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

    1. 1. To Attribution and Beyond<br />Lewis Lenssen – Commercial Director of DC Storm<br />
    2. 2. Introduction and Context<br />Lewis Lenssen<br /><ul><li>5 years leading and building a search agency.
    3. 3. 1 year consulting on social media and online PR for fashion brands (focusing on measurement and valuation).</li></ul>DC Storm – Optimising Digital Marketing<br /><ul><li>Delivering attribution for over 5 years.
    4. 4. Over 1,000 tracked websites with configured attribution.</li></li></ul><li>Agenda<br />What is attribution?<br />One attribution model does not fit all.<br />Attributed sales - Just one valuable data view.<br />Summary and Beyond.<br />
    5. 5. What is Attribution?<br />
    6. 6. Sale Attribution<br />Research<br />Suppliers Choice<br />Purchase<br />Confirmation<br />IMP<br />IMP<br />IMP<br />Sale<br />‘flight to New York’<br />‘Cheap flight NYC<br />‘LHR to JFK’<br />‘Brand’<br /><ul><li>Actions are rarely driven by a single website visit.
    7. 7. Actions are frequently driven by multiple marketing channels.
    8. 8. The journey to action often takes days or weeks.</li></li></ul><li>One attribution model does not fit all<br /><ul><li>Flexible allocation of sales across all or a subset of the visits.
    9. 9. Configurable rules for defining attribution period:-
    10. 10. Fixed length of time.
    11. 11. Period defined by visit gaps.
    12. 12. Configurable rules for weighting:-
    13. 13. Control of channel weighting.
    14. 14. Control of brand weighting.
    15. 15. Control of chain position weighting.
    16. 16. Allocation of multiple sale related values (e.g. margin).</li></li></ul><li>Attributed Sales - Just one valuable data view<br />Questions answered by good sale attribution analysis:-<br />Marketing budget allocation.<br />Calculating channel and keyword ROI.<br />Calculating the real value of brand.<br />
    17. 17. Attributed sales - Just one valuable data view<br />Unanswered questions:-<br />How long is the path to conversion?<br />How many sales did a channel or keyword contribute to?<br />Where in the path to conversion does a channel contribute (first, middle or last)?<br />When does a channel or keyword contribute in the path to conversion?<br />What are the channel and keyword combinations that work?<br />Where are performance partners contributing?<br />How could I improve my performance partners commercials terms?<br />How does display and remarketing impact the path to conversion?<br />
    18. 18. To Attribution and Beyond<br />Summary<br /><ul><li>Huge value in developing the right attribution model for your business.
    19. 19. Combination of technology and expertise required to get the model right.
    20. 20. Sale attribution is just one valuable view of the data. You need the full picture.</li></ul>Beyond<br /><ul><li>Engagement modelling and scoring will enable optimisation of all website visits, not just sale related visits.</li></li></ul><li>Q & A<br />Lewis Lenssen<br /><br />
    21. 21. SEO and Social don’t get the credit they deserve<br />
    22. 22. Can it really be true?<br />Private & Confidential Copyright TagMan 2011<br />How does TagMan measure campaigns<br />Last click<br />Any click<br />All clicks<br />What is attribution really all about?<br />The proof we have been waiting for<br />
    23. 23. Going beyond the last click……TagMan tracks over £1bn in conversions every month<br /> Date Campaign Event Detail Site Pages visited<br />Day 4<br />Day 6<br />Day 2<br />Day 1<br />Day 1<br />Click on a friend’s link;<br />Direct to site<br /><br /><br />PPC: “Valentine flowers”<br />So who gets the credit for this sale?<br />£125<br />SEO: ‘Interflora’<br />
    24. 24. Awarding Vs Analysis<br />Any Click Last Click Flat Attribution<br />Day 4<br />Day 6<br />Day 2<br />Day 1<br />Day 1<br />Direct to site<br />£25<br />£25<br />£25<br />£125<br />£125<br />£25<br />£25<br />£125<br />Deduplicating in real time<br />
    25. 25. Looking at some real numbers<br />A major retailer that generates over £20million a month<br />Digital spend across all digital touch points:<br />Email<br />Display<br />Affiliates<br />PPC<br />SEO<br />Direct to site<br />Tracking split campaigns by acquisition (generic terms) and retention (brand terms) across all channels<br />Private & Confidential Copyright TagMan 2011<br />
    26. 26. Definitions<br />Assisted conversion – every click in the path to conversion gets the full credit of a sale<br />Last click conversion – only the last channel the user clicked before buying gets the credit<br />Attributed conversion – sharing the credit equally between all channels involved<br />Private & Confidential Copyright TagMan 2011<br />
    27. 27. The Proof<br />Private & Confidential Copyright TagMan 2011<br />
    28. 28. In Summary<br />Don’t just analyse the data, consider how you technically award channels<br />particularly performance channels!<br />Speak to your agency and all stakeholders about how you change the rules<br />Don’t just rely on the last click!<br />Private & Confidential Copyright TagMan 2011<br />
    29. 29. Thank youFollow us on Twitter<br />
    30. 30. Credit where credit’s due—some useful techniques<br />Dr Karl Blanks <br />
    31. 31.
    32. 32. Question: What persuaded you to come here today?<br />1<br />
    33. 33. Question: What persuaded you to come here today?<br />1<br />2<br />How much of the pertinent information is in the clickstream?<br />
    34. 34. Question: What persuaded you to come here today?<br />1<br />2<br />How much of the pertinent information is in the clickstream?<br />To grow your business, you need to know what’s currently persuading your customers—so you can “amplify” those elements<br />3<br />
    35. 35. How did you hear about us?<br />
    36. 36. How did you hear about us?<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />
    37. 37. How did you hear about us?<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />
    38. 38.
    39. 39.
    40. 40.
    41. 41. What elements persuaded you?<br />Identify persuasion assets<br />1<br />2<br />List the highly persuasive elements your prospects never saw<br />Create a wish-list of persuasive assets you need to acquire<br />3<br />
    42. 42. Proof investment<br />Media mentions<br />Expert reviews<br />Proof<br />Proof<br />Proof<br />Proof<br />Achievements<br />Customer testimonials<br />
    43. 43. Manual labour<br />
    44. 44.<br />
    45. 45.
    46. 46. <ul><li>Track offline orders
    47. 47. Track phone orders
    48. 48. Get more business
    49. 49. Increase your conversion rate
    50. 50. Spot hidden opportunities in your business</li></ul>?<br />?<br />?<br />Ask me how we use conversion attribution to…<br />