understanding attribution: iab customer conversion journey seminar

UNDERSTANDING ATTRIBUTION

DOUG CONELY | SENIOR DIRECTOR, GLOBAL DATA & TARGETING

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AGENDA• “Last view attribution is the least worst solution today”• If you don’t like it there are things you can do right now• But dynamic multi-touch attribution is the real solution

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DIFFERENT WAYS TO ASK “IS MY ADVERTISING WORKING?”

Attribution

Effectiveness Measures

Audience AnalyticsAudience Analytics

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AGENDA• “Last view attribution is the least worst solution today”• If you don’t like it there are things you can do right now• But dynamic multi-touch attribution is the real solution

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+1Brand

keyword click

SEARCH ONLY ATTRIBUTION

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+1

Illustrative

SEARCH ONLY ATTRIBUTION

Brand keyword click

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+1

SEARCH ONLY ATTRIBUTION

Brand keyword click

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+1Brand

keyword clickDisplay

ad impressio

n

SEARCH AND DISPLAY IN COMBINATION

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+1Brand

keyword clickDisplay

ad impressio

n

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+1Display

ad click

Conversion behaviours

CLICK TO CONVERSION MEASUREMENT

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+1Display

ad click

Click behaviours

CLICK TO CONVERSION MEASUREMENT

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+1Display

ad impressio

n 3

Display ad

impression 2

Display ad

impression 1

Site visit

http://www.exchangewire.com/blog/2010/11/24/spray-and-pray-baby-the-insider-view-on-the-dysfunctional-state-of-display/

LAST VIEW ATTRIBUTION

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+1Display

ad impressio

n 3

Display ad

impression 2

Display ad

impression 1

Site visit

Wimbledon

1988 FA Cup

Barcelona

2006, 2009, 2011 European Cup

2005, 2006, 2009, 2010, 2011 La Liga

2009 Copa del Rey

LAST VIEW ATTRIBUTION

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+1Display

ad impressio

n 3

Display ad

impression 2

Display ad

impression 1

Site visit

LAST VIEW ATTRIBUTION

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AGENDA• “Last view attribution is the least worst solution today”• If you don’t like it there are things you can do right now• But dynamic multi-touch attribution is the real solution

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Paying more than once for the same conversion

Encourages bad practice among display participants

Spend optimised to the “wrong” media partners

1

2

3

?

THE PERILS OF POOR ATTRIBUTION CONTROL AND ANALYSIS…

… AND WHAT YOU CAN DO ABOUT IT

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Paying more than once for the same conversion

Encourages bad practice among display participants

Spend optimised to the “wrong” media partners

1

2

3

THE PERILS OF POOR ATTRIBUTION CONTROL AND ANALYSIS…

… AND WHAT YOU CAN DO ABOUT IT

Attribution analysis framework

Campaign data collection

Tag management instrumentation

1

2

3

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Source: http://c3metrics.com/white-paper/

> This is a great starting place but not the end goal

1 ATTRIBUTION ANALYSIS FRAMEWORK |EVEN ATTRIBUTION WEIGHTING

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Social Media SEM/ SEO Display Affiliates Email

2 CAMPAIGN DATA COLLECTION

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3 TAG MANAGEMENT INSTRUMENTATION

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Paying more than once for the same conversion

Encourages bad practice among display participants

Spend optimised to the “wrong” media partners

Attribution analysis framework

Campaign data collection

Tag management instrumentation

1

2

3

1

2

3

THE PERILS OF POOR ATTRIBUTION CONTROL AND ANALYSIS…

… AND WHAT YOU CAN DO ABOUT IT

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REMEMBER THAT EVERYONE HAS A VESTED INTEREST HERE…

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AGENDA• “Last view attribution is the least worst solution today”• If you don’t like it there are things you can do right now• But dynamic multi-touch attribution is the real solution

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+1Brand keyword

searchesDisplay ad

impression 2Display ad

impression 1Generic product

keyword searches

+1

+1

+0.25

+0.25

+0.25

+0.25

+f(x)

+f(x)

+f(x)

+f(x)

Last View

Last Click

Linear Multi-Touch

Dynamic Mulit-Touch

RECOGNISE THE USER JOURNEY

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Campaign Delivery

Attribution Analysis

Campaign Planning

Attribution in the typical campaign lifecycle

Campaign Delivery

Attribution as part of campaign optimisation

TF APPROACH: DYNAMIC REGRESSION ATTRIBUTION MODELS

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+1Brand keyword

searchesDisplay ad

impression 2Display ad

impression 1Generic product

keyword searches

WITH ATTRIBUTION YOU ARE NEVER DONE…

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• http://blog.comscore.com/2010/12/rid_meddlesome_click.html• http://c3metrics.com/white-paper/• http://www.atlassolutions.com/uploadedFiles/Atlas/Atlas_Institute/Published_Content/dmi-TheLongRoadtoConversion.pdf• http://www.iab.net/media/file/IAB_WHITE_PAPER_FINAL_AUGUST-3-2010.pdf• http://www.havasdigital.com/wp-content/uploads/2011/02/HD_Insight_AttributionDM.pdf• http://www.ensighten.com/whitepapers• http://www.exchangewire.com/blog/2010/11/24/spray-and-pray-baby-the-insider-view-on-the-dysfunctional-state-of-display/• http://blog.tribalfusion.co.uk/?p=116• http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=152611• http://www.clearsaleing.com/archives/2011/06/14/clearsaleing%E2%80%99s-altitude-exposes-a-36-percent-flaw-in-last-%C2%ADad-attribution/ • http://www.omniture.com/offer/953?cms_site_lang=1&s_rtid=37079&&s_iid=31017&ct=email&cp=customer%20retention• http://www.tagman.com/index.php/forrester-white-paper• http://collective.com/insight/causal-attribution• http://www.clearsaleing.com/a-guide-to-market-leadership-in-2012/• http://econsultancy.com/uk/blog/9022-credit-where-it-s-due-dealing-with-the-myths-of-attribution

FURTHER READING

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AGENDA• “Last view attribution is the least worst solution today”• If you don’t like it there are things you can do right now• But dynamic multi-touch attribution is the real solution