Contenu connexe Similaire à Media Attribution and Measurement - OMS 2011 Similaire à Media Attribution and Measurement - OMS 2011 (20) Plus de Encore Media Metrics Plus de Encore Media Metrics (18) Media Attribution and Measurement - OMS 20112. • Encore Media Metrics provides measurement,
attribution and reporting as a service
– Integrated reports for paid media (KPIs, Attribution, ROI)
– Social media attribution
– Outsourced media ops (trafficking, ad serving, etc.)
• Delivered as a service. You make the buy, we do the rest.
• Proven platform with 5+ years of delivering insights.
• Follow us @EncoreMetrics
Media Attribution and Measurement
© Encore Media Metrics 2011
3. • Digital is hard to characterize
Awareness
(Display, Email, Social,
– Strategic + Tactical
Mobile, Fat Tail Search)
– Branding + Performance
Consideration
• Digital touches customers throughout" (Display, Mid-Tail
the funnel
Search, Social)
– Can’t win by simply harvesting demand
Preference
(Long-Tail
– You must create it (display, social, etc.)
Search, Social
Email)
• Digital is hard to measure
Action
– Traditional metrics no longer suffice
(Social,
Search,
• Yet, each buy must stand on its own
Email)
Media Attribution and Measurement
© Encore Media Metrics 2011
4. “If all you have is a hammer, everything looks like a nail.”
-Abraham Maslow
• We were initially taught to measure performance via:
– Clicks and CTRs
– Directly attributable conversions
• We now know these don’t tell the whole story
– Keyword assists are important (Search)
– Display Ads can be effective without clicks
– Social contributes throughout the process
• Data shows clicks don’t matter for "
measuring Display ads
– 8% of users contribute 80% of Display clicks
– Only 20% of post-imp conversions follow clicks
Media Attribution and Measurement
© Encore Media Metrics 2011
5. • Attributing credit to the last click is still the norm
– Rewards Search
– Punishes Display, Email and Social
• As an industry, we have to do better!
• We need to:
– Identify all interactions that precede "
conversions
– Attribute value to each touch point "
that plays a supporting role
Media Attribution and Measurement
© Encore Media Metrics 2011
6. There are two primary methodologies for attribution:
• Algorithmic modeling: analyzing log files (any anything
else you can find) to correlate impact
– Performed in batches, monthly, quarterly or annually
• Operational Attribution: analyzing all touch points that
precede a visit or conversion
– Requires synching of ad server and site analytics data
– Requires new approach to measuring impact of social
Media Attribution and Measurement
© Encore Media Metrics 2011
7. • We know display drives leads from direct and natural search
• If you can quantify the impact, you can optimize spend
• Case study: Health care provider (lead generation)
– Attribution resulted in a 50% lift in leads from Display Ads
– Resulted in a 35% drop in CPL from Display
Media Attribution and Measurement
© Encore Media Metrics 2011
8. • Vendor-level attribution can be very insightful
– Last-click “laggards” may actually be leaders
• Case study: Local advertising campaign (Retailer)
– KHOU.com was 2nd worst outlet based on last click
– After including assists, KHOU.com was 4th best
Media Attribution and Measurement
© Encore Media Metrics 2011
9. • The next big thing in attribution: Social Media
– Attribute credit for social assists
– Assign economic value
– Calculate ROI from Social Media
• Since you can’t cookie, you have "
to take a different approach
– Identify where social interactions "
preceded visits and conversions
– Quantify the assists
– Define Social’s contribution to sales
Media Attribution and Measurement
© Encore Media Metrics 2011
10. • How We Do Social Media Attribution
– Index URLs where Brand is being mentioned
• Facebook, Twitter, YouTube, Blog mentions, Articles, etc.
– Use Javascript to compare Index to browser history for visitors
– Record the number of matches
Browsers indicates which URLs
you’ve seen before
Media Attribution and Measurement
© Encore Media Metrics 2011
11. 351 (9.4%) of visits previously interacted
with Brand on social media sites
Media Attribution and Measurement
11
Attribution and ROI Metrics 2011
© Encore Media Measurement
12. • Defining the right attribution model
– What is the value of an impression vs. a click?
– How will that vary based on the type of media?
– How far back should you look?
– How do you isolate online impact?
• Analytics platforms still miss a lot
– Cookie deletion (still 30+%?)
– Multiple devices (20%?)
– Non-served ads (Google, Facebook)
• Calculating offline impact from online marketing
Media Attribution and Measurement
© Encore Media Metrics 2011
13. • Fact: all analytics platforms overstate % of New
vs. Returning visitors
– Cookie deletion (30%)
– Multiple devices (?%)
• How do we adjust?
• 176% adjustment?
– How does this
impact how we
measure media?
Media Attribution and Measurement
© Encore Media Metrics 2011
14. • Market testing
• Customer surveys
• Online surveys
Media Attribution and Measurement
© Encore Media Metrics 2011
15. • To isolate the impact of media, conduct a market test
– Conduct a campaign targeting a Geo or Product
– Define the test and the control groups
– Measure lift in traffic and conversions (via G.A. filters)
• Case study: regional campaign targeting Austin, TX
– Results: 120% lift in traffic from Austin
Media Attribution and Measurement
15
Attribution and ROI Metrics 2011
© Encore Media Measurement
16. • Ask customers if they…
– Visit your site, facebook page, YouTube channel, etc.
• Define Test and Control groups
• Case study: Retailer asked customers how they heard about
the sale (comparing Austin to other markets)
• Internet was referenced 4x more in Austin vs. other markets
Media Attribution and Measurement
© Encore Media Metrics 2011
17. • Use 1-Question surveys to measure lift in awareness,
consideration or preference from advertising
• Compare results from Exposed vs. Control Group
• Case study: Awareness-building campaign for eCardio
– Used 1-Question survey to measure awareness vs. competitors
– Exposed group showed 280% lift in awareness
Media Attribution and Measurement
© Encore Media Metrics 2011
18. • Success requires that you:
– Create demand
– Harvest demand
• This requires you to measure the impact of all media
– Use right tool / approach for each stage of funnel
• For deep insights, use Attribution
• Lacking tools, go back to basics
Media Attribution and Measurement
© Encore Media Metrics 2011
19. Media Measurement
and Attribution
Strategic Insights.
Tactical Recommendations
Steve Latham
Founder and CEO, Encore Media Metrics
Steve@EncoreMetrics.com
@SteveLatham
@EncoreMetrics
Media Attribution and Measurement
© Encore Media Metrics 2011