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Attribution - Should we really care?
Tweet me questions and comments to @therustybear
This is my presentation - I’m not going to talk for the next minute
or so
@therustybear
You now have 20ish slides of RANT.
I’m sorry in advance
@therustybear
(i’m really not)
90% of what i’m going to
present you might not be TRUE today
@therustybear
But please pay attention - as if
it’s not true tomorrow i’m out of a job!
@therustybear
I’m betting pretty much my entire career that people
actually give a shit about the truth
@therustybear
and by the truth I mean that brands and the way that
consumers interact with them matters
@therustybear
marketing is not just about followers and retweets or likes.
@therustybear
Marketing is, and has always
been about attention
management
@therustybear
We can adjust what we do
based on what we know.
@therustybear
And we know a friggin lot!
what we dont do…
@therustybear
is know what we know
@therustybear
but the scariest thing…
@therustybear
is even when we know, we don’t
always know what the right
things are to do
@therustybear
Digital Analytics and what is can
do for businesses is incredible
@therustybear
Its the beacon…the Rudolf… it
should be the guiding light of
the digital renaissance
@therustybear
Today its the scaffolding - yeah it helps the building…
@therustybear
But it should be in the mind of
the architect, the plans and
engrained in the foundations through to the roof.
@therustybear
Screw “BIG DATA”
@therustybear
Terms like that are created to try
to help people understand
things simply
@therustybear
Data analytics is not simple. But its use is!
@therustybear
Invest time in understanding the
true value of your data. What it
can bring and you’ll be 10 steps
ahead of 99% of marketers
today.
@therustybear
#rantover
@therustybear
What is Attribution?
@therustybear
“The process of quantifying the impact of multiple marketing exposures and touch-points preceding a
desired outcome”
@therustybear
“The process of quantifying the impact of multiple marketing exposures and touch-points preceding a
desired outcome”
@therustybear
Models? Should we Care?Last Click
First Click
Distributed
Bathtub
Time Decay
Random (Custom)
Who actually understands this crap?
Do all data scientists wear glasses?
The 80 / 20 rule
What 80 / 20 looks like in reality
20% Technology
80% People
What 80 / 20 looks like in reality
20% Technology
80% People
20% Dirt
80% Clouds
Lets talk about attribution in the real world
@therustybear
Please do not use this slide
We need to define how we can understand each stage
@therustybear
without definition what
differentiates us and “them”
@therustybear
The key issues with doing attribution well are
not technical, they are
phycological
@therustybear
We have to change business
mindset before we can truly
change business
@therustybear
Lets talk about what is possible today…
and by possible i mean I did it last month, this month and next week….
@therustybear
What is possible• TV Data, Radio.. All ATV data aligned with online
• Overlay of geographic ATL information to sale performance online
• Social media sentiment analysis post tv spot by geography and
demo
• Algorithmically calculating next best action for post campaign
• Algorithmically stopping and starting campaigns
• Connection between marketing, CRM and CS datasets
• Econometrics and Price Yielding based on real time data
• Connecting Sales and Revenue from offline interactions to touch—
points both online and offline (including meetings and call backs)
The data I use is probably 80%
right…If that
@therustybear
Its not about data accuracy
I’m not trying to land a plane
@therustybear
I’m trying to find out why people want to go abroad
@therustybear
The Internet of Things
What are the issues
• Filter bubbles with multi device
• Focus on cookies
• Technology keeping up (IOT)
• Being used by people to prove an answer they have already
• Being pushed into businesses by the wrong people
• Being managed by the wrong people
• Not being managed at all - no insights or actions
• Not visualised in the right way to the business
Theres no right answer -
attribution is not a plug and
play system
@therustybear
I’m sorry
@therustybear
If you take one thing away - the next time someone saying
attribution please know this
@therustybear
Attribution is NOT only for econometrics modelling
@therustybear
Attribution is NOT only channel budget distribution
@therustybear
Attribution is NOT only sales funnel management
@therustybear
Attribution is NOT going to make you look smart on its own
@therustybear
Attribution should allow you to better understand consumers
that engage with you
@therustybear
in partnership
withRussell McAthy Managing Director [email protected]
Thank you
for Listening
Any Questions?
If you have any follow up or would like the slides
Russell McAthy @therustybear
www.deliverinsight.co.uk
