In London on 7th July 2015 we assembled a first rate panel of speakers to address return on investment and measurement of marketing, advertising and PR. Hugh davies from three gave a case study presentation from the UK's 4th largest mobile operator, Stella Bayles from coveragebook.com talked about using SEO measures to evaluate PR and Russell McAthy introduced the core themes of attribution. It was a very interesting and useful session for anyone who wants to get the best possible return from their marketing and communications.

1. ROI & The New Measures of Success
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2. Housekeeping Notes
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2. Ask a question
3. Meet your fellow techmappers
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3. “Half of every dollar I spend on advertising doesn’t work,
I just don’t know which half.”
Henry Ford (and numerous others)
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4. Our speakers…
Hugh Davies
Director of Corporate Affairs, Three
Stella Bayles
PR Consultant, Trainer & Mentor
Russell McAthy
Managing Director, Deliver Insight Sponsored by:

5. Hugh Davies
Director of Corporate Affairs, Three
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6. Outcomes before outputs.
Objectives before measurement.
Measure what counts.
Hugh Davies
Corporate Affairs Director

7. Some insight from
“During the past five years, increased focus on:
- demonstrating the value of investing in external
communications
- reputation and the role the media plays in shaping
reputation
- analysis of social media channels and content”

8. What do Boards value?

9. Principles?

10. Barcelona Principles
1. Goal Setting First
2. Measuring Outcomes not Outputs
3. Measure Effect on Business Results
4. Quantity and Quality
5. AVEs not the Value of PR
6. Social Media Can and Should be Measured
7. Transparency and Replicability are Paramount to
Sound Measurement

11. Corporate Goal

12. Communications Goals
• Reach
• Awareness
• Comprehension
• Attitude
• Behavioural

13. Evaluation Goals
• Campaign support
– Organisations
• Statement of support
• Communication
– Individuals
• Sign petition
• Write to MP / Ofcom
• Positive coverage / endoresment

14. Measurement Criteria.
• Early stage
– Campaign partners
– Active communications support
• Active Campaigning
– Petition signatories
– Letters to MPs / Ofcom
– Attendance at events
– Feedback from stakeholders
– Media coverage

15. Measurement Criteria.

16. Outcomes not outputs!

17. Quantity and Quality.

18. Summary.
• Understand the Corporate Goal
• Don’t be afraid to challenge / educate
• Quality runs deep
• If in doubt, Barcelona is cool!

19. Stella Bayles
PR Consultant, Trainer & Mentor
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21. Favourability
Reach and Frequency
Key Messages
Headline mentions
Brand image count
Spokesperson quote
OTS
AVE
Media type
Potential audience type
Logo
Awareness

22. Awareness
Consideration
Commitment
Experience
Loyalty
Advocacy

23. Target audience change
+
business results
Barcelona Principles

25. Over half of all
website traffic can
be attributed to
PR

26. Over half of all website
traffic comes from
natural search

27. Source: Annual Edelman Trust Barometer 2015

28. 85% of spend
80% of clicks

29. What does this
have to do with
PR?

31. The full algorithm 31

32. But we do know that it’s all about…
Solid
TECHNICAL foundations
Engaging and useful
CONTENT
Earned LINKS and SHARES

34. Huge opportunity for PR
Solid
TECHNICAL foundations
Engaging and useful
CONTENT
Earned LINKS and
SHARES
Removal of sites with
spammy links

35. A future-proof PR report

36. Earned recommendation back to owned content
•31 pieces of online coverage and88 links to
various pages on marketing.yell.com
•9,757 page views for the infographics in just
one month
• Total reach on Twitter alone spanned almost
1,800,000users
• The content was shared almost 1,000 times
on all social networks

37. (Links) 150 links
1000 social shares
DA: 59 (from 52)
5 keywords on page 1
30,000 visits from natural
200 NEW customers

38. Thank you!
@StellaBayles
CoverageBook.com/Resolution

39. Russell McAthy
Managing Director, Deliver Insight
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40. Marketing Attribution in
5 slides
The way it should be

41. 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.

42. 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

43. 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

44. 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?

45. 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.

46. 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

47. Next up:
CRM & The Promise of Automation
Tuesday 15th September, 2015
The Yorkshire Grey
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48. Before you go…
1. Say hello to three people you don’t already know
2. Join the conversation online: #techmap
3. Check out the podcast: soundcloud.com/techmap
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