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The Evolution of Attribution across the Entire Customer Base
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'The Evolution of Attribution across the Entire Customer Base' session took place on March 12 2013 at Performance Marketing Insights NYC

'The Evolution of Attribution across the Entire Customer Base' session took place on March 12 2013 at Performance Marketing Insights NYC

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The Evolution of Attribution across the Entire Customer Base Presentation Transcript

  • 1. The Evolution of Attributionacross the Entire Customer Journey Performance Marketing Insights: New York March 12-13 2013
  • 2. Be Interactive!Ask Questions AnytimeRaise Hands for QuestionsWait for the Microphone!Tweet Questions#PMINYC
  • 3. Who Implements Attribution?
  • 4. Why Implement Attribution?Econsultancy’s Research Resulted in70% Surveyed Stating “to justifymarketing spend”
  • 5. Food For Thought 74% of Consumers Visit Two to Three Sites
  • 6. Food For Thought57% of Consumers Are MoreLikely to Buy if a Product is onMultiple Websites ANDConsumers Who Visited Four orMore Websites Spend $450More.
  • 7. Attribution Obstacles With increasing demand for understandingdata, comes a growing number of vendors, with each providing its own approach. This is contributing to marketers’ confusion over which solution, if any, is right for them. Standards “The industry is yet to settle on the standardization of measurement, and this may not be possible in a world where one size doesnt fit all.” “Creating standards around attribution is the biggest challenge in the industry today. Last click provides a common language everyone can speak. The lack of consistency and consensus on approach threatens to prevent wide-scale adoption.” – Bill Kee, Google
  • 8. Attribution Obstacles With increasing demand for understanding data, comes a growing number of vendors, with each providing its own approach. This is contributing to marketers’ confusion over which solution, if any, is right for them.Standards Technology “The technology in itself is not a silver bullet. The“The industry is yet to settle on the standardization analogy I like is that this technology is like GPS – itof measurement, and this may not be possible in a can get you to your destination but you still need toworld where one size doesnt fit all.” decide where you want to go.”“Creating standards around attribution is the – Mike Teasdale, Harvest Digitalbiggest challenge in the industry today. Last clickprovides a common language everyone can speak. This leads retailers back to the start:The lack of consistency and consensus onapproach threatens to prevent wide-scale What are my objectives this year, this month... andadoption.” how do I interpret the data provided to make the best decisions moving forward? – Bill Kee, Google
  • 9. Attribution ObstaclesThe key strength of attribution is in its ability to provide data to help youinterpret the impact of multiple touch-points along a customer’s journey. Standards Technology “The technology in itself is not a silver bullet. The “The industry is yet to settle on the standardization analogy I like is that this technology is like GPS – it of measurement, and this may not be possible in a can get you to your destination but you still need to world where one size doesnt fit all.” decide where you want to go.” “Creating standards around attribution is the – Mike Teasdale, Harvest Digital biggest challenge in the industry today. Last click provides a common language everyone can speak. This leads retailers back to the start: The lack of consistency and consensus on approach threatens to prevent wide-scale What are my objectives this year, this month... and adoption.” how do I interpret the data provided to make the best decisions moving forward? – Bill Kee, Google
  • 10. Data CaptureWhat are the Common ways to Capture Data andMeasure Attribution?How do these Methods help to Understand and Createan Approach that Provides the Best Results?
  • 11. TrendsWhat Area of the Attribution do youthink is the most Important Trend thatneeds to be Leveraged?
  • 12. FutureWhere do you see Attribution going over thenext 12 Months?Are we likely to see Wider Integration ofAttribution Strategies?How do you Define and Approach Omni-channel Attribution and how do you expectthis to progress over the next 12 Months?
  • 13. FutureWhere do you see Attribution going over thenext 12 Months?Are we likely to see Wider Integration ofAttribution Strategies?How do you Define and Approach Omni-channel Attribution and how do you expectthis to progress over the next 12 Months?
  • 14. Benefits & ChallengesWhat do you think are the possible Impactsof Attribution Implementation to the AffiliateSpace?What can those in the space do to Prepare?What are some Dangers those in the spaceshould be aware of?