attribution playbook webinar 3
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© 2014 Adometry, Inc. All rights reserved. 1
Webinar #3Putting Attribution to Work: Clarity, Insights, and ActionTuesday, January 28, 2013
@caseycarey
© 2014 Adometry, Inc. All rights reserved. 2
Casey CareyChief Marketing Officer
A Bit About Me
© 2014 Adometry, Inc. All rights reserved. 3
First a Word from Our Sponsor
•What we do…We power more intelligent marketing
•How we do it…By providing advanced marketing attribution and optimization solutions
•Our customers…For 75+ brands and their agency partners primarily in the auto, telecom, technology, travel & leisure, FSI, and retail verticals
© 2014 Adometry, Inc. All rights reserved. 4
Attribution 2014 Webinar Series
DIRECTION RESULTS
TRUST
ACTION
CLARITY
© 2014 Adometry, Inc. All rights reserved. 5
today’s
AGENDA
Evaluating Attribution Models
Analyzing Performance Across Channels
Analyzing Performance Within Channels
Optimizing and Operationalizing Results
Q&A
CLARITY ACTION
© 2014 Adometry, Inc. All rights reserved. 6
Evaluating Attribution Models
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at•tri•bu•tion (ˌa-trə-ˈbyü-shən) n.
The practice of determining the role each marketing touch plays in informing and influencing the customer journey to a desired business outcome.
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is an
OXYMORON
accurate attribution
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Single-Event Attribution Models
•Advantages• Easy to implement
• Okay for a low volume of marketing touches and conversions
• Maybe be best suited for specific business models– Transaction focused
– Complex B2B
Last Click
First Event
Last Ad Event
© 2014 Adometry, Inc. All rights reserved. 10
Single-Event Models Ignore Much if not Most Marketing Touches
Single-Touch Multi-TouchMulti-Channel
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Other Simple (Rules-Based) Models
Time Decay
Even
Custom orU-Shaped
•Advantages• Easy to implement
• Allows for consideration of multi-touch and multi-channel
• Best suited for more complex, low-volume businesses
© 2014 Adometry, Inc. All rights reserved. 12
Last-Click Versus Position-Based – Ecommerce Example
Image credit http://www.portent.com
Affiliate Direct Nav Email Organic Search
Paid Search
Referral Social
-$7.8
-$6.0
$2.3
$5.1 $4.6
$1.9$0.5
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The Problem?
The Problem?
The Rules are Usually Arbitrary
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Moving to a Data-Driven Model
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Common Advanced Attribution Models
•Advantages• Well understood – “predicts the
contribution” of each touch
• Well suited for “periodic” model updates
•Advantages• More accurate – actually
“counts” the contribution of each marketing touch
• Well suited for dynamic, i.e. daily model updates
MultipleRegression
Algorithmic
© 2014 Adometry, Inc. All rights reserved. 16
ChannelCampaign
SitePlacementCreative
Calculate the probability of conversion for each each event for each attribute
Same marketing event in different sequence has
same probability
Predictive Modeling Approaches are Challenged by Event Sequencing
3.1%Conversion
Rate
2.5%Conversion
Rate
© 2014 Adometry, Inc. All rights reserved. 17
Data Driven A/B Testing
Algorithmic Attribution Methodology
3.1%Conversion
Rate
3.0%Conversion
Rate
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Data Driven A/B Testing
Algorithmic Attribution Methodology
3.1%Conversion
Rate
2.5%Conversion
Rate
© 2014 Adometry, Inc. All rights reserved. 19
Attribution is a Drill Bit
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A Marketing Performance Management Solution
Paid Media• Display• Social Ads• Video• In App Ads• Search• Retargeting• CSEs• Affiliates• Email• SMS• Direct Mail• Catalog• Inserts
Owned Media• Referrals• Organic Search• Direct Nav• Organic Social• Content
Transaction & Sales Channels• Websites• Call-Center• Kiosk• Brick-n-Mortar
Audience andCRM Data
DEVICES
© 2014 Adometry, Inc. All rights reserved. 21
A Marketing Performance Management Solution
Paid Media• Display• Social Ads• Video• In App Ads• Search• Retargeting• CSEs• Affiliates• Email• SMS• Direct Mail• Catalog• Inserts
Owned Media• Referrals• Organic Search• Direct Nav• Organic Social• Content
Transaction & Sales Channels• Websites• Call-Center• Kiosk• Brick-n-Mortar
Audience andCRM Data
DEVICES
• KPIs• Conversions• Channels/Sub-Channels• Sources
• Campaigns• Placements keyword, etc.• Creative, content, format• Segments
© 2014 Adometry, Inc. All rights reserved. 22
Wide Spectrum Of Actionability from Attribution Results
Tactical Strategic
Sh
ort
Ter
m
Lo
ng
Ter
m
Eliminate Bottom Performers
Frequency Capping
Eliminate Wasted Impressions
Segment Customers
Improved Targeting
Monitor
De-silo Data
Customize Messaging
Optimal Media Plans
Creative Sequencing
Maximize Exclusivity And Positive Overlap
Minimize Time To Conversion
Overall Budget Change Action Plan Budget Reallocation Across Channels
Geographic Targeting
Budget Reallocation Within Channels
Identify Top Performers
Identify Overlap/Waste
Measure Cross-channel Journey
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Cross-Channel Insights
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Cross ChannelConversion Summary
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Cross ChannelChannel Participation
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Cross ChannelChannel Overlap
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Cross ChannelLift Across Channels
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Cross ChannelCross Channel Performance
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Cross ChannelVersus View
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Cross ChannelConversion Paths
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Cross ChannelPerformance Analysis
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Audience DataPerformance & Reach by Audience Segment - DataLogix Segments Example
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Audience DataPerformance & Reach by Geographic Region - Default
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Cross-Channel InsightsChannel Insights
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Channel PerformanceFunnel Stage
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Shuffling the Deck on Paid Search
KW16
KW15
KW14
KW13
KW12
KW11
KW10
KW9
KW8
KW7
KW6
KW5
KW4
KW3
KW2
KW1
ROASThreshold
KW16
KW15
KW14
KW13
KW12
KW11
KW10
KW9
KW8
KW7
KW6
KW5
KW4
KW3
KW2
KW1
New ROASThreshold
Higher ROASon Some Strategic
Terms
Higher ROAS Based on Attribution
Lower ROAS Based on Attribution
© 2014 Adometry, Inc. All rights reserved. 37
Channel PerformanceExclusive Reach
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Channel PerformanceDisplay Viewability
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Channel PerformanceDisplay Frequency Capping
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Optimization and Operationalization
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Global OptimizationOptimization Report – Conversions Example
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Global OptimizationOptimization Report – Conversions Example (continued)
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Global OptimizationOptimizing Tactics within Channels
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Programmatic and DMP Integration
Transaction & Revenue
Feed
Attribution Processing
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Key Takeaways
•Select an Attribution Approach Based on Your Business Needs• Balance goals, data, and complexity
• More accurate (data-driven) is better
•Leverage the Insights to Drive Improved Performance• Across channels
• Within channels
•Strategically move to leverage predictive optimization and operationalizing results
© 2014 Adometry, Inc. All rights reserved. 46
Webinar #4Driving Results: Stories from the Front LinesTuesday, February 25, 2014www2.adometry.com/driving_results
© 2014 Adometry, Inc. All rights reserved. 47
© 2014 Adometry, Inc. All rights reserved. 48
Casey Careycasey.carey@adometry.com
@caseycarey
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