1.
Attribution 101
Giving Credit Where Credit Is Due
Aruna Thota, Director of Product Management, Adometry
November 8, 2012

2.
The Attribution Problem
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3.
Timberland
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4.
Timberland
•Who gets the credit?
•?
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5.
What Is Attribution?
•Attribution is a way to assign value to each channel or
marketing touch point that played a role in influencing the
consumer to make a purchase.
•Currently Attribution focus is mostly on online media
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6.
Types Of Attribution Models
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7.
Current State Of Attribution
Sources:
6. Digital Attribution Comes Of Age
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8.
But, Wait…
Total
Revenue
= Offline
Revenue
+ Online
Revenue
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9.
And….
Advertising Revenue
Offline Advertising Offline Revenue
Online Advertising Online Revenue
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10.
There Is More…
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11.
Types Of Attribution
Advertising Revenue
Offline Advertising Offline Revenue
Online Advertising Online Revenue
1. Digital Attribution
4. Multi Device
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12.
Why Is Attribution Important?
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13.
Marketers Want To Be Data Driven
•91% of high level decision makers believe successful
brands use data to drive decisions
•When it comes to CMO’s 100% believe data and
measurement is key to driving decisions
Source: http://www.iab.net/media/file/2012-BRITE-NYAMA-Marketing-ROI-Study.pdf
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14.
But, Marketers Struggle With Data
Source: http://www.iab.net/media/file/2012-BRITE-NYAMA-Marketing-ROI-Study.pdf
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15.
And They Fail To Measure ROI
•57% do not tie marketing budgets to ROI
•37% don’t include financial metrics in measurement of ROI
•82% don’t include both spend and returns to evaluate ROI
•22% use brand awareness as the sole measure for
marketing
•Wrong metrics  Wrong marketing investments
Source: http://www.iab.net/media/file/2012-BRITE-NYAMA-Marketing-ROI-Study.pdf
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16.
Benefits Of Attribution
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17.
Other Benefits
1. Understand true CPA’s and negotiate CPA with Affiliates
2. Reduce and eventually eliminate wasted spend
3. Understand non-linear performance of marketing
4. Improve planning
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18.
Example Using Display Impact On Search
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19.
Display Refines Search Queries
Exposed to
Display Ad
No Display Exposure  More
generic search terms
5 – 25% more • More expensive
relevant search • More long tail keywords
queries1 • Increased PPC complexity
Sources
1.Display Advertising Impact: Search Lift and Social Influence (A field experiment by researchers at Stanford university)
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20.
Other Studies3 Indicate Positive Lifts
Across Multiple Kpis
• For consumers exposed to brand display campaigns
1 in 5 1 in 3 50% 10%
Conduct Visit More More
related brands Time on Money
search web site site Online
Higher More
Higher Better
Order Loyal
Repeat Advocates
Value
$$ $$$ $$$$
$
Sources:
3. The Silent Click: Building Brands Online
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21.
Startup Steps For Attribution
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22.
What Level Of Attribution Do You Need?
•Depends on the complexity of your business – start by
analyzing your referrer data
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23.
Identify The Right Metrics
•If you start measuring something you start optimizing it,
even if it is wrong – example CTR
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24.
Test Things To Gain Confidence
•Start with digital first
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25.
Bring Everyone Onboard
•Change Organizational Structures and Incentive
Mechanisms
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26.
The Adometry Attribution Solution
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27.
Data Driven Attribution
•Adometry uses a bottom-up approach to attribution by first
assigning fractional credit at the most granular impression
level.
•Allow the data to point out the hidden correlations and
insights within your marketing efforts.
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28.
The Adometry Attribution Methodology
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29.
The Attribution Problem
Looking backward,
a user had events E1, E2, E3, E4
& then converted.
E1 E2 E3 E4
$
What fractional credit goes to each Ei?
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30.
The Attribution Problem
Looking backward,
a user had events E1, E2, E3, E4
& then converted.
E1 E2 E3 E4
Conversion
Event
What fractional credit goes to each Ei?
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31.
Adometry’s Advanced Attribution
How important is each event in driving conversions?
E1 E2 E3 E4
%
Conversion
E1 E2 E3 E4
%
Conversion
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32.
What Is Optimization?
Making incremental changes to media spend, to
maximize lift in a target KPI
Across
channels
Search Display Social email Offline
Within
channels
Site/Placements
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33.
Average vs Incremental Metrics
Marginal
eCPA
≠
Average
eCPA
Optimization requires a non-linear model
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34.
Superior Advanced Optimization
Non-Linear Model Constraint Driven More Accurate
Starting Point Optimization Results
Planned Budget Optimal Spend
Allocations Reallocation
Max Projected
Constraints KPI Lift
Training Data
Exogenous data Daily ad spend KPI’s
• Economic Indices • # Conversions
• Display • Social
• Weather • # Unique visitors
• Search • TV
• Custom • $ Revenue/Profit
• Email • Offline
• Affiliate • Custom
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35.
Advanced Attribution
Input Automation from
Media Partners Ad & Audience Verification
Output Automatically to DSPs Viewability
& Search Management
Exclusive Reach Frequency Capping
Funnel Stage Analysis Media Modeler
Report Labs
Comprehensive, Data-Driven Methodology | End-to-End Service | Ease of Integration
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36.
Advanced Attribution
Viewability & Brand Safety:
• Am I getting what I paid for?
• Is the target audience seeing
my ad?
• Are my ads placed on brand
damaging sites?
MONITOR
CAMPAIGNS
TO MITIGATE
WASTE
• Ensure viewability
• Target the right audience
• Protect your brand
IMPACT: Immediate 10-20% waste reduction
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37.
Advanced Attribution
Multiple Channels
+ Multiple Campaigns
= More Work than Time:
• How do I get more out of
my ad spend?
• Where do I start to make
adjustments?
IMPROVE
PERFORMANCE
AND PREDICT
“Easy Button” to
SUCCESS
optimize campaign
performance based
on constraints and
key performance
indicators
IMPACT: Immediate 20-40% aggregate ROAS lift through optimization
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38.
Advanced Attribution
Making Decisions Based on
the Wrong Metrics:
• How do I know what is really
influencing customer
conversions?
• How are the channels
interacting with each other?
GLEAN
INSIGHTS
TO BUILD
BETTER
• Determine what is
CAMPAIGNS
and isn’t working
• Cycle the
improvements
IMPACT: Longer term 25-75% aggregate ROAS lift through
better campaign development & strategies through attribution
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39.
Selecting An Attribution Vendor
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40.
What To Look For In An Attribution
Solution
• Quality & completeness of data
• Data driven & self learning model
• Flexible and customizable
• Insights & recommendations
• “Easy button”
• Best practices guidance
• Vendor as a partner
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41.
Thank you
Aruna Thota, Director of Product Management, Adometry
aruna.thota@adometry.com