'The Evolution of Attribution across the Entire Customer Base' session took place on March 12 2013 at Performance Marketing Insights NYC

1. The Evolution of Attribution
across the Entire Customer
Journey
Performance Marketing Insights: New York
March 12-13 2013

2. Be Interactive!
Ask Questions Anytime
Raise Hands for Questions
Wait for the Microphone!
Tweet Questions
#PMINYC

4. Who Implements Attribution?

5. Why Implement Attribution?
Econsultancy’s Research Resulted in
70% Surveyed Stating “to justify
marketing spend”

6. Food For Thought
74% of Consumers Visit
Two to Three Sites

7. Food For Thought
57% of Consumers Are More
Likely to Buy if a Product is on
Multiple Websites AND
Consumers Who Visited Four or
More Websites Spend $450
More.

8. Attribution Obstacles
With increasing demand for understanding
data, comes a growing number of vendors, with each
providing its own approach. This is contributing to
marketers’ confusion over which solution, if any, is
right for them.
Standards
“The industry is yet to settle on the standardization
of measurement, and this may not be possible in a
world where one size doesn't fit all.”
“Creating standards around attribution is the
biggest challenge in the industry today. Last click
provides a common language everyone can speak.
The lack of consistency and consensus on
approach threatens to prevent wide-scale
adoption.”
– Bill Kee, Google

9. Attribution Obstacles
With increasing demand for understanding data,
comes a growing number of vendors, with each
providing its own approach. This is contributing to
marketers’ confusion over which solution, if any, is
right for them.
Standards Technology
“The technology in itself is not a silver bullet. The
“The industry is yet to settle on the standardization
analogy I like is that this technology is like GPS – it
of measurement, and this may not be possible in a
can get you to your destination but you still need to
world where one size doesn't fit all.” decide where you want to go.”
“Creating standards around attribution is the
– Mike Teasdale, Harvest Digital
biggest challenge in the industry today. Last click
provides a common language everyone can speak.
This leads retailers back to the start:
The lack of consistency and consensus on
approach threatens to prevent wide-scale
What are my objectives this year, this month... and
adoption.”
how do I interpret the data provided to make the
best decisions moving forward?
– Bill Kee, Google

10. Attribution Obstacles
The key strength of attribution is in its ability to provide data to help you
interpret the impact of multiple touch-points along a customer’s journey.
Standards Technology
“The technology in itself is not a silver bullet. The
“The industry is yet to settle on the standardization
analogy I like is that this technology is like GPS – it
of measurement, and this may not be possible in a
can get you to your destination but you still need to
world where one size doesn't fit all.” decide where you want to go.”
“Creating standards around attribution is the
– Mike Teasdale, Harvest Digital
biggest challenge in the industry today. Last click
provides a common language everyone can speak.
This leads retailers back to the start:
The lack of consistency and consensus on
approach threatens to prevent wide-scale
What are my objectives this year, this month... and
adoption.”
how do I interpret the data provided to make the
best decisions moving forward?
– Bill Kee, Google

11. Data Capture
What are the Common ways to Capture Data and
Measure Attribution?
How do these Methods help to Understand and Create
an Approach that Provides the Best Results?

13. Trends
What Area of the Attribution do you
think is the most Important Trend that
needs to be Leveraged?

15. Future
Where do you see Attribution going over the
next 12 Months?
Are we likely to see Wider Integration of
Attribution Strategies?
How do you Define and Approach Omni-
channel Attribution and how do you expect
this to progress over the next 12 Months?

17. Future
Where do you see Attribution going over the
next 12 Months?
Are we likely to see Wider Integration of
Attribution Strategies?
How do you Define and Approach Omni-
channel Attribution and how do you expect
this to progress over the next 12 Months?

19. Benefits & Challenges
What do you think are the possible Impacts
of Attribution Implementation to the Affiliate
Space?
What can those in the space do to Prepare?
What are some Dangers those in the space
should be aware of?