1.
ARE YOU USING THE WRONG
ATTRIBUTION MODEL?
Find out from the experts
Presented by
Nic Zangre, Director of Marketing Operations
and Alex Bozzo, Analytics Evangelist

2.
Nic Zangre
Director of Marketing Operations
Alex Bozzo
Analytics Evangelist
SPEAKERS

3.
EXECUTIVE SUMMARY
● Why should I care about attribution?
● What obstacles will I run into?
● How should I think about measuring my marketing?
● Which model is right for me?
● How do I get started?
"The task of assigning credit where it is due might sound simple,
but in today's omni-channel world, it is anything but" - eMarketer

4.
THE ATTRIBUTION COMPLEXITY MATRIX

5.
In an increasingly complex and fragmented marketing landscape where the consumer “purchasing
journey” weaves through a maze of digital, offline, paid and earned media channels, quantifying the
contribution of touch points is exceedingly tricky. Welcome to the brave new world of marketing
attribution.
- Daniel Kehrer, VP Marketing, MarketShare
REASONS FOR TRACKING ATTRIBUTION

6.
"Organizations that try to move beyond basic single-point models
face two key challenges: a traditional corporate culture that
rewards success of an individual channel rather than the
company’s overall success; and a lack of consolidated data
warehouses.” - Daniel Kehrer, VP Marketing, MarketShare

7.
Sources:
1 - “Attribution for Data Driven Marketers, 2014”, AdRoll {n=1000}
2 - “Exploring the Art and Science of Marketing Attribution” 2013, RelateIQ
3 - The State of Marketing 2013, IBM’s Global Survey of Marketers. Global Summit 2013, n.d. Web.
More than half of
companies use basic
first or last-click
attribution models.1
83% of marketing dollars
spent have a 70% or
greater difference in CPA
between scientifically
attributed metrics and last
click metrics.2
Top performing
organizations are 5x more
likely to use advanced
attribution models.3
ATTRIBUTION MODEL ADOPTION

8.
CHALLENGES TO ATTRIBUTION MEASUREMENT & ADOPTION
DATA CHALLENGE CULTURE CHALLENGE
Source: 1 - AdAge Attribution: Facing Today’s Digital Measurement Challenge 2014

9.
CURVILINEAR BUYER JOURNEY
Source: Stackoverflow, www.ntua.gr, curvilinear modelling

10.
GOAL-BASED / SPLIT-FUNNEL ATTRIBUTION
ADVOCACY & EVANGELISM

11.
ACCELERATING THE SALES CYCLE = HIGHER REVENUE

12.
CRAWL. WALK. RUN.
Integrate core systems.
Clean and tag data.
Define checkpoints.
Define cohorts.
Measure incrementality.
Collect and organize signals.
Warehouse your data.
Write an algorithm.
Take over the world.

13.
Use the insights to affect
organizational alignment
Organize and feed data into your
model to create richness
Start with your core systems, focus
on your CRM and back-office
THINK: INSIDE-OUT

14.
TAG AND CATEGORIZE ALL TOUCHPOINTS
Example:
http://www.adroll.com/resources/guides/next-level-retargeting-guide?
utm_source=smartbrief&utm_medium=external_email&utm_campaign=2014_next_level_retarget
ing_guide&utm_term=retargeting+guide&utm_content=iab

15.
BUILDING A RICH MODEL

16.
INCREMENTALITY TESTING AND MEASURING VIEW-THROUGHS
Search activity rises 155% following the user being exposed to a display ad. Also, users
shown a display ad but did not click are 59% more likely to convert in the future.1
Source:
“Display Drives Search” Yahoo/Specific Media, 2012

17.
HOW TO CALCULATE VTC LIFT FOR ATTRIBUTION

18.
INDUSTRY STANDARDS FOR VIEW-THROUGHS
Source:
“Attribution for Data Driven Marketers”, AdRoll

19.
VTC LOOK-BACK WINDOWS BY INDUSTRY

20.
AWESOME ATTRIBUTION ARCHITECTURE
EDUCATION

21.
AFFECT ORGANIZATIONAL CHANGE

22.
Questions?
1) Connect. Learn. Decide.
2) Organize your data.
3) Be objective.
4) Set goals that encourage collaboration.
5) Remember, no model is perfect.
Nic Zangre, Director of Marketing Operations
Alex Bozzo, Analytics Evangelist