"Campaign Attribution Model” by Umair Mohsin, Media Idee

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Presentation: Campaign Attribution Model
Speaker: Umair Mohsin Global Director MI Digital

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"Campaign Attribution Model” by Umair Mohsin, Media Idee

  1. 1. CAMPAIGN ATTRIBUTION MODEL – DIGITAL MEDIA A WORKSHOP BY UMAIR MOHSIN GLOBAL DIRECTOR, MEDIA IDEE
  2. 2. About Media Idee • Started in 2005. • Is now Pakistan’s first global agency with offices in UK, Dubai and Thailand. • Serving clients in 5 countries. • www.mediaidee.com
  3. 3. About Our Clients
  4. 4. L E T ’ S S TA R T
  5. 5. Our World “THE TRANSPARENCY IN ADVERTISING SPENDING IS APPROACHING UNPRECEDENTED LEVELS, AND THE EXPECTATION OF ACCOUNTABILITY AND PROVEN ROI IS COMING TO THE FOREFRONT OF MARKETING DEPARTMENTS - FAR DIFFERENT FROM THE DAYS OF MR. WANAMAKER, IN WHICH IT WAS ACCEPTABLE FOR A SUCCESSFUL CAPITALIST TO WASTE ONLY HALF OF THE ADVERTISING BUDGET.”
  6. 6. Conversion Example
  7. 7. 1. Paid Search
  8. 8. 2. Referral
  9. 9. 3. Organic Search
  10. 10. 4. Social - Twitter
  11. 11. 4. Email Link
  12. 12. 6. Direct
  13. 13. 7. Display
  14. 14. SALE
  15. 15. Live Preview
  16. 16. The Reality Where We Are Today
  17. 17. The Reality Today We 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 process Clicks don’t matter for measuring Display 8% of users contribute 80% of Display clicks
  18. 18. In reality, conversions take place over many days and across multiple channels.
  19. 19. Definition Marketing attribution is the practice of determining the role that channels play in informing and influencing the customer journey.
  20. 20. Should You Do It?
  21. 21. Faulty Logic ”Last Ad or Click” Model Attributes 100% of the credit for a conversion to the last ad seen or clicked. Is based on only a single engagement. Attribution to last click has forced marketers to allocate more budget to media that sit at the bottom of the conversion funnel like search.
  22. 22. How can we visualise our customer path to purchase? •If customer journeys are relatively simple with the majority converting on the first visit, then it’s unlikely that attribution modelling will give you such a great return on investment. •This is most likely where it’s a simple purchase such as flowers and where a trusted brand is involved with limited price or feature comparison. Q1. How complex are our customer journeys? •The next stage of analysis is to consider the sequence of media and How do different channel’s journeys vary during the path to purchase? Q2. How many visits involve a single visit before conversion? Q4. What is the different sequence of media prompting conversion? •If, when you investigate the number of visits per purchase, you find that over three quarters convert on the first visit the need for a conversion attribution study is going to be relatively small. •As a rule of thumb, if more than three quarters of your visitors convert on a single visit then channel interactions are less important. Q3. Number of touchpoints involved before conversion? •The next level of detail is to understand how many touchpoints or interactions with a brand occur before conversion. There be some interactions on other sites, particularly display ads which aren’t recorded in the site analytics.
  23. 23. Question: . How complex are our customer journeys? Is there a high amount of overlap between any channels on the multi-channel funnels overview report?
  24. 24. Question: Number of touchpoints involved before conversion? Are more than 20% of conversions multi-path?
  25. 25. Question: How many visits involve a single visit before conversion? Are more than 20% of conversions multi-day?
  26. 26. Q. What is the different sequence of media prompting conversion? Simple Media Sequences Complex Sequences
  27. 27. HOW TO BUILD AN ATTRIBUTION MODEL
  28. 28. Start by identifying your marketing goals. Are you focused on branding and awareness, lead generation, developing Step 1 new business, or repeat business? Are your current campaigns meeting these objectives?
  29. 29. Step 2 Develop a basic outline for your customer journey, including path length, time to conversion, and the relevant marketing channels. Look for key details: does the path differ based on the first touchpoint? Does it differ by order size or product category? Google Analytics
  30. 30. Think about how you assign credit to these interactions today – even if you’re new to attribution modeling, you surely have some Step 3 sort of intuitive model. What would happen if you valued interactions in the path differently?
  31. 31. Step 4 Define the role and expected impact of each campaign element. When you start modeling, check whether the models match or contradict your expectations.
  32. 32. NOW LET’S START WITH THESE BASIC ATTRIBUTION MODELS
  33. 33. Types Of Attribution Models
  34. 34. First Touch
  35. 35. First Touch Attributes 100% of the conversion value to the first channel with which the customer interacted. This model is appropriate if you run ads or campaigns to create initial awareness. For example, if your brand is not well known, you may place a premium on the keywords or channels that first exposed customers to the brand.
  36. 36. First Touch
  37. 37. Last Interaction Attributes 100% of the conversion value to the last channel with which the customer interacted before buying or converting. This model is extremely common – most likely you’re already using some version of it – so it’s a great baseline for comparison with other models.
  38. 38. Last Interaction If your ads and campaigns are designed to attract people at the moment of purchase, or your business is primarily transactional with a sales cycle that does not involve a consideration phase, the Last Interaction model may be appropriate.
  39. 39. Linear Gives equal credit to each channel interaction on the way to conversion. This model might be used if your campaigns are designed to maintain contact and awareness with the customer throughout the entire sales cycle. In this case, each touchpoint is equally important during the consideration process.
  40. 40. Linear
  41. 41. Time Decay
  42. 42. Time Decay Assigns the most credit to touchpoints that occurred nearest to the time of conversion. If the sales cycle involves only a short consideration phase – for example if you’re running a one or two-day promotion – then interactions that occurred a week earlier would have less value than those during the promotion window.
  43. 43. Time Decay
  44. 44. Position Based
  45. 45. Position Based Instead of giving all the credit to either the first or last interaction, you can split the credit between them. The Position Based model allows you to assign credit based on position in the customer journey. The first position highlights campaigns that introduce customers, while the last emphasizes those that close conversions. This model can be used to give more credit to those interactions, or to assign customized weights according to position.
  46. 46. Position Based
  47. 47. Model Attribution Tool - GA
  48. 48. Example
  49. 49. Step 5 Plan your next steps when you go back. If you learn that a certain campaign, source, or interaction is performing differently than expected, will you be able to take action to change it?
  50. 50. Questions To Take Home • • • • • • • • How long is my path to conversion? How many sales did a channel or keyword contribute to? Where in the path to conversion does a channel contribute (first, middle or last)? When does a channel or keyword contribute in the path to conversion? What are the channel and keyword combinations that work best? Where are performance partners (affiliates, referrals, etc) contributing? How could I improve my performance partners commercials terms? How does display and remarketing impact the path to conversion?
  51. 51. Summary One attribution model does not fit all • or a subset of the visits. Flexible allocation of sales across all Configurable rules for defining attribution period:• Fixed length of time. • Period defined by visit gaps. Configurable rules for weighting:• Control of channel weighting. • Control of brand weighting. • Control of chain position weighting. Allocation of multiple sale related values (e.g. margin).
  52. 52. Contact Info. Email: Umair.mohsin@mediaidee.com Twitter: @umairmohsin / @wearemidigital Blog: http://www.umairmohsin.com Company: www.midigital.co

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