attribution: a marketers guide for making this pipe dream a reality

[email protected] 619-756-6782 ©2013 ALL RIGHTS RESERVED

Kendra Losee – Account Director

619-756-6782

[email protected]

Attribution: A Marketers Guide for Making this Pipe Dream a Reality

GearyPMG – San Diego Headquarters


Quick Introduction: Who Am I?


Kendra Losee


Where I work: PMG (Performance Marketing Group)


OVERVIEW- Drivers of Attribution


ATTRIBUTION?

Begins with a question.


WHAT IS DRIVING

REFERRALS?

radio

outdoor

tv

print

out-of-

home

display social

affiliate

seo

paid searc

heventsmobi

le


WHAT IS DRIVING REFERRALS?

radio outdoo

rtv

print

out-of-

home

display

social

affiliate

seo

paid searc

h

events

ADDITIONAL QUESTIONS BEGAN

TO ARISE… How to optimize marketing efforts to:

- Drive leads?

- Drive enrollments?

- Increase awareness?

What is the ideal frequency, reach and

cadence? mobil

e



radio outdoo

rtv

print

out-of-

home

display

social

affiliate

seo

paid searc

h

events

ADDITIONAL QUESTIONS CONTINUED TO ARISE… What media mix is most effective in each

market?

What media mix is most effective for specific

program groups?

What is the impact of display? Of TV? Of

outdoor?

How to justify shifting resources to social?

mobile



radio outdoo

rtv

print

out-of-

home

display

social

affiliate

seo

paid searc

h

events

ADDITIONAL QUESTIONS CONTINUED TO ARISE… How to find the most effective balance of

digital with traditional marketing?

Justify budget for growth to reach

enrollment goals?

ROI? mobile


Source: Google Analytics. Marketing Attribution: Valuing the Customer Journey

THE CASE FOR ATTRIBUTION

INCREASED RELIANCE ON: “Last click” (digital marketing) Admissions representatives to capture and

report in person data Self-selection (website, campaign microsites) Google Analytics CRM data and Excel spreadsheets Antidotal best practices Student surveys




Increased spend of (digital) marketing dollars has led to the need to measure and manipulate the channel controls and levers that can impact the overall goals.



Attribution tools have different outcomes and varying degrees of complexity

Range of attribution tools that measure: • Digital media channels (“Marketing” or

“Interactive” Attribution)• Digital media channels to enrollment conversion• Digital and traditional media channels (“Cross-

Channel Attribution”)



ATTRIBUTION DEFINED

Google defines marketing attribution as:

“Marketing attribution is the practice of determining the role that channel plays in informing and influencing the customer journey.”


Sources: The Forrester Wave: Interactive Attribution Vendors, Q2 2012 The Forrester Wave: Cross-Channel Attribution Providers, Q2 2012

ATTRIBUTION DEFINED

Forrester defines interactive attribution as: “The measurement of the partial value of each interactive marketing contact that contributed to a desired outcome.”

Forrester defines cross-channel attribution as: “The practice of using business rules to allocate proportional credit to any marketing communications, across all channels, that ultimately lead to the desired customer action.”


GETTING STARTED


GETTING STARTED

Internal: Organization Culture Resources Technology Goals

External: Technology Vendors Alignment

STRATEGIC APPROACH



GETTING STARTED


GETTING STARTED - INTERNAL

ORGANIZATION AND CULTURE High-level support and buy-in

- Clear goals- Alignment across departments- Understanding of outcomes (opportunities and

limitations)- Documented outline/organization of university • Data flow• Processes• Marketing/media plans


GETTING STARTED - INTERNAL

ORGANIZATION AND CULTURE Resources

- Key stakeholders• Media team, agencies, etc.

- Project manager- Analyst- Technology resources

Holistic data- Centralized- Clean- Ability to tie conversions to data - Fields available for tracking codes


GETTING STARTED – STRATEGIC APPROACH

DETERMINE APPROACH Manage directly

- Requires resources, time, project manager, indepth understanding of technology, systems, tagging, coordination, etc.

Work with agency- Requires project manager, access to IT,

coordination, etc.



STRATEGIC APPROACH Walking before running – considerations:

- Determine where the organization is at (strategically | culturally | technologically)

- No matter where the organization is – use a phased approach

- Immediate data needs versus long-term strategy- Budget- Goals



STRATEGIC APPROACH Interactive Attribution

Interactive Attribution and Enrollments Cross-Channel Attribution


IMPLEMENTING ATTRIBUTION- Interactive Attribution- Interactive Attribution and

Enrollments- Cross-Channel Attribution


INTERACTIVE ATTRIBUTION

Sources: The Forrester Wave: Interactive Attribution Vendors, Q2 2012

AttributionKeys to success

Structure and compensation

Management supportTechnologyData qualityStaffing



ATTRIBUTION – VENDOR SELECTION


INTERACTIVE ATTRIBUTION – GOOGLE ANALYTICS


FORRESTER REPORTVendor RankingCriteria: Current offering

Strategy

Market presence



ONLINE OPTIMIZATIONAttribution ReportingAttribution reports for

online channelsBuild & compare

attribution modelsDifferent models are

available depending on the goals

Best practices rely on consistent goals, tracking and naming UTM parameters

Google Attribution Models



ONLINE OPTIMIZATIONAttribution ReportingGoals: Learn what channels are

driving visitors through the funnel to conversion and ultimately enrollment

See upper & lower funnel marketing impact

Side-by-side comparisons of models


INTERACTIVE ATTRIBUTION: TO ENROLLMENTS

OPTIMIZING BASED ON REVENUEIntegration of enrollment CRM data into the softwareOverview Higher education experience is helpful Ability to integrate CRM data into the software

- Enrollment data- Stages of recruiting cycle

Models allow for optimization based on revenue or enrollments


INTERACTIVE ATTRIBUTION: TO ENROLLMENTS

EXAMPLE COMPANY - C3 METRICSAbout C3OverviewHigher education implementations

Strict data security, FERPA compliantMeasure at the browser level

Viewable ImpressionsMore than 50% of the ad must be on the viewable area of the screenViewed for a minimum of one second

Skips brand paid search conversionsAbility to measure iFrame trafficC3’s technology is certified by Google Display, Yahoo!, AOL, and

runs on 27+ DSPs and networksAbility to tie attribution data to steps in the revenue generated from

enrollments


CROSS-CHANNEL ATTRIBUTION

Source:: The Forrester Wave: Cross-Channel Attribution Providers, Q2 2012

FORRESTER REPORTVendor RankingCriteria: Current offering

Strategy

Market presence



Source:: The Forrester Wave: Cross-Channel Attribution Providers, Q2 2012

Integration of all Marketing ChannelsOverviewAbility to include both traditional and digital channels into the

attribution modelsStrong account services, professional services, analytics and insightsCustom models created based on goals

- Can organize and manage complexities including: geographies, program areas, etc.

Ability to customize analysis based on KPIs- E.g. steps in the recruiting funnel, brand awareness, enrollments, lead goals, etc.

Technology integration- Can accept data from multiple sources- Assist in the process

Output includes analytics and generated insights- Optimized media plans, etc.



EXAMPLE COMPANY – VISUAL IQAbout Visual IQOverviewHigher education implementation(s)

Strict data security, FERPA compliantExtensive experience in incorporating all marketing channelsUtilizes a “top down” and “bottom-up” approach to incorporating

offline and digital dataApproaches allow for granular or aggregate-level data

Complex solution for more complex organizationsAbility to connect data to steps in the revenue generated from

enrollments as well as at any phase of the recruiting processGenerates a customized digital media plan designed for optimal

placements based on intended results (e.g. branding versus leads versus enrollments)

Involved management and strong account support services


CONCLUSION


KEY TAKE AWAYS

ATTRIBUTION CAN BE A POWERFUL TOOLHave a clear understanding of goalsBuild out in phases- Understand the opportunities and

limitations- Ensure the outcomes are actionable

Alignment of approach with the organization

Vendor capabilities aligns with organization’s goals and approach

Key resources in place to manage, analyze, and act on the data

COMPANY CONFIDENTIAL / WWW.GEARYLSF.COM / ©2012 ALL RIGHTS RESERVED


THANK YOU!

Kendra Losee, Account Director

Email: [email protected]

Twitter: @klosee

Phone: 619-756-6782

San Diego

401 West A St. #360, San Diego, CA 92101

attribution: a marketers guide for making this pipe dream a reality

Education

current offeringstrategymarket

customer journeythe

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channel attribution

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