Attributing beyond the last click

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Tom Lewis – Head of Professional Services, DC Storm presents "Attributing Beyond The Last Click"

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Attributing beyond the last click

  1. 1. Attributing beyond the last click14 September 2012 – Presented by Tom Lewis
  2. 2. No one values SEO!... As highly as they should
  3. 3. Typical conversion models reward unfairly Branded Social Generic Email SEO & PPC SEO & PPC
  4. 4. Accurate distribution of revenue Research Suppliers Choice Confirmation Purchase IMP IMP IMP Sale
  5. 5. Accurate distribution of revenue Research Suppliers Choice Confirmation Purchase IMP IMP IMP Sale
  6. 6. Accurate distribution of revenue Research Suppliers Choice Confirmation Purchase IMP IMP IMP Sale
  7. 7. Attribution needs to evolve 7
  8. 8. Re-defining the approach to attributionWe believe the approach to attribution needs tochange in one key way:• It should NOT be limited by Cookie window• It should focus on clustering visits based on delay between interactions • Session Clusters • Booking Clusters
  9. 9. Re-defining the approach to attribution Research Suppliers Choice Confirmation Purchase IMP IMP IMP Sale 30 Day Cookie Window
  10. 10. Re-defining the approach to attribution. Research Suppliers Choice Purchase IMP IMP IMP IMP Sale Lag Lag Lag Lag Lag Lag 30 Day Cookie Window
  11. 11. Re-defining the approach to attribution. Research Suppliers Choice Purchase IMP IMP IMP IMP Sale
  12. 12. Re-defining the approach to attribution. Research Suppliers Choice Purchase IMP IMP IMP IMP Sale
  13. 13. Re-defining the approach to attribution. Research Suppliers Choice Purchase IMP IMP IMP IMP Sale
  14. 14. Re-defining the approach to attribution. Research Suppliers Choice IMP IMP
  15. 15. Key concepts of Clustering• Not limited by Cookie window• Defined by • Session Cluster – gap between visits (typically mins) • Booking Cluster – gap between sessions (typically days)• Revenue attributed across clusters
  16. 16. Contact us…Tom Lewis, Head of Professional Servicestom.lewis@dc-storm.com
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