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SearchLeeds 2018 - Angus Hamilton - Search Laboratory - Is attribution coming of age this year?

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Marketers have known for some time that paid search, SEO and other marketing channels can no longer be evaluated as stand-alone investments. Yet many brands still struggle to find an attribution model that makes sense, and far too many still rely on first- or last-click models. Angus' SearchLeeds talk took a cold hard look at the mathematics behind attribution, and provided insights into Google Attribution and Google Attribution 360.

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SearchLeeds 2018 - Angus Hamilton - Search Laboratory - Is attribution coming of age this year?

  1. 1. Angus Hamilton – Chief Technology Officer Enterprise attribution
  2. 2. Agenda What is it? Why now? Deep dive – the value of attribution? Case studies What you should do next
  3. 3. We are SEARCH LABORATORY SEO PPC International Analytics and Data Science Digital Strategy Social MediaProgrammatic Google Analytics 360
  4. 4. Accreditations
  5. 5. What is it?
  6. 6. Attribution is the science of assigning credit to the marketing touchpoints that a customer was exposed to prior to their purchase.
  7. 7. Why now?
  8. 8. Why now? Cross channel measurement and attribution is the number 1 tactic that occupies digital marketers’ time 81% of marketers want to know more about attribution No.1 81%
  9. 9. Why now? Analytics got good Maths got good – and accessible𝑩 > 𝟏 𝒏 ෍ 𝒊=𝟏 𝒏 𝒙𝒊
  10. 10. The value of attribution
  11. 11. New ecommerce site – PPC only 1. Existing shop 2. New online presence 3. Tries a PPC campaign Impressions CTR Clicks CVR Sales Profit per sale CPC Gross profit Cost Net profit PPC generics 100,000 5% 5,000 2.0% 100 £150 £1.00 £15,000 £5,000 £10,000 PPC brand 1,000 10% 100 10.0% 10 £150 £0.10 £1,500 £10 £1,490 Gross profit £16,500 Cost £5,010 Net profit £11,490
  12. 12. New ecommerce site – Display only 1. Existing shop 2. New online presence 3. Tries a display campaign Impressions CTR Clicks CVR Sales Profit per sale CPM Gross profit Cost Net profit Programmatic prospecting 1,000,000 0.05% 500 1.00% 5 £150 £1 £750 £1,000 -£250 Gross profit £750 Cost £1,000 Net profit -£250
  13. 13. But channels interact PPC generics CTR +5% PPC brand search +5% CVR PPC generics +5% CVR PPC brand +5% PPCDisplay
  14. 14. Run campaigns together – PPC results Impressions CTR Clicks CVR Sales Profit per sale CPC Gross profit Cost Net profit PPC generics 100,000 5% 5,000 2.0% 100 £150 £1.00 £15,000 £5,000 £10,000 PPC brand 1,000 10% 100 10.0% 10 £150 £0.10 £1,500 £10 £1,490 PPC generics CTR PPC brand search CVR PPC generics CVR PPC brand +5% +5% +5% +5% 5.25% 5,250 1,050 105 2.1% 10.5% 110 11 £5,250 £10.50 £16,500 £1,650 £11,250 £1,639 12.5% uplift in profit
  15. 15. Gross Profit Cost Last click ROI True ROI Uplift vs Last Click PPC generics £16,500 £5,250 3.14 2.86 -9% PPC brand £1,650 £11 157.14 142.86 -9% Display £750 £1,000 0.75 2.40 +220% How to react £15,000 £2,400 £1,500
  16. 16. Reality PPC generics CTR +5% PPC brand search +5% CVR PPC generics +5% CVR PPC brand +5%
  17. 17. Data-driven attribution 2% 3% Search Search Display Email Email Likelihood of purchase Likelihood of purchase Increased likelihood of purchase by 50%
  18. 18. Is this just about programmatic?
  19. 19. Is this just about programmatic? Cost Conversions CPA Gross profit ROI March £25,444.76 522 £48 £29,936.14 1.18 April £13,744.78 445 £30 £28,201.01 2.05 May (1st-20th) £4,563.10 408 £11 £27,018.67 5.92
  20. 20. Data-driven attribution tools
  21. 21. What to do now? 1. Sort analytics 2. Sort METs 3. Offline conversions 4. Get excited!
  22. 22. Summary Data-driven attribution is here… Use it!
  23. 23. Contact us Leeds | London | New York +44 (0) 113 212 1211 info@searchlaboratory.com www.searchlaboratory.com/ Follow us on social media: facebook.com/searchlaboratory/ @searchlabs linkedin.com/company/search-laboratory/

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