Marketers Guide to Attribution

KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS
Kendra Losee – Account Director
619-756-6782
kendra.losee@gearypmg.com
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
displa
y social
affiliate
seo
paid
searc
hevent
s
mobil
e

WHAT IS DRIVING
REFERRALS?
radio
outdoor
tv
print
out-of-
home
displa
y
social
affiliate
seo
paid
search
event
s
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?
mobile

WHAT IS DRIVING
REFERRALS?
radio
outdoor
tv
print
out-of-
home
displa
y
social
affiliate
seo
paid
search
event
s
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

WHAT IS DRIVING
REFERRALS?
radio
outdoor
tv
print
out-of-
home
displa
y
social
affiliate
seo
paid
search
event
s
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.

APPROACH
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

APPROACH
STRATEGIC APPROACH
 Interactive Attribution
 Interactive Attribution and Enrollments
 Cross-Channel Attribution

IMPLEMENTING ATTRIBUTION
- Interactive Attribution
- Interactive Attribution and Enrollments
- Cross-Channel Attribution

INTERACTIVE ATTRIBUTION
Attribution
Keys to success
 Structure and compensation
 Management support
 Technology
 Data quality
 Staffing

ATTRIBUTION – VENDOR SELECTION

INTERACTIVE ATTRIBUTION – GOOGLE
ANALYTICS
FORRESTER
REPORT
Vendor Ranking
Criteria:
 Current offering
 Strategy
 Market presence

ANALYTICS
ONLINE
OPTIMIZATION
Attribution
Reporting
 Attribution reports for online
channels
 Build & compare attribution
models
 Different models are available
depending on the goals
 Best practices rely on
consistent goals, tracking and
naming UTM parameters
Google Attribution Models

ANALYTICS
ONLINE
OPTIMIZATION
Attribution
Reporting
Goals:
 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 REVENUE
Integration of enrollment CRM data into the
software
Overview
 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 METRICS
About C3
Overview
Higher education implementations
Strict data security, FERPA compliant
Measure at the browser level
Viewable Impressions
More than 50% of the ad must be on the viewable area of the screen
Viewed for a minimum of one second
Skips brand paid search conversions
Ability to measure iFrame traffic
C3’s technology is certified by Google Display, Yahoo!, AOL, and runs on 27+
DSPs and networks
Ability 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
REPORT
Vendor Ranking
Criteria:
 Current offering
 Strategy
 Market presence

Source:: The Forrester Wave: Cross-Channel Attribution Providers, Q2
2012
Integration of all Marketing Channels
Overview
Ability to include both traditional and digital channels into the attribution
models
Strong account services, professional services, analytics and insights
Custom 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 IQ
About Visual IQ
Overview
Higher education implementation(s)
Strict data security, FERPA compliant
Extensive experience in incorporating all marketing channels
Utilizes a “top down” and “bottom-up” approach to incorporating offline and
digital data
Approaches allow for granular or aggregate-level data
Complex solution for more complex organizations
Ability to connect data to steps in the revenue generated from enrollments as
well as at any phase of the recruiting process
Generates 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 TOOL
 Have a clear understanding of goals
 Build 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: kendra.losee@gearypmg.com
Twitter: @klosee
Phone: 619-756-6782
San Diego
401 West A St. #360, San Diego, CA 92101

Marketers Guide to Attribution

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