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Digital World Expo v201.1 .:. Presentation by Steve Latham

Digital World Expo v201.1 .:. Presentation by Steve Latham

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    Ad Attribution Ad Attribution Presentation Transcript

    • Confidential Attribution 101: Full-Funnel Media Measurement !March 2011!
    • Media Measurement Today Awareness 
Digital is hard to characterize (Display, Email, Social, Mobile, Fat Tail Search)   Strategic + Tactical   Branding + Performance Consideration
Digital touches customers throughout! (Display, Mid-Tail Search, Social) the funnel   Can’t win by simply harvesting demand Preference
   You must create it (display, social, etc.) (Long-Tail Search, SocialDigital is hard to measure Email)   Traditional metrics no longer suffice Action
Yet, each buy must stand on its own (Social, Search, Email) Attribution 101: Online Measurement © Encore Media Metrics 2011 2
    • Measurement Challenges “If all you have is a hammer, everything looks like a nail.” -Abraham MaslowWe were initially taught to measure performance via:   Clicks   Click-through-rates (CTRs)   Directly attributable conversions We now know these don’t tell the whole story   Keyword assists are important (Search)   Display Ads can be effective without clicks   Social contributes throughout the processClicks don’t matter for measuring Display   8% of users contribute 80% of Display clicks   Only 20% of post-imp conversions follow clicks Attribution 101: Online Measurement © Encore Media Metrics 2011 3
    • We Know It’s Wrong, but… Attributing credit to the last click is still the norm   Rewards Search   Punishes Display, Email and Social As an industry, we have to do better! We need to:   Identify all interactions that precede ! conversions   Attribute value to each touch point ! that plays a supporting role Attribution 101: Online Measurement © Encore Media Metrics 2011 4
    • Attribution MethodologiesThere are two primary methodologies for attribution:1. Algorithmic modeling: analyzing data to correlate impact   Performed in batches, monthly, quarterly or annually2. Operational Attribution: analyzing all touch points thatprecede a visit or conversion   Requires synching of ad server and site analytics data   Real-time or daily analysis   Requires new approach to measuring impact of social Attribution 101: Online Measurement © Encore Media Metrics 2011 5
    • Attribution Landscape* Statistical Modeling Operational Attribution Adometry ClearSaleing Covario C3 Metrics Full-Funnel Marketshare Encore (impressions + clicks) Visual IQ X+1 Convertro CoreMetrics Lower-Funnel Omniture (clicks only) TagMan *Vendors listed in alphabetical order Attribution 101: Online Measurement © Encore Media Metrics 2011 6
    • Channel Attribution  Most know display drives leads from direct and natural search  If you can quantify the impact, you can optimize spend  We do this by attributing credit for Assist impressions and clicks The impact can be dramatic •  Often see 50-150% lift in attributable results for Display •  30-60% drop in CPL is common Attribution 101: Online Measurement © Encore Media Metrics 2011 7
    • Vendor Level Attribution  Media may be performing much better than initially though (more winners)  Last-click “laggards” may actually be leaders   Publisher #2 went from “Loser” to “Winner after getting credit for assists Attribution 101: Online Measurement © Encore Media Metrics 2011 8
    • Business Case for Attribution Attribution  optimize spend based on true performance of media (key to maximizing ROI) Attribution 101: Online Measurement © Encore Media Metrics 2011 9
    • About the PresenterSteve is the founder and CEO of Encore Media Metrics (http://encoremetrics.com), aleading provider of campaign measurement, attribution and reporting services forbrands and agencies. Encore’s solution is delivered as an on-demand service,allowing clients to achieve deeper insights into campaign performance whilelowering the cost and complexity of online measurement. Prior to launching Encore, Steve founded, grew and sold Spur Interactive, a digitalmarketing agency that specialized in strategic planning and execution ofintegrated media campaigns. In this role, Steve planned and executed successfulcampaigns for leading brands, including FedEx Office, Continental Airlines,ConocoPhillips and The Scooter Store.Steve is an accomplished industry lecturer and thought leader. Steve speaksfrequently at industry events including OMMA, Search Engine Strategies, OnlineMarketing Summit, eMetrics Summit, Integrated Marketing Summit and others.Steve’s articles have been published by MediaPost, Online Media Daily, iMediaConnection, Marketing News and Bizjournals.com. Steve has been quoted in B2BMagazine, PR Week, Fortune and CNN.com.Steve received an MBA from Harvard Business School and a BBA from theUniversity of Oklahoma. You can read Steve’s blog at http://Attribution101.com. http://facebook.com/slatham http://twitter.com/stevelatham www.linkedin.com/in/stevelatham Attribution 101: Online Measurement © Encore Media Metrics 2011 10
    • Additional ConsiderationsDefining the right attribution model   What is the value of an impression vs. a click?   How will that vary based on the type of media?   How far back should you look?   How do you isolate online impact?Analytics platforms still miss a lot   Cookie deletion (still 30+%?)   Multiple devices (20%?)   Non-served ads (Google, Facebook)Calculating offline impact from online marketing Attribution 101: Online Measurement © Encore Media Metrics 2011 11
    • Adjusting Your DataAnalytics platforms overstate % of New vs. Returning visitors   Cookie deletion (30%)   Multiple devices (?%)How do we adjust?   Quantify the data that ! was lost   Adjust results accordingly176% adjustment?   How does this impact how! we measure media? Attribution 101: Online Measurement © Encore Media Metrics 2011 12
    • Some Things You Can Do Today 1.  Market testing 2.  Customer surveys 3.  Online surveys Attribution 101: Online Measurement © Encore Media Metrics 2011 13
    • Market TestingTo isolate the impact of media, conduct a market test   Conduct a campaign targeting a Geo or Product   Define the test and the control groups   Measure lift in traffic and conversions (via G.A. filters)Case study: regional campaign targeting Austin, TX   Results: 120% lift in traffic from Austin Attribution 101: Online Measurement © Encore Media Metrics 2011 14
    • Survey CustomersAsk customers if they…   Visit your site, facebook page, YouTube channel, etc. Define Test and Control groups Case study: Retailer asked customers how they heard about the sale (comparing Austin to other markets)Internet was referenced 4x more in Austin vs. other markets Attribution 101: Online Measurement © Encore Media Metrics 2011 15
    • Online SurveysUse 1-Question surveys to measure lift in awareness, consideration or preference from advertisingCompare results from Exposed vs. Control GroupCase study: Awareness-building campaign for eCardio   Used 1-Question survey to measure awareness vs. competitors   Exposed group showed 280% lift in awareness Attribution 101: Online Measurement © Encore Media Metrics 2011 16