Kenshoo Research Analytics Team Lead, Yossi Synett, discusses the topic of conversion attribution at a Kenshoo and Figaro Digital Seminar in August 2012.
The Case for Conversion Attribution: Kenshoo and Figaro Digital Seminar
1. Smart Reinvestment:
The Case for Conversion Attribution
23 August 2012
Yossi Synett â Research Analytics Team Lead
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2. History of Attribution
Reinvestment = Attribution
Agenda
Types of Attribution Models
Viewing Data via Different
Models
How to choose the right model
2
6. Discovering the need for conversion attribution
Green T-Shirt Blue T-Shirt Red T-Shirt
Great Prices Great Prices XL Size Available
T-shirt.com T-shirt.com T-shirt.com
Keyword 1 Keyword 2 Keyword 3
Last Click Attribution Model:
â˘Solves conversion duplication issue
â˘Assumes last click is most important
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8. Reinvestment based on data
All strategic decisions in Paid Search are based on data
Forecasting & Scenarios
Algorithm Configuration
Algorithm Selection
Geographies
Devices
Sites and Content
Campaign Structure
Ad Copy & Testing
Keyword Selection
Attribution Model
Multi-Channel Data Connections
Multi-Source Data Reconciliation
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9. GroovyTravel.com investment strategy (with last touch attribution)
cheap flights to Mexico GroovyTravel.com
Total ROAS = 1.88
ROAS = 0.83 ROAS = 5
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10. GroovyTravel.com investment strategy (with last touch attribution)
cheap flights to Mexico GroovyTravel.com
Total ROAS = 1.63
ROAS = 0.9 ROAS = 2
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14. Last Click Attribution Undervalues
FB Performance
Increase in Facebook ROI for Retail
Advertiser Based on Revenue Attribution
First Prefer Distribute U-Shaped Prefer Last
Only First Evenly Last Touch
⢠Last Touch
20% 40% 60% 80% 100%
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15. Last Click Attribution Undervalues
FB Performance
Increase in Facebook ROI for Retail
Advertiser Based on Revenue Attribution
First Prefer Distribute U-Shaped Prefer Last
Only First Evenly Last Touch
⢠Prefer Last
⢠Last Touch
20% 40% 60% 80% 100%
15
16. Last Click Attribution Undervalues
FB Performance
Increase in Facebook ROI for Retail
Advertiser Based on Revenue Attribution
First Prefer Distribute U-Shaped Prefer Last
Only First Evenly Last Touch
⢠U-Shaped
⢠Prefer Last
⢠Last Touch
20% 40% 60% 80% 100%
16
17. Last Click Attribution Undervalues
FB Performance
Increase in Facebook ROI for Retail
Advertiser Based on Revenue Attribution
First Prefer Distribute U-Shaped Prefer Last
Only First Evenly Last Touch
⢠Distribute Evenly
⢠U-Shaped
⢠Prefer Last
⢠Last Touch
20% 40% 60% 80% 100%
17
18. Last Click Attribution Undervalues
FB Performance
Increase in Facebook ROI for Retail
Advertiser Based on Revenue Attribution
First Prefer Distribute U-Shaped Prefer Last
Only First Evenly Last Touch
⢠Prefer First
⢠Distribute Evenly
⢠U-Shaped
⢠Prefer Last
⢠Last Touch
20% 40% 60% 80% 100%
18
19. Last Click Attribution Undervalues
FB Performance
Increase in Facebook ROI for Retail
Advertiser Based on Revenue Attribution
First Prefer Distribute U-Shaped Prefer Last
Only First Evenly Last Touch
⢠First Only
â˘Prefer First
⢠Distribute Evenly
⢠U-Shaped
â˘
⢠Last Touch
20% 40% 60% 80% 100%
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21. Attribution Models: Last click
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Green T-Shirt
Great Prices XL Size
Great Prices Available
T-shirt.com T-shirt.com
T-shirt.com
Keyword 1 Keyword 2 Keyword 3
Industry Default Model
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22. Attribution Models: Linear
Blue T-Shirt Red T-Shirt
Green T-Shirt
Great Prices XL Size
Great Prices Available
T-shirt.com T-shirt.com
T-shirt.com
Keyword 1 Keyword 2 Keyword 3
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
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23. Attribution Models: Non Linear
Blue T-Shirt Red T-Shirt
Green T-Shirt
Great Prices XL Size
Great Prices Available
T-shirt.com T-shirt.com
T-shirt.com
Keyword 1 Keyword 2 Keyword 3
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
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24. Attribution Models: Distribute evenly
Blue T-Shirt Red T-Shirt
Green T-Shirt
Great Prices XL Size
Great Prices Available
T-shirt.com T-shirt.com
T-shirt.com
Keyword 1 Keyword 2 Keyword 3
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
24
25. Attribution Models: Single Point
Blue T-Shirt Red T-Shirt
Green T-Shirt
Great Prices XL Size
Great Prices Available
T-shirt.com T-shirt.com
T-shirt.com
Keyword 1 Keyword 2 Keyword 3
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
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27. Considering multiple
channels using the Kenshoo
Attribution Model Simulator
Leading pet supply cataloger using
last touch attribution
Brought data from various
channels (e-mail, CSE, display)
into Kenshoo
Using the Kenshoo Attribution
Model Simulator, they were able
see the best and worst case ROI
for a given channel under different
models
They could also determine which
model was the best fit for their
business by seeing how different
channels would benefit or lose
from changing models
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28. Case Study: Moving away from last click
U.S. national service center chain increases ROI by changing attribution model
following a multi-model attribution analysis
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Key Lessons
⢠Different regions have different
behaviors
⢠Last click model was holding
back potential new to file
customers
⢠Prefer last model better
allocated money
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30. Get insights
⢠Any single model will only show a single viewpoint, compare different models
for the most comprehensive view
⢠Lower costs by pruning ads that have no touch-points in any conversion
attribution model
⢠Expand assisting keywords to find new traffic generators and widen you
market reach
⢠Donât miss the forest for the trees, apply real world categories and use your
own business logic to make attribution model decisions
â[Donât worry, Kenshoo can help with this]
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