attribution vs contribution - tracking leads through facebook- katy howell - measure13

#measure13 @katyhowell

Attribution vs. contribution

TRACKING LEADS THROUGH FACEBOOK


It is not possible to become a great

player without having learned how to

analyse deeply and accurately.

Mark Dvoretsky

“ ”


Know your goal if you

want to attribute your

lead to source


Short links give you a fast

way to see your traffic

sources

…But they are a blunt tool on

conversion


Conversion pixels

allow you to look

at actual metrics

for sales, basket,

registrations,

leads etc


Last Click

is most

popular as

it is so

readily

available


Black Friday 2012

0.34%

0.00%


25%


The real value is in understanding

how your marketing efforts affect the

entire purchase cycle


http://www.youtube.com/watch?feature=player_embedded&v=g40rrWBx2ok


Who gets

the credit?


Customers want a relationship with us

Reviews and recommendation drive the sale

Some customers want more

contact

Ask opinion

and collaborate

Offline has an impact Active in

multiple social

touchpoints

SEO /PPC Digital

Advertising

Influencer and advocacy

relationships

Sharing and experience impacts interest

Initiator – 30% Contributor – 60%

Converter -10%

Benchmarks alongside anecdotal

case based evidence begins the

process


Those social media

conversations are getting

more and more accessible


It is not an exact

science Sometimes

your

assumptions

can be wrong

And the data

can conflict

Or the insight can change

over time, by campaign


Social amplification

Conversion metrics

Brand health Financial impact

Awareness (reach)

Action

Advocacy Sentiment

Engagement

Traffic (direct)

Correlation (indirect)

Uplift

Brand equity

Market share

Effectiveness (against other marketing

metrics)

Channel profitability

Lifetime value

Volume growth

Search


Set the rules

and values


0

20

40

60

80

100

120

January February March April May June July August September October

Search News Blogs Twitter

Correlation graphing lets

you see how it all works

together

You can add

environmental factors

too


I soon realised that it is not enough for a master simply to

analyse variations scrupulously.

He must learn to work out which particular moves he should

consider and then examine just as many variations as

necessary - no more and no less.

Alexander Kotov

“

”

#measure13 @katyhowell With thanks to http://chiefmartec.com/2012/12/5-marketing-meta-trends-the-presentation/

http://chiefmartec.com/2012/12/5-marketing-meta-trends-the-presentation/














• Only 41% understand interactions between digital and offline

• Easy to over credit some channels

• Doesn’t always work across devices

• Attribution can get political

• No one size fits all

• Not all tools can give you the full picture

• Lack of industry standards


If you have $100 to invest in making

smart decisions at ZMOT, you should

invest $10 tools and vendor services, and

the other $90 on big brains: people who

can analyze the data, learn from it, and

pass the insights onto you.

“

”


We help clients take a strategic view of where social media can add value to their business 8 years (almost 9) of social media experience Specialists in a diverse industry We’re impartial

Industry leaders [and educators]

immediate future Top 5 most

respected social media agency

According to NMA &

Econsultancy

@katyhowell

attribution vs contribution - tracking leads through facebook- katy howell - measure13

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