Credit where credit is due – Conversion Attribution

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

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

The Proof

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!

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

1
2
How much of the pertinent information is in the clickstream?

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?
£
£
£
£
£
£
£
£
£
£
£
£

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…

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Credit where credit is due – Conversion Attribution

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