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Are You Using the Wrong Attribution Model?

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With the rise of data-driven marketing, advertisers are challenged with finding the most accurate ways to measure campaign performance across channels and devices. Traditional attribution models like click-through or view-through, when used alone, often oversimplify or inaccurately measure impact by channel.

AdRoll’s Nic Zangre, Director of Marketing Operations and Analytics, and Alex Bozzo, Manager, walk you through the foundations of attribution:
- Top best practices for implementing a cross channel attribution model
- Traditional attribution models
- Attribution challenges by channel
- Current industry trends

To watch this webinar and others on demand, head over to: http://www.adroll.com/resources/webinars

Published in: Marketing
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Are You Using the Wrong Attribution Model?

  1. 1. ARE YOU USING THE WRONG ATTRIBUTION MODEL? Find out from the experts Presented by Nic Zangre, Director of Marketing Operations and Alex Bozzo, Analytics Evangelist
  2. 2. Nic Zangre Director of Marketing Operations Alex Bozzo Analytics Evangelist SPEAKERS
  3. 3. EXECUTIVE SUMMARY ● Why should I care about attribution? ● What obstacles will I run into? ● How should I think about measuring my marketing? ● Which model is right for me? ● How do I get started? "The task of assigning credit where it is due might sound simple, but in today's omni-channel world, it is anything but" - eMarketer
  4. 4. THE ATTRIBUTION COMPLEXITY MATRIX
  5. 5. In an increasingly complex and fragmented marketing landscape where the consumer “purchasing journey” weaves through a maze of digital, offline, paid and earned media channels, quantifying the contribution of touch points is exceedingly tricky. Welcome to the brave new world of marketing attribution. - Daniel Kehrer, VP Marketing, MarketShare REASONS FOR TRACKING ATTRIBUTION
  6. 6. "Organizations that try to move beyond basic single-point models face two key challenges: a traditional corporate culture that rewards success of an individual channel rather than the company’s overall success; and a lack of consolidated data warehouses.” - Daniel Kehrer, VP Marketing, MarketShare
  7. 7. Sources: 1 - “Attribution for Data Driven Marketers, 2014”, AdRoll {n=1000} 2 - “Exploring the Art and Science of Marketing Attribution” 2013, RelateIQ 3 - The State of Marketing 2013, IBM’s Global Survey of Marketers. Global Summit 2013, n.d. Web. More than half of companies use basic first or last-click attribution models.1 83% of marketing dollars spent have a 70% or greater difference in CPA between scientifically attributed metrics and last click metrics.2 Top performing organizations are 5x more likely to use advanced attribution models.3 ATTRIBUTION MODEL ADOPTION
  8. 8. CHALLENGES TO ATTRIBUTION MEASUREMENT & ADOPTION DATA CHALLENGE CULTURE CHALLENGE Source: 1 - AdAge Attribution: Facing Today’s Digital Measurement Challenge 2014
  9. 9. CURVILINEAR BUYER JOURNEY Source: Stackoverflow, www.ntua.gr, curvilinear modelling
  10. 10. GOAL-BASED / SPLIT-FUNNEL ATTRIBUTION ADVOCACY & EVANGELISM
  11. 11. ACCELERATING THE SALES CYCLE = HIGHER REVENUE
  12. 12. CRAWL. WALK. RUN. Integrate core systems. Clean and tag data. Define checkpoints. Define cohorts. Measure incrementality. Collect and organize signals. Warehouse your data. Write an algorithm. Take over the world.
  13. 13. Use the insights to affect organizational alignment Organize and feed data into your model to create richness Start with your core systems, focus on your CRM and back-office THINK: INSIDE-OUT
  14. 14. TAG AND CATEGORIZE ALL TOUCHPOINTS Example: http://www.adroll.com/resources/guides/next-level-retargeting-guide? utm_source=smartbrief&utm_medium=external_email&utm_campaign=2014_next_level_retarget ing_guide&utm_term=retargeting+guide&utm_content=iab
  15. 15. BUILDING A RICH MODEL
  16. 16. INCREMENTALITY TESTING AND MEASURING VIEW-THROUGHS Search activity rises 155% following the user being exposed to a display ad. Also, users shown a display ad but did not click are 59% more likely to convert in the future.1 Source: “Display Drives Search” Yahoo/Specific Media, 2012
  17. 17. HOW TO CALCULATE VTC LIFT FOR ATTRIBUTION
  18. 18. INDUSTRY STANDARDS FOR VIEW-THROUGHS Source: “Attribution for Data Driven Marketers”, AdRoll
  19. 19. VTC LOOK-BACK WINDOWS BY INDUSTRY
  20. 20. AWESOME ATTRIBUTION ARCHITECTURE EDUCATION
  21. 21. AFFECT ORGANIZATIONAL CHANGE
  22. 22. Questions? 1) Connect. Learn. Decide. 2) Organize your data. 3) Be objective. 4) Set goals that encourage collaboration. 5) Remember, no model is perfect. Nic Zangre, Director of Marketing Operations Alex Bozzo, Analytics Evangelist

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