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An Attribution Journey By Adam Proehl


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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: How To Develop Multichannel Attribution Models That Move The Needle. PRESENTATION: An Attribution Journey - Given by Adam Proehl, @adamproehl - NordicClick Interactive, Partner. #SMX #31C

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An Attribution Journey By Adam Proehl

  1. 1. #SMX #31C @adamproehl A brief in progress journey An Attribution Journey
  2. 2. #SMX #31C @adamproehl A brief in progress journey An Attribution Journey
  3. 3. #SMX #31C @adamproehl § Digital Marketer since 1998 § Specialize in Complex & Omni-Channel sales § Partner at NordicClick Interactive – a Minneapolis based agency § Past Instructor at Online Marketing Institute, University of San Francisco, and Instant E-Training § Hopeless MN sports fan About Me
  4. 4. #SMX #31C @adamproehl A Curmudgeon’s Rant “I got a lot of problems with this whole ‘attribution’ thing”
  5. 5. #SMX #31C @adamproehl #1: Lots of Good Stuff…..Lots of Junk
  6. 6. #SMX #31C @adamproehl #1: Lots of Good Stuff…..Lots of Junk •Canned formula fractions •Useless data
  7. 7. #SMX #31C @adamproehl #2: Attribution: Many week links § Crumbling cookies (Thanks Apple!) § Do not track settings § Multiple devices § Offline Marketing Activity
  8. 8. #SMX #31C @adamproehl “And in applying the time- decay methodology, your first-click PPC non-branded accounts for 40%..... • Too smart for your own good? • Over complicating things? #3: This can happen
  9. 9. #SMX #31C @adamproehl #4: Lot’s of Hair Pulling • Tracking Issues • Data Sources • Internal Cultural Challenges
  10. 10. #SMX #31C @adamproehl #5: No Testing to Validate Attribution • Display Ads • SocialTargeting • Assumptions / Sampling • Accounting for external factors
  11. 11. #SMX #31C @adamproehl THIS? Determine what (and ultimately “who”) gets credit for the conversion based on some formula? #6: Last – What Are You Really After?
  12. 12. #SMX #31C @adamproehl OR THIS? Where should we spend our time, money, and resources? #6: Last – What Are You Really After?
  13. 13. #SMX #31C @adamproehl OR THIS? Where should we spend our time, money, and resources? #6: Last – What Are You Really After?
  14. 14. #SMX #31C @adamproehl Attribution Realities • Budget • Bandwidth • Organizational Sophistication
  15. 15. #SMX #31C @adamproehl Attribution: My Goals Which marketing tactics: • Move the needle? • Improve the performance of other tactics?
  16. 16. #SMX #31C @adamproehl An Attribution Story
  17. 17. #SMX #31C @adamproehl National Home Furnishings Retailer X 120
  18. 18. #SMX #31C @adamproehl § Upscale Products § Top 10% earners § High LTV, low purchase frequency § E-Commerce - 12% of overall business Background
  19. 19. #SMX #31C @adamproehl C-Level: Understand the effects that digital marketing has on in-store sales Key Challenge
  20. 20. #SMX #31C @adamproehl § Store managers HATE E-Commerce § Old, old, legacy systems § Recent botched E-Commerce migration § Entirely new digital team § They’re cheap Complications
  21. 21. #SMX #31C @adamproehl Audit Analytics: § Traffic double counting § Improperly configured goals & events § Referral tracking issues § Excessive Bot traffic Attribution Journey: Part 1
  22. 22. #SMX #31C @adamproehl Attribution Journey: Part 1 Inventory of Available Data ü Adwords data (Search, remarketing, GDN, Shopping) ü Facebook data ü Retail store foot traffic ü In store sales numbers (by zip code) üEmail data üAnalytics
  23. 23. #SMX #31C @adamproehl Piecing it together: Attribution Journey: Part 2
  24. 24. #SMX #31C @adamproehl Attribution Journey: Part 2 Analytics Canvas Retail Store Sales Retail Foot Traffic Analytics Adwords Email Data
  25. 25. #SMX #31C @adamproehl Examples
  26. 26. #SMX #31C @adamproehl Closer View
  27. 27. #SMX #31C @adamproehl Old School Test & Validation Marketing 101 still works : Geo Control Tests § In Market Audience Display Advertising § Offline Advertising § Similar Markets § Site Link Extensions / Headlines § Social Advertising
  28. 28. #SMX #31C @adamproehl DirectTraffic – Ad period Test Market DirectTraffic – Ad period Control Market Old School Test & Validation Marketing 101: Geo Control Tests
  29. 29. #SMX #31C @adamproehl Extensive Validation § Test vs. control markets § Other media conditions consistent § Validated several different times § Year over Year NOTES
  30. 30. #SMX #31C @adamproehl § CFO overjoyed. Really! § Significant budget increase § Bing getting more love § Directive: Go deeper yet So What Happened?
  31. 31. #SMX #31C @adamproehl Attribution Journey Part 3: Brand Measurements • Branded & Product Based Search Queries • Causation/Correlation of Media Buys • Accounting for seasonality, external events, etc.
  32. 32. #SMX #31C @adamproehl Attribution Journey Part 3: Additional Onboarding Next: Repeat exercise
  33. 33. #SMX #31C @adamproehl § “Culture of Attribution” § Success looks different for different platforms § Validation efforts are validated § Not as slick and easy as made out to be Lesson’s Learned (So far)