logic magic attribution modelling with chuck sharp november 2010 (icrossing us)

1

2

Attribution MeasurementConnecting the dotsbetween clicks

ICA London12 Nov 2010

Chuck SharpSenior Vice President, AnalyticsiCrossing

3

4

5

6

“...the market is poised to embrace a fundamental shift away from last-click

measurement and towards a more robust form of attribution

measurement.”

- Forrester ResearchSource: The Forrester Wave™: Interactive Attribution, Q4 2009, Forrester Research, Inc., October 20, 2009

7

Data Warehouse

Co

mp

etit

ive

Ad

van

tag

e

Degree of Intelligence

Channel Specific Fundamentals

Cross-Channel Insights

Marketing Mix Optimization

Forecasting

Attribution Measurement

Evolution of an analytics function

7

8

Attribution measurement defined

12

3

4

Allocation of credit across all touchpoints not just last click

9

Attribution measurement defined

Measure the quality of the conversion not just quantity

9

10

Attribution measurement defined

Measure the QUALITY of the conversion not just quantity

11

Things to consider

+ Offline channels

+ Multiple devices

+ Cookie deletion

12

Implementation

13

Implementation

Phase 1

• Inform marketing mix allocation planning• Analysis done on a periodic basis• Last click model still used for tactical execution• Organization not fully invested in attribution measurement

Phase 2

• Organization trusts attributed results more than last click• Attributed results available to media buyers daily• Last click phased out

Phase 3

• Integrate offline data• Integrate data from multiple devices

14

4 best practices

14

1515

Use attribution to improve forecasting

16

Make the most out of existing technology investments

17

Research first

18

Tight integration between LOGIC & MAGIC

18

1919

Clear? Ask away.

20

Attribution POV www.icrossing.com/research

Twitter @chucklsharp / @icrossing

Email chuck.sharp@icrossing.com

20