DECODING THE MARKETING ATTRIBUTION ROULETTE

Wes Benel Director, Sales Engineering Neustar

THE PLAYERS

Michael Kaushansky EVP, Chief Data Officer Havas Media

Chris Magpayo Senior Director, Loyalty & Offers Visa

Larry Kavanagh CEO CohereOne

Wes Benel Director, Solutions Engineering Neustar Moderator

DECODING THE MARKETING ATTRIBUTION ROULETTE

CROSS-CHANNEL ATTRIBUTION

“The practice of using advanced statistical approaches to allocate proportional credit to marketing communications and media activity across all channels, which ultimately leads to the desired customer action.”

Forrester Research, 2014.

MULTI-TOUCH ATTRIBUTION IS COMING OF AGE...

NOT YET. THERE ARE STILL A LOT OF GAMBLERS OUT THERE

ONLY 54% OF MARKETERS USE OR ARE PILOTING ATTRIBUTION MODELING1

12014 State of Customer Analytics Survey by Forrester/Burtchworks

HOW ARE YOU DOING CROSS-CHANNEL ATTRIBUTION TODAY?

7

THE MYTH: ATTRIBUTION = MEDIA MIX MODELING

SAME?

WHAT ARE THE DIFFERENCES BETWEEN THESE TWO?

43.4%

42.4%

38.9%

38.9%

33.8%

32.3%

26.3%

25.3%

DIGITAL ATTRIBUTION CHALLENGES - 2013

Neustar, AdAge White Paper, September 2013

Matching online campaigns to online and offline conversions

Reconciling data from disparate sources (online, offline, CRM, marketing automation systems)

Staffing necessary to do the analysis

Difficulty in tracking cross-device/cross-platform advertising and marketing exposure

A lack of consensus on the “right” methodology to measure attribution

Proving the case for incremental budget for measurement and technology

Limited or nonexistent user data from social media

Applying weighting to different marketing campaigns

Greatest Challenges Related to Digital Attribution Measurement

WHAT ARE THE MOST IMPORTANT CHALLENGES FOR CROSS-CHANNEL ATTRIBUTION TODAY?

THE LANDSCAPE FOR ATTRIBUTION IS CHANGING

The Independents

Media + Attribution (recent acquisitions)

AOL +

Convertro

Google +

adometry

Rakuten DC Storm

ClearSALEing Ebay Enterprise

Visual IQ MarketShare Marketing Evolution

SELECTING AN ATTRIBUTION VENDOR? DON’T FORGET ABOUT IDENTITY

“When a consistent identifier is not available, user-specific attribution is not possible.”

IAB Attribution Primer, 2012.

DO YOU HAVE ANY TIPS WHEN EVALUATING ATTRIBUTION SOLUTIONS?

LET’S LOOK INTO THE FUTURE…

Store

Direct Mail

Email

Call Center

Known Interactions

Website

Mobile

Social

Desktop

TV

Unknown Interactions

IoT

Others?

Media Efficiency

Message Control

Balance Customer Journey

WHAT DOES THE “GOLD STANDARD” OF ATTRIBUTION MODELING LOOK LIKE IN NEXT 3-5 YEARS

Q&A

THANKS!