Using Automation to Evolve Measurement and Attribution By Katie Fiore

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Programmatic tools have provided brands, agencies, and publishers with unprecedented amounts of data about the audiences, channels, and tactics that work best. Learn how buyers are leveraging these insights to either evolve or validate their long-term measurement and attribution strategies over time.

Marketing

4
CHALLENGE:
GROW THE PIE,
NOT JUST THE SLICE

IT’S LIKE BLACKJACK
8
$6
$9
$4
$19
=
2
13
2
3 1
$7
$0
$12
$19
=

ANYTHING ABOVE THE BASELINE
IS INCREMENTAL
9
.com
BASELINE
Everything that is
converting on .com
Paid Digital
Marketing
INCREMENTAL
Conversions generated
at a higher conversion
rate then baseline

WALK BEFORE YOU RUN
11
Publisher
Education
Benchmark
KPI’s
Test & Learn
Framework

1. SHIFT SPEND TO MOST
INCREMENTAL PLACEMENTS

1. SHIFT SPEND TO MOST
INCREMENTAL PLACEMENTS
Publisher
A
Publisher
B
Publisher
C
Publisher
D
Publisher
E
Publisher
F
Publisher
G
Publisher
H

2. FEED THE INCREMENTAL
FUNNEL
16
10%
Upper
Funnel
47%
Upper
Funnel
53%
Lower
Funnel90%
Lower
Funnel
MARCH APRIL

3. PROTECT INCREMENTALITY
WHEN BUDGETS ARE CUT
17
LAST TOUCH INCREMENTAL

19
+43% INCREMENTAL
CONVERSIONS
-40% CPA

20
+169% UPPER FUNNEL
TRANSACTIONS
-68% LOWER FUNNEL
TRANSACTIONS

MAINTAINED INCREMENTAL
CONVERSION VOLUME
TRAJECTORY
21

HOW WE ARE SCALING
1. Conversion data automation
2. Pre-bid incrementality indices
3. Dynamic messaging
22

MATCH ATTRIBUTION DATA
TO CLIENT SOURCES OF TRUTH
28
0
200
400
600
800
1,000
1,200
1,400
1,600
Transactions
Transactions Abakus
Google
Analytics
Attribution

THANK YOU
32
Email: k.fiore@syzygy.us
Visit: syzygy.us

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Using Automation to Evolve Measurement and Attribution By Katie Fiore

1. HOW TO WIN AT ATTRIBUTION

2. 2

3. RECENCY VS. REAL VALUE 3

4. 4 CHALLENGE: GROW THE PIE, NOT JUST THE SLICE

5. TRANSLATION: GENERATE INCREMENTAL TRANSACTIONS • “Incremental” defined as transactions that would not have occurred if paid digital media had not been present • Historically managed to YoY increases in channel-level revenue • Rooted in the belief that paid digital media wasn’t necessary. The brand would have been receiving the transactions anyway 5

6. METHODOLOGY 6

7. COOPERATIVE GAME THEORY

8. IT’S LIKE BLACKJACK 8 $6 $9 $4 $19 = 2 13 2 3 1 $7 $0 $12 $19 =

9. ANYTHING ABOVE THE BASELINE IS INCREMENTAL 9 .com BASELINE Everything that is converting on .com Paid Digital Marketing INCREMENTAL Conversions generated at a higher conversion rate then baseline

10. OUR APPROACH 10

11. WALK BEFORE YOU RUN 11 Publisher Education Benchmark KPI’s Test & Learn Framework

12. 3 KEY STRATEGIES 12

13. 1. SHIFT SPEND TO MOST INCREMENTAL PLACEMENTS

14. 1. SHIFT SPEND TO MOST INCREMENTAL PLACEMENTS

15. 1. SHIFT SPEND TO MOST INCREMENTAL PLACEMENTS Publisher A Publisher B Publisher C Publisher D Publisher E Publisher F Publisher G Publisher H

16. 2. FEED THE INCREMENTAL FUNNEL 16 10% Upper Funnel 47% Upper Funnel 53% Lower Funnel90% Lower Funnel MARCH APRIL

17. 3. PROTECT INCREMENTALITY WHEN BUDGETS ARE CUT 17 LAST TOUCH INCREMENTAL

18. RESULTS 18

19. 19 +43% INCREMENTAL CONVERSIONS -40% CPA

20. 20 +169% UPPER FUNNEL TRANSACTIONS -68% LOWER FUNNEL TRANSACTIONS

21. MAINTAINED INCREMENTAL CONVERSION VOLUME TRAJECTORY 21

22. HOW WE ARE SCALING 1. Conversion data automation 2. Pre-bid incrementality indices 3. Dynamic messaging 22

23. 23 WE GREW THE PIE

24. THE BIGGEST CHALLENGE YOU WILL FACE 24

25. 25 NOBODY’S GOING TO BELIEVE YOU

26. 3 STEPS FOR SUCCESS 26

27. 27 1. NEVER STOP VALIDATING

28. MATCH ATTRIBUTION DATA TO CLIENT SOURCES OF TRUTH 28 0 200 400 600 800 1,000 1,200 1,400 1,600 Transactions Transactions Abakus Google Analytics Attribution

29. 29 2. FIND YOUR EVANGELIST

30. 30 3. DEDICATE RESOURCES

31. 31

32. THANK YOU 32 Email: k.fiore@syzygy.us Visit: syzygy.us

Using Automation to Evolve Measurement and Attribution By Katie Fiore

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