Mobile’s role in
cross channel attribution
7/16/2013
Defining Cross-Channel Attribution
2
Mobile at Time Warner Cable
We thrive to deliver any desired
information or service o...
Mobile Behavior is Not Always What
You Would Expect
Q: What percentage of consumers are willing to complete a 6 step order...
Mobile Action triggers quick follow-ups
4
81%ofconverSionS(StoreviSit,callorPUrchaSe)triggeredbyMobile
SearchoccUrwithin5h...
The Value of Mobile
• Mobile ROI should not be limited to engagements that occur on a mobile
device
• Performed on a mobil...
At Time Warner Cable, Mobile is Important, Not Exclusive
Customers and Prospects Require Integrated, Multi-Channel Experie...
MARKETER CUSTOMER
DMS
Search
Display - DSP
Facebook
Mobile
Deliver the right
message to the right
user at the right time
M...
Time Warner Cable
Digital Attribution
Time Warner Cable Mobile Traffic:
Aug 2011 over 800,000
9
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
18...
Time Warner Cable Set a Path to Deliver Mobile
Solutions and Tools For…
10
1. Product and Content
Delivery
2. Customer Car...
Priority One:
Cross Functional Teams, Resources and Planning
 Sales
 Marketing
 Operations
 Call Center
 Customer Car...
Priority Two: Close the Loop to Align Data, Resources,
and Experiences
 User Driven
Consumer Experiences
 Media Optimiza...
Complex Set of Solutions to Deliver Digital Sales
13
Online Purchasing Funnel
• Tracking performance metrics across the entire purchasing funnel by tactic is
essential to proa...
TWC Digital Attribution approach
• IP Targeting to the individual user
– Capture the exact query of the user / intent
• Pa...
A combination of IP-targeting technology, keyword modifiers
and properly designed ads target your specific market.
Target ...
IP level detail
Attribution – Where does the search end and begin?
Someone Looking for high speed
internet service
They select pricing and
packages….but don’t
complete the purchase
TWC save...
Consumer Experience Evolution – Consistency and
Quality
20
Source: Google: The New Multi-Screen World: Understanding Cross...
Complex User Experience Site Design Rebuilds
21
Priority three: Keep Your Eye on the (Right) Metrics
Success in mobile requires multi-channel
transaction tracking
22
50%+...
Thank You
Rob Roy
GVP/GM of e-Commerce and Digital Marketing
Time Warner Cable
23
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How Mobile plays a role in cross channel attribution and the customer journey by Rob Roy Head of Digital for Time Warner Cable

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Cross-channel attribution addresses the role of each digital channel (display, paid search, mobile, natural search, email, affiliate, etc.) plays in the customer engagement process. Rob Roy Head of Digital for Time Warner Cable talks about how mobile plays a role in the digital customer journey and how cross channel attribution can help boost your sales.

According to Forrester, cross-channel attribution is “the practice of allocating proportional credit to all marketing communications, across all channels, that ultimately lead to the desired customer action.”

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How Mobile plays a role in cross channel attribution and the customer journey by Rob Roy Head of Digital for Time Warner Cable

  1. 1. Mobile’s role in cross channel attribution 7/16/2013
  2. 2. Defining Cross-Channel Attribution 2 Mobile at Time Warner Cable We thrive to deliver any desired information or service on any appropriate device, in context, at the customer’s moment of need. Cross-channel attribution addresses the role of each digital channel (display, paid search, mobile, natural search, email, affiliate, etc.) plays in the customer engagement process. According to Forrester, cross-channel attribution is “the practice of allocating proportional credit to all marketing communications, across all channels, that ultimately lead to the desired customer action.”
  3. 3. Mobile Behavior is Not Always What You Would Expect Q: What percentage of consumers are willing to complete a 6 step order for new service on a smartphone? 3 a) 26% b) 35% c) 47% d) 56% e) 72% c) 47%
  4. 4. Mobile Action triggers quick follow-ups 4 81%ofconverSionS(StoreviSit,callorPUrchaSe)triggeredbyMobile SearchoccUrwithin5hoUrS Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP evice did you start these activities? % hours % hours % ours 4% 24+ hours 55% Less than 1 hour Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP 8% 12-24 hours 7% 5-12 hours 26% 1-5 hours 4% 24+ hours 55% Less than 1 hour 84%offollow-UPactionS triggeredbyMobileSearchoccUrwithin5hoUrS Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have you start these activities? 22 6% 12-24 hours 6% 5-12 hours 21% 1-5 hours 4% 24+ hours 63% Less than 1 hour
  5. 5. The Value of Mobile • Mobile ROI should not be limited to engagements that occur on a mobile device • Performed on a mobile device many times results in online or brick and mortar engagements - Search for locations, coupons, deals, sneak previews, etc. • activities that result in non-mobile engagements should be calculated against your Mobile ROI - In-store comparison shopping - Social sharing/Likes - Product recommendations - Content viewing/sharing - Brick and mortar purchases 5
  6. 6. At Time Warner Cable, Mobile is Important, Not Exclusive Customers and Prospects Require Integrated, Multi-Channel Experiences 6
  7. 7. MARKETER CUSTOMER DMS Search Display - DSP Facebook Mobile Deliver the right message to the right user at the right time Measure across all digital marketing channels Optimize efforts based on cross-channel insights and audience analytics Execute – Manage – Learn - Repeat
  8. 8. Time Warner Cable Digital Attribution
  9. 9. Time Warner Cable Mobile Traffic: Aug 2011 over 800,000 9 0 200000 400000 600000 800000 1000000 1200000 1400000 1600000 1800000 Mobile Monthly Visits to TWC.com Smartphone Tablet
  10. 10. Time Warner Cable Set a Path to Deliver Mobile Solutions and Tools For… 10 1. Product and Content Delivery 2. Customer Care & Communication 3. Purchase of Services
  11. 11. Priority One: Cross Functional Teams, Resources and Planning  Sales  Marketing  Operations  Call Center  Customer Care 11  Finance  Consumer Exp.  Creative  Media  Marketing Ops  Analytics  Strategy  Resource Alignment  Agility  Measureable Goals Build Integrated Strategies for Success
  12. 12. Priority Two: Close the Loop to Align Data, Resources, and Experiences  User Driven Consumer Experiences  Media Optimization to All Conversion  Closed Loop Sales and Data Platform 12 Persistent Consumer View Platform Methodical Testing & Optimization Real Time Data and Optimization Systematic Media Buying Localized Products & Promotions User Experience Design Optimization to Paying Customer
  13. 13. Complex Set of Solutions to Deliver Digital Sales 13
  14. 14. Online Purchasing Funnel • Tracking performance metrics across the entire purchasing funnel by tactic is essential to proactively optimizing Channel performance Impressions Measure reach by tactic Clicks Measure relevance of reach Visits Measure click intention Serviceability Attempts Measure relevance of visits Qualifications Measure quality of targeting Offer Selections Measure cart-add success Orders Measure conversion success Provisioning Installs Spend Measure investment by tactic Online Purchasing Funnel Influence Online Media Website Both Benefits of Comprehensive Funnel Measurement Measuring tactic performance across the entire purchasing funnel in a uniform way:  Leads to better and more granular understanding of trouble and success areas  e.g., growth in CTR rate may not result in sales growth  Enables timely and surgical actions to address issues and capitalize on opportunities  e.g., targeting improvements if visits don’t lead to qualifications  Reframes agency objectives to include direct drivers of sales  e.g., more emphasis on driving qualifications, not clicks 1 2 3 Measuring tactic performance across the entire purchasing funnel and defining clear ownership of each part of the funnel will lead greater accountability and improved performance
  15. 15. TWC Digital Attribution approach • IP Targeting to the individual user – Capture the exact query of the user / intent • Path / Selection / PSU/ Phone Conversation = Search Term • Reallocation of funds from actionable items in REAL TIME – Search / – Content / Display / Social / Mobile • Targeting and evaluation to the site level – Like sites / Negative sites / Remarketing beyond the individual users • Real time reporting – Better Business Decisions / Measure Offline Media / Media Plans 15 SEM Display Mobile TWC.com Order User Calls
  16. 16. A combination of IP-targeting technology, keyword modifiers and properly designed ads target your specific market. Target by Geo
  17. 17. IP level detail
  18. 18. Attribution – Where does the search end and begin?
  19. 19. Someone Looking for high speed internet service They select pricing and packages….but don’t complete the purchase TWC saves user information. User is recognized across content networks TWC shows Text ads to a targeted user/audience High Speed Internet Providers Remarketing Targeted messages
  20. 20. Consumer Experience Evolution – Consistency and Quality 20 Source: Google: The New Multi-Screen World: Understanding Cross-Platform Behavior, August 2012
  21. 21. Complex User Experience Site Design Rebuilds 21
  22. 22. Priority three: Keep Your Eye on the (Right) Metrics Success in mobile requires multi-channel transaction tracking 22 50%+ of sales convert in the call center. • Media optimization both on and offline • Active customer care campaigns to ensure quality consumer experiences Mobile Experience Path Handling Local Market Targeting Day Parting Call Center Scripting
  23. 23. Thank You Rob Roy GVP/GM of e-Commerce and Digital Marketing Time Warner Cable 23

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