ad tech channel attribution
Post on 28-Nov-2014
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Channel A)ribu.on: Where, What, How and Why
Grace Chu Alex Crompton
Leila Seith Hassan
Duplica.on across channels
Banner Ads
Email Blast
Paid Search
Organic Search
$ Bid Mgmt
Ad Server
Email Pla8orm
Google Analy<cs
$
$
$
Success a)ribu.on models
Banner Ad $100
Email Blast
Paid Search $100
Banner Ad $100
Affiliate Referral $100
Success $100
Success $100
Banner Ad
Paid Search
Organic Search $100
Success $100
Last channel gets all credit
First channel gets all credit
All channels get equal credit
Print Ad $33
Social Media $33
Paid Search $33
Success $100
All channels get par<al credit
Paid Search
Direct mail, email, etc
Facebook TwiNer, etc
Campaign flow and calls to ac.on
POS kiosks, loyalty cards, etc
CRM program
Home pages, portals, etc
YouTube, blog, etc
Paid search
Organic search
Landing pages, offers, etc
PR, WOM, events, etc
TV, print, radio, etc
C2
C3
= Paid media
= Viral elements
Call center, retail stores, etc
= Coupons, surveys
Display ads, affiliates, etc
C1
Where to collect the data
Referral visits Social media visits
Organic search visits Paid search visits Email visits, etc
Web Analytics Banner impressions
Banner clicks +
Paid search clicks
Ad Server
Lacking banner impressions
Less granular & complex Lacking organic visits
More granular & complex
Inhibitors to Channel A)ribu.on
• Data in siloed plaHorms – no single source of truth
• Inadequate Tracking • Communica.on between agencies / teams • Offline channels are ignored • Perceived cost / .me / skill barriers
Research Online Purchase Offline business models define a.ribu0on
High Interest Savings
Transaction Account
Credit Card
Personal Loan
Home Loan
Product purchase/arrange channels for consumers who conducted research online
Online & offline marke.ng complement
37% of online search are triggered by TV Ad
30% of online search are triggered by Newspaper Ads
17% of online search are triggered by Radio Ads
Source: iProspect “Offline channel influence on Online Search Behaviour (Q. Which of the following prompted you to use an internet search engine to look for informa.on on a certain product, service, company or slogan? Select all that apply ; Google; T&S
CPA differs by channel over .me
Key variables: budget, campaign efficiency, web functionality Source: FirstClick client case study, 2009
Framework and Considera.ons
1. Business Models – Lifecycle: Acquisi.on v.s.
Reten.on – Consumer sales life cycle – Value per customer life stage
2. Value by Channels – ROI (Margin) v.s. cost per
channel – Online v.s. Offline – Time-‐lag impact
3. Capabili.es Requirement – Tracking/Analy.cs – Repor.ng and Analysis – Op.misa.on & Tes.ng
Addi.onal: Business Processes – Top-‐ down buy-‐in – Stakeholder Management – Decision –making process
A real world example -‐ Aussie
• A home is the most expensive thing you’ll ever buy
• The 2nd? Your mortgage!
• The ul.mate high considera.on purchase
Last click shouldn’t win
“Last Click” model is fundamentally flawed in a high considera.on purchase -‐ Each channel cannot be isolated and measured separately.
Influencer Influencer Introducer Closer
LAST CLICK 0% 0% 0% 100%
Start with even a)ribu.on
Influencer Influencer Introducer Closer
EVEN 25% 25% 25% 25%
Then get really smart
Get a macro view of exactly what each of your channels is doing for you at each stage of the funnel and what its ROI is
So what?
Plan your media spend be)er and make it more effec.ve without
increasing your budgets
Customise your messaging to the posi.on it occupies it plays within the sales funnel to make it more relevant
and effec.ve
Take your CPAs down to a more granular level and finally look at
channel based ROI
Shut down the subjec.ve conversa.ons with data!
Maybe even keep Finance happy!
A real focus on channel a)ribu.on
allows you to
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