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Attribution: why it matters.
Toby McAra, Head of EMEA Sales, Adometry
June 2014
©2014 Adometry, Inc. All Rights Reserved. 2
measurement of marketing
performance is…
BROKEN
©2014 Adometry, Inc. All Rights Reserved. 3
Why?
“Do I need to?”
“How much
will it hurt?” “Will my Finance team hate me?”
“Is it
complicated?”
©2014 Adometry, Inc. All Rights Reserved. 4
Which channels are driving
incremental conversions?
How is display assisting other
channels?
What is my optimal spend
across channels?
©2014 Adometry, Inc. All Rights Reserved. 5
©2014 Adometry, Inc. All Rights Reserved. 6
Simple vs. Advanced Attribution
Simple
Rules-Based
0% 0% 0% 100%
LAST EVENT
25%
EVEN
25% 25% 25%
40%
AD-HOC
15% 15% 30% (fixed weights)
£
£
£
Advanced DATA DRIVEN
20% 18% 19% 43%
£
How important is each ad in driving conversions?
©2014 Adometry, Inc. All Rights Reserved. 7
The Attribution Problem
A user sees a series of ads & then converts
What fractional credit goes to each ad?
Search Display Email Display Conversion
Event
Conversion
Event
©2014 Adometry, Inc. All Rights Reserved. 8
Data Driven A/B Testing
Adometry’s Advanced Attribution
10%
Conversion
Rate
9.8%
Conversion
Rate
Very little impact on conversion rate
©2014 Adometry, Inc. All Rights Reserved. 9
Adometry’s Advanced Attribution
10%
Conversion
Rate
6.5%
Conversion
Rate
Data Driven A/B Testing
Large impact on conversion rate
©2014 Adometry, Inc. All Rights Reserved. 10
Actionable, Usable
CMO Channel
Manager
Marketing
Analysts
©2014 Adometry, Inc. All Rights Reserved. 11
Automating Attribution
RTB
Connector
Audience
Connector
Offline
Connector
Call Centre
Connector
PPC
Connector
Cross-device (in development)
User level not device level
Multiple data sources inc Google logins
Anonymous, aggregated format
©2014 Adometry, Inc. All Rights Reserved. 12
Traditional Econometric Modelling has
Limitations
Annual or
Semi-Annual
Projects
Reduces
Organizational
Agility
Lack of
Channel
Granularity
Limits
Actionability
Not Well-
Suited for
Digital
Misrepresents
Potential
©2014 Adometry, Inc. All Rights Reserved. 13
• Minute-by-minute search and visit data
• Machine-learning model detects spikes
• Incremental lift tied to ad spots
• Website visits attributed to TV and Radio
are included in the path to conversion
How it works
TV Radio
TV and Radio Attribution – Sophisticated Modeling
©2014 Adometry, Inc. All Rights Reserved. 14
Value Drivers Areas of Impact
Display eCPA 20% - 30% decrease in effective CPA for
display and retargeting
Optimization Within Channels 10% - 20% improvement by optimizing
channel performance including PPC, Affiliate,
Email, and Social
Optimization Across Channels 20% - 40% improvement in performance by
optimizing spend across various channels
Reduction in Analysis and
Reporting Costs
25% - 50% decrease in effort required to
pull, aggregate, and report on marketing
performance across channels
Overall Marketing ROI 25% - 50% improvement in overall
performance of marketing investments
Achieving Greater Return On Investment
©2014 Adometry, Inc. All Rights Reserved. 15
All Channels,
All Data,
In One Place.
Unmatched
Clarity and
Insights.
Actionability
at Scale.
Marketing
Analytics
Sherpas.
DATA SCIENCE PLATFORM SERVICES
NEXT GENERATION Marketing Intelligence Solution
© Copyright 2012 Adometry, Inc. All Rights Reserved. Confidential. 16
Thank you