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Media Attribution and Measurement - OMS 2011

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Media Attribution and Measurement was presented by Steve Latham at the Online Marketing Summit in 2/11. If you'd like a copy please reach out to @stevelatham

Media Attribution and Measurement was presented by Steve Latham at the Online Marketing Summit in 2/11. If you'd like a copy please reach out to @stevelatham

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  • 1. Strategic Insights.Tactical RecommendationsFebruary 2011Steve LathamFounder and CEO, Encore Media Metrics@stevelatham Media Attribution and Measurement © Encore Media Metrics 2011
  • 2. •  Encore Media Metrics provides measurement, attribution and reporting as a service –  Integrated reports for paid media (KPIs, Attribution, ROI) –  Social media attribution –  Outsourced media ops (trafficking, ad serving, etc.)•  Delivered as a service. You make the buy, we do the rest.•  Proven platform with 5+ years of delivering insights.•  Follow us @EncoreMetrics Media Attribution and Measurement © Encore Media Metrics 2011
  • 3. •  Digital is hard to characterize Awareness 
 (Display, Email, Social, –  Strategic + Tactical Mobile, Fat Tail Search) –  Branding + Performance Consideration
•  Digital touches customers throughout" (Display, Mid-Tail the funnel Search, Social) –  Can’t win by simply harvesting demand Preference
 (Long-Tail –  You must create it (display, social, etc.) Search, Social Email)•  Digital is hard to measure Action
 –  Traditional metrics no longer suffice (Social, Search,•  Yet, each buy must stand on its own Email) Media Attribution and Measurement © Encore Media Metrics 2011
  • 4. “If all you have is a hammer, everything looks like a nail.” -Abraham Maslow•  We were initially taught to measure performance via: –  Clicks and CTRs –  Directly attributable conversions •  We now know these don’t tell the whole story –  Keyword assists are important (Search) –  Display Ads can be effective without clicks –  Social contributes throughout the process•  Data shows clicks don’t matter for " measuring Display ads –  8% of users contribute 80% of Display clicks –  Only 20% of post-imp conversions follow clicks Media Attribution and Measurement © Encore Media Metrics 2011
  • 5. •  Attributing credit to the last click is still the norm –  Rewards Search –  Punishes Display, Email and Social•  As an industry, we have to do better!•  We need to: –  Identify all interactions that precede " conversions –  Attribute value to each touch point " that plays a supporting role Media Attribution and Measurement © Encore Media Metrics 2011
  • 6. There are two primary methodologies for attribution:•  Algorithmic modeling: analyzing log files (any anything else you can find) to correlate impact –  Performed in batches, monthly, quarterly or annually•  Operational Attribution: analyzing all touch points that precede a visit or conversion –  Requires synching of ad server and site analytics data –  Requires new approach to measuring impact of social Media Attribution and Measurement © Encore Media Metrics 2011
  • 7. •  We know display drives leads from direct and natural search•  If you can quantify the impact, you can optimize spend•  Case study: Health care provider (lead generation) –  Attribution resulted in a 50% lift in leads from Display Ads –  Resulted in a 35% drop in CPL from Display Media Attribution and Measurement © Encore Media Metrics 2011
  • 8. •  Vendor-level attribution can be very insightful –  Last-click “laggards” may actually be leaders•  Case study: Local advertising campaign (Retailer) –  KHOU.com was 2nd worst outlet based on last click –  After including assists, KHOU.com was 4th best Media Attribution and Measurement © Encore Media Metrics 2011
  • 9. •  The next big thing in attribution: Social Media –  Attribute credit for social assists –  Assign economic value –  Calculate ROI from Social Media•  Since you can’t cookie, you have " to take a different approach –  Identify where social interactions " preceded visits and conversions –  Quantify the assists –  Define Social’s contribution to sales Media Attribution and Measurement © Encore Media Metrics 2011
  • 10. •  How We Do Social Media Attribution –  Index URLs where Brand is being mentioned •  Facebook, Twitter, YouTube, Blog mentions, Articles, etc. –  Use Javascript to compare Index to browser history for visitors –  Record the number of matches Browsers indicates which URLs you’ve seen before Media Attribution and Measurement © Encore Media Metrics 2011
  • 11. 351 (9.4%) of visits previously interactedwith Brand on social media sitesMedia Attribution and Measurement 11
Attribution and ROI Metrics 2011 © Encore Media Measurement

  • 12. •  Defining the right attribution model –  What is the value of an impression vs. a click? –  How will that vary based on the type of media? –  How far back should you look? –  How do you isolate online impact?•  Analytics platforms still miss a lot –  Cookie deletion (still 30+%?) –  Multiple devices (20%?) –  Non-served ads (Google, Facebook)•  Calculating offline impact from online marketing Media Attribution and Measurement © Encore Media Metrics 2011
  • 13. •  Fact: all analytics platforms overstate % of New vs. Returning visitors –  Cookie deletion (30%) –  Multiple devices (?%)•  How do we adjust?•  176% adjustment? –  How does this impact how we measure media? Media Attribution and Measurement © Encore Media Metrics 2011
  • 14. •  Market testing•  Customer surveys•  Online surveys Media Attribution and Measurement © Encore Media Metrics 2011
  • 15. •  To isolate the impact of media, conduct a market test –  Conduct a campaign targeting a Geo or Product –  Define the test and the control groups –  Measure lift in traffic and conversions (via G.A. filters)•  Case study: regional campaign targeting Austin, TX –  Results: 120% lift in traffic from Austin Media Attribution and Measurement 15
 Attribution and ROI Metrics 2011 © Encore Media Measurement

  • 16. •  Ask customers if they… –  Visit your site, facebook page, YouTube channel, etc. •  Define Test and Control groups •  Case study: Retailer asked customers how they heard about the sale (comparing Austin to other markets)•  Internet was referenced 4x more in Austin vs. other markets Media Attribution and Measurement © Encore Media Metrics 2011
  • 17. • Use 1-Question surveys to measure lift in awareness, consideration or preference from advertising• Compare results from Exposed vs. Control Group• Case study: Awareness-building campaign for eCardio –  Used 1-Question survey to measure awareness vs. competitors –  Exposed group showed 280% lift in awareness Media Attribution and Measurement © Encore Media Metrics 2011
  • 18. •  Success requires that you: –  Create demand –  Harvest demand•  This requires you to measure the impact of all media –  Use right tool / approach for each stage of funnel•  For deep insights, use Attribution•  Lacking tools, go back to basics Media Attribution and Measurement © Encore Media Metrics 2011
  • 19. Media Measurementand AttributionStrategic Insights.Tactical RecommendationsSteve LathamFounder and CEO, Encore Media MetricsSteve@EncoreMetrics.com@SteveLatham@EncoreMetrics Media Attribution and Measurement © Encore Media Metrics 2011