Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
©2014 Adometry, Inc. All Rights Reserved. 1#AdobeSummit
March 24-28, 2014 | Salt Lake City, UT
Learn more at summit.adobe....
©2014 Adometry, Inc. All Rights Reserved. 2#AdobeSummit
DATA-DRIVEN
MARKETING
ATTRIBUTION
making the leap to
©2014 Adometry, Inc. All Rights Reserved. 3#AdobeSummit
Paul Pellman
CEO
Lewis Broadnax
Executive Director
Web Sales & Mar...
©2014 Adometry, Inc. All Rights Reserved. 4#AdobeSummit
marketers need help answering
TWO QUESTIONS…
“How is my
business d...
©2014 Adometry, Inc. All Rights Reserved. 5#AdobeSummit
marketers need help answering
TWO QUESTIONS…
“What should we
do di...
©2014 Adometry, Inc. All Rights Reserved. 6#AdobeSummit
Measured and
Managed in Silos
No Unified View
of Performance
Uses ...
©2014 Adometry, Inc. All Rights Reserved. 7#AdobeSummit
©2014 Adometry, Inc. All Rights Reserved. 8#AdobeSummit
barriers to
change
©2014 Adometry, Inc. All Rights Reserved. 9#AdobeSummit
Mapping Your Ecosystem at the User Level for
Marketing Attribution...
©2014 Adometry, Inc. All Rights Reserved. 10#AdobeSummit
A Comprehensive Approach to Collecting
User-Level Attribution Dat...
©2014 Adometry, Inc. All Rights Reserved. 11#AdobeSummit
Simple vs. Data-Driven Attribution
Simple
Rules-Based
0% 0% 0% 10...
©2014 Adometry, Inc. All Rights Reserved. 12#AdobeSummit
Common Advanced Attribution Models
Advantages
• Well understood –...
©2014 Adometry, Inc. All Rights Reserved. 13#AdobeSummit
Predictive Model Approaches to Attribution
Have Blind Spots
Discr...
©2014 Adometry, Inc. All Rights Reserved. 14#AdobeSummit
Predictive Model Approaches to Attribution
Have Blind Spots
Discr...
©2014 Adometry, Inc. All Rights Reserved. 15#AdobeSummit
Data-Driven Attribution Algorithmic
Methodology
Data Driven A/B T...
©2014 Adometry, Inc. All Rights Reserved. 16#AdobeSummit
Data-Driven Attribution Algorithmic
Methodology
Data Driven A/B T...
©2014 Adometry, Inc. All Rights Reserved. 17#AdobeSummit
Attribution Performance and Insights at the
Most Granular Level
P...
©2014 Adometry, Inc. All Rights Reserved. 18#AdobeSummit
Attribution Optimization
How did my marketing perform? How can we...
©2014 Adometry, Inc. All Rights Reserved. 19#AdobeSummit
Scenario
Timeframe Target KPI
Flexible Optimization Planning for
...
©2014 Adometry, Inc. All Rights Reserved. 20#AdobeSummit
Overall Optimization
View optimization opportunities
across chann...
©2014 Adometry, Inc. All Rights Reserved. 21#AdobeSummit
Adometry and Adobe Marketing Cloud
Integrations
Integration Point...
©2014 Adometry, Inc. All Rights Reserved. 22#AdobeSummit
Achieving a Greater Return on
Marketing ROI
Value Drivers Areas o...
24
15.3 M
17.3 M
PC Tablet + Phone
Lenovo’s Performance
Lenovo Tablet and Smartphone Volume
Exceeded PC Volume since Fisca...
25
Our Heritage and M&As – Creating a Branding Challenge
2013 LENOVO
26
For each computer sold……
2013 LENOVO
27
Number of programs claiming credit……
2013 LENOVO
28
State of the Business 2012
2013 LENOVO
29
The Inevitable ROI Discussion
2013 LENOVO
32
Our Goals for the Attribution Initiative
View Programs Holistically
Full Funnel View of Performance
Optimize Spend Acro...
33
Our Approach to Capturing Marketing Event Data
Channel Impressions Clicks Primary Collection Method
Brand Display ✔ ✔ D...
34
So, What Have We Learned So Far?
35
How Prevalent are Multiple Touches and Channels?
 Conversion Types
 New and Repeat Orders
 New and Repeat Orders –
S...
36
How Prevalent are Multiple Touches and Channels?
 Conversion Types
 New and Repeat Orders
 New and Repeat Orders –
S...
37
5%
3%
5%
11%
21%
55%
6+
5
4
3
2
1
Unique Converted Visitors
Path Length
What is the Breakdown of Conversion Paths?
38
5%
3%
5%
11%
21%
55%
6+
5
4
3
2
1
Unique Converted Visitors
Path Length
What is the Breakdown of Single Channel Convers...
39
What is the Predominate Role of Each Channel?
Introducer Channels
• Brand Display
• Direct Navigation
40
What is the Predominate Role of Each Channel?
Introducer Channels
• Brand Display
• Direct Navigation
Promoter Channels...
41
Introducer Channels
• Brand Display
• Direct Navigation
Promoter Channels
• Brand Display
• Paid Social
• Paid Search
•...
42
50%
28%
12%
3% 3% 1% 1% 0%
Direct Organic
Search
Display -
Ecommerce
Email Paid
Search
CSE Display -
Brand
Other
Revenu...
43
50%
28%
12%
3% 3% 1% 1% 0%
Direct Organic
Search
Display -
Ecommerce
Email Paid
Search
CSE Display -
Brand
Other
Revenu...
44
CSE Display -
Ecommerce
Paid Search Affiliate Display -
Brand
Return on Ad Spend (ROAS)
What is the Efficiency of Each ...
45
CSE Display -
Ecommerce
Paid Search Affiliate Display -
Brand
Return on Ad Spend (ROAS)
What is the Efficiency of Each ...
46
Average Lift on TOTAL order conversions to eCommerce
programs when Brand Display precedes lower funnel
(click based) pr...
47
Next Areas of Focus
 Applying initial insights to
drive optimization
 Global rollout
 Key countries and regions
 In...
©2014 Adometry, Inc. All Rights Reserved. 48#AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tuesday
Grand PrizeEvery Session
Wednesday
Gra...
©2014 Adometry, Inc. All Rights Reserved. 50#AdobeSummit
Paul Pellman
paul.pellman@adometry.com
Lewis Broadnax
lewismb@len...
Adobe Summit - Data-Driven Marketing Attribution
Upcoming SlideShare
Loading in …5
×

Adobe Summit - Data-Driven Marketing Attribution

7,860 views

Published on

Adometry's presentation from Adobe Summit 2014 on Data-Driven Marketing Attribution.

Published in: Technology, Business
  • Be the first to comment

Adobe Summit - Data-Driven Marketing Attribution

  1. 1. ©2014 Adometry, Inc. All Rights Reserved. 1#AdobeSummit March 24-28, 2014 | Salt Lake City, UT Learn more at summit.adobe.com 1
  2. 2. ©2014 Adometry, Inc. All Rights Reserved. 2#AdobeSummit DATA-DRIVEN MARKETING ATTRIBUTION making the leap to
  3. 3. ©2014 Adometry, Inc. All Rights Reserved. 3#AdobeSummit Paul Pellman CEO Lewis Broadnax Executive Director Web Sales & Marketing @ppellman A Bit About Today’s Presenters
  4. 4. ©2014 Adometry, Inc. All Rights Reserved. 4#AdobeSummit marketers need help answering TWO QUESTIONS… “How is my business doing?”
  5. 5. ©2014 Adometry, Inc. All Rights Reserved. 5#AdobeSummit marketers need help answering TWO QUESTIONS… “What should we do differently?”
  6. 6. ©2014 Adometry, Inc. All Rights Reserved. 6#AdobeSummit Measured and Managed in Silos No Unified View of Performance Uses Rules-Based Measurement Skews Results and is Click-Centric Predominately a Digital Only View Doesn’t Consider Offline Effects Today’s Approach to Digital Marketing Analytics Has Limitations
  7. 7. ©2014 Adometry, Inc. All Rights Reserved. 7#AdobeSummit
  8. 8. ©2014 Adometry, Inc. All Rights Reserved. 8#AdobeSummit barriers to change
  9. 9. ©2014 Adometry, Inc. All Rights Reserved. 9#AdobeSummit Mapping Your Ecosystem at the User Level for Marketing Attribution CRM and Audience Marketing Events Cost and Reference Conversion Events
  10. 10. ©2014 Adometry, Inc. All Rights Reserved. 10#AdobeSummit A Comprehensive Approach to Collecting User-Level Attribution Data All Major Ad Servers • Historical data • Simplicity • Validation • Greater channel flexibility • IAB Standard viewability • 1st and 3rd-party data integration • Cross-device mapping Log Files All Major Publishers All Major Tag Managers Page Tag Conversion Pixel Ad Tag Log File Advantages Tag Advantages
  11. 11. ©2014 Adometry, Inc. All Rights Reserved. 11#AdobeSummit Simple vs. Data-Driven Attribution Simple Rules-Based 0% 0% 0% 100% LAST EVENT 25% EVEN 25%25%25% 40% AD-HOC 15%15%30%
  12. 12. ©2014 Adometry, Inc. All Rights Reserved. 12#AdobeSummit Common Advanced Attribution Models Advantages • Well understood – “predicts the contribution” of each touch • Well suited for “periodic” model updates Multiple Regression Algorithmic Advantages • More accurate – actually “counts” the contribution of each marketing touch • Well suited for dynamic, i.e. daily model updates
  13. 13. ©2014 Adometry, Inc. All Rights Reserved. 13#AdobeSummit Predictive Model Approaches to Attribution Have Blind Spots Discriminating the impact of granular details for each ad event CHALLENGE 1
  14. 14. ©2014 Adometry, Inc. All Rights Reserved. 14#AdobeSummit Predictive Model Approaches to Attribution Have Blind Spots Discriminating the impact of granular details for each ad event Same marketing event in different sequence has same probability CHALLENGE 1 CHALLENGE 2
  15. 15. ©2014 Adometry, Inc. All Rights Reserved. 15#AdobeSummit Data-Driven Attribution Algorithmic Methodology Data Driven A/B Testing 3.1% Conversion Rate 3.0% Conversion Rate
  16. 16. ©2014 Adometry, Inc. All Rights Reserved. 16#AdobeSummit Data-Driven Attribution Algorithmic Methodology Data Driven A/B Testing 3.1% Conversion Rate 2.5% Conversion Rate
  17. 17. ©2014 Adometry, Inc. All Rights Reserved. 17#AdobeSummit Attribution Performance and Insights at the Most Granular Level Paid Search • Campaign • Provider • Keyword Group • Keyword • Creative Display • Campaign • Site • Placement • Format • Creative Email • Campaign • Segment • Primary Message • Secondary Message
  18. 18. ©2014 Adometry, Inc. All Rights Reserved. 18#AdobeSummit Attribution Optimization How did my marketing perform? How can we improve? Past FuturePresent Using Attribution to Fuel Predictive Optimization
  19. 19. ©2014 Adometry, Inc. All Rights Reserved. 19#AdobeSummit Scenario Timeframe Target KPI Flexible Optimization Planning for Real-Life Scenarios Input Data Set Budget Constraints KPI Constraints Forecasted Results for Each Scenario with Confidence Intervals
  20. 20. ©2014 Adometry, Inc. All Rights Reserved. 20#AdobeSummit Overall Optimization View optimization opportunities across channels Evaluating Scenarios Reallocate spend across and within channels For Each Scenario – Specific Recommendations Granular line item changes – “I/O ready” • Modify default recommendations • Rerun prediction • Evaluate revised KPIs Optimal Investment Across and Within Channels
  21. 21. ©2014 Adometry, Inc. All Rights Reserved. 21#AdobeSummit Adometry and Adobe Marketing Cloud Integrations Integration Point Value Provided Log File Integration Eliminate need for new page and conversion tags by integrating ad server data with Adobe Analytics data. Dynamic Tag Management Speed time to value by reducing time required to implement page and conversion tags. Adobe Analytics Leverage Adometry attributed KPIs in dashboards and reports for a more complete view of cross- channel performance. Media Optimizer Improve keyword performance by leveraging fully attributed value as the target objective for optimization. AudienceManager View segment and audience performance based on fully-attributed results.
  22. 22. ©2014 Adometry, Inc. All Rights Reserved. 22#AdobeSummit Achieving a Greater Return on Marketing ROI Value Drivers Areas of Impact Display eCPA 20% - 30% decrease in effective CPA for display and retargeting Optimization Within Channels 10% - 20% improvement by optimizing channel performance including PPC, Affiliate, Email, and Social Optimization Across Channels 10% - 20% improvement in performance by optimizing spend across various channels Reduction in Analysis and Reporting Costs 25% - 50% decrease in effort required to pull, aggregate, and report on marketing performance across channels Overall Marketing ROI 20% - 40% improvement in overall performance of marketing investments
  23. 23. 24 15.3 M 17.3 M PC Tablet + Phone Lenovo’s Performance Lenovo Tablet and Smartphone Volume Exceeded PC Volume since Fiscal Q1 6.5% 8.2% 9.6% 13.1% 18.5% 2009 2010 2011 2012 2013 Lenovo WW PC Market Share 2011/12 2012/13 2013/14
  24. 24. 25 Our Heritage and M&As – Creating a Branding Challenge 2013 LENOVO
  25. 25. 26 For each computer sold…… 2013 LENOVO
  26. 26. 27 Number of programs claiming credit…… 2013 LENOVO
  27. 27. 28 State of the Business 2012 2013 LENOVO
  28. 28. 29 The Inevitable ROI Discussion 2013 LENOVO
  29. 29. 32 Our Goals for the Attribution Initiative View Programs Holistically Full Funnel View of Performance Optimize Spend Across Channels
  30. 30. 33 Our Approach to Capturing Marketing Event Data Channel Impressions Clicks Primary Collection Method Brand Display ✔ ✔ DFA and Adobe Analytics Ecommerce Display ✔ ✔ DFA and Adobe Analytics Paid Social ✔ ✔ DFA and Adobe Analytics Email ✔ Adobe Analytics Direct Navigation ✔ Adobe Analytics Affiliate ✔ Adobe Analytics CSEs/GPLAs ✔ Adobe Analytics Preload ✔ Adobe Analytics Organic Search ✔ Adobe Analytics Paid Search ✔ Adobe Analytics Organic Social ✔ Adobe Analytics
  31. 31. 34 So, What Have We Learned So Far?
  32. 32. 35 How Prevalent are Multiple Touches and Channels?  Conversion Types  New and Repeat Orders  New and Repeat Orders – Systems  Total Orders  Total Orders – Systems Conversions Multi-Touch 73% Multi-Channel 45%
  33. 33. 36 How Prevalent are Multiple Touches and Channels?  Conversion Types  New and Repeat Orders  New and Repeat Orders – Systems  Total Orders  Total Orders – Systems Conversions Multi-Touch 73% Multi-Channel 45% Revenue Multi-Touch 75% Multi-Channel 34%
  34. 34. 37 5% 3% 5% 11% 21% 55% 6+ 5 4 3 2 1 Unique Converted Visitors Path Length What is the Breakdown of Conversion Paths?
  35. 35. 38 5% 3% 5% 11% 21% 55% 6+ 5 4 3 2 1 Unique Converted Visitors Path Length What is the Breakdown of Single Channel Conversions? 3% 3% 4% 20% 20% 50% Other CSE Paid Search Organic Search Affiliate Direct Unique Converted Visitors Single Channel Paths
  36. 36. 39 What is the Predominate Role of Each Channel? Introducer Channels • Brand Display • Direct Navigation
  37. 37. 40 What is the Predominate Role of Each Channel? Introducer Channels • Brand Display • Direct Navigation Promoter Channels • Brand Display • Paid Social • Paid Search • Organic Social • eCommerce Display
  38. 38. 41 Introducer Channels • Brand Display • Direct Navigation Promoter Channels • Brand Display • Paid Social • Paid Search • Organic Social • eCommerce Display Closers Channels • Affiliate • Organic Search • Comparison Shopping Engines (CSEs) What is the Predominate Role of Each Channel?
  39. 39. 42 50% 28% 12% 3% 3% 1% 1% 0% Direct Organic Search Display - Ecommerce Email Paid Search CSE Display - Brand Other Revenue by Channel What is the Revenue Performance by Channel?
  40. 40. 43 50% 28% 12% 3% 3% 1% 1% 0% Direct Organic Search Display - Ecommerce Email Paid Search CSE Display - Brand Other Revenue by Channel What is the Revenue Performance by Channel? Revenue/User by Channel Organic Search Direct Email Display - Ecommerce Display - Brand Paid Search CSE Affiliate
  41. 41. 44 CSE Display - Ecommerce Paid Search Affiliate Display - Brand Return on Ad Spend (ROAS) What is the Efficiency of Each Channel?
  42. 42. 45 CSE Display - Ecommerce Paid Search Affiliate Display - Brand Return on Ad Spend (ROAS) What is the Efficiency of Each Channel? Conversion Rate Paid Search Email Affiliate Organic Social Organic Search Paid Social Direct Nav
  43. 43. 46 Average Lift on TOTAL order conversions to eCommerce programs when Brand Display precedes lower funnel (click based) programs SEO: +353.39% SEM: +25.45% Email: +70.68% Affiliate: +18.46% CSE: +40.72% Average Lift on NEW order conversion to eCommerce programs when Brand Display precedes lower funnel (click based) programs SEO: +420.40% SEM: +10.76% Email: +7.85% Affiliate: NO LIFT CSE: +21.04% Average Lift on TOTAL order conversions to eCommerce programs when eCommerce Display precedes lower funnel (click based) programs SEO: +769.15% SEM: +82.03% Email: +65.32% Affiliate: +49.78% CSE: +100.46% Average Lift on NEW order conversion to eCommerce programs when eCommerce Display precedes lower funnel (click based) programs SEO: +616.08% SEM: +16.02% Email: +65.19% Affiliate: NO LIFT CSE: +17.98% Brand and eCommerce Display Lift
  44. 44. 47 Next Areas of Focus  Applying initial insights to drive optimization  Global rollout  Key countries and regions  Integrate call-center data  Evaluate methods for integrating in-store purchase data
  45. 45. ©2014 Adometry, Inc. All Rights Reserved. 48#AdobeSummit
  46. 46. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tuesday Grand PrizeEvery Session Wednesday Grand Prize Thursday Grand Prize Take Survey & Win Sweet SWAG (“surveys” section of mobile app) Signed Jersey Richard Sherman$10 Gift Card Swag Pack Band Ski Swag
  47. 47. ©2014 Adometry, Inc. All Rights Reserved. 50#AdobeSummit Paul Pellman paul.pellman@adometry.com Lewis Broadnax lewismb@lenovo.com

×