Credit where credit is due – Conversion Attribution
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Credit where credit is due – Conversion Attribution

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  • One piece on the puzzle
  • Notes:Awarding is driven by the tags of each channel, not by your analytics toolThe difference between awarding and analysing will make a big difference on performance paid channels and your reportingBoden saved 15% of their CPA spend, Thomas Cook 25% and Virgin Atlantic 22%Attribution provides a much better view of your campaign performance – but you need to make sure your channels are also awarded in the same way
  • NotesDeduplication of spend – if the affiliate tag is served ‘natively’ on the page (ie all the time) it would claim commission from 38k sales –25% more than they should than if you thought you were awarding by last click, let alone attributionDuplication of numbers – there are 2.5 sales ‘seen’ by each campaign than the actual number of sales which took placeLast click decisions – on it’s own, SEO and social do very badly compared to the clicks they deliverBy attribution SEO is 15 more effectiveSocial is 8 times more effective

Credit where credit is due – Conversion Attribution Credit where credit is due – Conversion Attribution Presentation Transcript

  • To Attribution and Beyond
    Lewis Lenssen – Commercial Director of DC Storm
  • Introduction and Context
    Lewis Lenssen
    • 5 years leading and building a search agency.
    • 1 year consulting on social media and online PR for fashion brands (focusing on measurement and valuation).
    DC Storm – Optimising Digital Marketing
    • Delivering attribution for over 5 years.
    • Over 1,000 tracked websites with configured attribution.
  • Agenda
    What is attribution?
    One attribution model does not fit all.
    Attributed sales - Just one valuable data view.
    Summary and Beyond.
  • What is Attribution?
  • Sale Attribution
    Research
    Suppliers Choice
    Purchase
    Confirmation
    IMP
    IMP
    IMP
    Sale
    ‘flight to New York’
    ‘Cheap flight NYC
    ‘LHR to JFK’
    ‘Brand’
    • Actions are rarely driven by a single website visit.
    • Actions are frequently driven by multiple marketing channels.
    • The journey to action often takes days or weeks.
  • One attribution model does not fit all
    • Flexible allocation of sales across all or a subset of the visits.
    • Configurable rules for defining attribution period:-
    • Fixed length of time.
    • Period defined by visit gaps.
    • Configurable rules for weighting:-
    • Control of channel weighting.
    • Control of brand weighting.
    • Control of chain position weighting.
    • Allocation of multiple sale related values (e.g. margin).
  • Attributed Sales - Just one valuable data view
    Questions answered by good sale attribution analysis:-
    Marketing budget allocation.
    Calculating channel and keyword ROI.
    Calculating the real value of brand.
  • Attributed sales - Just one valuable data view
    Unanswered questions:-
    How long is the path to conversion?
    How many sales did a channel or keyword contribute to?
    Where in the path to conversion does a channel contribute (first, middle or last)?
    When does a channel or keyword contribute in the path to conversion?
    What are the channel and keyword combinations that work?
    Where are performance partners contributing?
    How could I improve my performance partners commercials terms?
    How does display and remarketing impact the path to conversion?
  • To Attribution and Beyond
    Summary
    • Huge value in developing the right attribution model for your business.
    • Combination of technology and expertise required to get the model right.
    • Sale attribution is just one valuable view of the data. You need the full picture.
    Beyond
    • Engagement modelling and scoring will enable optimisation of all website visits, not just sale related visits.
  • Q & A
    Lewis Lenssen
    lewis.lenssen@dc-storm.com
  • SEO and Social don’t get the credit they deserve
  • Can it really be true?
    Private & Confidential Copyright TagMan 2011
    How does TagMan measure campaigns
    Last click
    Any click
    All clicks
    What is attribution really all about?
    The proof we have been waiting for
  • Going beyond the last click……TagMan tracks over £1bn in conversions every month
    Date Campaign Event Detail Site Pages visited
    Day 4
    Day 6
    Day 2
    Day 1
    Day 1
    Click on a friend’s link;
    Direct to site
    www.interflora.co.uk
    www.findmeagift.co.uk
    PPC: “Valentine flowers”
    So who gets the credit for this sale?
    £125
    SEO: ‘Interflora’
  • Awarding Vs Analysis
    Any Click Last Click Flat Attribution
    Day 4
    Day 6
    Day 2
    Day 1
    Day 1
    Direct to site
    £25
    £25
    £25
    £125
    £125
    £25
    £25
    £125
    Deduplicating in real time
  • Looking at some real numbers
    A major retailer that generates over £20million a month
    Digital spend across all digital touch points:
    Email
    Display
    Affiliates
    PPC
    SEO
    Direct to site
    Tracking split campaigns by acquisition (generic terms) and retention (brand terms) across all channels
    Private & Confidential Copyright TagMan 2011
  • Definitions
    Assisted conversion – every click in the path to conversion gets the full credit of a sale
    Last click conversion – only the last channel the user clicked before buying gets the credit
    Attributed conversion – sharing the credit equally between all channels involved
    Private & Confidential Copyright TagMan 2011
  • The Proof
    Private & Confidential Copyright TagMan 2011
  • In Summary
    Don’t just analyse the data, consider how you technically award channels
    particularly performance channels!
    Speak to your agency and all stakeholders about how you change the rules
    Don’t just rely on the last click!
    Private & Confidential Copyright TagMan 2011
  • Thank youFollow us on Twitter @TagManadrian.hands@tagman.com
  • Credit where credit’s due—some useful techniques
    Dr Karl Blanks
  • Question: What persuaded you to come here today?
    1
  • Question: What persuaded you to come here today?
    1
    2
    How much of the pertinent information is in the clickstream?
  • Question: What persuaded you to come here today?
    1
    2
    How much of the pertinent information is in the clickstream?
    To grow your business, you need to know what’s currently persuading your customers—so you can “amplify” those elements
    3
  • How did you hear about us?
  • How did you hear about us?
    £
    £
    £
    £
    £
    £
    £
    £
    £
    £
    £
    £
  • How did you hear about us?
    £
    £
    £
    £
    £
    £
    £
    £
    £
    £
    £
    £
  • What elements persuaded you?
    Identify persuasion assets
    1
    2
    List the highly persuasive elements your prospects never saw
    Create a wish-list of persuasive assets you need to acquire
    3
  • Proof investment
    Media mentions
    Expert reviews
    Proof
    Proof
    Proof
    Proof
    Achievements
    Customer testimonials
  • Manual labour
  • wordle.net
    • Track offline orders
    • Track phone orders
    • Get more business
    • Increase your conversion rate
    • Spot hidden opportunities in your business
    ?
    ?
    ?
    Ask me how we use conversion attribution to…