!
01
Objective vs subjective decision-making
Confidence in results!
Let the data be your guide
01. Let’s redefine marketing!
6
Informs tactical decisions
Guides technology infrastructure
Implications on strategy03

7. 02. Attribution in context
7
“Attribution is still a difficult topic for many companies as there isn’t one
set way to attribute and this can be an extremely unsettling discussion
point for any business.”
- Sophia Evgeniou, Head of Customer Acquisition at House of Fraser

8. 02. Attribution in context
8
First Average Last Coeff.
Traditional approach is not enough
Relevant to entire lifecycle
More than acquisition!01Attribution models

9. 02. Attribution in context
9
First Average Last Coeff.
‘Connected’ attribution02
Attribution models
Traditional approach is not enough
Relevant to entire lifecycle
More than acquisition!01
Low cost acquisition, high lifetime value
Using end-to-end lifecycle data to inform acquisition

10. 02. Attribution in context
10
First Average Last Coeff.
Attribution models
Traditional approach is not enough
Relevant to entire lifecycle
More than acquisition!01
Technology connectedness is vital
Relevance to infrastructure03
Using end-to-end lifecycle data to inform acquisition
02 ‘Connected’ attribution

11. 03. Why does it matter to you?
11
Operations that hum
Internalised technologies
Data visibility
Technologist

12. 03. Why does it matter to you?
12
Operations that hum
Internalised technologies
Data visibility
Technologist
Strategic intelligence
Focus on maximizing delivery
Justifiable, forward planning
Marketing Director

13. 03. Why does it matter to you?
13
Operations that hum
Internalised technologies
Data visibility
Technologist
Strategic intelligence
Focus on maximizing delivery
Justifiable, forward planning
Marketing Director
Bottom line
Marketing validation
Alignment with vision
CMO

14. The Red Thread of Fate
14
Design Inspiration for P
resentation
We create power point templates based on ne
w visual trends that’s fresh, relevant and alwa
ys on the cutting edge.
An invisible red thread connects those who are destined to meet,
regardless of time, place or circumstance. The thread may stretc
h or tangle, but it will never break.

15. THANK YOU
Gary Verster
Marketing Technologist & Senior Marketing Operations Manager
Trend Micro EMEA
gary_verster@trendmicro.co.uk
https://uk.linkedin.com/in/garyverster