This presentation covers both the types of models available, factors that can be included within calculations and then how you can communicate it to businesses. Presented to the great guys at ThinkVis 9 at their 5th anniversary.

1. ThinkVis 5 -
Russell McAthy –Attribution
@therustybear
02/03/13

2. Stream:20 Introduction
Stream:20 is the performance driven digital marketing consultancy
www.steam20.com @stream20 @therustybear

3. Definition of Attribution
Web Analytics Demystified defines marketing attribution as:
“The process of quantifying the
impact of multiple marketing
exposures and touch-points
preceding a desired outcome”

4. Why you look at attribution
Understand
Media
Cost of
Planning
Channels
Customer
Journey

5. Should we even consider doing Attribution?
Cumulative # of Sales
100%
95%
90%
85%
80%
1 2 3 4 5 6
# of Clicks to Convert
If you optimise to last click – you’re going to get a lot of them!

6. What do we actually mean when
we say “Attribution”

7. What do we mean when we say Attribution?
Multi Channel Multi Channel
Multi Channel
Attribution – Attribution –
Attribution -
Different Digital Multiple Digital
Digital to Store
Channels Screens
Multi Channel Attribution – Logged in
Users

8. Digital to Offline/Store….

9. Multi Channel Attribution - Digital to “Offline”
Understanding the offline impact of online digital marketing and
presence.
Website Apps
Digital
Radio TV
Display
Video Digital Media
Store Call
Smart PPC
Ad
“Offline” Centre
TV Copy
Print Events

10. Multi Channel Attribution - Digital to “Offline”
WHY?
• Offline is still largest channel for big businesses
• Get a better view of that annoying “direct” channel
• Reduction in overall business spend
• OR move spend into digital – YAY!
HOW?
• Vanity URL’s (and redirects)
• Offer Codes
• Being a maths Genius (Correlation etc.)
• Experiments vs Control

11. Multiple Screens – Myths &
Realities

12. Is this the only way it can work?
Visit Visit Visit Visit Visit
1 2 3 4 5
TV Reviews Buy a TV Samsung TV Samsung ES8000 Buy a Bra
Reviews
IP Address & Device ID Username: Dom_inater IP Address / Device ID Username: Username: Dom_inater
Dom_inater / Device ID
Dom’s Customer Dom’s Customer
Dom’s Customer Journey Disconnect!
Journey Journey??

13. Cross Channel Analytics /
Multi-Channel

14. Last Click vs First Click
Last Click First Click
SEO - Display
Unbranded Click
PPC -
Email
Generic
PPC Brand Direct

15. Differing Models
Touchpoint
1 2 3 4 5
Linear 20% 20% 20% 20% 20%
First/Last 100%
0% 0% 0% 0%
Time Decay 20%
30% 40%
2% 8%
Position 40%
8% 8%
40%
4%

16. Recommended Model
• Key questions:
– What period click window should be used?
– What period impression window should be used?
– What influence does an impression have against a click?
– What influence does each individual click in the click path have?

17. Attribution Driving Factors
There are a number of elements that can be used to drive a variance in
the attribution calculation.
Sequence / • Taking into consideration the order / relationship and/or volume of touchpoints
Location
Recency / • Taking into consideration the time between touchpoints
Frequency
Channel / Channel • Individual channels impact on the propensity to purchase. Also breaking the
Specific analysis past the channel level to keywords / creative etc.
Impression • Understanding the impact an impression has on all future visits
Relationship
Customer Insight • Understanding the influence customer knowledge has on future sales (MGM)

18. Multi Channel Attribution – Different Digital Channels
Last Click Sales
1100 1000 80 500 400 100
Attributed Sales
1000 800 350 450 350 230
“Its great, but…the total sales number is the same…
the costs are the same….
What can we do with this model to help the business?”

19. How to use Attribution?
Channel Site Experience
Customer Insight
Management Insight
• Distribution of Cost • Understanding • Connecting digital
and time customer / prospect data to customer
• Incremental spend site interaction data
distribution and • How you can • What channels drive
management improve design the highest value
• Understanding based on marketing customers
impact of interaction • What customers do
impression led you attract with
media different campaigns

20. Improving Customer Engagement
What we know about… What we know about…
Onsite Behaviour Marketing Interactions
Landing pages Historical Channel Mix
Content Consumption Keyword Use
Micro Conversions Paid/Free Channel Split
Combining the available knowledge within attribution to improve the customer engagement
Customised Landing Pages
Custom Menu’s to improve navigation based on previous activity
Dynamic Landing pages based on Marketing Activity

21. Understanding Customer Propensity
Awareness Consideration Purchase
Visit 1: Re-visiting the Sky
No Previous Knowledge Sports Package
of Customer and navigating
through the
booking flow – no
Visit 2: purchase
Customised Landing Page
with Product Links
focusing on sport
Visit 3:
Landing page sports
Navigated to
focused with links to
Sports Section
product
Sports navigation
Visit 4:
followed by
Sales Focused landing
looking at Sky
Sports Package page with sport copy
with Sky+HD

22. Thanks
Thanks for listening – for more
information…
www.stream20.com
@stream20
Russell McAthy
www.russellmcathy.com
@therustybear