Channel A)ribu.on: Where, What, How and Why Grace Chu Alex Crompton Leila Seith Hassan
Duplica.on across channels Paid Bid Search Mgmt $ Banner Ad Ads Server $ Email Email Blast Pla8orm $ Organic Google Search Analy<cs $
Success a)ribu.on models Banner Paid Organic Success Last channel Search Ad Search $100 $100 gets all credit Banner Paid Email Success First channel Ad $100 Search Blast $100 gets all credit Paid Banner Aﬃliate Success All channels get Search Ad Referral $100 $100 $100 $100 equal credit Print Social Paid Success All channels get Ad Media Search $33 $33 $33 $100 par<al credit
First and last click a)ribu.on Chart shows percentage of channel touch points that Paid/Organic Search lead to a conversion. Neither first Emails/Shopping Engines nor last-click measurement would provide true picture
Campaign ﬂow and calls to ac.on = Paid media Organic PR, WOM, search events, etc = Viral elements = Coupons, surveys YouTube, Home pages, Paid TV, print, blog, etc portals, etc search radio, etc Direct mail, Landing pages, Display ads, email, etc oﬀers, etc aﬃliates, etc C1 C2 CRM Facebook program TwiNer, etc C3 POS kiosks, Call center, loyalty cards, etc retail stores, etc
Where to collect the data Ad Server Web Analytics Banner impressions Referral visits Banner clicks Social media visits + Organic search visits Paid search clicks Paid search visits Email visits, etc Lacking banner Lacking organic visits impressions More granular & complex Less granular & complex
Inhibitors to Channel A)ribu.on • Data in siloed plaJorms – no single source of truth • Inadequate Tracking • Communica.on between agencies / teams • Oﬄine channels are ignored • Perceived cost / .me / skill barriers • Cookie expira.on
Research Online Purchase Oﬄine business models deﬁne a.ribu0on Product purchase/arrange channels for consumers who conducted research online High Interest Transaction Credit Personal Home Savings Account Card Loan Loan
Online & oﬄine marke.ng complement 37% of online search are triggered by TV Ad 30% of online search are triggered by Newspaper Ads 17% of online search are triggered by Radio Ads Source: iProspect “Oﬄine channel inﬂuence on Online Search Behaviour (Q. Which of the following prompted you to use an internet search engine to look for informa.on on a certain product, service, company or slogan? Select all that apply ; Google; T&S
CPA diﬀers by channel over .me Key variables: budget, campaign efficiency, web functionality Source: FirstClick client case study, 2009
CPA diﬀers by products Key variables: product, budget, campaign efficiency, web functionalitySource: FirstClick retail banking analysis, 2009
Framework and Considera.ons 1. Business Models 3. Capabili.es Requirement – Lifecycle: Acquisi.on v.s. – Tracking/Analy.cs Reten.on – Repor.ng and Analysis – Consumer sales life cycle – Op.misa.on & Tes.ng – Value per customer life stage 2. Value by Channels Addi.onal: Business Processes – ROI (Margin) v.s. cost per – Top-‐ down buy-‐in channel – Stakeholder Management – Online v.s. Oﬄine – Decision –making process – Time-‐lag impact
A real world example -‐ Aussie • A home is the most expensive thing you’ll ever buy • The 2nd? Your mortgage! • The ul.mate high considera.on purchase
Last click shouldn’t win Introducer Inﬂuencer Inﬂuencer Closer LAST CLICK 0% 0% 0% 100% “Last Click” model is fundamentally ﬂawed in a high considera.on purchase -‐ Each channel cannot be isolated and measured separately.
Start with even a)ribu.on Introducer Inﬂuencer Inﬂuencer Closer EVEN 25% 25% 25% 25%
Then get really smart Get a macro view of exactly what each of your channels is doing for you at eachstage of the funnel and what its ROI is
So what? Customise your messaging to the Plan your media spend be)er and posi.on it occupies it plays within the make it more eﬀec.ve without sales funnel to make it more relevant increasing your budgets and eﬀec.ve A real focus on channel a)ribu.on allows you to Take your CPAs down to a more Shut down the subjec.ve granular level and ﬁnally look at conversa.ons with data! channel based ROI Maybe even keep Finance happy!
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