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This presentation was from Tamar's Head of SEO on attribution modelling. The presentation begins with explanation of a typical problem that is prevalent in the market around measuring the effectiveness of different marketing channels. Later, the presentation explains how adopting attribution modelling this problem can be addressed.
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© Copyright Tamar 2013
ATTRIBUTION MODELLING
Asad Imam, Head of Search
IMAGE © CHANEL
IMAGE © CHANEL
Originally from India
Graduate in Comp. Sciences, India
Masters in E-Business, Newcastle University
Head of SEO, Tamar
@iasad1asad.imam@tamar.com
TAMAR
18 Years of experienceAward-winning SEO in highly competitive markets
Industry-leading SEO expertise
Our sole focus is on natural search - specialists
Fashion and retail thought-leadersRecognised as experts in retail and fashion SEO
Tool and technology agnostic
IMAGE © CHANEL
© Copyright Tamar 2013
A wise man said....
"To guarantee success, spend 95% of your time defining the problem and 5% of the time
solving it."
© Copyright Tamar 2013
CUSTOMER JOURNEY SOUNDS LINEAR
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© Copyright Tamar 2013
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5 STAGE DECISION MAKING PROCESS IN A PURCHASE
Stats...woohoo!
© Copyright Tamar 2013
PURCHASE BEHAVIOUR...
© Copyright Tamar 2013
RESEARCH BEHAVIOUR...
© Copyright Tamar 2013
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REMEMBER THIS..
Source : zmags.com
DIGITAL REALITY : MULTIPLE TOUCHPOINTS
87,178,291,200
© Copyright Tamar 2013
TYPICAL SALES FUNNEL
Digital is highly integrated
Digital Touches thecustomer throughout thefunnel
Digital is harder tomeasure
Traditional MetricsClicksClick through ratesConversions
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Think of it this way...
What if they gave a medal only to the last runner?
© Copyright Tamar 2013
Not cool right!!!
© Copyright Tamar 2013
IN TERMS OF ANALYTICS PREVIOUSLY
Conversions = ££
© Copyright Tamar 2013
IN TERMS OF ANALYTICS NOW
Conversions = ££
Assisted Conversions42%
© Copyright Tamar 2013
MULTI-CHANNEL ATTRIBUTION
“Marketing attribution is the practice of determining the role that
channels play in informing and influencing the customer journey”
© Copyright Tamar 2013
MULTI-CHANNEL ATTRIBUTION - ADC
Across Digital ChannelsSource :www.kaushik.net
© Copyright Tamar 2013
BENEFITS OF MULTI-CHANNEL ATTRIBUTION
Source :www.econsultancy.com
© T
AMAR
201
3
HOW TO GO ABOUT MULTI-CHANNEL ATTRIBUTIONChoose an attribution model - Default vs. Custom
An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths - Google analytics
© T
AMAR
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3
CREATE YOUR OWN CUSTOM MODEL
•Use your own experience and theories on channel contribution•Statistical analysis of your data to define the model
•Analyse the converting and non-converting journeys to understand the tendancy to purchase for all touch points.
All this should tell you -
•How should the conversion value be shared between the contributing visits?
•How should each channel be weighted?•How should you treat Brand vs non-brand and direct traffic•How should the marketing budget should be distributed
SOLUTIONS
•Verify all your marketing channels are tracked•All cookie-level data is available •Identify a partner with extensive analytics experience•Understanding your multi-channel funnel reports
•Invest in specialist analytics tools •Clarify the problem you are solving for your
management team. O2S or AMS or ADC.•Start to experiment with the simple models
•Create your own custom attribution model
•Carry out controlled experiments with your different digital channels Measure outcomes. Go back. Analyze the data. Change some more.
•Create a detailed monthly report•Create a process of continual improvement
© Copyright Tamar 2013
THANK YOU
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