[	
  Media	
  a(ribu,on	
  ]	
  
How	
  to	
  measure	
  cross-­‐channel	
  media	
  
  a3ribu5on	
  and	
  access	
  impa...
[	
  Overview	
  ]	
  
  Challenge:	
  establish	
  a	
  generic	
  model	
  to	
  accurately	
  
   a3ribute	
  conversi...
[	
  Methodology	
  part	
  1	
  ]	
  
  Development	
  of	
  a	
  single	
  source	
  of	
  truth	
  that	
  accurately	...
[	
  Single	
  source	
  of	
  truth	
  ]	
  

                               data	
  




                         ROAS	
...
[	
  De-­‐duplica,on	
  across	
  channels	
  ]	
  
                                                                      ...
[	
  De-­‐duplica,on	
  across	
  channels	
  ]	
  
                                                                      ...
[	
  Methodology	
  part	
  2	
  ]	
  
  Website	
  entry	
  survey	
  to	
  determine	
  the	
  origin	
  of	
  
   conv...
[	
  Website	
  entry	
  survey	
  ]	
  
 Greatest	
  Influencer	
  on	
  Branded	
  Search	
  /	
  STS	
  
   Channel	
   ...
[	
  Ad	
  server	
  exposure	
  test	
  ]	
  
        1	
                                User	
  qualifies	
  for	
  the	
...
[	
  Methodology	
  part	
  3	
  ]	
  
  Reality	
  check	
  and	
  defini5on	
  of	
  company	
  wide	
  cookie	
  
   ex...
[	
  Success	
  a(ribu,on	
  models	
  ]	
  
       Banner	
  	
       Paid	
  	
  
                                      ...
[	
  Sample	
  campaign	
  stacking	
  report	
  ]	
  
                                                           Chart	
 ...
[	
  Forrester	
  media	
  a(ribu,on	
  ]	
  
                                                         Chart	
  shows	
  a...
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
...
[	
  Con,nuous	
  op,miza,on	
  ]	
  	
  

                                    Data	
  




              Ac,on	
         ...
[	
  Best	
  prac,ce	
  approach	
  ]	
  

                          Con,nuous	
  op,miza,on	
  




     Research	
     S...
[	
  Wide	
  range	
  of	
  services	
  ]	
  
                      Data	
                              Insights	
        ...
[	
  Challenging	
  clients	
  ]	
  




9/18/09	
             ©	
  Datalicious	
  Pty	
  Ltd	
     18	
  
Ques,ons	
  
              cbartens@datalicious.com	
  

                     Updates	
  
               twi3er.com/datali...
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Multi-Channel Media Attribution

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September 2009

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Multi-Channel Media Attribution

  1. 1. [  Media  a(ribu,on  ]   How  to  measure  cross-­‐channel  media   a3ribu5on  and  access  impact  of   banner  view-­‐throughs  
  2. 2. [  Overview  ]     Challenge:  establish  a  generic  model  to  accurately   a3ribute  conversion  credits  to  each  channel  and   analyse  the  true  impact  of  banner  view-­‐throughs  in   par5cular.     Key  ques5ons:  Is  my  company  a3ribu5ng  the  right   amount  of  conversions  to  each  channel  or  some   channels  such  as  display  ads  geAng  to  much  credit?   What  would  be  the  op5mal  channel  mix  and  spend   to  op5mize  conversions?     Desired  outcome:  Iden5fy  the  op5mal  channel  mix   and  budget  for  each  and  if  possible  reduce  media   spend  in  some  channels  while  maintaining   effec5veness.   9/18/09   ©  Datalicious  Pty  Ltd   2  
  3. 3. [  Methodology  part  1  ]     Development  of  a  single  source  of  truth  that  accurately   tracks  all  campaign  touch  points  leading  up  to  a   conversion  event  in  one  central  repor5ng  plaRorm  to   enable  de-­‐duplica5on  across  mul5ple  channels  and   calcula5on  of  true  ROAS  (Return  On  Adver5sing  Spend).     Recorded  campaign  touch  points  should  include   responses  from  paid  and  organic  sources  as  well  as   online  and  offline  channels  plus  include  clicks  and  view-­‐ throughs  to  provide  maximum  accuracy.     Omniture  would  be  the  plaRorm  of  choice  due  to  its     flexibility  and  accuracy  but  sa5sfying  results  could  also  be   achieved  using  other  plaRorms  such  as  Google  Analy5cs.   9/18/09   ©  Datalicious  Pty  Ltd   3  
  4. 4. [  Single  source  of  truth  ]   data   ROAS   9/18/09   ©  Datalicious  Pty  Ltd   4  
  5. 5. [  De-­‐duplica,on  across  channels  ]   Instead  of  recording   Paid     Bid     Search   Mgmt   $   conversions  for  each  channel  in   separate  plaRorms,  ul5mately   leading  to  sales  being  recorded   mul5ple  5mes  due  to  the  fact   Banner     Ads   Ad     Server   $   that  more  than  one  channel   usually  contributes  to  a  final   conversion,  all  campaign  touch   points  should  be  tracked  and   Email     Email   $   analyzed  in  one  central   Blast   PlaGorm   analy5cs  plaRorm  to  enable   de-­‐duplica5on  and  comparison   of  performance  across   Organic   Google   channels.   Search   Analy,cs   $   9/18/09   ©  Datalicious  Pty  Ltd   5  
  6. 6. [  De-­‐duplica,on  across  channels  ]   Instead  of  recording   Paid     Search   $   conversions  for  each  channel  in   separate  plaRorms,  ul5mately   leading  to  sales  being  recorded   mul5ple  5mes  due  to  the  fact   Banner     Ads   $   that  more  than  one  channel   usually  contributes  to  a  final   Central   Analy,cs   conversion,  all  campaign  touch   PlaGorm   points  should  be  tracked  and   Email     $   analyzed  in  one  central   Blast   analy5cs  plaRorm  to  enable   de-­‐duplica5on  and  comparison   of  performance  across   Organic   channels.   Search   $   9/18/09   ©  Datalicious  Pty  Ltd   6  
  7. 7. [  Methodology  part  2  ]     Website  entry  survey  to  determine  the  origin  of   conversions  currently  a3ributed  to  direct  site  visits  as   well  as  branded  organic  and  paid  search  responses  (i.e.   search  terms  that  contain  the  brand).     Direct  website  visits  and  branded  searches  should  not   receive  credit  for  conversions  as  these  channels  most   likely  were  not  the  source  of  the  generated  awareness.     In  addi5on  to  recording  view-­‐throughs  in  the  central   campaign  stacking,  an  ad  server  exposure  test  is   recommended  to  establish  the  incremental  increase  in   search  traffic  and  conversions  due  to  display  campaigns   (i.e.  banners  ads  lead  to  an  increases  in  searches  if  they   are  not  clicked  on).   9/18/09   ©  Datalicious  Pty  Ltd   7  
  8. 8. [  Website  entry  survey  ]   Greatest  Influencer  on  Branded  Search  /  STS   Channel   %  of  influence   Word  of  Mouth   32%   De-­‐duped  Campaign  Report   { Blogging  &  Social  Media   24%   Channel   %  of  conversions   9%   Straight  to  Site   27%   Newspaper  Adver5sing   14%   SEO  -­‐  Branded   15%   Display  Adver5sing   7%   SEM  -­‐  Branded   9%   Email  Marke5ng   SEO  -­‐  Generic   7%   Paid  Search  -­‐  Generic   14%   SEM  -­‐  Generic   14%   Conversions  a3ributed  to  search  terms   Display  Adver5sing   7%   that  contain  brand  keywords  and  direct   Affiliate  Marke5ng   9%   website  visits  are  most  likely  not  the   Referrals   5%   origina5ng  channel  that  generated  the   7%   Email  Marke5ng   awareness  and  as  such  conversion   credits  should  be  re-­‐allocated.     9/18/09   ©  Datalicious  Pty  Ltd   8  
  9. 9. [  Ad  server  exposure  test  ]   1   User  qualifies  for  the  display  campaign   (if  the  user  has  already  been  tagged  go  to  step  3)   1st  impression   2   Audience  Segmenta,on   10%  of  users  in  control  group,  90%  in  exposed  group   User  tagged  with  segment   Measurement:   Conversions  per   1000  unique   Control   Exposed   visitors   (displayed  non-­‐branded  message)   (displayed  branded  message)   N  impressions   User  remains  in  segment   3   Control   Exposed   (displayed  non-­‐branded  message)   (displayed  branded  message)   9/18/09   ©  Datalicious  Pty  Ltd   9  
  10. 10. [  Methodology  part  3  ]     Reality  check  and  defini5on  of  company  wide  cookie   expira5on  policies  for  the  various  channels  to   guarantee  accuracy  of  a3ribu5on  model.       Development  of  customized  success  a3ribu5on   model  following  the  principles  and  methods   suggested  by  Forrester  and  including  data  from   campaign  response  tracking,  website  entry  survey   and  ad  server  exposure  test.     One-­‐off  summary  report  of  findings  plus  automa5on   of  media  a3ribu5on  report  delivery  via  a  customized   online  dashboard  to  increase  ma3er  awareness   within  the  company.   9/18/09   ©  Datalicious  Pty  Ltd   10  
  11. 11. [  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   9/18/09   ©  Datalicious  Pty  Ltd   11  
  12. 12. [  Sample  campaign  stacking  report  ]   Chart  shows   percentage  of   channel  touch   points  that  lead   to  a  conversion.   Neither  first     nor  last-­‐click   measurement   would  provide   true  picture     9/18/09   ©  Datalicious  Pty  Ltd   12  
  13. 13. [  Forrester  media  a(ribu,on  ]   Chart  shows  an   example  only,   a3ribu5on  model   needs  to  be  defined   for  each  company   separately  based  on   their  individual   success  metrics  (and   cookie  expira5on   policies).   9/18/09   ©  Datalicious  Pty  Ltd   13  
  14. 14. 101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010   [  About  Datalicious  ]   9/18/09   ©  Datalicious  Pty  Ltd   14  
  15. 15. [  Con,nuous  op,miza,on  ]     Data   Ac,on   Insights   9/18/09   ©  Datalicious  Pty  Ltd   15  
  16. 16. [  Best  prac,ce  approach  ]   Con,nuous  op,miza,on   Research   SEM   SEO   Tes5ng   Targe5ng   Analy,cs  framework   9/18/09   ©  Datalicious  Pty  Ltd   16  
  17. 17. [  Wide  range  of  services  ]   Data   Insights   Ac,on   Web  Analy,cs  Solu,ons   Keyword  Research   Search  Lead  Media   Marke,ng  System  Integra,on   Campaign  Repor,ng   Campaign  Op,misa,on   Cross  Channel  Media  Tracking   Segmenta,on/Data  Mining   Internal  Search  Op,misa,on   Online  Surveys/Panels   Quan,ta,ve  Research   Targe,ng/Merchandizing   Omniture  Specialists   Market/Consumer  Trends   A/B,  Mul,variate  Tes,ng   Google  Analy,cs  Specialists   Compe,tor  Analysis   Staff  Training/Workshops   9/18/09   ©  Datalicious  Pty  Ltd   17  
  18. 18. [  Challenging  clients  ]   9/18/09   ©  Datalicious  Pty  Ltd   18  
  19. 19. Ques,ons   cbartens@datalicious.com   Updates   twi3er.com/datalicious   blog.datalicious.com   9/18/09   ©  Datalicious  Pty  Ltd   19  

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