marketing attribution
TRANSCRIPT
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Marketing Attribution
New Developments in Measurement and Analytics
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The Marketing Process
• Multivariate
• Multiple Measures
– (Sales, Awareness, Web
Visits, Brand Search)
• Multiple Inputs
– (Distribution, Price, Media,
Promotions)
• Environment
– Competition, Season, GDP,
• Multiple Types of Relationships
• Direct or Indirect
• Unidirectional or Reciprocal or
Multi-directional
• Immediate or Delayed
• Current or Persistent
• Permanent or Temporary
• Solos or Synergistic
• Constant or Time Varying
3Marketing
Process
Store Display
Brand Total Sales vol.
Direct Contribution to sales
Competition
Website Visits
TV GRP
Brand Search
Trade PromotionOOH Spends
Indirect Contribution to sales
Marketing Inputs
Marketing Measures
Environmental variables
Season
4Relationships
Advertising Sales
Unidirectional
Advertising Sales
Reciprocal
Advertising Sales
Multidirectional
Distribution
Advertising
Sales
2 units
TV OOH
3 units
Synergistic
+1 unit
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Relationships
0
200
400
600
800
1000
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1600
1 2 3 4 5 6 7
Sale
s
Time
Instant
0
200
400
600
800
1000
1200
1400
1600
0 2 4 6 8
Sale
s
Time
Persistent
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Relationships
0
1000
2000
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6000
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9000
10000
0 200 400 600 800 1000
Sale
s
TV GRP
Linear
0
500
1000
1500
2000
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3500
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4500
0 200 400 600 800 1000S
ale
sTV GRP
Non-Linear
0
500
1000
1500
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3500
4000
4500
0 200 400 600 800 1000
Sale
s
TV GRP
Non-Linear
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Relationships
0
50
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0
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1000
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0 2 4 6 8
TV
GR
P
Sale
s
Time
Delayed Impact
Sales TV GRP
0
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100
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500
0
500
1000
1500
2000
2500
0 2 4 6 8
TV
GR
P
Sale
s
Time
Instant Impact
Sales TV GRP
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Rain Way
Multiple Techniques
• Vector Auto Regression/Seemingly
Unrelated Regression/ Structural
Equations/Hierarchical Linear Models
• Kalman Filters, Dynamic Linear Models
• Koyck Transformation
• Non Linear Programming
Questions Answered
• Contributions –Direct, Indirect & Total
• Price Elasticities (by SKUs)
• Media Deep Dives – by vehicle, creative, reach/frequency, daypart
• Copy Wear-in & Wear Out/Half Life
• Thresholds, Saturations, Optimum
• Solos and Synergistic Effects
• Short Term, Medium Term, Long Term
• Return on Marketing Investments
• Paid, Owned & Earned
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