Why does Search Get Credit
for Everything?
Presented by:
Bill Hunt & Kevin Ryan
Thursday, August 21, 2008

Finalists
Best Use of Local Search
The Container Store (Range)
Storage West Self Storage (Young &
Associates)
US Small Business Administration-Business
Gateway Initiative
Best Integration of Search with Other Media
SEO-PR
The Tudors/Showtime (Outrider)
Jaguar XF Oscars (MEC Interaction)

Winners!
Best Use of Local Search
US Small Business Administration-Business
Gateway Initiative
Best Integration of Search with Other Media
The Tudors/Showtime (Outrider)

Finalists
Most Effective Use of Web Analytics
World Travel Holdings - CruisesOnly.com
(iProspect)
iCrossing Measures Results with Mazda
Analytics (iCrossing)
Four Seasons Hotels and Resort (Acronym
Media)

Winners!
Most Effective Use of Web Analytics
Four Seasons Hotels and Resort
(Acronym Media)

Today’s Panelists
• Randy Peterson
Search Marketing Innovation Manager
Procter and Gamble
• Mikel Chertudi
Sr. Director, Online & Demand Marketing
Omniture
• Sharon Gallacher
West Coast Managing Director
Neo@Ogilvy

Media Spending Mix

What a great Year!
TV generated $200 million in revenue
Search generated $250 million in
But we only sold
revenue
$100 Million in
products?
Print generated $100 million in revenue
Direct generated $20 million in revenue

Attribution Is…
Assigning accurate value
Sales or marketing
Results expended
Media that created the value

Example: User clicks on all three, which
media gets credit?
1. Display Banner 2. e-Mail 3. Paid Search

What can go wrong?
Marketing over spends
Under spends
Attributing too much or little

What happens?
Unhealthy tension
Marketing managers fight
Budget and contribution
credit?

What happens?
Misguided investment
People and $$$$$
Budgeting/forecasting?

Majority of recent conversations
with Search Managers have
indicated there is some level of
resentment to Search’s credit
for conversions

Is there really an attribution
problem or are the other forms
of marketing just jealous?

What are you measuring?
Pre-Metrics
Impressions, Clicks, CPC
Post Metrics
Orders, sales, customers, Lifetime Value

Don’t Overwrite Objectives
Ad Objective: Site Objective: Remarket Objective:
Acquire Visitors Conversion Repeat Order / Cross-Sell

Most attribute
success/conversion to the last
action and all decisions are
based on these metrics.
Is this wrong?

Is it possible to set up a fair and
balanced program that gives
credit where credit is due?

Multi-Contact Attribution Model

What are the major causes or
variables of these attribution
problems?
Can they be fixed?

Possible Solution
Source: Omniture Inc.,

If we solve the technology
problem but can we change
the hearts and minds of fellow
marketers?

Tips for Success
Have you covered the
basics?

Tips for Success
Define your goals effectively

Tips for Success
Define the “value” of actions

Tips for Success
What is your bounce rate?
Anyone can take credit for a
5% click rate – the real pro
can reduce a 95% exit rate

Tips for Success
Look for tools or indicators
that you have in other
media to help indicate
impact and success

Tips for Success
Create an attribution model,
using data available.

Tips for Success
Get comfortable with not
having a perfect answer

Tips for Success
Standardize Tracking and
Marketing Apps on One
System

Tips for Success
Measure all Views: 1 st,
last,
and shared; Create a
baseline using “last”

Tips for Success
Don’t Overwrite Metrics and
Objectives – track
separately:
1.Acquire Visitors
2.Conversion
3.Remarket

Tips for Success
For a best-practice guide and webinar on this
topic go to:
omniture.com/7attributions
or
www.enterprisesem.com

Questions?