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Attribution Playbook Webinar 1

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Taking your marketing performance measurement to the next level requires pulling all the pieces together to get greater clarity on performance, within and across channels. This is where an advanced …

Taking your marketing performance measurement to the next level requires pulling all the pieces together to get greater clarity on performance, within and across channels. This is where an advanced attribution solution enters the game. In this first of the five webinar series, you’ll learn the key considerations when planning an initiative to leverage these capabilities to drive big results.

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  • 1. Webinar #1 Establishing Your Game Plan Tuesday, December 10, 2013 @caseycarey © 2013 Adometry, Inc. All rights reserved. 1
  • 2. First a Word from Our Sponsor •What we do… We power more intelligent marketing •How we do it… By providing advanced marketing attribution and optimization solutions •Our customers… For 75+ brands and their agency partners primarily in the auto, telecom, technology, travel & leisure, FSI, and retail verticals © 2013 Adometry, Inc. All rights reserved. 2
  • 3. Attribution 2014 Webinar Series CLARITY DIRECTION ACTION RESULTS TRUST © 2013 Adometry, Inc. All rights reserved. 3
  • 4. The Opportunity today’s AGENDA  Layout Your Game Plan  Script Your Plays  The Potential Payoff DIRECTION © 2013 Adometry, Inc. All rights reserved.  Q&A 4
  • 5. A Bit About Me Casey Carey Chief Marketing Officer © 2013 Adometry, Inc. All rights reserved. 5
  • 6. “I invented attribution.” © 2013 Adometry, Inc. All rights reserved. 6
  • 7. I Have Lived in “Last Click Hell” © 2013 Adometry, Inc. All rights reserved. 7
  • 8. Its time to Move Marketing Performance Management Forward become data-driven, but there is a data deluge. © 2013 Adometry, Inc. All rights reserved. understand the customer journey, be multi-channel in our approach, but it is becoming more complex. but we organize and measure in silos. 8
  • 9. The opportunity… …a better understanding of the connection between marketing and results. © 2013 Adometry, Inc. All rights reserved. 9
  • 10. The Opportunity today’s AGENDA  Layout out Your Game Plan  Script Your Plays  The Potential Payoff DIRECTION © 2013 Adometry, Inc. All rights reserved.  Q&A 10
  • 11. Start with the End in Mind What are my Primary Objectives? Who are the Stakeholders? What Does Success Look Like? © 2013 Adometry, Inc. All rights reserved. 11
  • 12. Challenges & Questions © 2013 Adometry, Inc. All rights reserved. 12
  • 13. The Marketing Executive – “I need to see the whole picture.” What actions would I take if budget changes +/- 20%. What are my top performing investments? Are we reaching the right audiences across channels? My channels are in silos, I need to see all my results in one place. I need a better understanding of the customer journey and marketing’s influence. I’m not sure which social and mobile investments are winners. How can I be more accountable for marketing’s contribution to growth? © 2013 Adometry, Inc. All rights reserved. 13
  • 14. The Marketing Manager – “I need to improve performance.” What other actions can I take to improve performance? How does my channel interact with other channels? I need performance results I can trust. We need consistency in how various channels are measured. Our approach to attribution is limited and doesn’t provide a full funnel view of performance. How does my channel impact offline and partner conversions? © 2013 Adometry, Inc. All rights reserved. 14
  • 15. The Analyst – “I need access to the data to drive actionable insights.” My needs vary widely from key metrics to deep analysis. Today’s tools are data extracts, Excel, and time. The business is moving fast, I need to be more agile. Our data is in silos, it is time consuming to bring it together. We need to have a unified view of performance across all of our marketing channels. How can we bridge the gap between online and offline media? Measuring paid and owned media in the new channels is hard. © 2013 Adometry, Inc. All rights reserved. 15
  • 16. The Opportunity today’s AGENDA  Layout out Your Game Plan  Script Your Plays  The Payoff DIRECTION © 2013 Adometry, Inc. All rights reserved.  Q&A 16
  • 17. Six Pillars of Marketing Performance Management © 2013 Adometry, Inc. All rights reserved. 17
  • 18. Assess Your Current Mindset in Each Area Current Mindset Data Collection and Integration Marketing data in silos Performance Metrics Disparate, channel-centric performance metrics Budgeting and Objectives Channel-focused plans based on channel performance Data Analysis and Insights Individual channel analysis using arbitrary attribution Ongoing Optimization Focused on optimizing individual channels Adoption and Operationalization Increasing maturity and sophistication is not a priority As a result, we plateau early and achieve less than possible. © 2013 Adometry, Inc. All rights reserved. 18
  • 19. Establish Your Vision – Data Current Mindset Data Collection and Integration Marketing data in silos Performance Metrics Disparate, channel-centric performance metrics Budgeting and Objectives Channel-focused plans based on channel performance Data Analysis and Insights Individual channel analysis using arbitrary attribution Ongoing Optimization Focused on optimizing individual channels Adoption and Operationalization Aspirational Mindset Increasing maturity and sophistication is not a priority Single view of marketing data across channels As a result, we plateau early and achieve less than possible. © 2013 Adometry, Inc. All rights reserved. 19
  • 20. Establish Your Vision – Metrics/KPIs Current Mindset Aspirational Mindset Data Collection and Integration Marketing data in silos Single view of marketing data across channels Performance Metrics Disparate, channel-centric performance metrics Unified metrics and value-based KPIs tied to business outcomes Budgeting and Objectives Channel-focused plans based on channel performance Data Analysis and Insights Individual channel analysis using arbitrary attribution Ongoing Optimization Focused on optimizing individual channels Adoption and Operationalization Increasing maturity and sophistication is not a priority As a result, we plateau early and achieve less than possible. © 2013 Adometry, Inc. All rights reserved. 20
  • 21. Establish Your Vision – Budgeting Current Mindset Aspirational Mindset Data Collection and Integration Marketing data in silos Single view of marketing data across channels Performance Metrics Disparate, channel-centric performance metrics Unified metrics and value-based KPIs tied to business outcomes Budgeting and Objectives Channel-focused plans based on channel performance Cross-channel objectives and budgets based on maximizing overall results Data Analysis and Insights Individual channel analysis using arbitrary attribution Ongoing Optimization Focused on optimizing individual channels Adoption and Operationalization Increasing maturity and sophistication is not a priority As a result, we plateau early and achieve less than possible. © 2013 Adometry, Inc. All rights reserved. 21
  • 22. Establish Your Vision – Attribution and Analysis Current Mindset Aspirational Mindset Data Collection and Integration Marketing data in silos Single view of marketing data across channels Performance Metrics Disparate, channel-centric performance metrics Unified metrics and value-based KPIs tied to business outcomes Budgeting and Objectives Channel-focused plans based on channel performance Cross-channel objectives and budgets based on maximizing overall results Data Analysis and Insights Individual channel analysis using arbitrary attribution Full-funnel, cross-channel analysis of performance based on true attribution Ongoing Optimization Focused on optimizing individual channels Adoption and Operationalization Increasing maturity and sophistication is not a priority As a result, we plateau early and achieve less than possible. © 2013 Adometry, Inc. All rights reserved. 22
  • 23. Establish Your Vision – Leveraging the Results Current Mindset Aspirational Mindset Data Collection and Integration Marketing data in silos Single view of marketing data across channels Performance Metrics Disparate, channel-centric performance metrics Unified metrics and value-based KPIs tied to business outcomes Budgeting and Objectives Channel-focused plans based on channel performance Cross-channel objectives and budgets based on maximizing overall results Data Analysis and Insights Individual channel analysis using arbitrary attribution Full-funnel, cross-channel analysis of performance based on true attribution Ongoing Optimization Focused on optimizing individual channels Optimization within and across all channels and media Adoption and Operationalization Increasing maturity and sophistication is not a priority As a result, we plateau early and achieve less than possible. © 2013 Adometry, Inc. All rights reserved. 23
  • 24. Establish Your Vision – Organizational Adoption Current Mindset Aspirational Mindset Data Collection and Integration Marketing data in silos Single view of marketing data across channels Performance Metrics Disparate, channel-centric performance metrics Unified metrics and value-based KPIs tied to business outcomes Budgeting and Objectives Channel-focused plans based on channel performance Cross-channel objectives and budgets based on maximizing overall results Data Analysis and Insights Individual channel analysis using arbitrary attribution Full-funnel, cross-channel analysis of performance based on true attribution Ongoing Optimization Focused on optimizing individual channels Optimization within and across all channels and media Adoption and Operationalization Increasing maturity and sophistication is not a priority Key component of marketing strategy and fully operational As a result, we plateau early and achieve less than possible. © 2013 Adometry, Inc. All rights reserved. 24
  • 25. Pillars of Marketing Performance Management Current Mindset Aspirational Mindset Data Collection and Integration Marketing data in silos Single view of marketing data across channels Performance Metrics Disparate, channel-centric performance metrics Unified metrics and value-based KPIs tied to business outcomes Budgeting and Objectives Channel-focused plans based on channel performance Cross-channel objectives and budgets based on maximizing overall results Data Analysis and Insights Individual channel analysis using arbitrary attribution Full-funnel, cross-channel analysis of performance based on true attribution Ongoing Optimization Focused on optimizing individual channels Optimization within and across all channels and media Adoption and Operationalization Increasing maturity and sophistication is not a priority Key component of marketing strategy and fully operational As a result, we plateau early and achieve less than possible. © 2013 Adometry, Inc. All rights reserved. As a result, we reach new levels of marketing performance. 25
  • 26. The Opportunity today’s AGENDA  Layout out Your Game Plan  Script Your Plays  The Potential Payoff DIRECTION © 2013 Adometry, Inc. All rights reserved.  Q&A 26
  • 27. Achieving a Greater ROMI Value Drivers Areas of Impact Display eCPA 20% - 30% decrease in effective CPA for display and retargeting Optimization Within Channels 10% - 20% improvement by optimizing channel performance including PPC, Affiliate, Email, and Social Optimization Across Channels 15% - 30% 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 © 2013 Adometry, Inc. All rights reserved. 27
  • 28. Key Takeaways •Clearly define your objectives and scope •Assess each pillar of the model • What is your aspired level? • What are the barriers to achieving it? • What road map makes sense to establish upfront wins? •Create your business case for the investment • What improvements are likely? • What is the cost (internal & external)? © 2013 Adometry, Inc. All rights reserved. 28
  • 29. © 2013 Adometry, Inc. All rights reserved. 29
  • 30. Building a Data Foundation for Marketing Performance Measurement Thursday, January 9, 2014 www2.adometry.com/data_foundation © 2013 Adometry, Inc. All rights reserved. 30
  • 31. Casey Carey casey.carey@adometry.com @caseycarey © 2013 Adometry, Inc. All rights reserved. 31