Topic 2: Multi-Touch Attribution (MTA)What is cross-channel, ormulti-touch attribution?
MTA Overview First Click Last Click Equal Weighted 100% 0% 0% 0% 0% 100% 33% 33% 33% 15% 35% 50% • Basic approach • Most common • Moderate • Most sophis,cated approach sophis,ca,on • First interac,on • Each interac,on receives 100% • Last interac,on • Each interac,on propor,onately receives 100% receives equal weighted • Not accurate representa,on • Not accurate • Good direc,onal • Most accurate representa,on perspec,ve representa,on Low High Sophis,ca,on Sophis,ca,on
Key Areas to Focus• AUDIENCE: Who you are sending? • CHANNELS: Where you are sending them from? • CREATIVE: What are they seeing that is driving their response? • CONTENT: What do they do when they land on your site? • ACTIONS: What content drives con,nued ac,on?
Sample Integrated Report • Channel performance • Top ﬁrst touch channels • Top last touch channels • Average touches • Average latency • Touch distribu,on • Paths to convert • Role of channels
Campaign Attributes• Campaign Type: Seasonal Promo,on • Campaign Name: Back to School 2012 • Campaign Goal: Target college students • Launch: July 2012 • End: September 2012
Audience Attributes• Gender: Male • Age: 18-‐24 years old • Geo: In the United States • SituaLon: Going oﬀ to college • ObjecLve: Looking for a new laptop • Focus: Focused on portability vs. processing power • Desire: Want something cool and cu`ng edge • Digital Space: Highly engaged in social media • PlaVorm: Highly engaged on mobile
Media Attributes• PlaVorm: device where user is exposed to media • Channel: types of media you buy • Publisher: sites where users are exposed to media • TacLc: method for delivering media • Placement: name of the ad that is displayed • CreaLve type: method for delivering message • CreaLve size: size of the actual placement displayed • CreaLve name: version of the ad displayed
Site & Content Attributes• LocaLon: where on the site the ac,on takes place • Category: the general category of the ac,on • Name: the actual name of the ac,on • Type: the type of ac,on performed
Webtrends Tags• Base JS tag: standard tag for Webtrends Analy,cs that generates a log entry • WT.mc_id: Webtrends campaign ID (used to capture media placement IDs) • WT.tsrc: Webtrends traﬃc source parameter (used to capture organic sources) • WT.z_loc: Custom tag (used to track where on the site an ac,on occurs) • WT.z_cat: Custom tag (used to specify the category of ac,ons) • WT.z_name: Custom tag (used to specify the name of an ac,on) • WT.z_type: Custom tag (used to specify the type of ac,on)
Media Metrics• Spend: how much am I paying to get my message out there? • Impressions: how many eyeballs are exposed to my message? • Responses: how many people are compelled by my message? • Response Rate: how eﬃcient is my media at ge`ng people to respond? • Cost per Response: how much does it cost me to get a visit to my site?
Web Metrics• Visitors: unique number of people who came to your site • Visits: number of sessions on your site • Bounce Rate: % of people who landed on your site but did not engage further • Visits per Visitor: number of ,mes people return to your site • Return Visit Rate: % of total traﬃc who come back to your site • Visit DuraLon: length of an average session on your site • Views: number of pages rendered on your site • Views per Visit: average number of pages rendered in a session • Conversion AcLons: number of engagement ac,ons performed • Conversion Rate: rate at which engagement ac,ons are performed • Cost per Conversion: cost of driving a user to engage • AOV (if ecommerce): average size of an order placed on your site
Linking Systems Together • Aligning media IDs to WT.mc_id enables integra,on • Several dependencies to ensure process works as expected o Ability for agency to pass media ID value used by ad traﬃcking tool as value in Webtrends parameter o Standardiza,on of naming conven,ons in the lookup o The ability for agency to provide campaign lookup ﬁle
Webtrends SolutionWebtrends provided Microsoft with end-to-end support through campaign planning,vendor management, and ongoing analysis and recommendation
Business Value • Unified measurement approach • Consistency in tagging and tracking • Adoption of standardized processes • Automated reporting • Quick time to analysis • Actionable insight and recommendations