TagMan & AttributionAdrian Nash, Head of Analytics & InsightLogan Tod & Co9th November 2011
Logan Tod & Co: Europe’s leading online optimisation& analytics consultancy          Retail        Finance         Travel ...
Consider the consumer purchasing journey time                                                                        70%  ...
The current measurement model is very simplistic     © 2011            29/11/2011                  4
The real Single View is very complex indeed      © 2011            29/11/2011            5
Is a single ‘best’ what now?              So attribution model the right goal ?•   Danger of diminishing returns seeking ‘...
What does best practice look like?“...given a choice, it‟s more important to be precise thanaccurate – reproducibility is ...
High level attribution framework Evaluation & Iteration                                      Discovery • Hypotheses       ...
TagMan data > attribution insight                           Customer           Behavioural                TagMan          ...
Questions, comments or thoughts?      Adrian Nash, Head of Insight and Analytics                     @logantod            ...
Upcoming SlideShare
Loading in...5
×

TagMan and Attribution

1,077

Published on

Presentation by Adrian Nash, head of analytics, at Logan Tod at the TagMan client event TagMeet 2

Published in: Technology, Sports
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,077
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
21
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

TagMan and Attribution

  1. 1. TagMan & AttributionAdrian Nash, Head of Analytics & InsightLogan Tod & Co9th November 2011
  2. 2. Logan Tod & Co: Europe’s leading online optimisation& analytics consultancy Retail Finance Travel Technology, Media & Consumer & Utilities & Leisure & Telecom © 2011 29/11/2011 2
  3. 3. Consider the consumer purchasing journey time 70% purchases completed Standard cookie window (30 days) 30% purchases not completed Source: Google/Nielsen NetView – Beyond Last Click © 2011 29/11/2011 3
  4. 4. The current measurement model is very simplistic © 2011 29/11/2011 4
  5. 5. The real Single View is very complex indeed © 2011 29/11/2011 5
  6. 6. Is a single ‘best’ what now? So attribution model the right goal ?• Danger of diminishing returns seeking ‘perfect’ attribution models• Objective should be reducing uncertainty enabling better decision making• Actionable & repeatable insights are the real goal © 2011 29/11/2011 6
  7. 7. What does best practice look like?“...given a choice, it‟s more important to be precise thanaccurate – reproducibility is more important (especially tomanagement) than getting the exact number right.” Jim Novo - 2007 Chart source – Omniture blog © 2011 29/11/2011 7
  8. 8. High level attribution framework Evaluation & Iteration Discovery • Hypotheses • Workshop • Performance • Objectives • Model „precision‟ • Final visualisation • Knowledge sharing • Data preparation • Accuracy • Integration Evaluation Discovery • Marketing Classification • Forecasting Testing Attribution Testing Attribution modelling • Hypothesis generation • Credit allocation • Test design • Scorecards • Success criteria • Advanced models • Test execution • Visualisation • Insight © 2011 29/11/2011 8
  9. 9. TagMan data > attribution insight Customer Behavioural TagMan Context data data data (WA) ETL Quantivo Modelling Visualisation © 2011 29/11/2011 9
  10. 10. Questions, comments or thoughts? Adrian Nash, Head of Insight and Analytics @logantod Adrian.nash@logantod.com © 2011 28th March 2011 29 November, 2011 Page 23 10
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×