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The Lukens Company - NTC Attribution

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Multi-channel campaigns generally mean better results for your organization. But when a single constituent receives consistent messaging through multiple channels, how does your organization know …

Multi-channel campaigns generally mean better results for your organization. But when a single constituent receives consistent messaging through multiple channels, how does your organization know which source to attribute the response? We’ll discuss our attribution model for integrated multi-channel campaigns that helps organizations determine which channel gets “credit” for which conversions. This powerful insight allows organizations to more accurately allocate budget to the channels that their constituents are most responsive to and understand how one channel influences another.

Published in: Business, Technology

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  • 1. Where did that gift come from?Attributing multi-channel gifts#attributionAngela StruebingThe Lukens CompanyAmy Katherine RadickArt Institute of Chicago
  • 2. Philadelphia Museum of Art / February 14, 2013attribution 101
  • 3. Where did that gift come from? #attribution• What is attribution?• Various methods• “In theory”• Art Institute of ChicagoCase Study• Best Practices forMulti-channelcampaigns3web adsyour websiteteleseminars/webinarsdirect mailemailblogsbroadcast mediaprprint adssocial media sitesvideosmobiletelemarketingoutdooradvertisingWhere did that gift come from?Attributing multi-channel gifts
  • 4. Where did that gift come from? #attributionAccording to Webster…1.to regard as resulting from a specified cause; consider as caused by somethingindicated (usually followed by to): She attributed his bad temper to ill health.2.to consider as a quality or characteristic of the person, thing, group, etc., indicated:He attributed intelligence to his colleagues.3.to consider as made by the one indicated, especially with strong evidence but in theabsence of conclusive proof: to attribute a painting to an artist.4.to regard as produced by or originating in the time, period, place, etc., indicated; credit;assign: to attribute a work to a particular period4at·tri·but·tion [v. a-truh-byoot-shun]
  • 5. Where did that gift come from? #attributionWhy does it matter?• Prospects don’t see a single message• There are multiple channels to devoteresources to• Each channel has different metrics($, emails, sign-ups, etc.)• Lifetime Value of Donors• Channel decay5
  • 6. Where did that gift come from? #attribution60 days 30 days 2 weeks 1 weekmaildigital adsphoneemailResponse Decay
  • 7. Where did that gift come from? #attributionChoose your own adventureemailmailtelemarketing adsemailmailtelemarketingemailads7
  • 8. Where did that gift come from? #attributionNeither factor in organic joinsNeither gives credit to marketing touches (no ROI tied to ads)Neither allows for fractional allocation for multiple touchesCurrent PracticesConfirmed Response – using mail/promocodes to assign channel (i.e. mail, phone,lobby, email, online)• Only get results when reply device is used,email links are clicked or ad landing pagesare completed• Lots of unidentified responsesMatchback – when no code is present, wematch respondent data with outgoingmessages• Fewer unknown respondents• Follow-ups are most likely given unduecredit8
  • 9. Where did that gift come from? #attribution• First Touch/Last Touch – whatever the firstor last channel of outward communicationwas with the respondent receives 100%credit for donation• Linear – each touchpoint in theconversion path shares credit for thedonation• Tiered– the touchpoints closest in time tothe donation get most of the credit• Position Based – more weight is given tothe first and last touchpoints withmidstream touchpoints marginalized9Fractional Allocation
  • 10. Where did that gift come from? #attribution10Mail Email Phone Email 2 Cookie AdFirst Touch $100.00 – – – –Fractional Allocation $17.00 $18.60 $20.00 $20.90 $23.00Weighted Allocation $15.64 $13.59 $39.85 $15.17 $15.75One big math problem
  • 11. Where did that gift come from? #attribution• Drop date*, not in home• Doesnt include multis• Could have received multiple displayimpressions (7-8 recommended)• Doesn’t account for varying tail lengths• Still doesn’t factor in organic donations11Mail Email Phone Email 2 Cookie Ad Donation$1003/18/13* 3/27/13 4/1/13 4/3/13 3/18-4/12/13 4/10/13Frequency 1 1 1 1 1Recency 0.5 0.6 0.7 0.8 1Weighting 1.5 1.6 1.7 1.8 2 8.6Attribution 17% 18.6% 20% 20.9% 23%Allocation $17 $18.6 $20 $20.9 $23 $100based on 1 month shortened timeframebased on 1 month shortened timeframebased on 1 month shortened timeframebased on 1 month shortened timeframebased on 1 month shortened timeframebased on 1 month shortened timeframebased on 1 month shortened timeframeTaking it a step further with weights
  • 12. Where did that gift come from? #attributionThere is a better way12membership purchasecontrol mail email cookies facebook
  • 13. Philadelphia Museum of Art / February 14, 2013multi-channel attribution
  • 14. Where did that gift come from? #attribution  14Multi-channel AttributionControl Groups• No Touch – randomly selected targetswithheld from all direct touches• Single Touch – randomly selected targetsgiven a single touchpoint (i.e. mail, email,Facebook Custom Audiences, CookieMatches, phone)Bucket Test• Multi Touch – combination touchpoints (i.e.mail and email) to test if effects areadditive versus multiplicative compared tothe control*For  best  results,  no  other  correspondence  should  be  directed  to  these  audiences  for  60  days  after  the  mailing!
  • 15. Where did that gift come from? #attribution15Channel WeightsMail Email Phone Cookie AdSingle Touch Response Rates 1.25% 0.40% 8% 0.10%Control (organic) 0.09% 0.09% 0.09% 0.09%Difference* 1.16% 0.31% 7.91% 0.01%Weight 0.49 0.13 3.37 0.004*collective difference 2.35%
  • 16. Where did that gift come from? #attribution  16Mail Email Phone Email 2 Cookie Ad Donation$1003/18/13* 3/27/2013 4/1/2013 4/3/2013 3/18-4/12/13 4/10/2013Frequency 1 1 1 1 1Recency 0.5 0.6 0.7 0.8 1Attribution Weight 0.49 0.13 3.37 0.13 0.004Adjusted Weighting 1.99 1.73 5.07 1.93 2.004 12.724Adjusted Attribution 15.64% 13.60% 39.85% 15.17% 15.75%Allocation $15.64 $13.59 $39.85 $15.17 $15.75 $100Putting it all together
  • 17. Where did that gift come from? #attribution  17Mail Email Phone Email 2 Cookie AdFirst Touch $100.00 – – – –Fractional Allocation $17.00 $18.60 $20.00 $20.90 $23.00Weighted Allocation $15.64 $13.59 $39.85 $15.17 $15.75Complete Dashboard
  • 18. Where did that gift come from? #attribution18Reduce Mail QualityMaintain email, alreadycontacting everybodyIncrease phone contactsEliminate cookiesNeed  to  make  investment  decisions  based  on  right  combination  of  touchpoints.  52%14%33%1%MailEmailPhoneCookie AdsChannel Attributed Revenue66%5%20%9%MailEmailPhoneCookie AdsChannel ExpendituresWhat does all this mean?
  • 19. Philadelphia Museum of Art / February 14, 2013art institute of chicago case study
  • 20. Where did that gift come from? #attribution  March Lapsed CampaignTested in Deep (60+ months) andRecent (12 months) Lapsed Segments.Split into the following segments:1. Control (no contact)2. Direct Mail3. Email4. Facebook Advertising5. Cookie Matching6. TelemarketingBucket tests to see if lift is greater thanthe sum of their parts:1. Direct Mail and Telemarketing2. Direct Mail and Cookie Matching20Art Institute of Chicago Case Study
  • 21. Where did that gift come from? #attributionArt Institute of Chicago Case Study
  • 22. Where did that gift come from? #attribution22Art Institute of Chicago Case StudyDirect  mail
  • 23. Where did that gift come from? #attribution23Art Institute of Chicago Case StudyShort  formEmail  template
  • 24. Where did that gift come from? #attribution  24Art Institute of Chicago Case StudyDisplay  and  Facebook  Ads
  • 25. Where did that gift come from? #attribution• Withholding prospects during testing• Some organic donations will be made nomatter what• Still need to look at campaign results “theold fashioned way”• Will need to update model yearly ascommunication preferences change• SPAM and digital privacy issues will makeonline communications tougher• Don’t know which people are particularchannel responsive• Additional channels complicate theequation• Need a sophisticated data warehouse andtracking system in place• Ability to act on the information• What specific issues did AIC have toconfront?25ConsiderationsArt Institute of Chicago Case Study
  • 26. emailWhere did that gift come from? #attributionNoise26tvphonefacebookonsitetwitteradsoutdoor advertisingsearch ads
  • 27. Where did that gift come from? #attribution  Best Practices for Multi-Channel Campaigns• Creative should match across channels• Offer should match• Fewer clicks the better• Contact people as many times as possibleuntil diminishing returns (or opt-outs)• Analytics as part of planning process (notan afterthought)• Coding is Queen27
  • 28. Where did that gift come from? #attributionEvaluate This Session!Each entry is a chance to win an NTEN engraved iPad!or Online using #attributionat www.nten.org/ntc/evalQuestions??Angela StruebingThe Lukens Company703-845-8484angela@thelukenscompany.comAmy Katherine RadickArt Institute of Chicago312-443-3116aradick@artic.edu