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Putting Attribution to Work: Clarity,
Insights, and Action
Tuesday, January 28, 2013
@caseycarey
© 2014 Adometry, Inc. All rights reserved.
1
2. A Bit About Me
Casey Carey
Chief Marketing Officer
© 2014 Adometry, Inc. All rights reserved.
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3. First a Word from Our Sponsor
•What we do…
We power more intelligent marketing
•How we do it…
By providing advanced marketing
attribution and optimization solutions
•Our customers…
For 75+ brands and their agency
partners primarily in the auto, telecom,
technology, travel & leisure, FSI, and
retail verticals
© 2014 Adometry, Inc. All rights reserved.
3
5. Evaluating Attribution
Models
Analyzing Performance
Across Channels
today’s
AGENDA
CLARITY
ACTION
Analyzing Performance
Within Channels
Optimizing and
Operationalizing Results
Q&A
© 2014 Adometry, Inc. All rights reserved.
5
7. at•tri•bu•tion (ˌatrə-ˌ
byü-shən) n.
The practice of determining the role each marketing
touch plays in informing and influencing the customer
journey to a desired business outcome.
© 2014 Adometry, Inc. All rights reserved.
7
9. Single-Event Attribution Models
•Advantages
Last Click
• Easy to implement
• Okay for a low volume of
marketing touches and
conversions
First Event
• Maybe be best suited for
specific business models
– Transaction focused
– Complex B2B
Last Ad Event
© 2014 Adometry, Inc. All rights reserved.
9
10. Single-Event Models Ignore Much if not
Most Marketing Touches
Single-Touch
© 2014 Adometry, Inc. All rights reserved.
Multi-Touch
Multi-Channel
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11. Other Simple (Rules-Based) Models
•Advantages
Time Decay
• Easy to implement
• Allows for consideration of
multi-touch and multi-channel
Even
• Best suited for more complex,
low-volume businesses
Custom or
U-Shaped
© 2014 Adometry, Inc. All rights reserved.
11
12. Last-Click Versus Position-Based –
Ecommerce Example
$5.1
$4.6
$2.3
$1.9
$0.5
Affiliate
Direct Nav
Email
Organic
Search
Paid
Search
Referral
Social
-$6.0
-$7.8
Image credit http://www.portent.com
© 2014 Adometry, Inc. All rights reserved.
12
14. Moving to a Data-Driven Model
© 2014 Adometry, Inc. All rights reserved.
14
15. Common Advanced Attribution Models
Multiple
Regression
•Advantages
• Well understood – “predicts the
contribution” of each touch
• Well suited for “periodic” model
updates
•Advantages
Algorithmic
© 2014 Adometry, Inc. All rights reserved.
• More accurate – actually
“counts” the contribution of
each marketing touch
• Well suited for dynamic, i.e.
daily model updates
15
16. Predictive Modeling Approaches are
Challenged by Event Sequencing
Calculate the probability of
conversion for each each
event for each attribute
Channel
Campaign
Site
Placement
Creative
Same marketing event in
different sequence has
same probability
3.1%
Conversion
Rate
2.5%
Conversion
Rate
© 2014 Adometry, Inc. All rights reserved.
16
20. A Marketing Performance Management
Solution
Audience and
CRM Data
Paid Media
•
•
•
•
•
•
•
•
•
•
•
•
•
Display
Social Ads
Video
In App Ads
Search
Retargeting
CSEs
Affiliates
Email
SMS
Direct Mail
Catalog
Inserts
D
E
V
I
C
E
S
Transaction &
Sales Channels
•
•
•
•
Websites
Call-Center
Kiosk
Brick-n-Mortar
Owned Media
•
•
•
•
•
Referrals
Organic Search
Direct Nav
Organic Social
Content
© 2014 Adometry, Inc. All rights reserved.
20
21. A Marketing Performance Management
Solution
Audience and
CRM Data
Paid Media
•
•
•
•
•
•
•
•
•
•
•
•
•
Display
Social Ads
Video
In App Ads
Search
Retargeting
CSEs
Affiliates
Email
SMS
Direct Mail
Catalog
Inserts
D
E
V
I
C
E
S
Transaction &
Sales Channels
•
•
•
•
Websites
Call-Center
Kiosk
Brick-n-Mortar
Owned Media
•
•
•
•
•
Referrals
Organic Search
Direct Nav
Organic Social
Content
© 2014 Adometry, Inc. All rights reserved.
•
•
•
•
KPIs
Conversions
Channels/Sub-Channels
Sources
•
•
•
•
Campaigns
Placements keyword, etc.
Creative, content, format
Segments
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22. Long Term
Wide Spectrum Of Actionability from
Attribution Results
Maximize Exclusivity And Positive Overlap
Optimal Media Plans
Improved Targeting
Customize Messaging
Creative Sequencing
Budget Reallocation Across Channels
Overall Budget Change Action Plan
Minimize Time To Conversion
Budget Reallocation Within Channels
Tactical
Strategic
Geographic Targeting
Frequency Capping
Segment Customers
Identify Overlap/Waste
Eliminate Bottom Performers
Eliminate Wasted Impressions
De-silo Data
© 2014 Adometry, Inc. All rights reserved.
Short Term
Measure Cross-channel Journey
Monitor
Identify Top Performers
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36. Shuffling the Deck on Paid Search
KW16
KW16
KW15
KW15
KW14
KW14
KW13
KW13
KW12
KW12
KW11
KW11
KW10
KW10
KW9
KW9
KW8
KW8
KW7
KW7
KW6
KW6
KW5
KW5
KW4
KW4
KW3
KW3
KW2
KW2
KW1
KW1
ROAS
Threshold
© 2014 Adometry, Inc. All rights reserved.
Lower ROAS
Based on
Attribution
Higher ROAS
Based on
Attribution
Higher ROAS
on Some
Strategic
Terms
New ROAS
Threshold
36
44. Programmatic and DMP Integration
Transaction
& Revenue
Feed
Attribution
Processing
© 2014 Adometry, Inc. All rights reserved.
44
45. Key Takeaways
•Select an Attribution Approach Based on
Your Business Needs
• Balance goals, data, and complexity
• More accurate (data-driven) is better
•Leverage the Insights to Drive Improved
Performance
• Across channels
• Within channels
•Strategically move to leverage predictive
optimization and operationalizing results
© 2014 Adometry, Inc. All rights reserved.
45
46. Webinar #4
Driving Results: Stories from the Front
Lines
Tuesday, February 25, 2014
www2.adometry.com/driving_results
© 2014 Adometry, Inc. All rights reserved.
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