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Attribution: A Marketers Guide for Making This Pipe Dream a Reality
 

Attribution: A Marketers Guide for Making This Pipe Dream a Reality

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Geary LSF Account Director and AMA Marketer of the Year, Kendra Losee, presents a step-by-step attribution model for higher education marketers.

Geary LSF Account Director and AMA Marketer of the Year, Kendra Losee, presents a step-by-step attribution model for higher education marketers.

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    Attribution: A Marketers Guide for Making This Pipe Dream a Reality Attribution: A Marketers Guide for Making This Pipe Dream a Reality Presentation Transcript

    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS Kendra Losee – Account Director 619-756-6782 kendra.losee@gearypmg.com Attribution: A Marketers Guide for Making this Pipe Dream a Reality GearyPMG – San Diego Headquarters
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS Quick Introduction: Who Am I?
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS Kendra Losee
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS Where I work: PMG (Performance Marketing Group)
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS OVERVIEW - Drivers of Attribution
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS ATTRIBUTION? Begins with a question.
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS WHAT IS DRIVING REFERRALS? radio outdoor tv print out-of- home displa y social affiliate seo paid searc hevent s mobil e
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS WHAT IS DRIVING REFERRALS? radio outdoor tv print out-of- home displa y social affiliate seo paid search event s ADDITIONAL QUESTIONS BEGAN TO ARISE…  How to optimize marketing efforts to: - Drive leads? - Drive enrollments? - Increase awareness?  What is the ideal frequency, reach and cadence? mobile
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS WHAT IS DRIVING REFERRALS? radio outdoor tv print out-of- home displa y social affiliate seo paid search event s ADDITIONAL QUESTIONS CONTINUED TO ARISE…  What media mix is most effective in each market?  What media mix is most effective for specific program groups?  What is the impact of display? Of TV? Of outdoor?  How to justify shifting resources to social? mobile
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS WHAT IS DRIVING REFERRALS? radio outdoor tv print out-of- home displa y social affiliate seo paid search event s ADDITIONAL QUESTIONS CONTINUED TO ARISE…  How to find the most effective balance of digital with traditional marketing?  Justify budget for growth to reach enrollment goals?  ROI? mobile
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS Source: Google Analytics. Marketing Attribution: Valuing the Customer Journey THE CASE FOR ATTRIBUTION INCREASED RELIANCE ON:  “Last click” (digital marketing)  Admissions representatives to capture and report in person data  Self-selection (website, campaign microsites)  Google Analytics  CRM data and Excel spreadsheets  Antidotal best practices  Student surveys
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS Source: Google Analytics. Marketing Attribution: Valuing the Customer Journey THE CASE FOR ATTRIBUTION Increased spend of (digital) marketing dollars has led to the need to measure and manipulate the channel controls and levers that can impact the overall goals.
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS THE CASE FOR ATTRIBUTION  Attribution tools have different outcomes and varying degrees of complexity  Range of attribution tools that measure: • Digital media channels (“Marketing” or “Interactive” Attribution) • Digital media channels to enrollment conversion • Digital and traditional media channels (“Cross-Channel Attribution”)
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS Source: Google Analytics. Marketing Attribution: Valuing the Customer Journey ATTRIBUTION DEFINED Google defines marketing attribution as: “Marketing attribution is the practice of determining the role that channel plays in informing and influencing the customer journey.”
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS Sources: The Forrester Wave: Interactive Attribution Vendors, Q2 2012 The Forrester Wave: Cross-Channel Attribution Providers, Q2 2012 ATTRIBUTION DEFINED Forrester defines interactive attribution as: “The measurement of the partial value of each interactive marketing contact that contributed to a desired outcome.” Forrester defines cross-channel attribution as: “The practice of using business rules to allocate proportional credit to any marketing communications, across all channels, that ultimately lead to the desired customer action.”
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS GETTING STARTED
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS GETTING STARTED Internal:  Organization  Culture  Resources  Technology  Goals External:  Technology  Vendors  Alignment STRATEGIC APPROACH
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS Source: Google Analytics. Marketing Attribution: Valuing the Customer Journey GETTING STARTED
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS GETTING STARTED - INTERNAL ORGANIZATION AND CULTURE  High-level support and buy-in - Clear goals - Alignment across departments - Understanding of outcomes (opportunities and limitations) - Documented outline/organization of university • Data flow • Processes • Marketing/media plans
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS GETTING STARTED - INTERNAL ORGANIZATION AND CULTURE  Resources - Key stakeholders • Media team, agencies, etc. - Project manager - Analyst - Technology resources  Holistic data - Centralized - Clean - Ability to tie conversions to data - Fields available for tracking codes
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS GETTING STARTED – STRATEGIC APPROACH DETERMINE APPROACH  Manage directly - Requires resources, time, project manager, indepth understanding of technology, systems, tagging, coordination, etc.  Work with agency - Requires project manager, access to IT, coordination, etc.
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS GETTING STARTED – STRATEGIC APPROACH STRATEGIC APPROACH  Walking before running – considerations: - Determine where the organization is at (strategically | culturally | technologically) - No matter where the organization is – use a phased approach - Immediate data needs versus long-term strategy - Budget - Goals
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS GETTING STARTED – STRATEGIC APPROACH STRATEGIC APPROACH  Interactive Attribution  Interactive Attribution and Enrollments  Cross-Channel Attribution
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS IMPLEMENTING ATTRIBUTION - Interactive Attribution - Interactive Attribution and Enrollments - Cross-Channel Attribution
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS INTERACTIVE ATTRIBUTION Sources: The Forrester Wave: Interactive Attribution Vendors, Q2 2012 Attribution Keys to success  Structure and compensation  Management support  Technology  Data quality  Staffing
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS Sources: The Forrester Wave: Interactive Attribution Vendors, Q2 2012 ATTRIBUTION – VENDOR SELECTION
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS INTERACTIVE ATTRIBUTION – GOOGLE ANALYTICS Sources: The Forrester Wave: Interactive Attribution Vendors, Q2 2012 FORRESTER REPORT Vendor Ranking Criteria:  Current offering  Strategy  Market presence
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS INTERACTIVE ATTRIBUTION – GOOGLE ANALYTICS ONLINE OPTIMIZATION Attribution Reporting  Attribution reports for online channels  Build & compare attribution models  Different models are available depending on the goals  Best practices rely on consistent goals, tracking and naming UTM parameters Google Attribution Models
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS INTERACTIVE ATTRIBUTION – GOOGLE ANALYTICS ONLINE OPTIMIZATION Attribution Reporting Goals:  Learn what channels are driving visitors through the funnel to conversion and ultimately enrollment  See upper & lower funnel marketing impact  Side-by-side comparisons of models
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS INTERACTIVE ATTRIBUTION: TO ENROLLMENTS OPTIMIZING BASED ON REVENUE Integration of enrollment CRM data into the software Overview  Higher education experience is helpful  Ability to integrate CRM data into the software - Enrollment data - Stages of recruiting cycle  Models allow for optimization based on revenue or enrollments
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS INTERACTIVE ATTRIBUTION: TO ENROLLMENTS EXAMPLE COMPANY - C3 METRICS About C3 Overview Higher education implementations Strict data security, FERPA compliant Measure at the browser level Viewable Impressions More than 50% of the ad must be on the viewable area of the screen Viewed for a minimum of one second Skips brand paid search conversions Ability to measure iFrame traffic C3’s technology is certified by Google Display, Yahoo!, AOL, and runs on 27+ DSPs and networks Ability to tie attribution data to steps in the revenue generated from enrollments
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS CROSS-CHANNEL ATTRIBUTION Source:: The Forrester Wave: Cross-Channel Attribution Providers, Q2 2012 FORRESTER REPORT Vendor Ranking Criteria:  Current offering  Strategy  Market presence
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS CROSS-CHANNEL ATTRIBUTION Source:: The Forrester Wave: Cross-Channel Attribution Providers, Q2 2012 Integration of all Marketing Channels Overview Ability to include both traditional and digital channels into the attribution models Strong account services, professional services, analytics and insights Custom models created based on goals - Can organize and manage complexities including: geographies, program areas, etc. Ability to customize analysis based on KPIs - E.g. steps in the recruiting funnel, brand awareness, enrollments, lead goals, etc. Technology integration - Can accept data from multiple sources - Assist in the process Output includes analytics and generated insights - Optimized media plans, etc.
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS CROSS-CHANNEL ATTRIBUTION EXAMPLE COMPANY – VISUAL IQ About Visual IQ Overview Higher education implementation(s) Strict data security, FERPA compliant Extensive experience in incorporating all marketing channels Utilizes a “top down” and “bottom-up” approach to incorporating offline and digital data Approaches allow for granular or aggregate-level data Complex solution for more complex organizations Ability to connect data to steps in the revenue generated from enrollments as well as at any phase of the recruiting process Generates a customized digital media plan designed for optimal placements based on intended results (e.g. branding versus leads versus enrollments) Involved management and strong account support services
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS CONCLUSION
    • KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS KEY TAKE AWAYS ATTRIBUTION CAN BE A POWERFUL TOOL  Have a clear understanding of goals  Build out in phases - Understand the opportunities and limitations - Ensure the outcomes are actionable  Alignment of approach with the organization  Vendor capabilities aligns with organization’s goals and approach  Key resources in place to manage, analyze, and act on the data
    • COMPANY CONFIDENTIAL / WWW.GEARYLSF.COM / ©2012 ALL RIGHTS RESERVED KENDRA.LOSEE@GEARYPMG.COM 619-756-6782 ©2013 ALL RIGHTS THANK YOU! Kendra Losee, Account Director Email: kendra.losee@gearypmg.com Twitter: @klosee Phone: 619-756-6782 San Diego 401 West A St. #360, San Diego, CA 92101