Smart Attribution + Cross Device - #SMXMunich 2017 -

Cross Device Tracking

Leading to SMART Attribution

Russell McAthyCEO

@therustybearwww.cubed.ai

Russell McAthyCEO of CUBED@therustybear

[email protected]

Data & Analytics

Programmatic

Creative

The future of marketing

AccountableActionableSuccessful

SMX Munich – Russell McAthy -@therustybear


You can NOT get 100% accuracy in cross device data



AssistedConversions

Multi-Channel Conversions

Multi-Device Conversions


AssistedConversions

Multi-Channel Conversions

Multi-Device Conversions

Technology PII Data Partners

Probabilisticvs

DeterministicSMX Munich – Russell McAthy -@therustybear

Probabilistic vs Deterministic


Total Available Data

Matched

Accuracy = ~60%

Total Available Data

Matched

Accuracy = 100%

STOP worrying about your data, understand the

changes driven by your actionsSMX Munich – Russell McAthy -@therustybear

We need to CHANGE the way

brands think about marketing

performanceSMX Munich – Russell McAthy -@therustybear

Cost today != Sales today


• Top of funnel• Brand Advertising• Long term Impact• Very High CPA

• Mid funnel• Brand, Product• Mid term Impact• Mid Level CPA

• Bottom funnel• Instant Impact• Very low CPA


YOU OPTIMISE THIS ALREADY








YOU OPTIMISE THIS ALREADY

YOU NEED TO UNDERSTAND THIS

YOUR BIGGEST OPPORTUNITY


Display Impression

YOU OPTIMISE THIS ALREADYYOU NEED TO UNDERSTAND THIS YOUR BIGGEST OPPORTUNITY

PPC Generic

Visit

SEO Generic

Visit

Email Visit PPC Generic

Visit

SEO Brand Visit

Brand Remarketin

g

Direct Visit Brand PPC Visit

Eg.


Conversion Rate is a lie!


How are we ok with visits to conversions?


Let’s look at some data


*Data is fictional… obviously

Visitor ID Visit Action Conversion Rate

10001 Newsletter Signup 0%

10002 Newsletter Signup 0%

10003 Nothing 0%

10004 Nothing 0%

10005 Conversion£60 100%

Overall Conversion Rate is 20%


Visitor ID Visit Action 2nd

Visit Action

10001 Newsletter Signup Nothing


10003 Nothing Nothing

10004 Nothing Nothing

10005 Conversion£60 Nothing

Overall Conversion Rate for 2nd Visit is 0%

*Data is fictional… obviouslySMX Munich – Russell McAthy -@therustybear


Visit Action3rd

Visit Action4th

Visit Action5th

Visit Action

10001 Newsletter Signup Nothing Conversion

£30 Nothing


Viewed Product Video

Nothing Nothing

10003 Nothing Read Blog Conversion £100 Nothing Nothing

10004 Nothing Nothing Conversion £10

Conversion £10 Nothing

10005 Conversion£60 Nothing Nothing Nothing Conversion

£10



Visit Action3rd

Visit Action4th

Visit Action5th

Visit Action


£30 Nothing


Viewed Product Video

Nothing Nothing

10003 Nothing Read Blog Conversion £100 Nothing Nothing




£10


@therustybear

*Data is fictional but don’t let that scare you


Visit Action3rd

Visit Action4th

Visit Action5th

Visit Action


£30 Nothing

10002 Newsletter Signup Nothing Nothing Nothing Nothing

10003 Nothing Nothing Conversion £100 Nothing Nothing




£10

Consumer Conversion Rate


@therustybear



Visit Action3rd

Visit Action4th

Visit Action5th

Visit Action


£30 Nothing






£10

Consumer Conversion RateOf all the unique consumers that visited the website

how many converted.

(Conversions / Unique Visitors)


@therustybear



Visit Action3rd

Visit Action4th

Visit Action5th

Visit Action


£30 Nothing






£10

Return on Investment (ROI) has a new calculation


@therustybear



Visit Action3rd

Visit Action4th

Visit Action5th

Visit Action


£30 Nothing






£10

Consumer ROIAll of the costs to acquire a consumer over their lifetime / All of the revenue generated by that

consumer


Defining Success

Grow Brand Base Expand Mid Funnel Impact

Existing Prospect NBA

ROI of discount and offers

Future Customer Value CRM Impact NBA

Remarketing Value

Advocacy for NCA

Future Customer Value

New Customer Acquisition Existing Customer Optimisation


The lifetime value calculation (LTV) is based on the current marketing mix delivered sales

It uses the total revenue of an average customer, the total cost of the customer and then the potential future value of the customer.

Sum of Cost

Revenue

LTV


Sum of Cost

Revenue

LTV

Sum of Cost

Revenue

LTV

Sum of Cost

Revenue

LTV

Sum of Cost

Revenue

LTV


Current Costs

Current Revenue Future Revenue

Future Customer ValueFuture Costs


A blended CPA is the main limitation on the growth of

digitalSMX Munich – Russell McAthy -@therustybear

An audience led approach to marketing targeting is

the ONLY way to drive incremental growth at a successful and accurate

long term ROISMX Munich – Russell McAthy -@therustybear

Brand Value

Propensity to Convert

#1

#2

#3

#5

#6

#4

#7

#8

#9

#10

#11

#12

#13

#14

#15

#16

#17

#18

#19

#20


Calculating Probability to convert

We need to forecast the likelihood of a conversion happening in a future visit. As different events happen on the website, people navigate and engage which allows an algorithm to calculate the next best action.


What does a 3 month buying consideration look

like in data?SMX Munich – Russell McAthy -@therustybear

Time to Convert / Value



Sales made in Feb we only have 76% value understanding



Sales made in this period we only have 58% value

understanding



Feb 92%Jan 89%Dec 84%

AccountableActionableSuccessful


Russell McAthyCEO of CUBED@therustybear

[email protected]

Danke schön

Smart Attribution + Cross Device - #SMXMunich 2017 -

Marketing