© Copyright Tamar 2013
ATTRIBUTION MODELLING
Asad Imam, Head of Search
IMAGE © CHANEL
IMAGE © CHANEL
Originally from India
Graduate in Comp.
Sciences, India
Masters in E-Business,
Newcastle University
Head of...
TAMAR
18 Years of experience
Award-winning SEO in highly competitive markets
 
Industry-leading SEO expertise
Our sole foc...
© Copyright Tamar 2013
A wise man said....
"To guarantee success, spend 95% of your
time defining the problem and 5% of the...
© Copyright Tamar 2013
CUSTOMER JOURNEY SOUNDS LINEAR
!"#$%&'(
)&&*+
,-.&"-&.(
/0#1+
234+
© Copyright Tamar 2013
!"#$%&'(
)&*#+,-.#,(
/,0#"'1.#,(
2&1"*3(
451%61.#,(#0(
1%7&",1.5&2(
!6"*312&(
8&*-2-#,(
!#27(!6"*31...
Stats...woohoo!
© Copyright Tamar 2013
PURCHASE BEHAVIOUR...
© Copyright Tamar 2013
RESEARCH BEHAVIOUR...
© Copyright Tamar 2013
!"#$%&'(
)&*#+,-.#,(
/,0#"'1.#,(
2&1"*3(
451%61.#,(#0(
1%7&",1.5&2(
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!#27(!6"*31...
Source : zmags.com
DIGITAL REALITY : MULTIPLE TOUCHPOINTS
87,178,291,200
© Copyright Tamar 2013
TYPICAL SALES FUNNEL
Digital is highly integrated
Digital Touches the
customer throughout the
funne...
© Copyright Tamar 2013
Think of it this way...
What if they gave a medal only to the last runner?
© Copyright Tamar 2013
Not cool right!!!
© Copyright Tamar 2013
IN TERMS OF ANALYTICS PREVIOUSLY
Conversions = ££
© Copyright Tamar 2013
IN TERMS OF ANALYTICS NOW
Conversions = ££
Assisted Conversions
42%
© Copyright Tamar 2013
MULTI-CHANNEL ATTRIBUTION
“Marketing attribution is the
practice of determining the role that
chann...
© Copyright Tamar 2013
MULTI-CHANNEL ATTRIBUTION - ADC
Across Digital Channels
Source :www.kaushik.net
© Copyright Tamar 2013
BENEFITS OF MULTI-CHANNEL ATTRIBUTION
Source :www.econsultancy.com
©TAMAR2013
HOW TO GO ABOUT MULTI-CHANNEL ATTRIBUTION
Choose an attribution model - Default vs. Custom
An attribution model...
©TAMAR2013
CREATE YOUR OWN CUSTOM MODEL
•Use your own experience and theories on channel contribution
•Statistical analysi...
CHALLENGES
Source :www.econsultancy.com
SOLUTIONS
•Verify all your marketing channels are tracked
•All cookie-level data is available
•Identify a partner with ext...
© Copyright Tamar 2013
THANK YOU
Tamar SEO Speech - Attribution Modeling
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Tamar SEO Speech - Attribution Modeling

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In this day and age where consumers interact with you as a brand through multiple digital channel using multiple devices. In this presentation Tamar's Head of SEO argues how crucial it is to to have methods in place to give credit to all of your digital marketing channels with Attribution Modeling. The presentation also touches upon how attribution modeling makes it easy to create and compare models so you can improve your future marketing activities.

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Tamar SEO Speech - Attribution Modeling

  1. 1. © Copyright Tamar 2013 ATTRIBUTION MODELLING Asad Imam, Head of Search
  2. 2. IMAGE © CHANEL
  3. 3. IMAGE © CHANEL Originally from India Graduate in Comp. Sciences, India Masters in E-Business, Newcastle University Head of SEO, Tamar @iasad1 asad.imam@tamar.com
  4. 4. TAMAR 18 Years of experience Award-winning SEO in highly competitive markets   Industry-leading SEO expertise Our sole focus is on natural search - specialists   Fashion and retail thought-leaders Recognised as experts in retail and fashion SEO   Tool and technology agnostic IMAGE © CHANEL
  5. 5. © Copyright Tamar 2013 A wise man said.... "To guarantee success, spend 95% of your time defining the problem and 5% of the time solving it."
  6. 6. © Copyright Tamar 2013 CUSTOMER JOURNEY SOUNDS LINEAR !"#$%&'( )&&*+ ,-.&"-&.( /0#1+ 234+
  7. 7. © Copyright Tamar 2013 !"#$%&'( )&*#+,-.#,( /,0#"'1.#,( 2&1"*3( 451%61.#,(#0( 1%7&",1.5&2( !6"*312&( 8&*-2-#,( !#27(!6"*312&( $&315-#"( 5 STAGE DECISION MAKING PROCESS IN A PURCHASE
  8. 8. Stats...woohoo!
  9. 9. © Copyright Tamar 2013 PURCHASE BEHAVIOUR...
  10. 10. © Copyright Tamar 2013 RESEARCH BEHAVIOUR...
  11. 11. © Copyright Tamar 2013 !"#$%&'( )&*#+,-.#,( /,0#"'1.#,( 2&1"*3( 451%61.#,(#0( 1%7&",1.5&2( !6"*312&( 8&*-2-#,( !#27(!6"*312&( $&315-#"( REMEMBER THIS..
  12. 12. Source : zmags.com DIGITAL REALITY : MULTIPLE TOUCHPOINTS 87,178,291,200
  13. 13. © Copyright Tamar 2013 TYPICAL SALES FUNNEL Digital is highly integrated Digital Touches the customer throughout the funnel Digital is harder to measure Traditional Metrics Clicks Click through rates Conversions
  14. 14. © Copyright Tamar 2013 Think of it this way... What if they gave a medal only to the last runner?
  15. 15. © Copyright Tamar 2013 Not cool right!!!
  16. 16. © Copyright Tamar 2013 IN TERMS OF ANALYTICS PREVIOUSLY Conversions = ££
  17. 17. © Copyright Tamar 2013 IN TERMS OF ANALYTICS NOW Conversions = ££ Assisted Conversions 42%
  18. 18. © Copyright Tamar 2013 MULTI-CHANNEL ATTRIBUTION “Marketing attribution is the practice of determining the role that channels play in informing and influencing the customer journey” Google
  19. 19. © Copyright Tamar 2013 MULTI-CHANNEL ATTRIBUTION - ADC Across Digital Channels Source :www.kaushik.net
  20. 20. © Copyright Tamar 2013 BENEFITS OF MULTI-CHANNEL ATTRIBUTION Source :www.econsultancy.com
  21. 21. ©TAMAR2013 HOW TO GO ABOUT MULTI-CHANNEL ATTRIBUTION Choose an attribution model - Default vs. Custom An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths - Google analytics
  22. 22. ©TAMAR2013 CREATE YOUR OWN CUSTOM MODEL •Use your own experience and theories on channel contribution •Statistical analysis of your data to define the model •Analyse the converting and non-converting journeys to understand the tendancy to purchase for all touch points. All this should tell you - •How should the conversion value be shared between the contributing visits? •How should each channel be weighted? •How should you treat Brand vs non-brand and direct traffic •How should the marketing budget should be distributed
  23. 23. CHALLENGES Source :www.econsultancy.com
  24. 24. SOLUTIONS •Verify all your marketing channels are tracked •All cookie-level data is available •Identify a partner with extensive analytics experience •Understanding your multi-channel funnel reports •Invest in specialist analytics tools •Clarify the problem you are solving for your management team. O2S or AMS or ADC. •Start to experiment with the simple models •Create your own custom attribution model •Carry out controlled experiments with your different digital channels Measure outcomes. Go back. Analyze the data. Change some more. •Create a detailed monthly report •Create a process of continual improvement
  25. 25. © Copyright Tamar 2013 THANK YOU

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