are you using the wrong attribution model?

ARE YOU USING THE WRONG ATTRIBUTION MODEL? Find out from the experts

Presented by Nic Zangre, Director of Marketing Operations and Alex Bozzo, Analytics Evangelist

Nic ZangreDirector of Marketing Operations

Alex BozzoAnalytics Evangelist

SPEAKERS

"The task of assigning credit where it is due might sound simple, but in today's omni-channel world, it is anything but" - eMarketer

● Why should I care about attribution?

● What obstacles will I run into?

● How should I think about measuring my marketing?

● Which model is right for me?

● How do I get started?

EXECUTIVE SUMMARY

THE ATTRIBUTION COMPLEXITY MATRIX

In an increasingly complex and fragmented marketing landscape where the consumer “purchasing journey” weaves through a maze of digital, offline, paid and earned media channels, quantifying the contribution of touch points is exceedingly tricky. Welcome to the brave new world of marketing attribution.

- Daniel Kehrer, VP Marketing, MarketShare

REASONS FOR TRACKING ATTRIBUTION

"Organizations that try to move beyond basic single-point models face two key challenges: a traditional corporate culture that rewards success of an individual channel rather than the company’s overall success; and a lack of consolidated data warehouses.” - Daniel Kehrer, VP Marketing, MarketShare

Sources: 1 - “Attribution for Data Driven Marketers, 2014”, AdRoll {n=1000}2 - “Exploring the Art and Science of Marketing Attribution” 2013, RelateIQ 3 - The State of Marketing 2013, IBM’s Global Survey of Marketers. Global Summit 2013, n.d. Web.

Top performing organizations are 5x more likely to use advanced attribution models.3

More than half of companies use basic first or last-click attribution models.1

83% of marketing dollars spent have a 70% or greater difference in CPA between scientifically attributed metrics and last click metrics.2

ATTRIBUTION MODEL ADOPTION

Source: 1 - AdAge Attribution: Facing Today’s Digital Measurement Challenge 2014

CHALLENGES TO ATTRIBUTION MEASUREMENT & ADOPTION

CULTURE CHALLENGEDATA CHALLENGE

Source: Stackoverflow, www.ntua.gr, curvilinear modelling

CURVILINEAR BUYER JOURNEY

ADVOCACY & EVANGELISM

GOAL-BASED / SPLIT-FUNNEL ATTRIBUTION

ACCELERATING THE SALES CYCLE = HIGHER REVENUE

CRAWL. WALK. RUN.

Integrate core systems. Clean and tag data. Define checkpoints.

Define cohorts.Measure incrementality.Collect and organize signals.

Warehouse your data. Write an algorithm. Take over the world.

Start with your core systems, focus on your CRM and back-office

Organize and feed data into your model to create richness

Use the insights to affect organizational alignment

THINK: INSIDE-OUT

Example:http://www.adroll.com/resources/guides/next-level-retargeting-guide?utm_source=smartbrief&utm_medium=external_email&utm_campaign=2014_next_level_retargeting_guide&utm_term=retargeting+guide&utm_content=iab

TAG AND CATEGORIZE ALL TOUCHPOINTS

BUILDING A RICH MODEL

INCREMENTALITY TESTING AND MEASURING VIEW-THROUGHS

Search activity rises 155% following the user being exposed to a display ad. Also, users shown a display ad but did not click are 59% more likely to convert in the future.1

Source: “Display Drives Search” Yahoo/Specific Media, 2012

HOW TO CALCULATE VTC LIFT FOR ATTRIBUTION

Source: “Attribution for Data Driven Marketers”, AdRoll

INDUSTRY STANDARDS FOR VIEW-THROUGHS

VTC LOOK-BACK WINDOWS BY INDUSTRY

EDUCATION

AWESOME ATTRIBUTION ARCHITECTURE

AFFECT ORGANIZATIONAL CHANGE

Questions?

Nic Zangre, Director of Marketing Operations

Alex Bozzo, Analytics Evangelist

1) Connect. Learn. Decide.2) Organize your data. 3) Be objective.4) Set goals that encourage collaboration.5) Remember, no model is perfect.