COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   1
With you today                                                     Doug Bryan                                             ...
What we’ll cover     • What is attribution modeling?     • How attribution modeling helps you allocate your       digital ...
A few industry statistics to set the context      •      85% of the value of display ads is from                      10  ...
Measuring digital multi-channel conversions                                                     “…the Internet is the     ...
Measuring digital multi-channel conversions            Digital                                  TV   Print   RadioCOPYRIGH...
What is digital attribution       modeling?
Digital attribution modelingWhat’s the ROI when customers are touched by multiple ads?                  display           ...
The value of attribution modelingPerformance     • 15% lift when switching from last-click to multi-touch     • 35% – 65% ...
How it works1. Metrics strategy and tagging assessment          Conversion types, metrics and web tags for each          c...
What you will need  People  • Web analyst, JavaScript programmer,    big data architect, data miner / non-    parametric s...
How attribution modeling helps you allocate your    digital ad budget
Multi-touch conversion funnel                                                                 SEM click, May 5, 9:43am    ...
Multi-touch conversion funnel      What happened                  display              SEM               SEO              ...
Understanding the different approachesto attribution modeling
Different approaches to attribution modeling            100%            credit                                   Last-clic...
Cake!COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL           18
Different approaches to attribution modeling                                                     Custom predictive modelin...
Persona developmentHelp to understand your customers’ conversion funnel behaviorCOPYRIGHT ICROSSING / PROPRIETARY AND CONF...
Marketing intelligence                                                                                                    ...
Making the connection
Results: non-brand keyword performance in paid searchChallenge  • A retailer’s paid search non-brand keywords    had low R...
Results: travel & recreation display ad view-through valueChallenge  • A multi-brand recreational activities company    co...
Results: banking display ad view-through valueChallenge  • A national retail bank was told that their    display ads contr...
Conversion attribution modeling• Accurately measure ad value in multi-touch  conversions• Increase overall digital marketi...
Thank YouCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   27                                                     27
Building a Connected Brand with Attribution Modeling - iCrossing
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Building a Connected Brand with Attribution Modeling - iCrossing

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Presented by Doug Bryan, VP, Analytics, iCrossing, on a Direct Marketing Association Webinar, February 22, 2012.

How many marketing touch points do your customers go through before they buy? Are you paying twice for customer conversions? Is your display advertising view-through ROI as good as your paid search click-through ROI? If you don't know the answers to those basic questions, then you are probably not allocating your advertising budget as well as you could.

The number of information sources that the average shopper comes across doubled in 2011, and 84% of all shoppers now use online information sources. Advertising is getting more complex, too. Social media and mobile now factor more heavily into the shopping experience. Advertisers are developing new tactics such as retargeting, real-time bidding, and demand-side and data management platforms. And yet, even as the tactics change, the needs of your business remain the same: understand the ROI of your marketing tactics, which is what conversion attribution modeling will help you do.

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Building a Connected Brand with Attribution Modeling - iCrossing

  1. 1. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 1
  2. 2. With you today Doug Bryan Vice President, Analytics, iCrossingCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
  3. 3. What we’ll cover • What is attribution modeling? • How attribution modeling helps you allocate your digital ad budget • The type of lift you can expect from doing attribution modeling • Different approaches to attribution modeling • Making the connection • Q&ACOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
  4. 4. A few industry statistics to set the context • 85% of the value of display ads is from 10 impressions, not clicks • Display ad click-through rates have dropped to 0.06% and even lower on social sites 5 • 84% of all shoppers use online information sources • The number of information sources used by the average shopper doubled last year • Conversion funnel length for technology and 2010 2011 automotive products are 4 to 6 months Number of information sources used by the average shopperCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5
  5. 5. Measuring digital multi-channel conversions “…the Internet is the most measureable medium.” - Josh Chasin, Chief Research Officer, comScore (2010) “Digital… turned out to be the least measurable.” - Bob Liodice, CEO, Association of National Advertisers (Advertising Age, September 19, 2011)COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
  6. 6. Measuring digital multi-channel conversions Digital TV Print RadioCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7
  7. 7. What is digital attribution modeling?
  8. 8. Digital attribution modelingWhat’s the ROI when customers are touched by multiple ads? display non-brand SEO non-brand SEM display ad 1 ___% display ad 2 ___% brand brand non-brand SEM ___% SEM SEO non-brand SEO ___% brand SEM ___% retargeting brand SEO ___% retargeting ___% $ $ SALE Predictive modeling solves thisCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
  9. 9. The value of attribution modelingPerformance • 15% lift when switching from last-click to multi-touch • 35% – 65% lift with attribution modeling specific to your brand and marketing tactics • Measure the ROI of display ad view-throughs • Measure the ROI of non-brand SEM and SEO keywordsMarketing Intelligence • Generate personas of multi-touch, multi-channel customers • Generate conversion funnel insightsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
  10. 10. How it works1. Metrics strategy and tagging assessment Conversion types, metrics and web tags for each channel2. Collect multi-channel data Cookie-level impressions, clicks, conversions, and costs3. Analyze multi-channel data Personas, funnel insights, and attribution model4. Recommend ad spend changes5. Rinse and repeat each quarterCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
  11. 11. What you will need People • Web analyst, JavaScript programmer, big data architect, data miner / non- parametric statistician Process • Tag, collect, audit Platform • Big data collection, clustering, multivariate regression, model validation, reportingCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12
  12. 12. How attribution modeling helps you allocate your digital ad budget
  13. 13. Multi-touch conversion funnel SEM click, May 5, 9:43am SEO click, May 8, 11:07pm SEM click, May 18, 12:28pm display view display click May 2, 8:23pm May 15, 7:44pm (fictional example) $ $ SALE May 18, 2:33pmCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
  14. 14. Multi-touch conversion funnel What happened display SEM SEO display SEM view click click click click SALE May 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 What you see with last-click display SEM SEO display SEM view click click click click SALE May 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 May 18COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
  15. 15. Understanding the different approachesto attribution modeling
  16. 16. Different approaches to attribution modeling 100% credit Last-click Full credit goes to the last click touch By position Each touch gets a fixed percentage Industry averages by position Same fixed percentages for all brands ? ? ? ? What’s the best fit for your brand?COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
  17. 17. Cake!COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
  18. 18. Different approaches to attribution modeling Custom predictive modeling Custom model for your brand and current tactics to find the best fitCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
  19. 19. Persona developmentHelp to understand your customers’ conversion funnel behaviorCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
  20. 20. Marketing intelligence Channel overlap: non- brand brand 30,000 Dotomi DART SEM SEM SEM 25,000number of conversions Dotomi --- 22% 38% 28% 9% 20,000 DART 24% --- 36% 28% 8% 15,000 SEM 15% 14% 10,000 36% of DART orders 5,000 brand SEM 14% 13% had SEM clicks - non-brand 20% 16% 1 2 3 4 5 6 7 8 9 10 11 12 SEM number of touches 100% percent of touches for that length 90% 6% 80% 5% conversion rate 70% 60% SEO 4% 50% SEM Brand 3% 40% Display 2% 30% eMail 20% SEM Non-Brand 1% 10% 0% 0% 1 2 3 4 5 6 7 8 12 11 10 9 8 7 6 5 4 3 2 1 touch (1 is last, 2 is 2nd to last...) number of touches COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
  21. 21. Making the connection
  22. 22. Results: non-brand keyword performance in paid searchChallenge • A retailer’s paid search non-brand keywords had low ROI by last-click attribution • They considered cutting spend 50%Results • Attribution modeling showed that the keywords assisted many conversions and had good ROI • They maintained spend and achieved their revenue and ROI goalsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
  23. 23. Results: travel & recreation display ad view-through valueChallenge • A multi-brand recreational activities company couldn’t understand display ad ROI • Last-click said they assisted 1% of sales • View-through said 20% of salesResults • Attribution modeling showed that display ads contributed 9% of salesCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
  24. 24. Results: banking display ad view-through valueChallenge • A national retail bank was told that their display ads contributed to 80% of conversionsResults • Attribution modeling showed that display ads accounted for 35% of new account approvals • That was used to optimize the bank’s $8m display ad budgetCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
  25. 25. Conversion attribution modeling• Accurately measure ad value in multi-touch conversions• Increase overall digital marketing ROI• Gain conversion funnel insightsGetting Started• Align metrics and conversion types across channels• Add tags to track across channels• Collect cookie-level impression and click To download a copy of “How CMOs data Can Measure Return on Ad Spend with Better Modeling and Conversion Attribution,” visit www.icrossing.comQuestions? or email us at findout@icrossing.comCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26
  26. 26. Thank YouCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 27 27
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