2015 Advance Visibility Summit - Attribution Strategy and How to Make it Work
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To me, attribution is an art form. It's about understanding how digital channels traffic can be isolated to further understand what part that channel plays within a consumers buying process. It's about using creative and controlling what creative is seen based on what type of creative and channel brought them to your brand. It helps to have a DMP on your side.
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2015 Advance Visibility Summit - Attribution Strategy and How to Make it Work
- 1. 1 Learn the rules and then break them.Learn the rules and then break them.
- 2. 2 CAMPAIGN ATTRIBUTION “The practice of measuring the correct partial value of each interactive ad that drove a desired outcome.” – Forrester Wave: Interactive Attribution
- 3. 3 The Sales Value → Promotes trust and strengthens client relationships → Creates moments of education and learning with clients → Naturally moves the conversation away from product selling. → Provides opportunity to speak with authority when looking at competitive media spend.
- 4. 4 What on site events do you find valuable? What’s your average cost per lead (event)? Do you have an average Cost Per Acquisition? What is the value of your site traffic? Google Analytics audit based on current consumer flow and media spend.
- 5. 5 http://www.ensogoanalytics.com/?utm_source=DISPLAY&utm_medium=Bounce&utm_content=GainClients&utm_campaign=OM GDIGITAL Urchin Tracking Module* UTM stands for Urchin Tracking Module. Five years ago, Google purchased Urchin and rebranded it Google Analytics. A UTM tag is a tracking marker appended to a URL and is recognized by Google Analytics as a dimension such as average time on site. *http://www.quora.com/Urchin-Tracking-Module-UTM
- 6. 6 Campaign Attribution Strategy Brief Mix of Strategy and Sales Theater
- 10. 10 DMP Attribution Traffic Channels Mix of Strategy and Sales Theater
- 11. 11 Traffic Value and Consumer Flow ATTRIBUTION STRATEGY
- 12. 12 Advantages of a DMP Taking attribution one step further
- 13. 13 Home Page Products About FAQ BLOG Contact Login Subscribe Free Report A - Home Page Only B - All Internal Pages C - Products Page D - Contact Page E – Subscribe Page F - Free Report Page G – Free Report Confirmed X - Burn 1 - Subscribe Burn Pixel X2 - Burn 2 - Free Report Burn Pixel Campaigns (Layers 1 & 2) Layer 1 Non – ASAP Life Time Pacing (Generic Creative) Intent - A and B with No X1 or X2 Layer 2 ASAP Pacing (product specific creative) Bounce Traffic – A and No B Products Non Convert – C and No X (abandoned Fill Form) Free Report Non Convert – F and No X2 (abandoned Fill Form) Free Report and not Subscribe – G and No X ( Subscribe Creative) X – Subscription Confirmed X2 – Free Report Confirmed Fill Form A B B B B B B B B C D E F Fill Form G http://www.Example.com/
- 14. 14 What We’ve Learned • All traffic is valuable (bounce, campaign, direct, etc.) • ReMessaging creates a more engaged (multi-session) traffic • Attribution using a DMP is a huge advantage • Having control over attribution creates the opportunity to have influence. • Attribution can and should be sold as a product Censore d Client Info
- 15. 15 Markets Portland OR, Denver CO, San Francisco CA, Chicago IL, Atlanta GA, Charlotte NC, Bellingham WA, Charlottesville VA, Burlington VT, Billings MT Censore d Client Info
- 16. 16 Digital Channels DISPLAY (AppNexus) Search Engine Marketing Censore d Client Info Censore d Client Info
- 17. 17Display Set = AppNexus Predefined Behavioral Targets & White List Content Network BT/Content Display Campaign Purpose = Provide Funnel Traffic for Attribution Schedule Attribution Strategy Click ReMessaging - All clicks with unlimited frequency and ASAP delivery Bounce Traffic ReMessaging– All traffic to Landing Pages (LP) with no association with SuperFeet (SF) Lotame Site Pixel SuperFeet (SF) Site ReMessaging - Audience feeds our attribution model. All traffic redirected to LP’s Not Live (Flight 2) Landing Page ReMessaging – All traffic to landing pages – Will include both SEM and Display Set targets CPC Creative GDN/Matchcraft ReMessaging – ReMessage from the display view into GDN at a CPC rate Landing Pages Display Set Display Set Display Set Display Set SEM SEM SEM SEM Lotame Click Pixel Lotame LP Site Pixel Lotame SF Site Pixel Attribution Feeder Audience Pooling audiences from main SF domain SF ReMessaging Bounce ReMessaging Looping Traffic Streams
- 18. 18 Advantages of a DMP Taking attribution one step further
- 20. 20 Flight: 6/15 – 6/30 Budget: $27,500
- 21. 21 Markets Portland OR, Denver CO, San Francisco CA, Chicago IL, Atlanta GA, Charlotte NC, Bellingham WA, Charlottesville VA, Burlington VT, Billings MT
- 22. 22 Digital Channels DISPLAY (AppNexus) Search Engine Marketing
- 23. 23Display Set = AppNexus Predefined Behavioral Targets & White List Content Network BT/Content Display Campaign Purpose = Provide Funnel Traffic for Attribution Schedule Attribution Strategy Click ReMessaging - All clicks with unlimited frequency and ASAP delivery Bounce Traffic ReMessaging– All traffic to Landing Pages (LP) with no association with SuperFeet (SF) Lotame Site Pixel SuperFeet (SF) Site ReMessaging - Audience feeds our attribution model. All traffic redirected to LP’s Not Live (Flight 2) Landing Page ReMessaging – All traffic to landing pages – Will include both SEM and Display Set targets CPC Creative GDN/Matchcraft ReMessaging – ReMessage from the display view into GDN at a CPC rate Landing Pages Display Set Display Set Display Set Display Set SEM SEM SEM SEM Lotame Click Pixel Lotame LP Site Pixel Lotame SF Site Pixel SF ReMessaging Bounce ReMessaging
- 24. 24 Top Performing Lines SuperFeet – Bounce ReMessaging – Hiking LP 2.2% CTR SuperFeet – Large Market – Site ReMessaging 2.0% CTR SuperFeet – Click ReMessaging – Hiking LP - 2.0% CTR SuperFeet – Click ReMessaging – Running Pain LP 1.9% CTR SuperFeet – Bounce ReMessaging – Hiking Pain LP 1.9% CTR SuperFeet – Click ReMessaging Hiking Pain LP 1.8% CTR SuperFeet – Bounce ReMessaging – Running LP 1.7% CTR SuperFeet – Click ReMessaging Running LP 1.5% CTR SuperFeet – Bounce ReMessaging – Running Pain LP 1.7% CTR SuperFeet – White List – Content Target .2% CTR SuperFeet – ALL OTHER BT AVERAGE .25% CTR All Campaign Average .4% CTR Display Campaigns
- 25. 25 Top Performing GA Lines SuperFeet – All Click ReMessaging 5.15 pages @ 5:30 Avg. Duration SuperFeet – All Bounce Traffic 4.23 pages @ 3:31 Avg. Duration SuperFeet – SuperFeet Site ReMessaging 3.99 pages @ 1:37 Avg. Duration SuperFeet – BT Line Range 2.39-2.85 pages @ :13 - :26 Avg. Duration Google Tag Manager Events KPI – Engagement Total Events Tracked 4,180 with 3,409 unique events Total GA Sessions – 5,920
- 27. 27 What We’ve Learned • All traffic is valuable (bounce, campaign, direct, etc.) • ReMessaging creates a more engaged (multi-session) traffic • Attribution using a DMP is a huge advantage • Having control over attribution creates the opportunity to have influence. • Attribution can and should be sold as a product
Editor's Notes
- Using a DMP within your attribution strategy allows for 1st party data collection. All of your client’s traffic is collected into valuable consumer segments that can be used as Behavioral Audiences. Most, if not all competitors do not pitch DMP attribution.