Paid Search Analytics and Multi-Touch Attribution Analysis

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The digital marketing world is changing. With all the new advertising options and data surrounding us, new ways to measuring performance other than last click are emerging. The good news is there isn’t a right answer, it’s a process of getting less wrong. Get ideas on how to start and tips on where to focus.

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Paid Search Analytics and Multi-Touch Attribution Analysis

  1. 1. Search for causation, not correlation
  2. 2. 79% of Direct Mail (snail mail) acquisitions have navigational brand activity from a search or site visit…
  3. 3. No one-size fits all model, but you’ll learn to be less wrong over time…
  4. 4. Split Personality: SEM + Evangelism
  5. 5. Multi-Channel Attribution Overview Potpourri: 5 Test Points
  6. 6. Last Year 44% had no attribution model None First or last click Even-weighted Custom weights via business rules Algorithmic Other 44% 30% 17% 17% 11% 1% Source: Forrester Research Marketing Executive Panel (2012) Base: 267 interactive marketing executives; respondents selected all answers that apply
  7. 7. Options for Attribution Models
  8. 8. • Close to purchase action • Less data required • Values introducers and display tools for generating interest (prospecting) • Recognizes value in for introducers and influencers • Rewards branded search & retargeting • Hurts display ads before first brand or site engagement • Unconnected to action or measureable influence • Arbitrary time window, could be weeks or months • Rewards high volume, low quality touches
  9. 9. Before You Start
  10. 10. Clicks to Bricks
  11. 11. Retail Ad Spend Trends By Channel 60.0% 8.6% 14.5% 5.6% 5.0% 6.2% % Makeup Interactive Portfolio 2012 (F) vs. 2016 (F) Paid search SEO Display Email Social Mobile 52.8% 6.3% 17.1% 4.5% 6.2% 13.2%
  12. 12. Offline to Online Online to Offline Display Impact Direct Mail TeleSales Impact Hypothesis Tests Adding Offline Presence drives 20%+ in major markets Online Store + Brick & Mortar Online Store Only New Brick & Mortars
  13. 13. Offline to Online Online to Offline Display Impact Direct Mail TeleSales Impact Hypothesis Tests
  14. 14. For a typical multi- channel retailer, over 90% of transactions happen in store. For every $1 of ecommerce revenue generated from paid search, [there is] another $6 of in- store revenue. Situation: Rapid expansion of retail footprint and digital presence created need to understand online to in-store correlations Approach: Team started measuring online visitors who clicked on the “get directions” and “Email/Text/Print Store info” as a key indicator of a customer’s visit to the store.
  15. 15. A cookie was attached to the email receipt customers received after completing an in-store purchase, tying it back to their original visit to the online site. Over time Microsoft was able to attribute an in- store value to each end action a customer takes online. Like every technique, this is not perfect because it doesn’t take into account device breakage (i.e. when a customer clicks “get directions” on one computer but opens sales receipt on another device) or email collection drop (folks that don’t provide an email for a receipt) but overtime you can find good dependable estimates for these two “leakages” and adjust your sales results accordingly.
  16. 16. PURCHASEINSTORE RECEIPT TAGS DETECTED CREDIT GIVEN SEND RECEIPT BY EMAIL ONLINE ADS EMAIL OPENED PIXEL FIRED Use emails for in-store events to increase coverage
  17. 17. Each time a visitor registered for an event, a conversion event was recorded - estimating how many visitors were sent to the store through these online ads. The average purchase an attendee makes at an event determined the value associated with the event registration. This created a parameter on how much to spend on event related ads going forward.
  18. 18. Start Small. Start with High Value Touches.
  19. 19. Offline to Online Online to Offline Display Impact Direct Mail TeleSales Impact Hypothesis Tests
  20. 20. Offline to Online Online to Offline Display Impact Direct Mail TeleSales Impact Hypothesis Tests 12% 26% 40% 41% 44% 58% 40% 59% 1 2 3 4 5 6 7 8+ Average = +23%
  21. 21. Offline to Online Online to Offline Display Impact Direct Mail TeleSales Impact Hypothesis Tests Unique coupon codes, hidden URL (bingads.com/offer) & unique phone #
  22. 22. Direct Mail leads to Navigational Activity
  23. 23. Offline to Online Online to Offline Display Impact Direct Mail TeleSales Impact Hypothesis Tests Average Rev. Lift x4.8 Online Media 2.4 Direct Site Visit 5.1 Web Marketing 7.8
  24. 24. Offline to Online Online to Offline Display Impact Direct Mail TeleSales Impact Hypothesis Tests
  25. 25. Next Steps
  26. 26. Start Small. But just start.

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