1.
Attribution Modelling 101 Webinar
Hosted by Darren Bond

2.
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The Challenge
A
B

3.
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What we’re covering
What is Attribution Modelling?
Why does it matter?
5 Basic Attribution models and why they’re useful
Justifying the need
Making better decisions
An example

4.
What is Attribution Modelling

5.
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What is Attribution Modelling?
An attribution model is the rule, or set of rules, that
determines how credit for sales and conversions is
assigned to touchpoints in conversion paths.
Google

6.
Why Does Attribution Modelling
Matter?

7.
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email info@coastdigital.co.uk
Why Does Attribution Modelling Matter?
Attribution Modelling is critical when:
• Analysing Marketing Performance
• Planning for Growth
• Assigning Budget

8.
5 Basic Attribution Models

9.
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A simple user journey…
First
Interaction
2nd
Interaction
3rd
Interaction
Last
Interaction

10.
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100%
Last Interaction
Pros Cons
Simple
Easy to understand
Weighted to Converting Channels
Doesn’t show impact of introducing Channels

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100%
Last ‘Non-Direct’ Interaction
Pros Cons
Credits the last marketing interaction
True Direct interactions are unaffected
Weighted to Converting Channels
Doesn’t show impact of introducing Channels

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100%
First Interaction
Pros Cons
Credits introducing channels
Brand & Content led activity benefit
Only covers the First introduction
Middle interactions still see nothing

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100%
Linear Interaction
Pros Cons
Credits all the touch points Doesn’t show which interactions were
most impactful
25%25%25%25%

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100%
Position Based
Pros Cons
Credits all touch points
Weights First & Converting Interactions
Mid Journey Interactions might be
undervalued
40%10%10%40%

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100%
Time Decay
Pros Cons
Credits all touch points
Good for time sensitive activity
Similar to Last Interaction
10 days ago 3 days ago Today Right Now

16.
Justifying the need for
Attribution

17.
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Justifying the need
One of the best ways to tell that you need
to look at how you attribute conversion
success is to look at assisted conversions
Use the ratio to see how channel roles
differ…
Conversions > Multi-Channel Funnels > Assisted Conversions

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Making Better Decisions

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Comparing Models

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Launching a new product

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Reviewing Messaging & Positioning

22.
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Understanding Search Funnel
“Why is my electricity bill
so high”
“Compare
electricity
suppliers”
“[Brand]
Reviews”
“[Brand]”

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Example…

24.
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Budgeting & Planning
Channel Conversions Budget
Cost Per
Acquisition
Assists Ratio
Direct 76,733 63,999 0.83
Paid Search 45,916 £35,000 £0.76 35,577 0.77
Organic 10,852 10,300 0.95
Email 4,109 6,554 1.6
Display 422 £1,000 £23.69 3,182 7.54
Affiliate 1 270 £1,500 £5.55 1,690 6.26
Affiliate 2 1,709 £1,500 £0.87 1,560 0.91
Referral 1,007 1,491 4.48
Social 27 59 2.19

25.
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Budgeting & Planning
Channel Conversions Budget
Cost Per
Acquisition
Assists Ratio
Direct 76,733 63,999 0.83
Paid Search 45,916 £35,000 £0.76 35,577 0.77
Organic 10,852 10,300 0.95
Email 4,109 6,554 1.6
Display 422 £1,000 £23.69 3,182 7.54
Affiliate 1 270 £1,500 £5.55 1,690 6.26
Affiliate 2 1,709 £1,500 £0.87 1,560 0.91
Referral 1,007 1,491 4.48
Social 27 59 2.19

26.
Wrap Up

27.
Want to talk about attribution?
Call us today on 0845 450 2086
email info@coastdigital.co.uk
We’ve Covered
What is Attribution Modelling?
Why does it matter?
5 Basic Attribution models and why they’re useful
Justifying the need
Making better decisions
An example

28.
Want to talk about attribution?
Call us today on 0845 450 2086
email info@coastdigital.co.uk
Can we help?
Free Attribution Audit
We’re offering a limited number of these free audits,
in which our experts will look at your marketing
results and analyse whether your current
measurement model is giving you an accurate view
of how your digital marketing is performing
Get in touch today

29.
Q&A