festival of marketing datalicious optimahub media attribution
TRANSCRIPT
USING DATA TO FATTEN THE FUNNEL
Data & TechnologyInsights & Analytics
TARGETING & MERCHANDISING
TESTING & OPTIMISATION
Boosting ROMI
Maximising reach, awareness and increase ROI
Improving relevance, engagement and loyalty
Remove conversion barriers and drive sales
MEDIA MODELLING & ATTRIBUTION
C L I E N T S A C R O S S A L L I N D U S T R I E S
3
BANGALORE
G R O W I N G G L O B A L P R E S E N C E
MELBOURNE AUCKLAND
SYDNEY
SINGAPORE
MANILA
MUNICH
LONDON
Which vendor or vendors do you or your clients use for attribution?
Download the full APAC Econsultancy study on the ‘State of Media Attribution’ http://data.li/apac-mastudy 5
Adobe
Datalicious
ClearSaleing
Marin Software
Kenshoo
50%
56%
44%
52%
31%
8%
13%
6%
8%
6%
16%
0%
Company respondents Agency respondents
HALF THE MONEY I SPEND ON ADVERTISING IS WASTED, THE
TROUBLE IS I DON’T KNOW WHICH HALF.
JOHN WANAMAKER
MARKETING MEASUREMENT
NIRVANA
8
Channel Investment ROMI Return
Brand EquityBaseline
($100) n/a $40
OfflineTV, print, outdoor, etc
$7 330% $30
DirectDirect mail, email, etc
$1 400% $5
OnlineSearch, display, social, etc
$2 1150% $25
What do you/your clients regard as the benefits of marketing attribution?
9
Better allocation of budgets
across channels
Better understandingof how digital channels work
together
Insights intoconsumer and
customer behaviour
Better understanding of digital / offline
interactions
More accountabilityfor marketing
79%72% 74%
59%
71%
54%
65%
50%
65%58%
Company respondents Agency respondents
Download the full APAC Econsultancy study on the ‘State of Media Attribution’ http://data.li/apac-mastudy
What has been the primary impact of attribution on you/client spending?
Download the full APAC Econsultancy study on the ‘State of Media Attribution’ http://data.li/apac-mastudy 10
Increases inspending across all digital marketing
channels
Increase in spending on some digital
marketing channels
No impact on digitalmarketing spending
Decrease in spending on some digital
marketing channels
Decrease in spendingacross all digital
channels
11%
40%
30%
11% 9%3%
54%
15% 19%
9%
Company respondents Agency respondents
MEDIA ATTRIBUTIONAPPROACHES
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TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 CONVERSION
DISPLAY: $0 EMAIL: $0 SEARCH: $100 $100
DISPLAY: $100 EMAIL: $0 SEARCH: $0 $100
DISPLAY: $33 EMAIL: $33 SEARCH: $33 $100
DISPLAY: $30 EMAIL: $20 SEARCH: $50 $100
PATH TO PURCHASE
LAST CLICKATTRIBUTION
FIRST CLICKATTRIBUTION
EVENATTRIBUTION
CUSTOMATTRIBUTION
How would you rate the effectiveness of your attribution method?
Download the full APAC Econsultancy study on the ‘State of Media Attribution’ http://data.li/apac-mastudy 13
Very effective Somewhat effective Somewhat ineffective Very ineffective
Custommodelling
First touchor click
Position-based/‘Time decay’
View-through Even allocation(linear)
5%
41%
14%
41%
58%
27%
64%
15% 14%
56%
12%6%
28%
73%
11%
27%
14
VS
TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N CONVERSION
TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N CONVERSION
LAST CLICKATTRIBUTION
CUSTOM, ALGORITHMIC
0% 0% 0% 100%
45% 15% 10% 30%
DEVELOPINGATTRIBUTION
MODELS
17
TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N ???
TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N CONVERSION
TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N CONVERSION
TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TOUCHPOINT N CONVERSION
DISPLAYINFLUENCES
OTHER CHANNELS
Facebook and Display ad click responses compared to search responses
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DISPLAYCLICKS ONLY
DISPLAY PRECEDING(& LEADING TO) SEARCH
9.44x
ALL CHANNELSREACH UNIQUE
AUDIENCES
21
100%
25%
34%
7%
17%
17%
All paths
Multi-channel paths
Only SEM
Only eDM
Only Other Display
Only Facebook
% of converting paths
DISPLAYINFLUENCES
CONVERSIONS
Conversion rate uplight from multiple display ad impressions
23
7.187.16
Facebook Other display
Uplift inConversion
Rate
CHANNELS BEINGOVER/UNDER-
VALUED
Other Referrals
Swing in revenue by channel
25
The results from our recent media attribution study with
Facebook, which is the largest of its kind globally right now,
have shown that last click attribution is highly inaccurate and significantly undervalues certain media channels. As a
result, any media optimisation decisions based on last click
attribution are likely to lead to ineffective if not outright
dangerous budgeting decisions.
% change in revenue - multi-touch attribution vs last-click attribution
When switching from last-click to multi-touch attribution
Display Retargeting
Display Facebook
Other Display
Paid Search (SEM)
Direct
Organic Search (SEO)
2371%
911%
749%
2%
2%
-3%
-10%
-25%
830% average
MEDIA MIXIMBALANCED
AS RESULT
Typical share of ad spend by channel compared to ROAS
27
Typical ROAS
(Multi-touch attribution model)
Typical share of spend
Display Facebook
Display retargeting
Paid Search (SEM)
Other Display
ACROSSAND WITHINCHANNELS
29
Direct (Offline media/ existing brand equity)
SEO
Other referral
eDM
SEM
Display Facebook
Display Facebookcustom audiences
Display retargeting
Display performance
Display mobile
Display contextual
Display behavioural
Display awareness
N/A - not tracked in this study
N/A - no digital ad spend
N/A - no digital ad spend
N/A - no digital ad spend
N/A - no digital ad spend$1,020k
$1,059k
$66k
$117k
$236k
$60k
$63k
$40k
$25k
$17k
$12k
$5k
$1.34
$1.75
$3.39
$2.22
$1.20
$1.03
Revenue ROAS ($1 = Neutral)
$0.41
$0.48
UK DATASUPPORTSIMBALANCE
31
Channel or platform
Spending (millions)
Share of total spend
Share of media time
Delta
Offline total £11,956 62% 51% +11%
Online total £7,194 38% 49% -11%
Mobile display £769 33% 48% -15%
Desktop display £1,504 67% 52% +15%
Mobile search £937 31% 38% +7%
Desktop search £2,085 69% 62% -7%
RESULTS OF ATTRIBUTION
ADOPTION
Which digital channels have seen an increased budget as a result?
Download the full APAC Econsultancy study on the ‘State of Media Attribution’ http://data.li/apac-mastudy 33
Company respondents Agency respondents
Display advertising
Paid search
Social media advertising (display on Facebook, etc.)
SEO
Content marketing
Social media marketing
Affiliate marketing
Mobile apps
Video
64%
55%
41%
41%
36%
27%
23%
18%
18%
14%
50%
38%
47%
32%
27%
24%
12%
12%
12%
29%
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Including enterprise grade tag management platform SuperTag free of charge to help streamline tag implementation and maintenance
Datalicious OptimaHub USPs
Complete agency/tech stack independenceTransparent white-box architectureDedicated AWS RedShift instanceNear real-time data processingFlat-fee full-service model
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Download the full media attribution
study across brands
http://data.li/mastudy
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