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

    • 1. To Attribution and Beyond<br />Lewis Lenssen – Commercial Director of DC Storm<br />
    • 2. Introduction and Context<br />Lewis Lenssen<br /><ul><li>5 years leading and building a search agency.
    • 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. 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. What is Attribution?<br />
    • 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. Actions are frequently driven by multiple marketing channels.
    • 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. Configurable rules for defining attribution period:-
    • 10. Fixed length of time.
    • 11. Period defined by visit gaps.
    • 12. Configurable rules for weighting:-
    • 13. Control of channel weighting.
    • 14. Control of brand weighting.
    • 15. Control of chain position weighting.
    • 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. 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. To Attribution and Beyond<br />Summary<br /><ul><li>Huge value in developing the right attribution model for your business.
    • 19. Combination of technology and expertise required to get the model right.
    • 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 />lewis.lenssen@dc-storm.com<br />
    • 21. SEO and Social don’t get the credit they deserve<br />
    • 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. 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 />www.interflora.co.uk<br />www.findmeagift.co.uk<br />PPC: “Valentine flowers”<br />So who gets the credit for this sale?<br />£125<br />SEO: ‘Interflora’<br />
    • 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. 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. 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. The Proof<br />Private & Confidential Copyright TagMan 2011<br />
    • 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. Thank youFollow us on Twitter @TagManadrian.hands@tagman.com<br />
    • 30. Credit where credit’s due—some useful techniques<br />Dr Karl Blanks <br />
    • 31.
    • 32. Question: What persuaded you to come here today?<br />1<br />
    • 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. 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. How did you hear about us?<br />
    • 36. How did you hear about us?<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />
    • 37. How did you hear about us?<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />£<br />
    • 38.
    • 39.
    • 40.
    • 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. Proof investment<br />Media mentions<br />Expert reviews<br />Proof<br />Proof<br />Proof<br />Proof<br />Achievements<br />Customer testimonials<br />
    • 43. Manual labour<br />
    • 44. wordle.net<br />
    • 45.
    • 46. <ul><li>Track offline orders
    • 47. Track phone orders
    • 48. Get more business
    • 49. Increase your conversion rate
    • 50. Spot hidden opportunities in your business</li></ul>?<br />?<br />?<br />Ask me how we use conversion attribution to…<br />

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