Adobe Summit - Data-Driven Marketing Attribution

©2014 Adometry, Inc. All Rights Reserved. 1#AdobeSummit

March 24-28, 2014 | Salt Lake City, UTLearn more at summit.adobe.com

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DATA-DRIVEN MARKETING

ATTRIBUTION

making the leap to


Paul PellmanCEO

Lewis BroadnaxExecutive Director

Web Sales & Marketing

@ppellman

A Bit About Today’s Presenters


marketers need help answeringTWO QUESTIONS…

“How is my business doing?”


marketers need help answeringTWO QUESTIONS…

“What should we do differently?”


Measured and Managed in Silos

No Unified View of Performance

Uses Rules-Based Measurement

Skews Results andis Click-Centric

Predominately a Digital Only View

Doesn’t Consider Offline Effects

Today’s Approach to Digital Marketing Analytics Has Limitations



barriers to

change


Mapping Your Ecosystem at the User Level for Marketing Attribution

CRM and Audience

Marketing Events

Cost and Reference

Conversion Events


A Comprehensive Approach to Collecting User-Level Attribution Data

All Major Ad Servers

• Historical data• Simplicity• Validation

• Greater channel flexibility• IAB Standard viewability• 1st and 3rd-party data

integration• Cross-device mapping

Log Files

All Major Publishers

All Major Tag Managers

Page Tag

Conversion Pixel

Ad Tag

Log File Advantages

Tag Advantages


Simple vs. Data-Driven Attribution

SimpleRules-Based

0% 0% 0% 100%

LAST EVENT

25%

EVEN

25%25%25%

40%

AD-HOC

15%15%30%


Common Advanced Attribution Models

Advantages• Well understood – “predicts the

contribution” of each touch• Well suited for “periodic” model updates

MultipleRegression

Algorithmic

Advantages• More accurate – actually “counts” the

contribution of each marketing touch• Well suited for dynamic, i.e. daily

model updates


Predictive Model Approaches to Attribution Have Blind Spots

Discriminating the impact of granular details for

each ad event

CHALLENGE 1


Predictive Model Approaches to Attribution Have Blind Spots

Discriminating the impact of granular details for

each ad event

Same marketing event in different sequence has

same probability

CHALLENGE 1 CHALLENGE 2


Data-Driven Attribution Algorithmic Methodology

Data Driven A/B Testing

3.1%Conversion

Rate

3.0%Conversion

Rate


Data-Driven Attribution Algorithmic Methodology

Data Driven A/B Testing

3.1%Conversion

Rate

2.5%Conversion

Rate


Attribution Performance and Insights at the Most Granular Level

Paid Search• Campaign• Provider• Keyword Group• Keyword• Creative

Display• Campaign• Site• Placement• Format• Creative

Email• Campaign• Segment• Primary Message• Secondary Message


Attribution Optimization

How did my marketing perform? How can we improve?

Past FuturePresent

Using Attribution to Fuel Predictive Optimization


Scenario

Timeframe Target KPI

Flexible Optimization Planning for Real-Life Scenarios

Input Data Set

Budget Constraints

KPI Constraints

Forecasted Results for Each Scenario with Confidence Intervals


Overall Optimization

View optimization opportunities across channels

Evaluating Scenarios

Reallocate spend across and within channels

For Each Scenario – Specific Recommendations

Granular line item changes – “I/O ready”• Modify default recommendations• Rerun prediction• Evaluate revised KPIs

Optimal Investment Across and Within Channels


Adometry and Adobe Marketing Cloud Integrations

Integration Point Value Provided

Log File IntegrationEliminate need for new page and conversion tags by integrating ad server data with Adobe Analytics data.

Dynamic Tag Management

Speed time to value by reducing time required to implement page and conversion tags.

Adobe AnalyticsLeverage Adometry attributed KPIs in dashboards and reports for a more complete view of cross-channel performance.

Media OptimizerImprove keyword performance by leveraging fully attributed value as the target objective for optimization.

AudienceManagerView segment and audience performance based on fully-attributed results.


Achieving a Greater Return on Marketing ROI

Value Drivers Areas of Impact

Display eCPA 20% - 30% decrease in effective CPA for display and retargeting

Optimization Within Channels10% - 20% improvement by optimizing channel performance including PPC, Affiliate, Email, and Social

Optimization Across Channels 10% - 20% improvement in performance by optimizing spend across various channels

Reduction in Analysis and Reporting Costs

25% - 50% decrease in effort required to pull, aggregate, and report on marketing performance across channels

Overall Marketing ROI 20% - 40% improvement in overall performance of marketing investments

Implementation and Initial

Results from Advanced

Attribution at Lenovo.com

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15.3 M

17.3 M

PC Tablet + Phone

Lenovo’s Performance

Lenovo Tablet and Smartphone Volume Exceeded PC Volume since Fiscal Q1

6.5%8.2%

9.6%

13.1%

18.5%

2009

2010

2011

2012

2013Lenovo WW PC Market Share

2011/12 2012/13 2013/14

25

Our Heritage and M&As – Creating a Branding Challenge

2013 LENOVO

26

For each computer sold……

2013 LENOVO

27

Number of programs claiming credit……

2013 LENOVO

28

State of the Business 2012

2013 LENOVO

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The Inevitable ROI Discussion

2013 LENOVO

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Our Goals for the Attribution Initiative

View Programs Holistically

Full Funnel View of Performance

Optimize Spend Across Channels

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Our Approach to Capturing Marketing Event Data

Channel Impressions Clicks Primary Collection Method

Brand Display ✔ ✔ DFA and Adobe Analytics

Ecommerce Display ✔ ✔ DFA and Adobe Analytics

Paid Social ✔ ✔ DFA and Adobe Analytics

Email ✔ Adobe Analytics

Direct Navigation ✔ Adobe Analytics

Affiliate ✔ Adobe Analytics

CSEs/GPLAs ✔ Adobe Analytics

Preload ✔ Adobe Analytics

Organic Search ✔ Adobe Analytics

Paid Search ✔ Adobe Analytics

Organic Social ✔ Adobe Analytics

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So, What Have We Learned So Far?

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How Prevalent are Multiple Touches and Channels?

Conversion TypesNew and Repeat OrdersNew and Repeat Orders – Systems

Total OrdersTotal Orders – Systems

Conversions

Multi-Touch

73%Multi-Channel

45%

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How Prevalent are Multiple Touches and Channels?

Conversion TypesNew and Repeat OrdersNew and Repeat Orders – Systems

Total OrdersTotal Orders – Systems

Conversions

Multi-Touch

73%Multi-Channel

45%

Revenue

Multi-Touch

75%Multi-Channel

34%

37

6+

5

4

3

2

1

5%

3%

5%

11%

21%

55%

Unique Converted VisitorsPath Length

What is the Breakdown of Conversion Paths?

38

6+

5

4

3

2

1

5%

3%

5%

11%

21%

55%

Unique Converted VisitorsPath Length

What is the Breakdown of Single Channel Conversions?

Other

CSE

Paid Search

Organic Search

Affiliate

Direct

3%

3%

4%

20%

20%

50%

Unique Converted VisitorsSingle Channel Paths

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What is the Predominate Role of Each Channel?

Introducer Channels• Brand Display

• Direct Navigation

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Promoter Channels• Brand Display

• Paid Social

• Paid Search

• Organic Social

• eCommerce Display

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Promoter Channels• Brand Display

• Paid Social

• Paid Search

• Organic Social

• eCommerce Display

Closers Channels• Affiliate

• Organic Search

• Comparison Shopping Engines (CSEs)


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50%

28%

12%

3% 3% 1% 1% 0%

Revenue by Channel

What is the Revenue Performance by Channel?

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50%

28%

12%

3% 3% 1% 1% 0%

Revenue by Channel

What is the Revenue Performance by Channel?

Revenue/User by Channel

Organic Search

Direct Email Display - Ecommerce

Display - Brand

Paid Search CSE Affiliate

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Return on Ad Spend (ROAS)

What is the Efficiency of Each Channel?

45

Return on Ad Spend (ROAS)

What is the Efficiency of Each Channel?

Conversion Rate

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Average Lift on TOTAL order conversions to eCommerceprograms when Brand Display precedes lower funnel

(click based) programs

SEO: +353.39

%

SEM: +25.45%

Email: +70.68%

Affiliate: +18.46%

CSE: +40.72%

Average Lift on NEW order conversion to eCommerceprograms when Brand Display precedes lower funnel


SEO: +420.40

%

SEM: +10.76%

Email: +7.85%

Affiliate: NO LIFT

CSE: +21.04%

Average Lift on TOTAL order conversions to eCommerceprograms when eCommerce Display precedes lower funnel


SEO: +769.15

%

SEM: +82.03%

Email: +65.32%

Affiliate: +49.78%

CSE: +100.46

%

Average Lift on NEW order conversion to eCommerceprograms when eCommerce Display precedes lower funnel


SEO: +616.08

%

SEM: +16.02%

Email: +65.19%

Affiliate: NO LIFT

CSE: +17.98%

Brand and eCommerce Display Lift

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Next Areas of Focus

Applying initial insights to drive optimizationGlobal rollout

Key countries and regionsIntegrate call-center dataEvaluate methods for integrating in-store purchase data


© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Paul [email protected]

Lewis [email protected]

Adobe Summit - Data-Driven Marketing Attribution

Technology

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