Digital Attribution - models and how to talk about attribution to a business - ThinkVis9 (Mar13) - Russell McAthy

ThinkVis 5 - Russell McAthy –Attribution@therustybear

02/03/13

Stream:20 Introduction

Stream:20 is the performance driven digital marketing consultancy

www.steam20.com @stream20 @therustybear

Definition of Attribution

Web Analytics Demystified defines marketing attribution as:

“The process of quantifying the impact of multiple marketing exposures and touch-points preceding a desired outcome”

Why you look at attribution

Media Planning

Understand Cost of

Channels

Customer Journey

Should we even consider doing Attribution?

1 2 3 4 5 680%

85%

90%

95%

100%Cumulative # of Sales

# of Clicks to Convert

If you optimise to last click – you’re going to get a lot of them!

What do we actually mean when we say “Attribution”

What do we mean when we say Attribution?

Multi Channel Attribution –

Different Digital Channels

Multi Channel Attribution –

Multiple Digital Screens

Multi Channel Attribution -

Digital to Store

Multi Channel Attribution – Logged in Users

Digital to Offline/Store….

Multi Channel Attribution - Digital to “Offline”

Understanding the offline impact of online digital marketing and presence.

Digital

“Offline”

TVRadio

Store

Events

Call Centre

Print

AppsWebsite

Digital Video

PPC Ad

Copy

Display Media

Smart TV

Multi Channel Attribution - Digital to “Offline”

WHY?• Offline is still largest channel for big businesses• Get a better view of that annoying “direct”

channel• Reduction in overall business spend • OR move spend into digital – YAY!

HOW?• Vanity URL’s (and redirects)• Offer Codes• Being a maths Genius (Correlation etc.)• Experiments vs Control

Multiple Screens – Myths & Realities

Is this the only way it can work?

TV Reviews Buy a TV Samsung TV Reviews

Samsung ES8000 Buy a Bra

IP Address & Device ID Username: Dom_inater IP Address / Device ID Username:Dom_inater

Username: Dom_inater / Device ID

Dom’s Customer Journey Dom’s Customer Journey??

Visit 1

Visit 2

Visit 3

Visit 4

Visit 5

Dom’s Customer JourneyDisconnect!

Cross Channel Analytics / Multi-Channel

Last Click vs First Click

SEO - Unbranded

Email

PPC Brand

Display Click

PPC - Generic

Direct

Last Click First Click

Differing Models

20% 20% 20% 20% 20%

1 2 3 4 5

Linear

0% 0% 0% 0%

100%First/Last

2% 8% 20%30% 40%Time Decay

40%8% 4% 8%

40%Position

Touchpoint

Recommended Model

• Key questions:– What period click window should be used?– What period impression window should be used?– What influence does an impression have against a click?– What influence does each individual click in the click path have?

Introducer Click

Influencer Click (s)

Convertor Click

Sale

Influencer

Impression(s)

Convertor

Impression(s)

Introducer

Impression(s)

Attribution Driving Factors

There are a number of elements that can be used to drive a variance in the attribution calculation.

• Taking into consideration the order / relationship and/or volume of touchpoints Sequence / Location

• Taking into consideration the time between touchpointsRecency / Frequency

• Individual channels impact on the propensity to purchase. Also breaking the analysis past the channel level to keywords / creative etc.

Channel / Channel Specific

• Understanding the impact an impression has on all future visitsImpression Relationship

• Understanding the influence customer knowledge has on future sales (MGM)Customer Insight

“Its great, but…the total sales number is the same…the costs are the same….What can we do with this model to help the business?”

Multi Channel Attribution – Different Digital Channels

1000 800 350 450 350 230

1100 1000 80 500 400 100

Attributed Sales

Last Click Sales

How to use Attribution?

Channel Management

• Distribution of Cost and time

• Incremental spend distribution and management

• Understanding impact of impression led media

Site Experience Insight

• Understanding customer / prospect site interaction

• How you can improve design based on marketing interaction

Customer Insight

• Connecting digital data to customer data

• What channels drive the highest value customers

• What customers do you attract with different campaigns

Improving Customer Engagement

Landing pagesContent Consumption

Micro Conversions

What we know about…Onsite Behaviour

Historical Channel MixKeyword Use

Paid/Free Channel Split

What we know about…Marketing Interactions

Customised Landing PagesCustom Menu’s to improve navigation based on previous activity

Dynamic Landing pages based on Marketing Activity

Combining the available knowledge within attribution to improve the customer engagement

Understanding Customer Propensity

Awareness Consideration Purchase

Visit 1:No Previous Knowledge

of Customer

Visit 2:Customised Landing Page

with Product Links focusing on sport

Visit 3:Landing page sports focused with links to

product

Visit 4:Sales Focused landing page with sport copy

Navigated to Sports Section

Sports navigation followed by

looking at Sky Sports Package

with Sky+HD

Re-visiting the Sky Sports Package and navigating

through the booking flow – no

purchase

Thanks

Thanks for listening – for more information…

www.stream20.com@stream20

Russell McAthywww.russellmcathy.com

@therustybear