Tracking Revenue & Engagement How Advanced Attribution takes a Holistic Approach to Calculating Marketing & Social Media ROI

COMMERCE DRIVES THE WORLD. WE DRIVE THE WORLD OF COMMERCE.

Marketing Analytics & Attribution

Sebastian Gutierrez

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Online retail’s rate of growth

is slowing over time…

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…and those transactions will be chased by faster

growing digital marketing dollars

19% 21% 18% 16% 13% Growth rate

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To win, businesses must get smarter with their

marketing

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What We Will Cover Today

• What is attribution & why is it important?

• How to Measure the contribution of PPC & SEO to every sale you make?

DA

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Display

Site

Visit

Retargeting DA

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Customers Cross Many Marketing

Touch Points on Their Journey

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Social Media Email Paid

Search

ROI Measurement

Revenue from Product Sale — £200

Keyword CPC — £1.00

Conversion Rate — 4%

ROAS — 800%

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But Marketing Measurement is Still Siloed

and Too Often Based on the Last Click D

AY

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Paid

Search

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Attribution:

measurement of the value

of each digital marketing contact

that contributed to an outcome.

DA

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Display

Site

Visit

Retargeting DA

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Social Media Email Paid

Search

£0

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With Last Click, Upper & Mid Funnel Touch Points

Are Given Zero Value

£0 £0

£0 £200

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But Last Click Distorts Reality and Leads to Bad

Decision-Making

50% purchase paths involve more than one touch point

3.8 average # of touch points along purchase path

42% increase in order value with multi touch point purchase path

9out of 10 impressions missed with last click attribution

Source: ClearSaleing “Billion Impressions” study

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DA

Y 8

Display

Site

Visit

Retargeting DA

Y 1

Social Media Email Paid

Search

£43 £37 £37

£31

£52

Closer Introducer Influencers

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How To Measure The Contribution of PPC & SEO To Every Sale You Make?

THANK YOU

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