The Attribution Challenge By Adam Proehl

#SMX #33C @adamproehl

….How to get value out of it

The Attribution Challenge

Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,replace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditandincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.

Example Title Slide:

Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,here’showtoreplace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditSLIDE#1toincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.


§  DigitalMarketersince1998

§  SpecializeinComplex&Omni-Channelsales

§  PartneratNordicClickInteractive–aMinneapolisbasedagency

§  PastInstructoratOnlineMarketingInstitute,UniversityofSanFrancisco,andInstantE-Training

§  HopelessMNsportsfan

About Me


andIamarecoveringlastclickmarketer…

Hi, my name is Adam -

34:1 ROI! …on branded keyword phrases (for one of the most recognized software products in history)


§  Keydefinitions

§  Whatattributioncan’tdo

§  Wheretostart

§  Validation

§  Variables&considerations

Topics So which click is this?


§ Setofrules

§ Framework

§ Assumptions

Attribution Models – What are those?

PPC Email Organic Social

Email


GOAL:

Determinewhat(andultimately“who”)getscreditfortheconversion?

Attribution Models


Media Mix Modeling

• TopDown

• LackofUserData

• Notaneither/or


Now, I get to be THIS guy:

Why?à


“And in applying the time-decay methodology, your first-click PPC non-branded accounts for 40%.....

•  Too smart for your own good?

•  Over complicating things?

This can happen


§ CrossDomainTracking

This, too: Setup Issues


19% of referral traffic was actually their own sub domains.

MAJOR attribution challenge

This, too: Setup Issues (part 2)


Attribution: Limitations

……becauseit’sjustasimportanttoknowwhatitcan’tdo


Attribution: Weak Digital Links

§  Crumblingcookies§  Donottracksettings§  Multipledevices


Attribution Analytics: What can’t you see?

•  OfflineMarketing

•  OfflineAdvertising

•  SocialInfluence

•  ExternalFactors


GA Today – 7 Default Attribution Models


FirstFourModels:

Allcreditgoestosingleinteraction



LastThreeModels:

SplitAmongMultipleTactics



Attribution Model:

Alone, what does this actually tell you?


Attribution: What would the boss think?


Attribution - What he actually wants to know:

Whereshouldwespendourtime,money,andresources?


§ Flawsineverymodel

§ Thinkitthrough–haveaplan

§ Consistentvalidation

Attribution: Not a Fool’s Errand, but…


EASY, right?!?


An Attribution Blueprint


……..AndKeepUpdated

Tip 1: Document

Marketing

CustomerJourney


Tip 2: Old School Test & Validation Marketing101stillworks:GeoControlTests

§  InMarketAudienceDisplayAdvertising

§  OfflineAdvertising

§  SimilarMarkets

§  AdExtensions

§  SocialAdvertising

§  Other


Marketing101:GeoControlTests

Direct Traffic – Ad period Test Market

Direct Traffic – Ad period Control Market

Tip 2: Old School Test & Validation


Tool:

•  Easy Geo Based Campaigns

•  City Level

•  B2B & B2C Applications

•  Many Similar Options

Tip 2: Old School Test & Validation


Askquestions,beaware,document

Tip 3: Variables


Tip 4: That Beautiful Email Address Theemailaddressisgoldinmorewaysthanone

§  Emailplatformdata

§  Analyticsdata

§  True“userbased”

§  Datamashing


Tip 5: Lookback Windows

Youmayneedmorethan30days


Tip 6: See Default Reports as a “Base”

RememberThis?


Tip 7: Build Your Own

Create/Edit


Tip 8: Use What Smarter People Built

Library/Gallery


Tip 9: Cause & Effect > Fractional Credit

Whichmarketingtactics:•  Movetheneedle?•  Improvetheperformanceofothers?


Example:

Got$4.5m?

Credit:OurSessionModerator


Tip 10: Remember What He Needs

Whereshouldwespendourtime,money,andresources?


1) AlwaysworthwhileforATLEASTabaseline

2) Mapitout(tactics,journey,assumptions,andknownvariables)

3)  ValidateConsistently(worthlesswithoutthis)

4) Holesareeverywhere–DoNOTstriveforperfection

Summary Text Slide with Solid Blue Banner:

ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.


LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX


Appendix

BonusMaterialandInsights


Attribution: What it’s not

§  Cannedformulafractions

§  Drowningindata

§  Beingperfectorprecise


Attribution on a Budget – What it Really Means

ISABOUTLEARNING:

§  Yourcustomer’sjourney

§  Howtacticsfittogether

§ Wheretofocus


§ Baddata

§ Assumptionsmadeinavacuum

§ Tryingforperfection

Attribution: Gotcha’s

It’s a Trap!

Image Credit: Starwars.com


Attribution: The “Marketing Fluff” Charge

DOCUMENT:

§ Whatcanbemeasured

§  “Knownunknowns”

§  Assumptions


Attribution – Plethora of Tools & Resources

Not to Mention…. Big Data & Predictive Analytics