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SES SF 2010 - Attribution Measurement - Chuck Sharp - iCrossing

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"Attribution Measurement: Current State" as presented by Chuck Sharp, Senior Vice President, Analytics, iCrossing, at the Search Engine Strategies Conference in San Francisco on Thursday, August 19, 2010.

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Attribution Management: Current Situation Chuck Sharp SVP, Analytics iCrossing August 19, 2010 Search Engine Strategies | San Francisco COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 1
Attribution Management Current Situation
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
Attribution Defined Allocation of credit across all touchpoints not just a single click COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
Attribution Defined Measure quality of the conversion not just quantity COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5
Impact- Evolution of Analytics Marketing Mix Allocation Competitive Advantage Forecasting Attribution Measurement Integrated Cross Channel Reporting Basic Single Channel Reports Data Warehouse Degree of Intelligence Accurate forecasts and models are made possible with attribution COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
Definition of Terms • Last Click- • First Click- • Display Impressions vs. Display Clicks- • Upper Funnel- • Lower Funnel- • Attribution Measurement & Management- • Attribution Model- COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7
Issues to Consider • Cookie deletion • Different devices • Offline channels COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
Research first. Link to Attribution POV @chucklsharp COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
Research first in Adwords. Video instructions link @chucklsharp COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10

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SES SF 2010 - Attribution Measurement - Chuck Sharp - iCrossing

  • 1. Attribution Management: Current Situation Chuck Sharp SVP, Analytics iCrossing August 19, 2010 Search Engine Strategies | San Francisco COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 1
  • 2. Attribution Management Current Situation
  • 3. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
  • 4. Attribution Defined Allocation of credit across all touchpoints not just a single click COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
  • 5. Attribution Defined Measure quality of the conversion not just quantity COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5
  • 6. Impact- Evolution of Analytics Marketing Mix Allocation Competitive Advantage Forecasting Attribution Measurement Integrated Cross Channel Reporting Basic Single Channel Reports Data Warehouse Degree of Intelligence Accurate forecasts and models are made possible with attribution COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
  • 7. Definition of Terms • Last Click- • First Click- • Display Impressions vs. Display Clicks- • Upper Funnel- • Lower Funnel- • Attribution Measurement & Management- • Attribution Model- COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7
  • 8. Issues to Consider • Cookie deletion • Different devices • Offline channels COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
  • 9. Research first. Link to Attribution POV @chucklsharp COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
  • 10. Research first in Adwords. Video instructions link @chucklsharp COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10