Webinar #3
Putting Attribution to Work: Clarity,
Insights, and Action
Tuesday, January 28, 2013
@caseycarey
© 2014 Adometr...
A Bit About Me

Casey Carey
Chief Marketing Officer

© 2014 Adometry, Inc. All rights reserved.

2
First a Word from Our Sponsor
•What we do…
We power more intelligent marketing

•How we do it…
By providing advanced marke...
Attribution 2014 Webinar Series

CLARITY

DIRECTION

ACTION

RESULTS

TRUST
© 2014 Adometry, Inc. All rights reserved.

4
Evaluating Attribution
Models

 Analyzing Performance
Across Channels

today’s

AGENDA
CLARITY

ACTION

 Analyzing Perfo...
Evaluating Attribution Models

© 2014 Adometry, Inc. All rights reserved.

6
at•tri•bu•tion (ˌatrə-ˌ
byü-shən) n.
The practice of determining the role each marketing
touch plays in informing and infl...
accurate attribution
is an

OXYMORON

© 2014 Adometry, Inc. All rights reserved.

8
Single-Event Attribution Models
•Advantages
Last Click

• Easy to implement

• Okay for a low volume of
marketing touches ...
Single-Event Models Ignore Much if not
Most Marketing Touches

Single-Touch

© 2014 Adometry, Inc. All rights reserved.

M...
Other Simple (Rules-Based) Models
•Advantages
Time Decay

• Easy to implement

• Allows for consideration of
multi-touch a...
Last-Click Versus Position-Based –
Ecommerce Example

$5.1

$4.6

$2.3

$1.9
$0.5

Affiliate

Direct Nav

Email

Organic
S...
The Problem?

The Problem?

The Rules are Usually Arbitrary
© 2014 Adometry, Inc. All rights reserved.

13
Moving to a Data-Driven Model

© 2014 Adometry, Inc. All rights reserved.

14
Common Advanced Attribution Models

Multiple
Regression

•Advantages
• Well understood – “predicts the
contribution” of ea...
Predictive Modeling Approaches are
Challenged by Event Sequencing

Calculate the probability of
conversion for each each
e...
Algorithmic Attribution Methodology
Data Driven A/B Testing

3.1%
Conversion
Rate

3.0%
Conversion
Rate

© 2014 Adometry, ...
Algorithmic Attribution Methodology
Data Driven A/B Testing

3.1%
Conversion
Rate

2.5%
Conversion
Rate

© 2014 Adometry, ...
Attribution is a Drill Bit

© 2014 Adometry, Inc. All rights reserved.

19
A Marketing Performance Management
Solution
Audience and
CRM Data

Paid Media
•
•
•
•
•
•
•
•
•
•
•
•
•

Display
Social Ad...
A Marketing Performance Management
Solution
Audience and
CRM Data

Paid Media
•
•
•
•
•
•
•
•
•
•
•
•
•

Display
Social Ad...
Long Term

Wide Spectrum Of Actionability from
Attribution Results

Maximize Exclusivity And Positive Overlap

Optimal Med...
Cross-Channel Insights

© 2014 Adometry, Inc. All rights reserved.

23
Cross Channel
Conversion Summary

© 2014 Adometry, Inc. All rights reserved.

24
Cross Channel
Channel Participation

© 2014 Adometry, Inc. All rights reserved.

25
Cross Channel
Channel Overlap

© 2014 Adometry, Inc. All rights reserved.

26
Cross Channel
Lift Across Channels

© 2014 Adometry, Inc. All rights reserved.

27
Cross Channel
Cross Channel Performance

© 2014 Adometry, Inc. All rights reserved.

28
Cross Channel
Versus View

© 2014 Adometry, Inc. All rights reserved.

29
Cross Channel
Conversion Paths

© 2014 Adometry, Inc. All rights reserved.

30
Cross Channel
Performance Analysis

© 2014 Adometry, Inc. All rights reserved.

31
Audience Data
Performance & Reach by Audience Segment - DataLogix Segments Example

© 2014 Adometry, Inc. All rights reser...
Audience Data
Performance & Reach by Geographic Region - Default

© 2014 Adometry, Inc. All rights reserved.

33
Cross-Channel Insights
Channel Insights

© 2014 Adometry, Inc. All rights reserved.

34
Channel Performance
Funnel Stage

© 2014 Adometry, Inc. All rights reserved.

35
Shuffling the Deck on Paid Search
KW16

KW16

KW15

KW15

KW14

KW14

KW13

KW13

KW12

KW12

KW11

KW11

KW10

KW10

KW9
...
Channel Performance
Exclusive Reach

© 2014 Adometry, Inc. All rights reserved.

37
Channel Performance
Display Viewability

© 2014 Adometry, Inc. All rights reserved.

38
Channel Performance
Display Frequency Capping

© 2014 Adometry, Inc. All rights reserved.

39
Optimization and Operationalization

© 2014 Adometry, Inc. All rights reserved.

40
Global Optimization
Optimization Report – Conversions Example

© 2014 Adometry, Inc. All rights reserved.

41
Global Optimization
Optimization Report – Conversions Example (continued)

© 2014 Adometry, Inc. All rights reserved.

42
Global Optimization
Optimizing Tactics within Channels

© 2014 Adometry, Inc. All rights reserved.

43
Programmatic and DMP Integration
Transaction
& Revenue
Feed

Attribution
Processing

© 2014 Adometry, Inc. All rights rese...
Key Takeaways
•Select an Attribution Approach Based on
Your Business Needs
• Balance goals, data, and complexity
• More ac...
Webinar #4
Driving Results: Stories from the Front
Lines
Tuesday, February 25, 2014
www2.adometry.com/driving_results
© 20...
© 2014 Adometry, Inc. All rights reserved.

47
Casey Carey
casey.carey@adometry.com

@caseycarey
© 2014 Adometry, Inc. All rights reserved.

48
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Attribution Playbook Webinar 3

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In this webinar you’ll learn how to makes sense of attribution data outputs and to use those insights to achieve your goals, including insights on:

- Generate reports and extrapolate insights
- Identify typical actions associated with common insights
- Leverage optimization to improve cross-channel performance

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Attribution Playbook Webinar 3

  1. 1. Webinar #3 Putting Attribution to Work: Clarity, Insights, and Action Tuesday, January 28, 2013 @caseycarey © 2014 Adometry, Inc. All rights reserved. 1
  2. 2. A Bit About Me Casey Carey Chief Marketing Officer © 2014 Adometry, Inc. All rights reserved. 2
  3. 3. 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 © 2014 Adometry, Inc. All rights reserved. 3
  4. 4. Attribution 2014 Webinar Series CLARITY DIRECTION ACTION RESULTS TRUST © 2014 Adometry, Inc. All rights reserved. 4
  5. 5. Evaluating Attribution Models  Analyzing Performance Across Channels today’s AGENDA CLARITY ACTION  Analyzing Performance Within Channels  Optimizing and Operationalizing Results  Q&A © 2014 Adometry, Inc. All rights reserved. 5
  6. 6. Evaluating Attribution Models © 2014 Adometry, Inc. All rights reserved. 6
  7. 7. at•tri•bu•tion (ˌatrə-ˌ byü-shən) n. The practice of determining the role each marketing touch plays in informing and influencing the customer journey to a desired business outcome. © 2014 Adometry, Inc. All rights reserved. 7
  8. 8. accurate attribution is an OXYMORON © 2014 Adometry, Inc. All rights reserved. 8
  9. 9. Single-Event Attribution Models •Advantages Last Click • Easy to implement • Okay for a low volume of marketing touches and conversions First Event • Maybe be best suited for specific business models – Transaction focused – Complex B2B Last Ad Event © 2014 Adometry, Inc. All rights reserved. 9
  10. 10. Single-Event Models Ignore Much if not Most Marketing Touches Single-Touch © 2014 Adometry, Inc. All rights reserved. Multi-Touch Multi-Channel 10
  11. 11. Other Simple (Rules-Based) Models •Advantages Time Decay • Easy to implement • Allows for consideration of multi-touch and multi-channel Even • Best suited for more complex, low-volume businesses Custom or U-Shaped © 2014 Adometry, Inc. All rights reserved. 11
  12. 12. Last-Click Versus Position-Based – Ecommerce Example $5.1 $4.6 $2.3 $1.9 $0.5 Affiliate Direct Nav Email Organic Search Paid Search Referral Social -$6.0 -$7.8 Image credit http://www.portent.com © 2014 Adometry, Inc. All rights reserved. 12
  13. 13. The Problem? The Problem? The Rules are Usually Arbitrary © 2014 Adometry, Inc. All rights reserved. 13
  14. 14. Moving to a Data-Driven Model © 2014 Adometry, Inc. All rights reserved. 14
  15. 15. Common Advanced Attribution Models Multiple Regression •Advantages • Well understood – “predicts the contribution” of each touch • Well suited for “periodic” model updates •Advantages Algorithmic © 2014 Adometry, Inc. All rights reserved. • More accurate – actually “counts” the contribution of each marketing touch • Well suited for dynamic, i.e. daily model updates 15
  16. 16. Predictive Modeling Approaches are Challenged by Event Sequencing Calculate the probability of conversion for each each event for each attribute Channel Campaign Site Placement Creative Same marketing event in different sequence has same probability 3.1% Conversion Rate 2.5% Conversion Rate © 2014 Adometry, Inc. All rights reserved. 16
  17. 17. Algorithmic Attribution Methodology Data Driven A/B Testing 3.1% Conversion Rate 3.0% Conversion Rate © 2014 Adometry, Inc. All rights reserved. 17
  18. 18. Algorithmic Attribution Methodology Data Driven A/B Testing 3.1% Conversion Rate 2.5% Conversion Rate © 2014 Adometry, Inc. All rights reserved. 18
  19. 19. Attribution is a Drill Bit © 2014 Adometry, Inc. All rights reserved. 19
  20. 20. A Marketing Performance Management Solution Audience and CRM Data Paid Media • • • • • • • • • • • • • Display Social Ads Video In App Ads Search Retargeting CSEs Affiliates Email SMS Direct Mail Catalog Inserts D E V I C E S Transaction & Sales Channels • • • • Websites Call-Center Kiosk Brick-n-Mortar Owned Media • • • • • Referrals Organic Search Direct Nav Organic Social Content © 2014 Adometry, Inc. All rights reserved. 20
  21. 21. A Marketing Performance Management Solution Audience and CRM Data Paid Media • • • • • • • • • • • • • Display Social Ads Video In App Ads Search Retargeting CSEs Affiliates Email SMS Direct Mail Catalog Inserts D E V I C E S Transaction & Sales Channels • • • • Websites Call-Center Kiosk Brick-n-Mortar Owned Media • • • • • Referrals Organic Search Direct Nav Organic Social Content © 2014 Adometry, Inc. All rights reserved. • • • • KPIs Conversions Channels/Sub-Channels Sources • • • • Campaigns Placements keyword, etc. Creative, content, format Segments 21
  22. 22. Long Term Wide Spectrum Of Actionability from Attribution Results Maximize Exclusivity And Positive Overlap Optimal Media Plans Improved Targeting Customize Messaging Creative Sequencing Budget Reallocation Across Channels Overall Budget Change Action Plan Minimize Time To Conversion Budget Reallocation Within Channels Tactical Strategic Geographic Targeting Frequency Capping Segment Customers Identify Overlap/Waste Eliminate Bottom Performers Eliminate Wasted Impressions De-silo Data © 2014 Adometry, Inc. All rights reserved. Short Term Measure Cross-channel Journey Monitor Identify Top Performers 22
  23. 23. Cross-Channel Insights © 2014 Adometry, Inc. All rights reserved. 23
  24. 24. Cross Channel Conversion Summary © 2014 Adometry, Inc. All rights reserved. 24
  25. 25. Cross Channel Channel Participation © 2014 Adometry, Inc. All rights reserved. 25
  26. 26. Cross Channel Channel Overlap © 2014 Adometry, Inc. All rights reserved. 26
  27. 27. Cross Channel Lift Across Channels © 2014 Adometry, Inc. All rights reserved. 27
  28. 28. Cross Channel Cross Channel Performance © 2014 Adometry, Inc. All rights reserved. 28
  29. 29. Cross Channel Versus View © 2014 Adometry, Inc. All rights reserved. 29
  30. 30. Cross Channel Conversion Paths © 2014 Adometry, Inc. All rights reserved. 30
  31. 31. Cross Channel Performance Analysis © 2014 Adometry, Inc. All rights reserved. 31
  32. 32. Audience Data Performance & Reach by Audience Segment - DataLogix Segments Example © 2014 Adometry, Inc. All rights reserved. 32
  33. 33. Audience Data Performance & Reach by Geographic Region - Default © 2014 Adometry, Inc. All rights reserved. 33
  34. 34. Cross-Channel Insights Channel Insights © 2014 Adometry, Inc. All rights reserved. 34
  35. 35. Channel Performance Funnel Stage © 2014 Adometry, Inc. All rights reserved. 35
  36. 36. Shuffling the Deck on Paid Search KW16 KW16 KW15 KW15 KW14 KW14 KW13 KW13 KW12 KW12 KW11 KW11 KW10 KW10 KW9 KW9 KW8 KW8 KW7 KW7 KW6 KW6 KW5 KW5 KW4 KW4 KW3 KW3 KW2 KW2 KW1 KW1 ROAS Threshold © 2014 Adometry, Inc. All rights reserved. Lower ROAS Based on Attribution Higher ROAS Based on Attribution Higher ROAS on Some Strategic Terms New ROAS Threshold 36
  37. 37. Channel Performance Exclusive Reach © 2014 Adometry, Inc. All rights reserved. 37
  38. 38. Channel Performance Display Viewability © 2014 Adometry, Inc. All rights reserved. 38
  39. 39. Channel Performance Display Frequency Capping © 2014 Adometry, Inc. All rights reserved. 39
  40. 40. Optimization and Operationalization © 2014 Adometry, Inc. All rights reserved. 40
  41. 41. Global Optimization Optimization Report – Conversions Example © 2014 Adometry, Inc. All rights reserved. 41
  42. 42. Global Optimization Optimization Report – Conversions Example (continued) © 2014 Adometry, Inc. All rights reserved. 42
  43. 43. Global Optimization Optimizing Tactics within Channels © 2014 Adometry, Inc. All rights reserved. 43
  44. 44. Programmatic and DMP Integration Transaction & Revenue Feed Attribution Processing © 2014 Adometry, Inc. All rights reserved. 44
  45. 45. Key Takeaways •Select an Attribution Approach Based on Your Business Needs • Balance goals, data, and complexity • More accurate (data-driven) is better •Leverage the Insights to Drive Improved Performance • Across channels • Within channels •Strategically move to leverage predictive optimization and operationalizing results © 2014 Adometry, Inc. All rights reserved. 45
  46. 46. Webinar #4 Driving Results: Stories from the Front Lines Tuesday, February 25, 2014 www2.adometry.com/driving_results © 2014 Adometry, Inc. All rights reserved. 46
  47. 47. © 2014 Adometry, Inc. All rights reserved. 47
  48. 48. Casey Carey casey.carey@adometry.com @caseycarey © 2014 Adometry, Inc. All rights reserved. 48
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