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.
Engagement modelling and scoring will enable optimisation of all website visits, not just sale related visits.
Q & A Lewis Lenssen firstname.lastname@example.org
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.email@example.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