This session was presented at the LSA18 event in Chicago, April 30 - May 2, 2018.

1. UNDERSTANDING
ATTRIBUTION
BALANCEYOUR DIGITAL
MARKETING PORTFOLIOTO
INCREASE COST EFFICIENCY
AND REVENUE

2. WHAT IS ATTRIBUTION?
 Attribution:The process of identifying a set of user
actions (“events” or “touchpoints”) that contribute in
some way to a desired outcome, and then assigning a
value to each of these events.
 Conversion:The action that you want visitors to
perform. Ex. E-commerce purchases, form
submissions, phone calls, video views, etc.
 Marketing Attribution Model:A model governed
by a set of rules that determine how to assign
campaign influence.
 Multi-Channel Attribution – Across Digital
Channels: the attempt to understand which digital
marketing channels (Social, Display, Email, etc.)
contributed to a particular conversion.

3. WHO GETS CREDIT?
HOW CAN WE OPTIMIZE OUR DIGITAL MARKETING PORTFOLIO?

4. MULTI-CHANNEL ATTRIBUTION – ACROSS DIGITAL
CHANNELS MODELS:
(Last Click) (First Click)
*Insights are only as good as the model you use.

7. GOOGLE ATTRIBUTION – MAY 2017
 Multi-channel attribution reporting and optimization.
 Largest industry shift away from “last click” model.
 Highlights Google’s use of machine learning in
integrating AdWords, Google Analytics and
DoubleClick Search data to properly assign credit to
each step in the customer journey.
 Allows more seamless optimization of paid advertising
campaigns using attribution data.

8. FACEBOOK
 Native Store
Locator
 StoreVisits within
Facebook Ads
Reporting
 Offline Conversions
API

9. WHY ATTRIBUTION MATTERS – DRIVE IN-STOREVISITS
 Quaker saw 9% increase in store sales viaYouTube
videos.
 HP generated $5.30 in sales for every $1 spent on
search media.
 SnapTo Store – Snapchat: When users post
stories and use sponsored geofilters created by
brands like McDonald’s, SnapTo Store now
provides data on how many users viewed that
story and ultimately visited one of the sponsor’s
business locations.
More than 90% of
retail sales still occur
within physical business
locations.

10. WHY ATTRIBUTION MATTERS
 Understanding the value of multiple moments through a
customer’s journey has demonstrated returns.
 HelloFresh – Google Attribution Case Study
 Increased overall conversions by 10%
 Overall CPA decreased by 6%
 18% more conversion paths were influenced by
upper-funnel keywords
 Influence of AdWords search ads on organic search
increased by 45% above average

11. WHY ATTRIBUTION MATTERS
 Boston Consulting Group Study
 The 2% of businesses that successfully
connected with consumers at multiple
moments across purchase journey saw
efficiency and ROI benefits:
 As much as 30% increase in cost efficiency.
 As much as 20% increase in revenue.

12. SUCCESS FACTORS
 Organizational Factors:
 Invested in specialist skills
 Strategic partnerships
 Agile teaming
 Fail-fast culture
 Technology Factors:
 Implementation is integrated and
automated, using connected data
and actionable measurement
 Boston Consulting Group identified these factors in businesses that
are successfully connecting with consumers at multiple moments

13. ATTRIBUTION CHALLENGES
 59% of companies cite lack of knowledge as the main obstacle to using
attribution
 35% say defining the online customer journey as the most significant
barrier to more effective usage
 77% say that they struggle to attract the right staff to take advantage of
marketing attribution
 Creating a culture of measurement and accuracy (most cited skill gap)

14. 36% of companies are reducing their digital channel budgets due to
attribution.
32% report an increase.
55% of agencies report budget has gone up.
For brands, display advertising spending saw a 41% increase.
Paid Search saw an increase of 38%.
Content Marketing – channel most likely to see budget decreased, with
39% of orgs making cuts.
IMPACT OF
ATTRIBUTION

17. ACTIONABLE ATTRIBUTION TIPS
Adapted from AdRoll’s “The State of Marketing Attribution 2017”
Focus on
physical as
well as digital
touchpoints.
Focus on
defining the
customer
journey.
Build a strong
case to make
the necessary
financial
investment.
Get internal
buy-in for
attribution.
Start with a
clear strategy
and set of
goals.

18. ACTIONABLE ATTRIBUTION TIPS
Adapted from AdRoll’s “The State of Marketing Attribution 2017”
Hire the
right people.
Use a test-
and-learn
approach.
Try different
models,
depending
on business
goals.
Invest in
technology
that allows
continued
optimization.
Use data
sets that are
clean &
accurate.

19. Q & A