adobe summit - data-driven marketing attribution
DESCRIPTION
Adometry's presentation from Adobe Summit 2014 on Data-Driven Marketing Attribution.TRANSCRIPT
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©2014 Adometry, Inc. All Rights Reserved. 1#AdobeSummit
March 24-28, 2014 | Salt Lake City, UTLearn more at summit.adobe.com
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©2014 Adometry, Inc. All Rights Reserved. 2#AdobeSummit
DATA-DRIVEN MARKETING
ATTRIBUTION
making the leap to
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©2014 Adometry, Inc. All Rights Reserved. 3#AdobeSummit
Paul PellmanCEO
Lewis BroadnaxExecutive Director
Web Sales & Marketing
@ppellman
A Bit About Today’s Presenters
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©2014 Adometry, Inc. All Rights Reserved. 4#AdobeSummit
marketers need help answeringTWO QUESTIONS…
“How is my business doing?”
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©2014 Adometry, Inc. All Rights Reserved. 5#AdobeSummit
marketers need help answeringTWO QUESTIONS…
“What should we do differently?”
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©2014 Adometry, Inc. All Rights Reserved. 6#AdobeSummit
Measured and Managed in Silos
No Unified View of Performance
Uses Rules-Based Measurement
Skews Results andis Click-Centric
Predominately a Digital Only View
Doesn’t Consider Offline Effects
Today’s Approach to Digital Marketing Analytics Has Limitations
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©2014 Adometry, Inc. All Rights Reserved. 7#AdobeSummit
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©2014 Adometry, Inc. All Rights Reserved. 8#AdobeSummit
barriers to
change
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©2014 Adometry, Inc. All Rights Reserved. 9#AdobeSummit
Mapping Your Ecosystem at the User Level for Marketing Attribution
CRM and Audience
Marketing Events
Cost and Reference
Conversion Events
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©2014 Adometry, Inc. All Rights Reserved. 10#AdobeSummit
A Comprehensive Approach to Collecting User-Level Attribution Data
All Major Ad Servers
• Historical data• Simplicity• Validation
• Greater channel flexibility• IAB Standard viewability• 1st and 3rd-party data
integration• Cross-device mapping
Log Files
All Major Publishers
All Major Tag Managers
Page Tag
Conversion Pixel
Ad Tag
Log File Advantages
Tag Advantages
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©2014 Adometry, Inc. All Rights Reserved. 11#AdobeSummit
Simple vs. Data-Driven Attribution
SimpleRules-Based
0% 0% 0% 100%
LAST EVENT
25%
EVEN
25%25%25%
40%
AD-HOC
15%15%30%
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©2014 Adometry, Inc. All Rights Reserved. 12#AdobeSummit
Common Advanced Attribution Models
Advantages• Well understood – “predicts the
contribution” of each touch• Well suited for “periodic” model updates
MultipleRegression
Algorithmic
Advantages• More accurate – actually “counts” the
contribution of each marketing touch• Well suited for dynamic, i.e. daily
model updates
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Predictive Model Approaches to Attribution Have Blind Spots
Discriminating the impact of granular details for
each ad event
CHALLENGE 1
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©2014 Adometry, Inc. All Rights Reserved. 14#AdobeSummit
Predictive Model Approaches to Attribution Have Blind Spots
Discriminating the impact of granular details for
each ad event
Same marketing event in different sequence has
same probability
CHALLENGE 1 CHALLENGE 2
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©2014 Adometry, Inc. All Rights Reserved. 15#AdobeSummit
Data-Driven Attribution Algorithmic Methodology
Data Driven A/B Testing
3.1%Conversion
Rate
3.0%Conversion
Rate
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©2014 Adometry, Inc. All Rights Reserved. 16#AdobeSummit
Data-Driven Attribution Algorithmic Methodology
Data Driven A/B Testing
3.1%Conversion
Rate
2.5%Conversion
Rate
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Attribution Performance and Insights at the Most Granular Level
Paid Search• Campaign• Provider• Keyword Group• Keyword• Creative
Display• Campaign• Site• Placement• Format• Creative
Email• Campaign• Segment• Primary Message• Secondary Message
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Attribution Optimization
How did my marketing perform? How can we improve?
Past FuturePresent
Using Attribution to Fuel Predictive Optimization
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©2014 Adometry, Inc. All Rights Reserved. 19#AdobeSummit
Scenario
Timeframe Target KPI
Flexible Optimization Planning for Real-Life Scenarios
Input Data Set
Budget Constraints
KPI Constraints
Forecasted Results for Each Scenario with Confidence Intervals
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Overall Optimization
View optimization opportunities across channels
Evaluating Scenarios
Reallocate spend across and within channels
For Each Scenario – Specific Recommendations
Granular line item changes – “I/O ready”• Modify default recommendations• Rerun prediction• Evaluate revised KPIs
Optimal Investment Across and Within Channels
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©2014 Adometry, Inc. All Rights Reserved. 21#AdobeSummit
Adometry and Adobe Marketing Cloud Integrations
Integration Point Value Provided
Log File IntegrationEliminate need for new page and conversion tags by integrating ad server data with Adobe Analytics data.
Dynamic Tag Management
Speed time to value by reducing time required to implement page and conversion tags.
Adobe AnalyticsLeverage Adometry attributed KPIs in dashboards and reports for a more complete view of cross-channel performance.
Media OptimizerImprove keyword performance by leveraging fully attributed value as the target objective for optimization.
AudienceManagerView segment and audience performance based on fully-attributed results.
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©2014 Adometry, Inc. All Rights Reserved. 22#AdobeSummit
Achieving a Greater Return on Marketing ROI
Value Drivers Areas of Impact
Display eCPA 20% - 30% decrease in effective CPA for display and retargeting
Optimization Within Channels10% - 20% improvement by optimizing channel performance including PPC, Affiliate, Email, and Social
Optimization Across Channels 10% - 20% improvement in performance by optimizing spend across various channels
Reduction in Analysis and Reporting Costs
25% - 50% decrease in effort required to pull, aggregate, and report on marketing performance across channels
Overall Marketing ROI 20% - 40% improvement in overall performance of marketing investments
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Implementation and Initial
Results from Advanced
Attribution at Lenovo.com
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15.3 M
17.3 M
PC Tablet + Phone
Lenovo’s Performance
Lenovo Tablet and Smartphone Volume Exceeded PC Volume since Fiscal Q1
6.5%8.2%
9.6%
13.1%
18.5%
2009
2010
2011
2012
2013Lenovo WW PC Market Share
2011/12 2012/13 2013/14
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Our Heritage and M&As – Creating a Branding Challenge
2013 LENOVO
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For each computer sold……
2013 LENOVO
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Number of programs claiming credit……
2013 LENOVO
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State of the Business 2012
2013 LENOVO
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The Inevitable ROI Discussion
2013 LENOVO
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Our Goals for the Attribution Initiative
View Programs Holistically
Full Funnel View of Performance
Optimize Spend Across Channels
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Our Approach to Capturing Marketing Event Data
Channel Impressions Clicks Primary Collection Method
Brand Display ✔ ✔ DFA and Adobe Analytics
Ecommerce Display ✔ ✔ DFA and Adobe Analytics
Paid Social ✔ ✔ DFA and Adobe Analytics
Email ✔ Adobe Analytics
Direct Navigation ✔ Adobe Analytics
Affiliate ✔ Adobe Analytics
CSEs/GPLAs ✔ Adobe Analytics
Preload ✔ Adobe Analytics
Organic Search ✔ Adobe Analytics
Paid Search ✔ Adobe Analytics
Organic Social ✔ Adobe Analytics
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So, What Have We Learned So Far?
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How Prevalent are Multiple Touches and Channels?
Conversion TypesNew and Repeat OrdersNew and Repeat Orders – Systems
Total OrdersTotal Orders – Systems
Conversions
Multi-Touch
73%Multi-Channel
45%
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How Prevalent are Multiple Touches and Channels?
Conversion TypesNew and Repeat OrdersNew and Repeat Orders – Systems
Total OrdersTotal Orders – Systems
Conversions
Multi-Touch
73%Multi-Channel
45%
Revenue
Multi-Touch
75%Multi-Channel
34%
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6+
5
4
3
2
1
5%
3%
5%
11%
21%
55%
Unique Converted VisitorsPath Length
What is the Breakdown of Conversion Paths?
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6+
5
4
3
2
1
5%
3%
5%
11%
21%
55%
Unique Converted VisitorsPath Length
What is the Breakdown of Single Channel Conversions?
Other
CSE
Paid Search
Organic Search
Affiliate
Direct
3%
3%
4%
20%
20%
50%
Unique Converted VisitorsSingle Channel Paths
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What is the Predominate Role of Each Channel?
Introducer Channels• Brand Display
• Direct Navigation
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What is the Predominate Role of Each Channel?
Introducer Channels• Brand Display
• Direct Navigation
Promoter Channels• Brand Display
• Paid Social
• Paid Search
• Organic Social
• eCommerce Display
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Introducer Channels• Brand Display
• Direct Navigation
Promoter Channels• Brand Display
• Paid Social
• Paid Search
• Organic Social
• eCommerce Display
Closers Channels• Affiliate
• Organic Search
• Comparison Shopping Engines (CSEs)
What is the Predominate Role of Each Channel?
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50%
28%
12%
3% 3% 1% 1% 0%
Revenue by Channel
What is the Revenue Performance by Channel?
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50%
28%
12%
3% 3% 1% 1% 0%
Revenue by Channel
What is the Revenue Performance by Channel?
Revenue/User by Channel
Organic Search
Direct Email Display - Ecommerce
Display - Brand
Paid Search CSE Affiliate
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Return on Ad Spend (ROAS)
What is the Efficiency of Each Channel?
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Return on Ad Spend (ROAS)
What is the Efficiency of Each Channel?
Conversion Rate
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Average Lift on TOTAL order conversions to eCommerceprograms when Brand Display precedes lower funnel
(click based) programs
SEO: +353.39
%
SEM: +25.45%
Email: +70.68%
Affiliate: +18.46%
CSE: +40.72%
Average Lift on NEW order conversion to eCommerceprograms when Brand Display precedes lower funnel
(click based) programs
SEO: +420.40
%
SEM: +10.76%
Email: +7.85%
Affiliate: NO LIFT
CSE: +21.04%
Average Lift on TOTAL order conversions to eCommerceprograms when eCommerce Display precedes lower funnel
(click based) programs
SEO: +769.15
%
SEM: +82.03%
Email: +65.32%
Affiliate: +49.78%
CSE: +100.46
%
Average Lift on NEW order conversion to eCommerceprograms when eCommerce Display precedes lower funnel
(click based) programs
SEO: +616.08
%
SEM: +16.02%
Email: +65.19%
Affiliate: NO LIFT
CSE: +17.98%
Brand and eCommerce Display Lift
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Next Areas of Focus
Applying initial insights to drive optimizationGlobal rollout
Key countries and regionsIntegrate call-center dataEvaluate methods for integrating in-store purchase data
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©2014 Adometry, Inc. All Rights Reserved. 48#AdobeSummit
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Every Session
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Take Survey & Win Sweet SWAG(“surveys” section of mobile app)
Signed Jersey
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$10Gift Card Swag Pack
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Paul [email protected]
Lewis [email protected]