Cross-channel attribution addresses the role of each digital channel (display, paid search, mobile, natural search, email, affiliate, etc.) plays in the customer engagement process. Rob Roy Head of Digital for Time Warner Cable talks about how mobile plays a role in the digital customer journey and how cross channel attribution can help boost your sales. According to Forrester, cross-channel attribution is “the practice of allocating proportional credit to all marketing communications, across all channels, that ultimately lead to the desired customer action.”

1. Mobile’s role in
cross channel attribution
7/16/2013

2. Defining Cross-Channel Attribution
2
Mobile at Time Warner Cable
We thrive to deliver any desired
information or service on any appropriate
device, in context, at the customer’s
moment of need.
Cross-channel attribution addresses the role of each digital channel
(display, paid search, mobile, natural search, email, affiliate, etc.) plays in
the customer engagement process.
According to Forrester, cross-channel attribution is “the practice of
allocating proportional credit to all marketing communications, across all
channels, that ultimately lead to the desired customer action.”

3. Mobile Behavior is Not Always What
You Would Expect
Q: What percentage of consumers are willing to complete a 6 step order for
new service on a smartphone?
3
a) 26%
b) 35%
c) 47%
d) 56%
e) 72%
c) 47%

4. Mobile Action triggers quick follow-ups
4
81%ofconverSionS(StoreviSit,callorPUrchaSe)triggeredbyMobile
SearchoccUrwithin5hoUrS
Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP
evice did you start these activities?
%
hours
%
hours
%
ours
4%
24+ hours 55%
Less than
1 hour
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP
8%
12-24 hours
7%
5-12 hours
26%
1-5 hours
4%
24+ hours 55%
Less than
1 hour
84%offollow-UPactionS
triggeredbyMobileSearchoccUrwithin5hoUrS
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have
you start these activities?
22
6%
12-24 hours
6%
5-12 hours
21%
1-5 hours
4%
24+ hours 63%
Less than 1 hour

5. The Value of Mobile
• Mobile ROI should not be limited to engagements that occur on a mobile
device
• Performed on a mobile device many times results in online or brick and
mortar engagements
- Search for locations, coupons, deals, sneak previews, etc.
• activities that result in non-mobile engagements should be calculated
against your Mobile ROI
- In-store comparison shopping
- Social sharing/Likes
- Product recommendations
- Content viewing/sharing
- Brick and mortar purchases
5

6. At Time Warner Cable, Mobile is Important, Not Exclusive
Customers and Prospects Require Integrated, Multi-Channel Experiences
6

7. MARKETER CUSTOMER
DMS
Search
Display - DSP
Facebook
Mobile
Deliver the right
message to the right
user at the right time
Measure across all
digital marketing
channels
Optimize efforts based on
cross-channel insights and
audience analytics
Execute – Manage – Learn - Repeat

8. Time Warner Cable
Digital Attribution

9. Time Warner Cable Mobile Traffic:
Aug 2011 over 800,000
9
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1800000
Mobile Monthly Visits to TWC.com
Smartphone Tablet

10. Time Warner Cable Set a Path to Deliver Mobile
Solutions and Tools For…
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1. Product and Content
Delivery
2. Customer Care
& Communication
3. Purchase of Services

11. Priority One:
Cross Functional Teams, Resources and Planning
 Sales
 Marketing
 Operations
 Call Center
 Customer Care
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 Finance
 Consumer Exp.
 Creative
 Media
 Marketing Ops
 Analytics
 Strategy
 Resource Alignment
 Agility
 Measureable Goals
Build Integrated
Strategies for Success

12. Priority Two: Close the Loop to Align Data, Resources,
and Experiences
 User Driven
Consumer Experiences
 Media Optimization to
All Conversion
 Closed Loop Sales
and Data Platform
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Persistent Consumer
View Platform
Methodical Testing &
Optimization
Real Time Data and
Optimization
Systematic Media
Buying
Localized Products &
Promotions
User Experience
Design
Optimization to
Paying Customer

13. Complex Set of Solutions to Deliver Digital Sales
13

14. Online Purchasing Funnel
• Tracking performance metrics across the entire purchasing funnel by tactic is
essential to proactively optimizing Channel performance
Impressions
Measure reach by tactic
Clicks
Measure relevance of reach
Visits
Measure click intention
Serviceability Attempts
Measure relevance of visits
Qualifications
Measure quality of targeting
Offer Selections
Measure cart-add success
Orders
Measure conversion success
Provisioning
Installs
Spend
Measure investment by tactic
Online Purchasing Funnel
Influence
Online Media
Website
Both
Benefits of Comprehensive Funnel Measurement
Measuring tactic performance across the entire purchasing funnel
in a uniform way:
 Leads to better and more granular understanding of
trouble and success areas
 e.g., growth in CTR rate may not result in sales growth
 Enables timely and surgical actions to address issues and
capitalize on opportunities
 e.g., targeting improvements if visits don’t lead to
qualifications
 Reframes agency objectives to include direct drivers of
sales
 e.g., more emphasis on driving qualifications, not clicks
1
2
3
Measuring tactic performance across the entire
purchasing funnel and defining clear ownership of
each part of the funnel will lead greater
accountability and improved performance

15. TWC Digital Attribution approach
• IP Targeting to the individual user
– Capture the exact query of the user / intent
• Path / Selection / PSU/ Phone Conversation = Search
Term
• Reallocation of funds from actionable items in REAL TIME
– Search /
– Content / Display / Social / Mobile
• Targeting and evaluation to the site level
– Like sites / Negative sites / Remarketing beyond the
individual users
• Real time reporting
– Better Business Decisions / Measure Offline Media /
Media Plans
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SEM
Display
Mobile
TWC.com Order
User
Calls

16. A combination of IP-targeting technology, keyword modifiers
and properly designed ads target your specific market.
Target by Geo

17. IP level detail

18. Attribution – Where does the search end and begin?

19. Someone Looking for high speed
internet service
They select pricing and
packages….but don’t
complete the purchase
TWC saves user information.
User is recognized across content networks
TWC shows Text ads to a targeted user/audience
High Speed Internet Providers
Remarketing Targeted messages

20. Consumer Experience Evolution – Consistency and
Quality
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Source: Google: The New Multi-Screen World: Understanding Cross-Platform Behavior, August 2012

21. Complex User Experience Site Design Rebuilds
21

22. Priority three: Keep Your Eye on the (Right) Metrics
Success in mobile requires multi-channel
transaction tracking
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50%+ of sales convert
in the call center.
• Media optimization both on and offline
• Active customer care campaigns to ensure
quality consumer experiences
Mobile Experience Path
Handling
Local Market Targeting
Day Parting
Call Center Scripting

23. Thank You
Rob Roy
GVP/GM of e-Commerce and Digital Marketing
Time Warner Cable
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