Attributing beyond the last click

Attributing beyond the last click 14 September 2012 – Presented by Tom Lewis

No one values SEO!...

As highly as they should

Typical conversion models reward unfairly

Branded

SEO & PPC

Generic SEO & PPC

Social Email

Accurate distribution of revenue

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Sale IMP IMP IMP

Accurate distribution of revenue

Purchase Confirmation Research Suppliers Choice

Sale IMP IMP IMP

Accurate distribution of revenue

Purchase Confirmation Research Suppliers Choice

Sale IMP IMP IMP

Attribution needs to evolve

7

Re-defining the approach to attribution

We believe the approach to attribution needs to

change in one key way:

• It should NOT be limited by Cookie window

• It should focus on clustering visits based on

delay between interactions

• Session Clusters

• Booking Clusters

Re-defining the approach to attribution

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Sale IMP IMP IMP

30 Day Cookie Window

Re-defining the approach to attribution.

Purchase Research Suppliers Choice

Sale IMP IMP IMP IMP

30 Day Cookie Window

Lag Lag Lag Lag Lag Lag

Re-defining the approach to attribution.

Purchase Suppliers Choice

Sale IMP IMP IMP IMP

Research

Re-defining the approach to attribution.

Purchase Suppliers Choice

Sale IMP IMP IMP IMP

Research

Re-defining the approach to attribution.

Purchase Suppliers Choice

Sale IMP IMP IMP IMP

Research

Re-defining the approach to attribution.

Suppliers Choice

IMP IMP

Research

Key concepts of Clustering

• Not limited by Cookie window

• Defined by

• Session Cluster – gap between visits

(typically mins)

• Booking Cluster – gap between sessions

(typically days)

• Revenue attributed across clusters

Contact us… Tom Lewis, Head of Professional Services

tom.lewis@dc-storm.com