Your SlideShare is downloading. ×
0
Attributing beyond the last click
Attributing beyond the last click
Attributing beyond the last click
Attributing beyond the last click
Attributing beyond the last click
Attributing beyond the last click
Attributing beyond the last click
Attributing beyond the last click
Attributing beyond the last click
Attributing beyond the last click
Attributing beyond the last click
Attributing beyond the last click
Attributing beyond the last click
Attributing beyond the last click
Attributing beyond the last click
Attributing beyond the last click
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Attributing beyond the last click

265

Published on

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

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

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
265
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Attributing beyond the last click14 September 2012 – Presented by Tom Lewis
  • 2. No one values SEO!... As highly as they should
  • 3. Typical conversion models reward unfairly Branded Social Generic Email SEO & PPC SEO & PPC
  • 4. Accurate distribution of revenue Research Suppliers Choice Confirmation Purchase IMP IMP IMP Sale
  • 5. Accurate distribution of revenue Research Suppliers Choice Confirmation Purchase IMP IMP IMP Sale
  • 6. Accurate distribution of revenue Research Suppliers Choice Confirmation Purchase IMP IMP IMP Sale
  • 7. Attribution needs to evolve 7
  • 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. Re-defining the approach to attribution Research Suppliers Choice Confirmation Purchase IMP IMP IMP Sale 30 Day Cookie Window
  • 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. Re-defining the approach to attribution. Research Suppliers Choice Purchase IMP IMP IMP IMP Sale
  • 12. Re-defining the approach to attribution. Research Suppliers Choice Purchase IMP IMP IMP IMP Sale
  • 13. Re-defining the approach to attribution. Research Suppliers Choice Purchase IMP IMP IMP IMP Sale
  • 14. Re-defining the approach to attribution. Research Suppliers Choice IMP IMP
  • 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. Contact us…Tom Lewis, Head of Professional Servicestom.lewis@dc-storm.com

×