TagMan and Attribution

TagMan & AttributionAdrian Nash, Head of Analytics & InsightLogan Tod & Co9th November 2011

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

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

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

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

TagMan and Attribution

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