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MULTI-TOUCH CONVERSION TRACKING

Path to Conversion and Conversion
Attribution

16 April 2009
MEDIA INTERACTION




             2
MEDIA INTERACTION: Purchase Funnel

                                                           In 1898 Elmo Lewis
        ...
MEDIA INTERACTION: Traditional


                                      Different marketing
                    Build aware...
MEDIA INTERACTION: Internet




                              Ability to track
                               results and
...
MEDIA INTERACTION: Internet

     Internet= Measurement                                             Untapped Measurement

...
MEDIA INTERACTION: Internet
The “Last Ad Click” attributes 100% of the credit to the last click




                      ...
MEDIA INTERACTION: Internet
 •   The flaws of the “Last Ad Clicked”
      – What is the interaction between different medi...
PATH-TO-CONVERSION
ANALYSIS




             9
CAMPAIGN PATH-TO-CONVERSION: Event Breakdown



      Events/Conversions Summary
     –   Total Events: 27,654
     –   To...
CAMPAIGN PATH-TO-CONVERSION
   Path Size by Number of Conversions and Category




                                       ...
CAMPAIGN PATH-TO-CONVERSION: Time Lag




•It takes time to convert users
•Almost half of all events occurred
more than 1 ...
CAMPAIGN PATH-TO-CONVERSION: Category
Summary




 •   With Path-to-Conversion reporting, the typical measure of conversio...
CAMPAIGN PATH-TO-CONVERSION: Category
Influence




 • “Winning Category” refers to the category that received credit for
...
CAMPAIGN PATH-TO-CONVERSION:
Display/Search/Mail
                                                         There were 4,302...
CAMPAIGN PATH-TO-CONVERSION: Site
Performance




 •   SmartMoney generated:
      –   +34.6% of the total impressions
   ...
CAMPAIGN PATH-TO-CONVERSION: Bankrate


                                                                398 conversion had...
CONVERSION ATTRIBUTION




             18
Crediting ROI to Ads

        The “Last Ad” Standard                           The Reality
        –   Last Ad Clicked    ...
TRACK EVERYTHING

 • Track as much as you can through one system
   –   Natural Search clicks
   –   Paid Search Clicks
  ...
EXAMPLE CONVERSION PATH




                    21
EXAMPLE CONVERSION PATH: In Tracking System




                       22
SIMPLE WEIGHTING SYSTEMS

 • Last Ad Click = 100%
 • Even Credit
 • Simple Models
   – Last Ad gets 50%, remaining events ...
BASIC ATTRIBUTION APPLIED




                       24
CUSTOM MODEL: Variables to Consider

 •   Clicked vs. Viewed
 •   Type of Ad
 •   Ad Size
 •   Messaging
 •   Time Lag/Rec...
EXAMPLE WEIGHTING SYSTEM




                     26
WEIGHTING APPLIED




                    27
KNOWN ISSUES

 • Tracking everything takes time and requires a
   process
 • Tracking everything in one system may be
   d...
CONVERSION ATTRIBUTION: Future Impact

 • Impact conversion attribution will have on
   future marketers
   – Visibility i...
THANK YOU!




             30
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Multi Touch Conversion Tracking

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Transcript of "Multi Touch Conversion Tracking"

  1. 1. MULTI-TOUCH CONVERSION TRACKING Path to Conversion and Conversion Attribution 16 April 2009
  2. 2. MEDIA INTERACTION 2
  3. 3. MEDIA INTERACTION: Purchase Funnel In 1898 Elmo Lewis an American Awareness Are you talking to me? advertising and sales pioneer created the AIDA model and has become the back Interest Why are you talking to me? backbone structure for organizations sales Desire Good idea, but do I really need it? What will I have to do to get it? Action 3
  4. 4. MEDIA INTERACTION: Traditional Different marketing Build awareness messages play a and interest different role for consumers throughout the purchase funnel Turn prospects into customers 4
  5. 5. MEDIA INTERACTION: Internet Ability to track results and return on investment 5
  6. 6. MEDIA INTERACTION: Internet Internet= Measurement Untapped Measurement How many users saw an ad Awareness Interest Desire How many consumers click Time of day users convert through to website Action What medium drove the final conversion “Last Ad Clicked” Through 2007 a Successful Campaign = High Click thru /Conversion Rate 6
  7. 7. MEDIA INTERACTION: Internet The “Last Ad Click” attributes 100% of the credit to the last click Optimizations for campaigns were based on the “Last Ad Clicked” 93%-95% of audience engagements with online advertising receive no credit at all when advertisers review campaign ROI -Atlas, Engagement Mapping 2008 7
  8. 8. MEDIA INTERACTION: Internet • The flaws of the “Last Ad Clicked” – What is the interaction between different media? How much, for instance do search and display advertising interact? – Different ads, messages and media are employed at different points in the conversion funnel. What touch points make the greatest impact along the way? Which make the smallest? – How can marketers accurately reach their audience and plan campaigns if they are unable to calculate the return on investment on each of the touch points upstream of the conversion? Example of a Consumer’s Interaction with a Brand Interaction 1 Interaction 2 Interaction 3 Interaction 4 “Last Ad Clicked” Network Buy Sponsorship Portal Buy Premium Search Conversion Source: Atlas Institute, “Engagement Mapping” 8
  9. 9. PATH-TO-CONVERSION ANALYSIS 9
  10. 10. CAMPAIGN PATH-TO-CONVERSION: Event Breakdown Events/Conversions Summary – Total Events: 27,654 – Total View/Click Through Conversions: 4,929 – Average Events Per Conversion: 5.61 • Events (interactions, engagements, touch points, etc.) any interaction by user and media that leads to a conversion ― View throughs 14 cookie window ― Clicks 100 day cookie window ― P2C reports only show last 10 views, 10 clicks and 10 search events • Display view throughs and click throughs accounted for over 88% of all events, while search click throughs made up 12% 10
  11. 11. CAMPAIGN PATH-TO-CONVERSION Path Size by Number of Conversions and Category •It take multiple engagements to convert users •85% of all conversions had more then 1 event in there path •70% of all conversions had more then 2 events in there path •Over 50% had 5 or more events in the path 11
  12. 12. CAMPAIGN PATH-TO-CONVERSION: Time Lag •It takes time to convert users •Almost half of all events occurred more than 1 day before converting event 12
  13. 13. CAMPAIGN PATH-TO-CONVERSION: Category Summary • With Path-to-Conversion reporting, the typical measure of conversion can no longer be based off of the “last click” ─ When looking at the path of media exposure prior to the “last click,” and attributing each vehicle with the exposures that occurred, the impact of each vehicle shifts when understanding the “events” that took place prior to the actual conversion ─ “Conversion Influenced” is anytime a site generates an impression, view or click event in a conversion path it receives credit for having an influence on the conversion 13
  14. 14. CAMPAIGN PATH-TO-CONVERSION: Category Influence • “Winning Category” refers to the category that received credit for the conversions due to being the last click/view • Content Finance had an influence on: – 22.8% of the Ad Networks conversions – 16.1% of the Content News Conversions – 39.0% of Search conversions 14
  15. 15. CAMPAIGN PATH-TO-CONVERSION: Display/Search/Mail There were 4,302 conversions that had at least 1 Display event in their conversion path. (87.3% of total conversions) There were 1,878 conversions that had at least 1 Paid Search event in their conversion path. (38.1% of total conversions) There were 3,736 conversions There were 879 conversions that had ONLY Display that had at least 1 Display events in their conversion and 1 Paid Search event in path. (75.8% of total their conversion path. (17.8% conversions) of total conversions) 15
  16. 16. CAMPAIGN PATH-TO-CONVERSION: Site Performance • SmartMoney generated: – +34.6% of the total impressions – + 1.4% of the total clicks – + 11.8% of the total conversions – + 6.2% of the total cost – + 27.3% of the total events leading up to a conversion (successful events influencing a conversion) – + Had an influence on 24.5% of the total conversions 16
  17. 17. CAMPAIGN PATH-TO-CONVERSION: Bankrate 398 conversion had this exact path Bankrate occurred in Bankrate was only 15% of all search events present in 2% of all other sites’ display events 17
  18. 18. CONVERSION ATTRIBUTION 18
  19. 19. Crediting ROI to Ads The “Last Ad” Standard The Reality – Last Ad Clicked Campaigns reach consumers multiple times, – Last Ad Viewed across multiple channels, over extended periods of time Banner Rich Media & Banner Banner Search Yahoo Sponsorship MSN CNet Sky Sports Google $ $ $ $ $ $ 19
  20. 20. TRACK EVERYTHING • Track as much as you can through one system – Natural Search clicks – Paid Search Clicks – Display – Email – Affiliate – Sponsorships – Video Links – Other Conversion Tags or Pages of Your Site 20
  21. 21. EXAMPLE CONVERSION PATH 21
  22. 22. EXAMPLE CONVERSION PATH: In Tracking System 22
  23. 23. SIMPLE WEIGHTING SYSTEMS • Last Ad Click = 100% • Even Credit • Simple Models – Last Ad gets 50%, remaining events split 50% 23
  24. 24. BASIC ATTRIBUTION APPLIED 24
  25. 25. CUSTOM MODEL: Variables to Consider • Clicked vs. Viewed • Type of Ad • Ad Size • Messaging • Time Lag/Recency • Event Path • Engagement inside unit • Engagement on advertiser’s site 25
  26. 26. EXAMPLE WEIGHTING SYSTEM 26
  27. 27. WEIGHTING APPLIED 27
  28. 28. KNOWN ISSUES • Tracking everything takes time and requires a process • Tracking everything in one system may be difficult based on your current setup • Cookie tracking discrepancies – Deletion – User behavior • An accurate weighting system will take time to develop • Inability to track offline influencers 28
  29. 29. CONVERSION ATTRIBUTION: Future Impact • Impact conversion attribution will have on future marketers – Visibility into what is driving conversions – Under valued traffic from publishers will now have opportunity to prove their effect in the conversion path – Marketers will stop mismanaging their accounts 29
  30. 30. THANK YOU! 30
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