Attribution: why it matters.

Toby McAra, Head of EMEA Sales, Adometry

June 2014

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measurement of marketing

performance is…

BROKEN

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Why?

“Do I need to?”

“How much

will it hurt?” “Will my Finance team hate me?”

“Is it

complicated?”

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Which channels are driving

incremental conversions?

How is display assisting other

channels?

What is my optimal spend

across channels?

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Simple vs. Advanced Attribution

Simple

Rules-Based

0% 0% 0% 100%

LAST EVENT

25%

EVEN

25% 25% 25%

40%

AD-HOC

15% 15% 30% (fixed weights)

£

£

£

Advanced DATA DRIVEN

20% 18% 19% 43%

£

How important is each ad in driving conversions?

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The Attribution Problem

A user sees a series of ads & then converts

What fractional credit goes to each ad?

Search Display Email Display Conversion

Event

Conversion

Event

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Data Driven A/B Testing

Adometry’s Advanced Attribution

10%

Conversion

Rate

9.8%

Conversion

Rate

Very little impact on conversion rate

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Adometry’s Advanced Attribution

10%

Conversion

Rate

6.5%

Conversion

Rate

Data Driven A/B Testing

Large impact on conversion rate

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Actionable, Usable

CMO Channel

Manager

Marketing

Analysts

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Automating Attribution

RTB

Connector

Audience

Connector

Offline

Connector

Call Centre

Connector

PPC

Connector

Cross-device (in development)

User level not device level

Multiple data sources inc Google logins

Anonymous, aggregated format

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Traditional Econometric Modelling has

Limitations

Annual or

Semi-Annual

Projects

Reduces

Organizational

Agility

Lack of

Channel

Granularity

Limits

Actionability

Not Well-

Suited for

Digital

Misrepresents

Potential

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• Minute-by-minute search and visit data

• Machine-learning model detects spikes

• Incremental lift tied to ad spots

• Website visits attributed to TV and Radio

are included in the path to conversion

How it works

TV Radio

TV and Radio Attribution – Sophisticated Modeling

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Value Drivers Areas of Impact

Display eCPA 20% - 30% decrease in effective CPA for

display and retargeting

Optimization Within Channels 10% - 20% improvement by optimizing

channel performance including PPC, Affiliate,

Email, and Social

Optimization Across Channels 20% - 40% improvement in performance by

optimizing spend across various channels

Reduction in Analysis and

Reporting Costs

25% - 50% decrease in effort required to

pull, aggregate, and report on marketing

performance across channels

Overall Marketing ROI 25% - 50% improvement in overall

performance of marketing investments

Achieving Greater Return On Investment

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All Channels,

All Data,

In One Place.

Unmatched

Clarity and

Insights.

Actionability

at Scale.

Marketing

Analytics

Sherpas.

DATA SCIENCE PLATFORM SERVICES

NEXT GENERATION Marketing Intelligence Solution

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Thank you