adroll shares insights into advanced attribution at iab uk
TRANSCRIPT
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Let’s say goodbye to last-click... it’s a little more complicated than that!
Eoin HallahanHead of Solutions, AdRoll
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❏ What is performance? Exercise in productive questioning
❏ Last-click: The long goodbye
❏ The rise of Algorithmic
What we’ll discuss:
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A show of hands!
❏ If you think you’ve cracked it! A beautiful, fully functioning attribution model?
❏ If you have a clear understanding of your baseline onsite conversion rate?
❏ If you have different KPIs / performance goals for upper, mid and lower funnel marketing campaigns and channels?
❏ If you’re using last-click or other traditional off the shelf attribution models?
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What AdRoll customers say about Attribution47% of AdRoll marketers say that better multi-touch attribution modelling is the future of attribution, even though only 17% currently use this method.
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“...every attribution model has built into it biases and opinions that often struggle to stand any intellectual scrutiny, or the simple laws of common sense.”
Avinash Kaushik
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Being less wrong: What is performance?
❏ Where do you measure marketing channel performance,
what are your KPIs?
❏ Do performance KPIs change throughout the funnel?
❏ Are all your marketing channels designed to do same thing?
❏ How are you measuring cross-channel impact?
❏ Are you A/B testing?
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Test, test and test more
❏ A/B testing is absolutely essential
❏ Strive for incremental performance❏ Aim to better understand baseline performance❏ Attribution nirvana: the state of being less wrong
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Last-click, the long goodbye
Every so often, last-click makes sense:
New market entry with no consumer awareness or existing customers. Few marketing channels in play.
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Last-click, the long goodbye
Last-click incentivises finding users who would buy without advertising:
Last-click attribution models are fundamentally incentivised to find users already likely to purchase.
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Last-click, the long goodbye
Credit is not accurately assigned across publishers:
Last-click gives all the credit to the final click and ignores any other touches or ad events that occurred before the purchase.
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Last-click, the long goodbye
A small portion of people click on ads:
Only 16% of users click on ads. What’s more, half of those (8%) account for 85% of all clicks on display ads.*
A last-click attribution model means you will only ever track this group of users, the “natural born clickers”.
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Last-click, the long goodbye
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LASTCLICK
LASTCLICK
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Saying goodbye to last-click!
“We have doubled our conversion rate and the cost per acquisition has consistently been 30% lower than our goal”
Inna Karapetiants, E-Commerce Merchandiser, Nestlé Shop
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The Rise of Algorithmic Attribution
Allows for much more accurate attribution modeling than the simple last click / last touch attribution approach
Automatically adapts to changes in channel budgets, ad delivery, pauses and more
Algorithmic will allow us to bypass issue of Scale vs. Specificity
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The Rise of Algorithmic Attribution
All events (not just the last event) on a conversion path are evaluated for their influence on conversions based on statistical modeling
Assigns a fractional credit to each ad event on a conversion path
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The Rise of Algorithmic Attribution
Algorithmic models, like other models, are falsifiable. They will never be 100% accurate.
Test, test and test more. Validate performance through incremental performance gains. Be less wrong.
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Questions?
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Thank you.