understanding attribution: iab customer conversion journey seminar
TRANSCRIPT
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UNDERSTANDING ATTRIBUTION
DOUG CONELY | SENIOR DIRECTOR, GLOBAL DATA & TARGETING
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AGENDA• “Last view attribution is the least worst solution today”• If you don’t like it there are things you can do right now• But dynamic multi-touch attribution is the real solution
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DIFFERENT WAYS TO ASK “IS MY ADVERTISING WORKING?”
Attribution
Effectiveness Measures
Audience AnalyticsAudience Analytics
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AGENDA• “Last view attribution is the least worst solution today”• If you don’t like it there are things you can do right now• But dynamic multi-touch attribution is the real solution
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+1Brand
keyword click
SEARCH ONLY ATTRIBUTION
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+1
Illustrative
SEARCH ONLY ATTRIBUTION
Brand keyword click
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+1
SEARCH ONLY ATTRIBUTION
Brand keyword click
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+1Brand
keyword clickDisplay
ad impressio
n
SEARCH AND DISPLAY IN COMBINATION
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+1Brand
keyword clickDisplay
ad impressio
n
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+1Display
ad click
Conversion behaviours
CLICK TO CONVERSION MEASUREMENT
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+1Display
ad click
Click behaviours
CLICK TO CONVERSION MEASUREMENT
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+1Display
ad impressio
n 3
Display ad
impression 2
Display ad
impression 1
Site 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
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+1Display
ad impressio
n 3
Display ad
impression 2
Display ad
impression 1
Site visit
Wimbledon
1988 FA Cup
Barcelona
2006, 2009, 2011 European Cup
2005, 2006, 2009, 2010, 2011 La Liga
2009 Copa del Rey
LAST VIEW ATTRIBUTION
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+1Display
ad impressio
n 3
Display ad
impression 2
Display ad
impression 1
Site visit
LAST VIEW ATTRIBUTION
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AGENDA• “Last view attribution is the least worst solution today”• If you don’t like it there are things you can do right now• But dynamic multi-touch attribution is the real solution
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Paying more than once for the same conversion
Encourages bad practice among display participants
Spend optimised to the “wrong” media partners
1
2
3
?
THE PERILS OF POOR ATTRIBUTION CONTROL AND ANALYSIS…
… AND WHAT YOU CAN DO ABOUT IT
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Paying more than once for the same conversion
Encourages bad practice among display participants
Spend optimised to the “wrong” media partners
1
2
3
THE PERILS OF POOR ATTRIBUTION CONTROL AND ANALYSIS…
… AND WHAT YOU CAN DO ABOUT IT
Attribution analysis framework
Campaign data collection
Tag management instrumentation
1
2
3
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Source: http://c3metrics.com/white-paper/
> This is a great starting place but not the end goal
1 ATTRIBUTION ANALYSIS FRAMEWORK |EVEN ATTRIBUTION WEIGHTING
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Social Media SEM/ SEO Display Affiliates Email
2 CAMPAIGN DATA COLLECTION
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3 TAG MANAGEMENT INSTRUMENTATION
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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
1
2
3
THE PERILS OF POOR ATTRIBUTION CONTROL AND ANALYSIS…
… AND WHAT YOU CAN DO ABOUT IT
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REMEMBER THAT EVERYONE HAS A VESTED INTEREST HERE…
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AGENDA• “Last view attribution is the least worst solution today”• If you don’t like it there are things you can do right now• But dynamic multi-touch attribution is the real solution
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+1Brand keyword
searchesDisplay ad
impression 2Display ad
impression 1Generic product
keyword searches
+1
+1
+0.25
+0.25
+0.25
+0.25
+f(x)
+f(x)
+f(x)
+f(x)
Last View
Last Click
Linear Multi-Touch
Dynamic Mulit-Touch
RECOGNISE THE USER JOURNEY
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Campaign Delivery
Attribution Analysis
Campaign Planning
Attribution in the typical campaign lifecycle
Campaign Delivery
Attribution as part of campaign optimisation
TF APPROACH: DYNAMIC REGRESSION ATTRIBUTION MODELS
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+1Brand keyword
searchesDisplay ad
impression 2Display ad
impression 1Generic product
keyword searches
WITH ATTRIBUTION YOU ARE NEVER DONE…
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• 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• http://collective.com/insight/causal-attribution• http://www.clearsaleing.com/a-guide-to-market-leadership-in-2012/• http://econsultancy.com/uk/blog/9022-credit-where-it-s-due-dealing-with-the-myths-of-attribution
FURTHER READING
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AGENDA• “Last view attribution is the least worst solution today”• If you don’t like it there are things you can do right now• But dynamic multi-touch attribution is the real solution