Measurement &Proving ROI on aDigital Campaign
Agenda1. Brief Introduction to NetBooster2. Why do we need attribution?3. Collecting Data4. Analysis, analysis, analysis!5...
Who are NetBooster? International digital agency 450 employees across 18 countries Running global campaigns for interna...
Awards and accreditations5   | Copyright NetBooster Group
Who is this bloke? International SEM Director Over 12 years in digital Experience with multi-channel campaigns across  ...
Questions can be sent to:Twitter: @NateWoodEmail: nathan.wood@netbooster.com
Why do we needattribution?
Historically poor understanding Channels managed  independently Last click model predominates                           ...
Digital behaviour Digital conversion paths are growing increasingly  complex Multi-touch points are increasing across ch...
Other                              Social                   TV/Radio                                          Conversion  ...
User behaviour – a typical conversion funnel                                  Newsletter           Content    Registration...
Attribution asks: How do soft and hard conversions interact? How do marketing channels influence soft and hard  conversi...
Attribution modeling and fullpath-to-conversion are a bitlike teenage sex…Everyone says they’re doingit but hardly anyone ...
Gathering Data15 | Copyright NetBooster Group
Tracking – it’s not easy Well planned tracking isessential Add tracking towhatever you can Google Analytics hasgreat fe...
Tracking shortfalls Most tracking only tracks clicks back to your website For fundraisers, presence on third party sites...
Data gathering solutions – URL shortening     3rd Party Site A     URL shortener                                          ...
Data gathering solutions – using images Tracking pixels are essentially tracked image requests On 3rd party websites whe...
Data gathering solutions – using Flash                            HTML FILE                                         GA    ...
Data gathering solutions – logged sessions Logged in sessions provide the most robust data Requires strong encouragement...
FaceBook Connect
The data cycle                 Borrowed from: Kaushik.net
Some famous opinions“It is a capital mistake to theorize before one has data.”Sir Arthur Conan Doyle“Errors using inadequa...
Finding the value withanalysis
Analysis goals             Understand channel/conversion                      interactions                 Increase budget...
Typical attribution models                    • Predominant model used by most analytics packages      Last Click    • Fin...
Google multi-channel reporting
Sensitivity analysis Sensitivity analysis shows how each channel performswithin different models Very useful for underst...
Sensitivity in action
4D analysis 4D – a 3D investigation over time 3D – looking at the data from multiple angles usingsensitivity analysis an...
Who owns attribution? Analysts? Marketing/Fundraising Managers? Marketing/Fundraising Directors? Operations Directors?...
What does the futurehold?
In the future… Devices will talk to each other, sharingbehavioural information Offline increasingly digitised – real-tim...
Wrapping up
Superstring theory Superstring theory tries to explain everything in oneunified theory The smaller laws of physics still...
Action points Track what you can, accept when you can’t A partial picture is better than no picture A series of small d...
Thank you for listening!www.kaushik.netanalytics.blogspot.comblog.webanalyticsdemystified.comwww.webanalyticsworld.net
Measurement and proving ROI on a digital campaign - Nathan Wood - Netbooster
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Measurement and proving ROI on a digital campaign - Nathan Wood - Netbooster

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Measurement and proving ROI on a digital campaign - Nathan Wood - Netbooster

  1. 1. Measurement &Proving ROI on aDigital Campaign
  2. 2. Agenda1. Brief Introduction to NetBooster2. Why do we need attribution?3. Collecting Data4. Analysis, analysis, analysis!5. What could the future hold?6. Wrap up & questions
  3. 3. Who are NetBooster? International digital agency 450 employees across 18 countries Running global campaigns for international clients All areas of digital covered4 | Copyright NetBooster Group
  4. 4. Awards and accreditations5 | Copyright NetBooster Group
  5. 5. Who is this bloke? International SEM Director Over 12 years in digital Experience with multi-channel campaigns across multiple markets in multiple languages Proper geek6 | Copyright NetBooster Group
  6. 6. Questions can be sent to:Twitter: @NateWoodEmail: nathan.wood@netbooster.com
  7. 7. Why do we needattribution?
  8. 8. Historically poor understanding Channels managed independently Last click model predominates Display Search Mobile Social Email Very little understanding of full interaction Budgets increasingly need to generate more for less9 | Copyright NetBooster Group
  9. 9. Digital behaviour Digital conversion paths are growing increasingly complex Multi-touch points are increasing across channels and devices Every point has value towards the final conversion10 | Copyright NetBooster Group
  10. 10. Other Social TV/Radio Conversion Phone News Search11 | Copyright NetBooster Group
  11. 11. User behaviour – a typical conversion funnel Newsletter Content Registration X Signup X Share X Donation X - Soft conversion points: engagement12 | Copyright NetBooster Group
  12. 12. Attribution asks: How do soft and hard conversions interact? How do marketing channels influence soft and hard conversions? How do these marketing channels interact? What is the most efficient way to increase conversions?13 | Copyright NetBooster Group
  13. 13. Attribution modeling and fullpath-to-conversion are a bitlike teenage sex…Everyone says they’re doingit but hardly anyone is andmost of those that are doingit probably aren’t doing itvery well14 | Copyright NetBooster Group
  14. 14. Gathering Data15 | Copyright NetBooster Group
  15. 15. Tracking – it’s not easy Well planned tracking isessential Add tracking towhatever you can Google Analytics hasgreat features to assist16 | Copyright NetBooster Group
  16. 16. Tracking shortfalls Most tracking only tracks clicks back to your website For fundraisers, presence on third party sites is important Tracking does not cross devices Logged in sessions are the only way to understand a user’s full path, across channels and devices, and still falls short
  17. 17. Data gathering solutions – URL shortening 3rd Party Site A URL shortener 3rd Party Site B points to pages Website on a subdomain Content is content of your displayed, perh contains a LINK site, where GA aps containing to 3rd Party Site tracking can be more links B fired
  18. 18. Data gathering solutions – using images Tracking pixels are essentially tracked image requests On 3rd party websites where possible host imagery on yourdomain Image requests can be tagged to show page impression data Soft conversion analysis on 3rd party website Can also iframe images where possible
  19. 19. Data gathering solutions – using Flash HTML FILE GA Action Script JS Tracking Flash File
  20. 20. Data gathering solutions – logged sessions Logged in sessions provide the most robust data Requires strong encouragement Only reliable way to track across devices at the moment Also a good permission based approach to usingbehavioural data
  21. 21. FaceBook Connect
  22. 22. The data cycle Borrowed from: Kaushik.net
  23. 23. Some famous opinions“It is a capital mistake to theorize before one has data.”Sir Arthur Conan Doyle“Errors using inadequate data are much less than thoseusing no data at all.”Charles Babbage“Experts often possess more data than judgement”Colin Powell
  24. 24. Finding the value withanalysis
  25. 25. Analysis goals Understand channel/conversion interactions Increase budget efficiency Identify channel pairs
  26. 26. Typical attribution models • Predominant model used by most analytics packages Last Click • Finds the “true” conversion channels • Good for engagement sensitivity First Click • Hard to justify revenue attribution for long journeys • All stages receive equal weighting in the journey Linear • Very simplistic, looks purely at volume of interactions • Assigns importance based on position in the journey Position • Can adjust position weighting to suit Time • Factors in journey length – older clicks have less value Decay • Channels have equal standing • Combine any of these models together Custom • Could have U-shaped with time decay, or linear with channel focus
  27. 27. Google multi-channel reporting
  28. 28. Sensitivity analysis Sensitivity analysis shows how each channel performswithin different models Very useful for understanding the true balance within amodel Will always show more insights that applying a flat model
  29. 29. Sensitivity in action
  30. 30. 4D analysis 4D – a 3D investigation over time 3D – looking at the data from multiple angles usingsensitivity analysis and multiple attribution models Requires thinking flexibly about your data, and lookingfor trends September October November
  31. 31. Who owns attribution? Analysts? Marketing/Fundraising Managers? Marketing/Fundraising Directors? Operations Directors? Finance Directors? CEOs?
  32. 32. What does the futurehold?
  33. 33. In the future… Devices will talk to each other, sharingbehavioural information Offline increasingly digitised – real-timebidding will prevail Only WOM will continue to be untrackable Litigation and self-regulation will need toensure correct data usage New tools will enter the market to assistwith analysis
  34. 34. Wrapping up
  35. 35. Superstring theory Superstring theory tries to explain everything in oneunified theory The smaller laws of physics still hold true36 | Copyright NetBooster Group
  36. 36. Action points Track what you can, accept when you can’t A partial picture is better than no picture A series of small decisions will add up – don’t wait to startmaking decisions Include the wider business – it’s about insight, not just data Don’t paralyse yourself with data
  37. 37. Thank you for listening!www.kaushik.netanalytics.blogspot.comblog.webanalyticsdemystified.comwww.webanalyticsworld.net

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