In this presentation we will take you through four phases of our attribution progress.
Before I jump in to the attribution strategies. Here is a quick introduction to Rackspace. We are a global hosting and cloud computing company with 10 worldwide data centers supporting 200,000 customers
Phase 1 is attribution using coremetrics integration.
At rackspace we acquire customers through online shopping cart, chat and phone calls. Our biggest attribution challenge was Visitors who become lead through chat. As the visitors initiate a chat the sales rep takes their contact information and enters into sales force. along with a unique identifier cookie we call it Rackuid.Due to this manual transfer of the information the marketing touch point to lead attribution is lost.
To overcome this challenge we worked with IBM professional services team to integrate sales force with coremetrics. With the help of this integration we no have full visibility on the marketing channels driving leads.
The challenge for the customers created through our shopping cart is different. Since most of our cloud products are pay per use utility based the revenue on purchase is zero dollars. To solve for revenue attribution we used coremetrics multichannel import functionality and connected offline revenue data with web analytics data giving us visibility to the true ROI of our cloud marketing programs.
For the phase 2 I would ask my senior analyst David Reed to present the details.
With the help of the Coremetrics attribution we are now able identify the conversion influencers and assign credit to offline revenue.
Here’s an example of all the approaches First response gets 100% of the credit – shown by a 1Last response gets 100% of the credit And the multi credit approach… gets .25 for each campaign tactic…But there’s a better way…
Interestingly, key insights pops up when you look at the cross channel performance. Notice how even though the winning offer is Natural search, Sira gives credit to Referring sites. Similarly, Natural search is winning over other campaigns.
This insight has helped us justify our marketing dollars investment in content marketing and other SEO activities.
Analytics, Lifecycle, Search, Impression Attribution and ExploreAnalytics / Explore – mostLifecycle - organizes your analytic data into custom customer milestones and provides drill-down metrics for each
With the SIRA attribution we are becoming smarter in investing marketing dollars on the right channel. We also have intelligence on the true channel attribution and customer conversion cycle.
To summarize, what we have learnt from our experience that attribution that it is a journey and not a destination. You start with one attribution project complete it and move on to the next challenge. We started with integration and as we progressed the next challenge was more complex than the previous one. requires stronger partnerships with your analytics vendors, data scientist and subject matter experts. In addition, it requires more sophisticated way of dissecting your data.
Rapid Fire Analytics Attribution Strategy
Rapid Fire StrategyHow Rackspace Uses EMM AttributionTechniques to Improve Marketing GoalsTwitter:#SmarterCommerce | @IBMEMM