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Moneyball Marketing Attribution

In Case you have missed our workshop on Marketing Attribution with Russell McAthy here is the presentation.

Russell has been working in digital for over a decade with data analytics at the heart of his career. Working with businesses from startup to FTSE100 he has guided teams to improve their marketing performance through data led insight.

Following positions in-house, agency and consultancy side he now leads a team as CEO in building a marketing attribution platform. CUBED Attribution is supporting a new view of digital data to enable brands understand how consumers truly interact with their marketing activity both on and offline.

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Moneyball Marketing Attribution

  1. 1. Marketing Attribution @outreachdigit ~ @therustybear
  2. 2. Moneyball - Attributing Success @outreachdigit ~ @therustybear
  3. 3. Basic principles of Baseball in 3 images The Field Bases Runs @outreachdigit ~ @therustybear
  4. 4. What is Moneyball? @outreachdigit ~ @therustybear
  5. 5. @therustyb rWhat is the problem? @outreachdigit ~ @therustybear
  6. 6. “The process of quantifying the impact of multiple marketing exposures and touch-points preceding a desired outcome” What is the problem? @outreachdigit ~ @therustybear
  7. 7. We are the problem What is the problem? @outreachdigit ~ @therustybear
  8. 8. Lets Talk about models @outreachdigit ~ @therustybear
  9. 9. Core Attribution Models Online & Offline (“Digital to Store”) Online Only @outreachdigit ~ @therustybear
  10. 10. The best model for your business is based on how you are going to use it….. You have to understand what success looks like before you can succeed
  11. 11. Lets get clever... ● Sequence ● Recency ● Channel Relationships ● Impression Relationships @outreachdigit ~ @therustybear
  12. 12. Someone used more than one device to visit our website.. @outreachdigit ~ @therustybear
  13. 13. Custom Unique Identifiers System Single Sign-on matchback Tracking Multiple Devices Device-id / Signal Recognition How do we stitch sessions into becoming users / customers? Live / Post Date / When?
  14. 14. Be aware of filter bubbles - they’ll get you! All Website Visitors Visitors we have joined with multiple sessions Visitors we have joined with multiple devices
  15. 15. The Customer Consideration Funnel by @therustybear Pre-SalesPost-SalesSale Made Acquisition Driving high quality traffic to the right content CTR, CPC, Impressions, Visits... Behavior Creating an optimal user journey Bounce Rate, Content Category Engagement, Micro-Transactions... Conversion Improve call to actions and an intuitive purchase path ARPB, CPA, Revenue... Satisfaction Driving customer happiness and improving continuous engagement Single Login / remembering preferences / Single Customer View Loyalty Increasing LTV, give a reason for for customers to be loyal Repeat Purchase Rate, Multi-channel Behavior, LTV Advocacy Creating an environment where advocates are naturally created Social Sharing, MGM Conversion, Referring %
  16. 16. How do we use the insights gleaned from analysis to create data driven decisions?
  17. 17. How do we use the insights gleaned from analysis to create data driven decisions? Onsite ● Landing Pages ● Content Consumption ● Micro Conversions ● Previous Purchases Marketing ● Historical Channel Mix ● Paid Keyword Use ● Paid/Free Channels ● Brand/Marketing/Product Data Driven Actions ● Customised/Dynamic Landing Pages ● Data driven campaigns / bidding based on value of prospect ● Navigational changes based on previous activity ● Marketing Segmentation based on historical activity
  18. 18. Lets start to ask the right questions
  19. 19. How do I find my “Whales” How do I stop getting x customer How do I find my “Whales” What channel is best to drive higher ARPU How do I get customers who have high LTV Where do I get more customers who recommend friends What budget do I need to get more customers that are of x persona How do I stop getting x customer Lets start to ask the right questions @outreachdigit ~ @therustybear
  20. 20. A Single Customer View - what’s possible? @outreachdigit ~ @therustybear
  21. 21. 71% of marketers plan to implement big data analytics into their marketing strategies within the next two years The biggest opportunity in digital is the utilisation of data to drive action. Not capturing data at scale right now is the largest mistake marketers are making! A Single Customer View - what’s possible?
  22. 22. A Single Customer View - what’s possible?
  23. 23. Adding value to the Brand -> Customer Relationship
  24. 24. Creating a platform for a Single Customer TRUE View
  25. 25. Did someone say... “What about privacy?” @outreachdigit ~ @therustybear
  26. 26. Lets think a bit differently...
  27. 27. Website Content Navigational Value attribution Marketing E-Com Corporate
  28. 28. Attribution is the process of forming a clearer understanding @outreachdigit ~ @therustybear
  29. 29. Thanks for Listening Russell McAthy CEO @therustybear @outreachdigit ~ @therustybear