Valuing the Full Customer Journey April 17, 2014

Sandra Camacho Attribution Regional Product Expert, SEEMEA

google.com/+SandraCamacho

@sandramcamacho

TODAY’S CUSTOMERS LIVE IN A BOUNDLESS, MULTISCREEN WORLD

MOST MARKETERS STILL OPERATE IN A SILOED WORLD

SEO PAID SEARCH

SOCIAL MEDIA DISPLAY

convert last click ? ? ? ?

? ? ? ?

MOST MARKETERS STILL OPERATE IN A LAST CLICK WORLD

IN COMES ATTRIBUTION TO SAVE THE DAY!

…ACTUALLY, WE’RE NOT QUITE THERE YET.

BREAKING DOWN SILOS PIECE TOGETHER THE FULL JOURNEY WITH WEB ANALYTICS

Desktop Search

Store Visit Conversion

ONLINE-TO-OFFLINE

Mobile Search Conversion Desktop

Search

CROSS-DEVICE

Conversion Generic Search

Brand Search

INTRA-CHANNEL

DIFFERENT VIEWPOINTS

MULTI-CHANNEL

Display Search Conversion

FOCUS ON INCREMENTAL CUSTOMER INSIGHTS

OPTIMAL MEDIA MIX

Find out what drives business value, attribute credit accordingly, and test

hypotheses to maximize overall ROI

MODEL AND EXPERIMENT

WHAT MARKETERS CAN DO TODAY

USE TECHNOLOGY TO

MEASURE EVERYTHING

BEYOND CLICKS AND DIGITAL MEASURE INTENT, ENGAGEMENT, AND INTEREST – ONLINE & OFFLINE

ASSIGN CREDIT TO VALUABLE TOUCHPOINTS

ACROSS FUNNEL

$1 Credit $1

Credit $0

Credit $0

100%

MOVING AWAY FROM THE LAST CLICK

90 Days of History

MOVING TOWARDS VALUING THE FULL JOURNEY

Convert Click Click Impression

LINEAR MODEL

33% 33% 33%

MOVING TOWARDS VALUING THE FULL JOURNEY

$1 Credit $0.30

Credit $0.30

Credit $0.30

20% 10%

$1 Credit $0.60

Credit $0.20

Credit $0.10

60%

MOVING TOWARDS VALUING THE FULL JOURNEY

TIME DECAY MODEL

20% 40%

$1 Credit $0.40

Credit $0.20

Credit $0.40

40%

MOVING TOWARDS VALUING THE FULL JOURNEY

POSITION MODEL

B% A%

$1 Credit $X

Credit $X

Credit $X

C%

MOVING TOWARDS VALUING THE FULL JOURNEY

CUSTOM MODEL

RELY ON DATA TO FACILITATE

DECISION MAKING

DATA DRIVEN ATTRIBUTION LEARNS FROM YOUR DATA

Search Email Likelihood of

Purchase

Display

3%

Search Email Likelihood of

Purchase

2%

Increased likelihood of purchase by 50%

DATA DRIVEN ATTRIBUTION ALGORITHM POWERED RECOMMENDATIONS

Display Email Search

$100

$30 $20

$50

VALIDATE HYPOTHESES THROUGH

EXPERIMENTS

BOOST EXPOSURE OF CAMPAIGNS & KEYWORDS SUPPORTING CUSTOMER ACQUISITION

OPTIMIZE BIDDING TO REWARD MEANINGFUL TOUCHPOINTS ACROSS CUSTOMER JOURNEY

HELP MOVE UNDECIDED CUSTOMERS TO ACTION OR AVOID UNPROFITABLE ONES

DON’T LOSE SIGHT OF THE

CUSTOMER

WHO ARE YOUR CUSTOMERS?

HOW MANY DO YOU HAVE? HOW OFTEN DO THEY BUY?

HOW MUCH DO THEY SPEND? COST? HOW MANY ARE NEW VS. RETURNING? DO THEY BUY ACROSS CATEGORIES?

WHAT IS THEIR REPEAT BUYING RATE?

HOW HAVE THESE CHANGED OVER TIME?

GO AFTER VALUABLE CUSTOMERS NEW CUSTOMER ACQUISITION & LOYALTY

…and attribute credit accordingly attribution

USE INCREMENTAL INSIGHTS TO UNDERSTAND THE JOURNEY

ITERATE ON OPPORTUNITIES

FOCUS ON THE CUSTOMER

Thank you.

google.com/+SandraCamacho

@sandramcamacho