Download - The Attribution Value Equation
![Page 1: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/1.jpg)
USER JOURNEY PRESENTATION
A New World Order - The Attribution Value Equation
Lewis Lenssen
SVP Strategic Initiatives, Rakuten Marketing
LONDON SYMPOSIUM
5 June 2015
![Page 2: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/2.jpg)
The year of attribution.
![Page 3: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/3.jpg)
• What is attribution?
• The history of attribution
• The challenge of the modern shopper
• The time for attribution is now
• The Rakuten Marketing proposition
Agenda
![Page 4: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/4.jpg)
About me
• 5 years leading and building a search agency
• 1 year consulting on social media and online PR
for retail brands
• 4 years as Commercial Director of Rakuten
Attribution (formerly DC Storm)
Background
![Page 5: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/5.jpg)
Attribution
![Page 6: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/6.jpg)
What activity has driven new customers in the last 3 months?
![Page 7: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/7.jpg)
How many customers saw my facebook ads?
![Page 8: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/8.jpg)
How do I sell this stock?
![Page 9: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/9.jpg)
Within click channels
All/multiple click channels
Online Impressions
Offline and O2O
Non user identifiable
2005
2015
One click wins
Rules based attribution
Statistical attribution
Journey analysis
Segmentation analysis
Budget planning and forecasting
Growth planning
Journey Data
Analysis
![Page 10: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/10.jpg)
Measuring The Modern Shopper
![Page 11: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/11.jpg)
In-store Sales
![Page 13: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/13.jpg)
Call Centre Sales
![Page 14: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/14.jpg)
Call Centre Sales
Call Tracking
ProviderUnique ID
IMPSEO
“Brand”
PPC
“Storage”
![Page 15: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/15.jpg)
Multi Device
![Page 16: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/16.jpg)
Multi Device - Deterministic
![Page 17: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/17.jpg)
Multi Device - Probabalistic
![Page 18: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/18.jpg)
Display Advertising
![Page 19: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/19.jpg)
Click through
Immediate response
Increased awareness
Display Advertising
![Page 20: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/20.jpg)
• Impression tracking
• Impressions drive contributing visits
• Include touch points where an immediate response is identified
Display – Immediate Response
![Page 21: The Attribution Value Equation](https://reader033.vdocuments.us/reader033/viewer/2022052700/55bacd8ebb61eb466f8b47a5/html5/thumbnails/21.jpg)
Current Adoption
13% of Total Market
Chasm
Tornado
Rakuten Attribution