This document discusses marketing attribution and how to develop a single customer view. It covers various attribution models and how to determine the best model for a business based on its goals. Key aspects that attribution can provide insight on include customer journeys, device usage, and attributing success across different touchpoints. The importance of privacy in data usage is also addressed. Developing a single customer view through attribution allows for more personalized experiences and data-driven marketing decisions.

1. Marketing
Attribution
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2. Moneyball - Attributing Success
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3. Basic principles of Baseball in 3 images
The Field Bases Runs
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4. What is Moneyball?
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5. @therustyb
rWhat is the problem?
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6. “The process of quantifying the impact of multiple marketing exposures and
touch-points preceding a desired outcome”
What is the problem?
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7. We are the problem
What is the problem?
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8. Lets Talk
about models
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9. Core Attribution
Models
Online &
Offline
(“Digital to
Store”)
Online
Only
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10. The best model
for your business
is based on how
you are going to
use it…..
You have to
understand what
success looks like
before you can
succeed

11. Lets get clever...
● Sequence
● Recency
● Channel
Relationships
● Impression
Relationships
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12. Someone used more than one device to visit our website..
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13. Custom Unique Identifiers
System Single Sign-on matchback
Tracking Multiple Devices
Device-id / Signal Recognition
How do we stitch sessions into becoming users /
customers?
Live / Post Date / When?

14. Be aware of filter bubbles - they’ll get you!
All Website Visitors Visitors we have
joined with multiple
sessions
Visitors we have
joined with multiple
devices

15. The Customer Consideration Funnel by @therustybear
Pre-SalesPost-SalesSale Made
Acquisition
Driving high quality traffic to the
right content
CTR, CPC, Impressions, Visits...
Behavior
Creating an optimal user
journey
Bounce Rate, Content Category
Engagement, Micro-Transactions...
Conversion
Improve call to actions and an
intuitive purchase path
ARPB, CPA, Revenue...
Satisfaction
Driving customer happiness
and improving continuous
engagement
Single Login / remembering
preferences / Single Customer View
Loyalty
Increasing LTV, give a reason
for for customers to be loyal
Repeat Purchase Rate, Multi-channel
Behavior, LTV
Advocacy
Creating an environment where
advocates are naturally created
Social Sharing, MGM Conversion,
Referring %

16. How do we use
the insights
gleaned from
analysis to create
data driven
decisions?

17. How do we use
the insights
gleaned from
analysis to create
data driven
decisions?
Onsite
● Landing Pages
● Content Consumption
● Micro Conversions
● Previous Purchases
Marketing
● Historical Channel Mix
● Paid Keyword Use
● Paid/Free Channels
● Brand/Marketing/Product
Data Driven Actions
● Customised/Dynamic Landing Pages
● Data driven campaigns / bidding based on value of prospect
● Navigational changes based on previous activity
● Marketing Segmentation based on historical activity

18. Lets start to ask the right questions

19. How do I find my
“Whales”
How do I stop getting
x customer
How do I find my
“Whales”
What channel is best to
drive higher ARPU
How do I get customers
who have high LTV
Where do I get more
customers who
recommend friends
What budget do I need
to get more customers
that are of x persona
How do I stop getting x
customer
Lets start to ask the right questions
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20. A Single Customer View - what’s possible?
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21. 71% of marketers plan to implement big data analytics into
their marketing strategies within the next two years
The biggest opportunity in digital is the utilisation of data to
drive action.
Not capturing data at scale right now is the largest mistake
marketers are making!
A Single Customer View - what’s possible?

22. A Single Customer View - what’s possible?

23. Adding value to the Brand -> Customer Relationship

24. Creating a platform for a Single Customer TRUE View

25. Did someone
say...
“What about
privacy?”
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26. Lets think a bit differently...

27. Website Content
Navigational
Value attribution
Marketing E-Com Corporate

28. Attribution is the process of forming a clearer understanding
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29. Thanks for Listening
Russell McAthy
CEO
@therustybear
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