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TagMan & Attribution
Adrian Nash, Head of Analytics & InsightLogan Tod & Co9th November 2011
Logan Tod & Co: Europe’s leading online optimisation & analytics consultancy
Retail & Consumer
Finance & Utilities
Travel & Leisure
Technology, Media
& Telecom
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70%purchases completed
Consider the consumer purchasing journey time
3
Source: Google/Nielsen NetView – Beyond Last Click
Standard cookie window (30 days)
30%purchases not completed
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The current measurement model is very simplistic
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The real Single View is very complex indeed
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So what now?
• Danger of diminishing returns seeking ‘perfect’ attribution models
• Objective should be reducing uncertainty enabling better decision making
• Actionable & repeatable insights are the real goal
Is a single ‘best’ attribution model the right goal ?
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“...given a choice, it’s more important to be precise than accurate – reproducibility is more important (especially to management) than getting the exact number right.”
Jim Novo - 2007
What does best practice look like?
Chart source – Omniture blog
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High level attribution framework
Evaluation Discovery
AttributionTesting
Discovery• Workshop
• Objectives• Final
visualisation• Data preparation
• Accuracy• Integration
• Marketing Classification
• Forecasting
Attribution modelling• Credit allocation• Scorecards• Advanced models• Visualisation• Insight
Testing• Hypothesis
generation• Test design• Success criteria• Test execution
Evaluation & Iteration• Hypotheses• Performance• Model ‘precision’• Knowledge sharing
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TagMan data > attribution insight
TagMan Customer data
Behavioural data (WA)
Context data
ETL
Quantivo
Visualisation
Modelling
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Questions, comments or thoughts?
Adrian Nash, Head of Insight and Analytics
28th March 2011 Page 23© 2011 103 May 2023
