Mobile’s role incross channel attribution7/16/2013

2

Defining Cross-Channel Attribution

Mobile at Time Warner Cable

We thrive to deliver any desired information or service on any appropriate device, in context, at the customer’s moment of need.

Cross-channel attribution addresses the role of each digital channel (display, paid search, mobile, natural search, email, affiliate, etc.) plays in the customer engagement process.

According to Forrester, cross-channel attribution is “the practice of allocating proportional credit to all marketing communications, across all channels, that ultimately lead to the desired customer action.”

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Mobile Behavior is Not Always What You Would Expect

Q: What percentage of consumers are willing to complete a 6 step order for new service on a smartphone?

a) 26%

b) 35%

c) 47%

d) 56%

e) 72%

c) 47%

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Mobile Action triggers quick follow-ups

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The Value of Mobile

• Mobile ROI should not be limited to engagements that occur on a mobile device

• Performed on a mobile device many times results in online or brick and mortar engagements - Search for locations, coupons, deals, sneak previews, etc.

• activities that result in non-mobile engagements should be calculated against your Mobile ROI - In-store comparison shopping - Social sharing/Likes- Product recommendations- Content viewing/sharing - Brick and mortar purchases

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At Time Warner Cable, Mobile is Important, Not Exclusive Customers and Prospects Require Integrated, Multi-Channel Experiences

MARKETER CUSTOMER

DMS

MANAGE & OPTIMIZE

SearchDisplay - DSP

FacebookMobile

CONVERTDeliver the right

message to the right user at the right time

ATTRIBUTEMeasure across all digital marketing

channels

LEARNOptimize efforts based

on cross-channel insights and audience analytics

Execute – Manage – Learn - Repeat

Time Warner Cable Digital Attribution

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Time Warner Cable Mobile Traffic:Aug 2011 over 800,000

Dec-1

0

Jan-

11

Feb-1

1

Mar

-11

Apr-1

1

May

-11

Jun-

11

Jul-1

1

Aug-1

1

Sep-1

1

Oct-11

Nov-1

1

Dec-1

1

Jan-

12

Feb-1

2

Mar

-12

Apr-1

2

May

-12

Jun-

12

Jul-1

2

Aug-1

2

Sep-1

2

Oct-12

Nov-1

2

Dec-1

2

Jan-

13

Feb-1

3

Mar

-13

Apr-1

3

May

-13

Jun-

130

200000

400000

600000

800000

1000000

1200000

1400000

1600000

1800000

Mobile Monthly Visits to TWC.com

Smartphone Tablet

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Time Warner Cable Set a Path to Deliver Mobile Solutions and Tools For…

1. Product and Content Delivery

2. Customer Care & Communication

3. Purchase of Services

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Priority One: Cross Functional Teams, Resources and Planning

SalesMarketingOperationsCall CenterCustomer Care

FinanceConsumer Exp. CreativeMediaMarketing Ops

AnalyticsStrategyResource AlignmentAgilityMeasureable Goals

Build Integrated Strategies for Success

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Priority Two: Close the Loop to Align Data, Resources, and Experiences

User Driven Consumer Experiences

Media Optimization to All Conversion

Closed Loop Sales and Data Platform

Persistent Consumer View Platform

Methodical Testing & Optimization

Real Time Data and Optimization

Systematic Media Buying

Localized Products & Promotions

User Experience Design

Optimization to Paying Customer

13

Complex Set of Solutions to Deliver Digital Sales

Online Purchasing Funnel• Tracking performance metrics across the entire purchasing funnel by tactic is

essential to proactively optimizing Channel performance

ImpressionsMeasure reach by tactic

ClicksMeasure relevance of

reach

VisitsMeasure click intention

Serviceability Attempts

Measure relevance of visits

QualificationsMeasure quality of

targeting

Offer SelectionsMeasure cart-add success

OrdersMeasure conversion success

Provisioning

Installs

SpendMeasure investment by

tactic

Online Purchasing Funnel

InfluenceOnline Media

Website

Both

Benefits of Comprehensive Funnel Measurement

Measuring tactic performance across the entire purchasing funnel in a uniform way:

Leads to better and more granular understanding of trouble and success areas e.g., growth in CTR rate may not result in sales

growth

Enables timely and surgical actions to address issues and capitalize on opportunities e.g., targeting improvements if visits don’t lead to

qualifications

Reframes agency objectives to include direct drivers of sales e.g., more emphasis on driving qualifications, not

clicks

1

2

3

Measuring tactic performance across the entire purchasing funnel and defining clear ownership

of each part of the funnel will lead greater accountability and improved performance

15

TWC Digital Attribution approach

• IP Targeting to the individual user– Capture the exact query of the user / intent

• Path / Selection / PSU/ Phone Conversation = Search Term

• Reallocation of funds from actionable items in REAL TIME– Search / – Content / Display / Social / Mobile

• Targeting and evaluation to the site level– Like sites / Negative sites / Remarketing beyond the

individual users• Real time reporting

– Better Business Decisions / Measure Offline Media / Media Plans

SEMSEM

DisplayDisplay

MobileMobile

TWC.comTWC.com OrderOrder

UserUser

CallsCalls

A combination of IP-targeting technology, keyword modifiers

and properly designed ads target your specific market.

Target by Geo

IP level detail

Attribution – Where does the search end and begin?

Someone Looking for high speed internet service

They select pricing and packages….but don’t

complete the purchase

TWC saves user information. User is recognized across content networks

TWC shows Text ads to a targeted user/audience

High Speed Internet Providers

Remarketing Targeted messages

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Consumer Experience Evolution – Consistency and Quality

Source: Google: The New Multi-Screen World: Understanding Cross-Platform Behavior, August 2012

21

Complex User Experience Site Design Rebuilds

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Priority three: Keep Your Eye on the (Right) Metrics

Success in mobile requires multi-channel transaction tracking

50%+ of sales convert in the call center.

• Media optimization both on and offline• Active customer care campaigns to ensure

quality consumer experiences

Mobile Experience Path Handling

Local Market Targeting

Day Parting

Call Center Scripting

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Thank You

Rob Roy

GVP/GM of e-Commerce and Digital Marketing

Time Warner Cable