Attribution Management: Common Myths & Misconceptions


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The latest webinar in the Attribution Management Forum series is now available. Attribution Management: Common Myths & Misconceptions provides an overview of the 12 most commonly held beliefs about the concept of attribution management. Other topics discussed in the webinar include:

* How to analyze your current attribution management status (or lack of it);
* Are there any good tools available?
* Which ads and sources should get credit?
* Is path analysis a waste of time?
* Will attribution pull dollars away from search?
* And much more

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  • Goal: Show the right display ad on the right network on the right sites to the right audience
  • Attribution Management: Common Myths & Misconceptions

    1. 1. Attribution Management Forum 7Myths and Misconceptions<br />Presented by:<br />Adam Goldberg<br />Co-Founder and Chief Innovation Officer<br />ClearSaleing Inc.<br />1<br />
    2. 2. 1) I don’t have an attribution problem<br />
    3. 3. Do I have an attribution problem?<br />Multiple ad sources<br />Big advertising budgets<br />Sales cycles<br />Visits/conversion<br />Self-fulfilling prophecy<br />
    4. 4. 2) Last click is the chosen one<br />Hence,<br />Last Click<br />
    5. 5. The birth of last click<br />Came from Web Analytics<br />Trying to solve what customers do on site<br />Not the path they took to get there<br />Only last click was exposed<br />Happenstance<br />
    6. 6. 3) No good methods for assigning credit<br />
    7. 7. Perfect or bust<br />“The perfect is the enemy of the good”<br /> -Volaire-<br />
    8. 8. Many methods better than last click<br />Not easy <br />Not 100% accurate<br />What’s the alternative?<br />Simple models are very effective<br />Even with brand exclusions<br />Last Click<br />Even<br />Exclusions<br />Rules Based<br />Algorithmic<br />
    9. 9. 4) There are no good tools<br />
    10. 10. Forrester Wave on Interactive Attribution<br />
    11. 11. Downloads<br />11<br />Forrester Wave on Interactive Attribution<br /><br />Attribution Management Buyers Guide<br /><br />
    12. 12. 5) Attribution can be done with web analytics<br />
    13. 13. Graphic design can be done in Word™<br />Might see path of clicks<br />What about display view-throughs?<br />Email?<br />SEO?<br />Affiliates?<br />Offline conversions?<br />How do you value each step in the path<br />Is it actionable?<br />Time <br />Bid Management<br />
    14. 14. 6) Attribution can be done in a silo<br />
    15. 15. I have swampland in Florida to sell you<br />Hottest topic in online marketing<br />Checking the box on marketing collateral<br />Ignores everything but search<br />Better than last click<br />
    16. 16. 7) Attribution is buying the right mix of media<br />
    17. 17. One side of the attribution coin<br />Partially true<br />Project vs. Operational attribution<br />AKA Media Mix Modeling<br />Very important<br />Everyone should be doing this<br />Not validating what has been done<br />
    18. 18. 8) Pulls dollars away from search<br />
    19. 19. Pulls dollars from search to search<br />Not true<br />Client’s search budgets are increasing<br />Reduces value of brand terms<br />Increases value of general terms<br />Values introducer and influencers<br />i.e. Top of the funnel<br />
    20. 20. 9) Path Analysis is a waste of time<br />
    21. 21. Interesting vs. Actionable<br />Agree if it takes you hours upon hours to assemble paths<br />Pull in spend data<br />Pull in each step<br />Match conversion<br />Compile path reports<br />Brand as navigation<br />Affiliates as closers<br />Path analysis will change the way you think about marketing<br />
    22. 22. The Purchase PathSource-Level View<br />22<br />
    23. 23. The Purchase PathAd-Level View<br />23<br />
    24. 24. The Purchase PathClick Path Details / Product(s) Sold<br />24<br />
    25. 25. The Purchase PathClick Path Details / Product(s) Sold<br />25<br />
    26. 26. 10) A/B testing is effective for attribution<br />
    27. 27. If time weren’t an issue…<br />Test needs to be longer than avg. sales cycle<br />Tests aren’t cheap<br />How much time do you want to be in test mode?<br />Dozens of tests need to be performed to get to answers that analytics can provide concurrently<br />
    28. 28. A ‘simple’ A/B test<br />28<br />Network 1<br />Network 2<br />Website 1<br />Website 2<br />Creative 1<br />Creative 2<br />Sales Cycle = 7 Days<br />Test Cycle = 14 Days<br />What about ad sizes, demographics, psychographics?<br />What if there were more networks, websites, creatives etc?<br />
    29. 29. 11) Attribution takes too much time it<br />29<br />
    30. 30. Attribution saves time<br />Automatically calculate credit according to your attribution rules<br />Same data points just more accurate values<br />Decisions off more accurate data yields better outcomes<br />30<br />
    31. 31. 12) Attribution is a silver bullet<br />31<br />
    32. 32. People are the silver bullet<br />There are no silver bullets<br />It still takes competent people<br />Elements like bid management can be automated<br />Humans need to set rules<br />32<br />
    33. 33. Contact ClearSaleing<br />33<br />Adam S. Goldberg<br />Chief Innovation Officer<br />P:614.448.2688 x902<br /><br /><br /><br />Follow ClearSaleing:<br />
    34. 34. 34<br />