attribution roadshow q3 2011
DESCRIPTION
TRANSCRIPT
2011
Understanding Attribution (<30 mins)Doug Conely | Senior Director, Global Data & Targeting
Andrew Newman | Senior Director, Global Insights
Creative Solutions
Organisation
Integrated Technology
Data Network
Advanced Targeting
Safe Environments
Smart Supply Acquisition
Insights
Creative Solutions
Organisation
Integrated Technology
Data Network
Advanced Targeting
Safe Environments
Smart Supply Acquisition
Insights
Creative Solutions
Organisation
Integrated Technology
Data Network
Advanced Targeting
Safe Environments
Smart Supply Acquisition
Insights
Different ways to ask “is my advertising working?”
Attribution
“Half the money I spend on advertising is wasted; the trouble is I don't know
which half.” - John Wanamaker
“How do I know I’m paying the right people and allocating the
right media mix?”
“If I ran a football team how do I decide to pay each player?”
The perils of poor attribution control and analysis…
Paying more than once for the same conversion
Encourages bad practice among display participants
Spend optimised to the “wrong” media partners
1
2
3
… and what you can do about it
?
Search only attribution
+1Brand keyword
click
Search only attribution
+1Brand keyword
click
Illustrative
Click to conversion measurement
+1Display ad
click
Conversion behaviours
Click to conversion measurement
+1Display ad
click
Click behaviours
http://blog.tribalfusion.co.uk/?p=116
Search and display in combination
+1Brand keyword
clickDisplay ad impression
Display ad impression
Brand keyword click
Display ad impression
>1?+1
Search and display in combination
+1Brand keyword
clickDisplay ad impression
Last view attribution
+1Display ad
impression 3Display ad
impression 2Display ad
impression 1Site visit
http://www.exchangewire.com/blog/2010/11/24/spray-and-pray-baby-the-insider-view-on-the-dysfunctional-state-of-display/
Last view attribution
+1Display ad
impression 3Display ad
impression 2Display ad
impression 1Site visit
Wimbledon 1998 FA Cup Barcelona 2011 European Cup
Last view attribution
+1Display ad
impression 3Display ad
impression 2Display ad
impression 1Site visit
With attribution you are never done…
+1Brand keyword
searchesDisplay ad impression
2Display ad impression
1Generic product
keyword searches
Remember that everyone has a vested interest here…
Move away from last ad view but still want a higher mix for online display
Need to protect last click search business. Still >80% of revenues
Convince you current tag management is not sufficient
You’re duplicating payments so they can save you money and you need their models to improve ROI
You need to switch to a Havas or Group M agency
The perils of poor attribution control and analysis…
Paying more than once for the same conversion
Encourages bad practice among display participants
Spend optimised to the “wrong” media partners
Attribution analysis framework
Campaign data collection
Tag management instrumentation
1
2
3
… and what you can do about it
1
2
3
Attribution analysis framework |Even attribution weighting
Source: http://c3metrics.com/white-paper/
> This is a great starting place but not the end goal
1
Campaign data collection
Social Media SEM/ SEO Display Affiliates Email
2
Tag management instrumentation3
TF approach: dynamic regression attribution models
Campaign Delivery
Attribution Analysis
Campaign Planning
Attribution in the typical campaign lifecycle
Campaign Delivery
Attribution as part of campaign optimisation
The perils of poor attribution control and analysis…
Paying more than once for the same conversion
Encourages bad practice among display participants
Spend optimised to the “wrong” media partners
Attribution analysis framework
Campaign data collection
Tag management instrumentation
1
2
3
… and what you can do about it
1
2
3
Further reading
• http://blog.comscore.com/2010/12/rid_meddlesome_click.html• http://c3metrics.com/white-paper/• http://www.atlassolutions.com/uploadedFiles/Atlas/Atlas_Institute/Published_Content/dmi-TheLongRoadtoConversion.pdf• http://www.iab.net/media/file/IAB_WHITE_PAPER_FINAL_AUGUST-3-2010.pdf• http://www.havasdigital.com/wp-content/uploads/2011/02/HD_Insight_AttributionDM.pdf• http://www.ensighten.com/whitepapers• http://www.exchangewire.com/blog/2010/11/24/spray-and-pray-baby-the-insider-view-on-the-dysfunctional-state-of-display/• http://blog.tribalfusion.co.uk/?p=116• http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=152611• http://www.clearsaleing.com/archives/2011/06/14/clearsaleing%E2%80%99s-altitude-exposes-a-36-percent-flaw-in-last-
%C2%ADad-attribution/ • http://www.omniture.com/offer/953?cms_site_lang=1&s_rtid=37079&&s_iid=31017&ct=email&cp=customer%20retention• http://www.tagman.com/index.php/forrester-white-paper
Creative Solutions
Organisation
Integrated Technology
Data Network
Advanced Targeting
Safe Environments
Smart Supply Acquisition
Insights
www.adnetworkv4.com