Upload
russell-mcathy
View
4.353
Download
1
Tags:
Embed Size (px)
DESCRIPTION
This presentation covers both the types of models available, factors that can be included within calculations and then how you can communicate it to businesses. Presented to the great guys at ThinkVis 9 at their 5th anniversary.
Citation preview
ThinkVis 5 - Russell McAthy –Attribution@therustybear
02/03/13
Stream:20 Introduction
Stream:20 is the performance driven digital marketing consultancy
www.steam20.com @stream20 @therustybear
Definition of Attribution
Web Analytics Demystified defines marketing attribution as:
“The process of quantifying the impact of multiple marketing exposures and touch-points preceding a desired outcome”
Why you look at attribution
Media Planning
Understand Cost of
Channels
Customer Journey
Should we even consider doing Attribution?
1 2 3 4 5 680%
85%
90%
95%
100%Cumulative # of Sales
# of Clicks to Convert
If you optimise to last click – you’re going to get a lot of them!
What do we actually mean when we say “Attribution”
What do we mean when we say Attribution?
Multi Channel Attribution –
Different Digital Channels
Multi Channel Attribution –
Multiple Digital Screens
Multi Channel Attribution -
Digital to Store
Multi Channel Attribution – Logged in Users
Digital to Offline/Store….
Multi Channel Attribution - Digital to “Offline”
Understanding the offline impact of online digital marketing and presence.
Digital
“Offline”
TVRadio
Store
Events
Call Centre
AppsWebsite
Digital Video
PPC Ad
Copy
Display Media
Smart TV
Multi Channel Attribution - Digital to “Offline”
WHY?• Offline is still largest channel for big businesses• Get a better view of that annoying “direct”
channel• Reduction in overall business spend • OR move spend into digital – YAY!
HOW?• Vanity URL’s (and redirects)• Offer Codes• Being a maths Genius (Correlation etc.)• Experiments vs Control
Multiple Screens – Myths & Realities
Is this the only way it can work?
TV Reviews Buy a TV Samsung TV Reviews
Samsung ES8000 Buy a Bra
IP Address & Device ID Username: Dom_inater IP Address / Device ID Username:Dom_inater
Username: Dom_inater / Device ID
Dom’s Customer Journey Dom’s Customer Journey??
Visit 1
Visit 2
Visit 3
Visit 4
Visit 5
Dom’s Customer JourneyDisconnect!
Cross Channel Analytics / Multi-Channel
Last Click vs First Click
SEO - Unbranded
PPC Brand
Display Click
PPC - Generic
Direct
Last Click First Click
Differing Models
20% 20% 20% 20% 20%
1 2 3 4 5
Linear
0% 0% 0% 0%
100%First/Last
2% 8% 20%30% 40%Time Decay
40%8% 4% 8%
40%Position
Touchpoint
Recommended Model
• Key questions:– What period click window should be used?– What period impression window should be used?– What influence does an impression have against a click?– What influence does each individual click in the click path have?
Introducer Click
Influencer Click (s)
Convertor Click
Sale
Influencer
Impression(s)
Convertor
Impression(s)
Introducer
Impression(s)
Attribution Driving Factors
There are a number of elements that can be used to drive a variance in the attribution calculation.
• Taking into consideration the order / relationship and/or volume of touchpoints Sequence / Location
• Taking into consideration the time between touchpointsRecency / Frequency
• Individual channels impact on the propensity to purchase. Also breaking the analysis past the channel level to keywords / creative etc.
Channel / Channel Specific
• Understanding the impact an impression has on all future visitsImpression Relationship
• Understanding the influence customer knowledge has on future sales (MGM)Customer Insight
“Its great, but…the total sales number is the same…the costs are the same….What can we do with this model to help the business?”
Multi Channel Attribution – Different Digital Channels
1000 800 350 450 350 230
1100 1000 80 500 400 100
Attributed Sales
Last Click Sales
How to use Attribution?
Channel Management
• Distribution of Cost and time
• Incremental spend distribution and management
• Understanding impact of impression led media
Site Experience Insight
• Understanding customer / prospect site interaction
• How you can improve design based on marketing interaction
Customer Insight
• Connecting digital data to customer data
• What channels drive the highest value customers
• What customers do you attract with different campaigns
Improving Customer Engagement
Landing pagesContent Consumption
Micro Conversions
What we know about…Onsite Behaviour
Historical Channel MixKeyword Use
Paid/Free Channel Split
What we know about…Marketing Interactions
Customised Landing PagesCustom Menu’s to improve navigation based on previous activity
Dynamic Landing pages based on Marketing Activity
Combining the available knowledge within attribution to improve the customer engagement
Understanding Customer Propensity
Awareness Consideration Purchase
Visit 1:No Previous Knowledge
of Customer
Visit 2:Customised Landing Page
with Product Links focusing on sport
Visit 3:Landing page sports focused with links to
product
Visit 4:Sales Focused landing page with sport copy
Navigated to Sports Section
Sports navigation followed by
looking at Sky Sports Package
with Sky+HD
Re-visiting the Sky Sports Package and navigating
through the booking flow – no
purchase
Thanks
Thanks for listening – for more information…
www.stream20.com@stream20
Russell McAthywww.russellmcathy.com
@therustybear