1. Marketing Attribution
in 5 slides
The way it should be

2. What attribution can do for business
Attribution is NOT just to media mix modelling
Attribution is NOT just to redistribute budget
Attribution is NOT just to support your econometrics modelling
Attribution should be used to better understand
HOW consumers engage with your brand.

3. Marketers often become preoccupied
with the attribution model they “pick”.
Attribution is about understanding the
“truth” in the data you have. The moment
you define a distribution weighting
model, you manipulate it to become your
exclusive version of this truth.
The only model that matters is the
algorithmic model that uses the data
available to create its weightings and
scoring.
Last Click
First Click
Distributed
Bathtub
Time Decay
Random (Custom)
There is only 1 type of model that matters

4. Resourcing and the 80/20 Rule
Attribution, like analytics, is all about data. The focus should always be on the insight that can help support
business change.
A successful business should only invest 20% of its time and cost into the technology it uses, and 80% into
the people with the right experience to align it with the businesses goals.
Within the 80% of people we need 80% “Clouds” and 20% “Dirt”
Clouds are the thinkers, innovators and insight leaders. The value of the attribution process comes from
asking questions, not just answering them through reports.
Dirt refers to the people who are willing to get their hands dirty with the data. They deliver support with
tagging to ensure data integrity
20%
Technology
80%
People
20%
Dirt
80%
Clouds

5. Business Integration
The key issue that attribution faces is psychological not technical.
Businesses are looking for attribution to better answer questions they already know.
Attribution is a fresh perspective on consumer behaviour, and the way that customers interact with a
brand. New questions must be asked if we are to benefit from the true value.
For attribution to work in a business it needs to be integrated in all reporting and insight led decisions. It
should not be led by any single channel or cost centre.
Attributed values are not just “a new set of numbers”, it’s a definitive mindset change into understanding
true consumer behaviour.
Count of Visits Visitor Volume + CPS/CPA Customer Life Time Value
The Past The Present Your Future?

6. Offline to Online
Businesses who spend a significant percentage of their budget on offline media have always been short
changed when it comes to analytics compared to their digital counterparts.
Attribution gives the offline media world a much better insight into their value by allowing a number of
different views of impact on the overall brand ecosystem.
• Looking at the performance of media by location - showing impact by region
• The ability to show the performance through to sale of TV and the impact on the bottom line
• Testing different ads by location or through vanity urls and the impact on the total consumer interaction
journey
When looking at aligning other data sources such as CRM or DMP’s to attribution data, we can generate
more valuable insight as it puts a customer first view onto what is a marketing led dataset originally.

7. Thanks for viewing
Get in contact if you would like to know more.
We work with brands in many sectors, all over the world.
We would love to work with you!
www.deliverinsight.co.uk
sales@deliverinsight.co.uk
Russell McAthy
Managing Director