Marketing Attribution is not easy - This presentation will guide you through the opportunities available within attribution and highlight issues. The principles behind the film Moneyball is used as there is a distinct correlation between the maths in the film and the basics of marketing attribution. If you have any questions on the presentation or want to discuss more about Marketing, Attribution or Analytics please dont hesitate to get in contact. Russell McAthy @therustybear

1. Moneyball - Attributing Success
Russell McAthy - @therustybear
Or “L’Arte Di
Vincere” in Italy!

2. Basic principles of Baseball in 3 images
The Field Bases Runs

3. What is Moneyball?

4. “The process of quantifying the impact of multiple marketing exposures
and touch-points preceding a desired outcome”
What is the problem?

5. We are the problem
What is the problem?

6. Lets Talk
about
models

7. Core Attribution
Models
Online &
Offline
(“Digital to
Store”)
Online
Only

8. 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

9. Lets get clever...
● Sequence
● Recency
● Channel
Relationships
● Impression
Relationships

10. Someone used more than one device to visit our website..

11. 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?

12. 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

13. Utilising the whole team

14. How do you keep management happy?

15. The Customer Consideration Funnel by @therustybear
Pre-SalesPost-SalesSale Made
Acquisition
Driving high quality traffic to the
right content
CTR, CPC, Impressions, Visits...
Behaviour 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. We can do this
for post sales
too!

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

18. 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

19. Lets start to ask the right questions

20. 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

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

22. 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?

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

24. Adding value to the Brand -> Customer Relationship

25. Creating a platform for a Single Customer TRUE View

26. Did someone
say...
“What about
privacy?”

27. Lets think a bit differently...

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

29. Attribution is the process of forming a clearer understanding

30. Thanks for Listening
Russell McAthy
Director of Strategy
@therustybear
rmcathy@blueglass.co.uk