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Media Measurement for (Search) Marketers by Encore Media Metrics
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Media Measurement for (Search) Marketers by Encore Media Metrics

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Media Measurement for (Search) Marketers was presented at SES San Francisco 8/11 by Steve Latham, ceo of Encore Media Metrics. ...

Media Measurement for (Search) Marketers was presented at SES San Francisco 8/11 by Steve Latham, ceo of Encore Media Metrics.

To request a copy please tweet to @encoremetrics or @stevelatham, or request via form on http://EncoreMetrics.com

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  • 1. Online Media Measurement!What (Search) Marketers Need to Know!August 2011! Steve Latham, ceo Encore Media Metrics @stevelatham
  • 2. My Goals for Today   Provide a more global perspective on media measurement   Explain Attribution   Show why you should embrace it Attribution 101 © Encore Media Metrics 2011 2
  • 3. Media Measurement TodayDigital is hard to characterize Awareness 
   Strategic + Tactical (Display, Email, Social, Mobile, Fat Tail Search)   Branding + Performance Consideration
Digital touches customers throughout! (Display, Mid-Tail Search, Social)the funnel Preference
Digital is hard to measure (Long-Tail Search, Social Email)   Traditional metrics no longer suffice Action
 …Yet, each buy must stand on its own (Social, Search, Email) Attribution 101 © Encore Media Metrics 2011 3
  • 4. Measurement Challenges “If all you have is a hammer, everything looks like a nail.” -Abraham MaslowWe learned to measure performance via:   Clicks   Click-through-rates (CTRs)   Direct conversions We now know these aren’t sufficient   Keyword assists are important (Search)   Display Ads can be effective without clicks   Social contributes throughout the processClicks have very little correlation to !performance of Display Ads   8% of users contribute 80% of Display clicks   Only 20% of post-imp conversions follow clicks Attribution 101 © Encore Media Metrics 2011 4
  • 5. Think About It This Way… What if they only gave the last swimmer the medal? That ain’t right! Attribution 101 © Encore Media Metrics 2011 5
  • 6. Think About It This Way… What if they only gave the last swimmer the medal? That ain’t right! Attribution 101 © Encore Media Metrics 2011 6
  • 7. PhD Targeting… 1st Grade MetricsThe paradox in online advertising, as it relates to data..   Most are very sophisticated in using data to find and engage audiences   Very few are using data effectively to measure impactIt’s like hiring a PhD statistician to develop new algorithms… and having a1st grader assess their work Attribution 101 © Encore Media Metrics 2011 7
  • 8. Why Times are ChangingThe Five Forces Driving Better AnalyticsRead Mediapost article http://bitly.com/iyOLpT Shift from Traditional to Digital Media Growth in Increasing 
 Display Better Solutions Focus on 
 Advertising Accountability Evolution of Web Architecture Attribution 101 © Encore Media Metrics 2011 8
  • 9. Attribution MethodologiesThere are two primary approaches to Attribution:1. Algorithmic modeling: correlations, regressions, etc.   Performed in batches, monthly, quarterly or annually2. Operational: analyzing all touch points that drive actions   Low-funnel (click-based) and high-funnel (impressions + clicks) Attribution 101 © Encore Media Metrics 2011 9
  • 10. 4 Steps to Operational Attribution1.  Aggregate and categorize 3.  Define an Attribution model campaign data   Look-back window   Display ads   Weighing clicks vs. impressions   Search (paid and natural)   Email   Affiliate, CSE2.  Combine impression and click data to see engagement paths 4.  Produce reports   Synch ad server log files with   Which metrics? visitor records   How granular?   Create record of all interactions that precede visit or conversion Attribution 101 © Encore Media Metrics 2011 10
  • 11. Channel Attribution The impact can be dramatic (last-click vs. attributable) •  Display: often see 30-60% drop in CPA •  SEM: often see 10-15% drop in CPA Attribution 101 © Encore Media Metrics 2011 11
  • 12. Keyword Performance How Most View Keyword Reports Attribution 101 © Encore Media Metrics 2011 12
  • 13. Keyword Attribution How We Should View Keyword Performance Attribution 101 © Encore Media Metrics 2011 13
  • 14. Additional ConsiderationsDefining 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? Attribution 101 © Encore Media Metrics 2011 14
  • 15. What Do you Do with that Information? Hint: use predictive analysis to quantify opportunity of optimizing spend Attribution 101 © Encore Media Metrics 2011 15
  • 16. Case Study Traditional Retailer   Integrated campaign (15mm imps and 150k visits)   Display saw 98% lift over last-click reporting (46% drop in CPA)   PPC saw 14% lift over last-click report (16% drop in CPA) Attribution 101 © Encore Media Metrics 2011 16
  • 17. Takeaways1. It’s time to re-assess how we measure media   Take a holistic (and realistic) view   Position yourself as a thought leader, not a laggard2. Don’t Fear Attribution. Embrace it!   By channel   By vendor   By keyword3. Choose approach that fits your strategy   Lower-funnel (SEM, SEO, Facebook ads, email)   Full-funnel (Display, Rich media, video, etc.)For more on this topic:   Read “Attribution 101” http://bit.ly/p0lQrv   Read “Choosing an Attribution Vendor” by Econsultancy http://bitly.com/kLDkvz   Watch video interview on Attribution (via creatorbase) http://bit.ly/nyakk6 Attribution 101 © Encore Media Metrics 2011 17
  • 18. About the PresenterSteve is the founder and CEO of Encore Media Metrics (http://encoremetrics.com),which helps marketers optimize spend through better analytics. Encore’s on-demand measurement and reporting solution allows clients to achieve deeperinsights into campaign performance while lowering the cost and complexity ofonline measurement. Prior to launching Encore, Steve founded, grew and sold Spur Interactive, a digitalmarketing agency that specialized in strategic planning and execution ofintegrated media campaigns. In this role, Steve planned and executed successfulcampaigns for leading brands, including FedEx Office, Continental Airlines,ConocoPhillips and The Scooter Store.Steve is an accomplished industry lecturer and thought leader. Steve speaksfrequently at industry events including OMMA, Search Engine Strategies, OnlineMarketing Summit, eMetrics Summit, Integrated Marketing Summit and others.Steve’s articles have been published by MediaPost, Online Media Daily, iMediaConnection, Marketing News and Bizjournals.com. Steve has been quoted in B2BMagazine, PR Week, Fortune and CNN.com.Steve received an MBA from Harvard Business School and a BBA from theUniversity of Oklahoma. You can read Steve’s blog at http://Attribution101.com. http://facebook.com/slatham http://twitter.com/stevelatham www.linkedin.com/in/stevelatham Attribution 101 © Encore Media Metrics 2011 18
  • 19. Contact Information Encore Media Metrics Info@EncoreMetrics.com New York | Texas 646.820.1006 @SteveLatham http://EncoreMetrics.com @EncoreMetrics http://Attribution101.com Attribution 101 © Encore Media Metrics 2011 19