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The Case for Conversion Attribution: Kenshoo and Figaro Digital Seminar

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Kenshoo Research Analytics Team Lead, Yossi Synett, discusses the topic of conversion attribution at a Kenshoo and Figaro Digital Seminar in August 2012.

Kenshoo Research Analytics Team Lead, Yossi Synett, discusses the topic of conversion attribution at a Kenshoo and Figaro Digital Seminar in August 2012.

Published in: Technology, Design

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  • 1. Smart Reinvestment:The Case for Conversion Attribution23 August 2012Yossi Synett – Research Analytics Team Lead 1
  • 2. History of Attribution Reinvestment = AttributionAgenda Types of Attribution Models Viewing Data via Different Models How to choose the right model 2
  • 3. History of Conversion Attribution 3
  • 4. The early days of PPC 2003 Yahoo! buys Overture 2002 AdWords goes to PPC Model 4
  • 5. The assumption: One Conversion = One Click 5
  • 6. Discovering the need for conversion attribution Green T-Shirt Blue T-Shirt Red T-Shirt Great Prices Great Prices XL Size Available T-shirt.com T-shirt.com T-shirt.com Keyword 1 Keyword 2 Keyword 3 Last Click Attribution Model: •Solves conversion duplication issue •Assumes last click is most important 6
  • 7. Reinvestment = Conversion Attribution 7
  • 8. Reinvestment based on dataAll strategic decisions in Paid Search are based on data Forecasting & Scenarios Algorithm Configuration Algorithm Selection Geographies Devices Sites and Content Campaign Structure Ad Copy & Testing Keyword Selection Attribution Model Multi-Channel Data Connections Multi-Source Data Reconciliation 8
  • 9. GroovyTravel.com investment strategy (with last touch attribution) cheap flights to Mexico GroovyTravel.com Total ROAS = 1.88 ROAS = 0.83 ROAS = 5 9
  • 10. GroovyTravel.com investment strategy (with last touch attribution) cheap flights to Mexico GroovyTravel.com Total ROAS = 1.63 ROAS = 0.9 ROAS = 2 10
  • 11. GroovyTravel.com path to conversion 11
  • 12. GroovyTravel.com investment strategy (with divide equally attribution) cheap flights to Mexico GroovyTravel.com Total ROAS = 1.88 ROAS = 1.54 ROAS = 2.88 12
  • 13. GroovyTravel.com investment strategy (with divide equally attribution) cheap flights to Mexico GroovyTravel.com Total ROAS = 1.64 ROAS = 1.38 ROAS = 2.33 13
  • 14. Last Click Attribution UndervaluesFB Performance Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution First Prefer Distribute U-Shaped Prefer Last Only First Evenly Last Touch • Last Touch 20% 40% 60% 80% 100% 14
  • 15. Last Click Attribution UndervaluesFB Performance Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution First Prefer Distribute U-Shaped Prefer Last Only First Evenly Last Touch • Prefer Last • Last Touch 20% 40% 60% 80% 100% 15
  • 16. Last Click Attribution UndervaluesFB Performance Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution First Prefer Distribute U-Shaped Prefer Last Only First Evenly Last Touch • U-Shaped • Prefer Last • Last Touch 20% 40% 60% 80% 100% 16
  • 17. Last Click Attribution UndervaluesFB Performance Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution First Prefer Distribute U-Shaped Prefer Last Only First Evenly Last Touch • Distribute Evenly • U-Shaped • Prefer Last • Last Touch 20% 40% 60% 80% 100% 17
  • 18. Last Click Attribution UndervaluesFB Performance Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution First Prefer Distribute U-Shaped Prefer Last Only First Evenly Last Touch • Prefer First • Distribute Evenly • U-Shaped • Prefer Last • Last Touch 20% 40% 60% 80% 100% 18
  • 19. Last Click Attribution UndervaluesFB Performance Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution First Prefer Distribute U-Shaped Prefer Last Only First Evenly Last Touch • First Only •Prefer First • Distribute Evenly • U-Shaped • • Last Touch 20% 40% 60% 80% 100% 19
  • 20. Types of Attribution 20
  • 21. Attribution Models: Last click Blue T-Shirt Red T-Shirt Green T-Shirt Great Prices XL Size Great Prices Available T-shirt.com T-shirt.com T-shirt.com Keyword 1 Keyword 2 Keyword 3 Industry Default Model 21
  • 22. Attribution Models: Linear Blue T-Shirt Red T-Shirt Green T-Shirt Great Prices XL Size Great Prices Available T-shirt.com T-shirt.com T-shirt.com Keyword 1 Keyword 2 Keyword 3 Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 22
  • 23. Attribution Models: Non Linear Blue T-Shirt Red T-Shirt Green T-Shirt Great Prices XL Size Great Prices Available T-shirt.com T-shirt.com T-shirt.com Keyword 1 Keyword 2 Keyword 3 Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 23
  • 24. Attribution Models: Distribute evenly Blue T-Shirt Red T-Shirt Green T-Shirt Great Prices XL Size Great Prices Available T-shirt.com T-shirt.com T-shirt.com Keyword 1 Keyword 2 Keyword 3 Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 24
  • 25. Attribution Models: Single Point Blue T-Shirt Red T-Shirt Green T-Shirt Great Prices XL Size Great Prices Available T-shirt.com T-shirt.com T-shirt.com Keyword 1 Keyword 2 Keyword 3 Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 25
  • 26. Viewing Data via Different Models 26
  • 27. Considering multiplechannels using the KenshooAttribution Model SimulatorLeading pet supply cataloger usinglast touch attributionBrought data from variouschannels (e-mail, CSE, display)into KenshooUsing the Kenshoo AttributionModel Simulator, they were ablesee the best and worst case ROIfor a given channel under differentmodelsThey could also determine whichmodel was the best fit for theirbusiness by seeing how differentchannels would benefit or losefrom changing models 27
  • 28. Case Study: Moving away from last click U.S. national service center chain increases ROI by changing attribution model following a multi-model attribution analysis ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Key Lessons• Different regions have different behaviors• Last click model was holding back potential new to file customers• Prefer last model better allocated money 28
  • 29. How to choose the right model 29
  • 30. Get insights• Any single model will only show a single viewpoint, compare different models for the most comprehensive view• Lower costs by pruning ads that have no touch-points in any conversion attribution model• Expand assisting keywords to find new traffic generators and widen you market reach• Don’t miss the forest for the trees, apply real world categories and use your own business logic to make attribution model decisions ❙[Don’t worry, Kenshoo can help with this] 30
  • 31. Thank you 31