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The Attribution Challenge By Adam Proehl


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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Smarter SEM Attribution. PRESENTATION: The Attribution Challenge - Given by Adam Proehl, @adamproehl - NordicClick Interactive, Partner. #SMX #33C

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The Attribution Challenge By Adam Proehl

  1. 1. #SMX #33C @adamproehl ….How to get value out of it The Attribution Challenge
  2. 2. #SMX #33C @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
  3. 3. #SMX #33C @adamproehl and I am a recovering last click marketer… Hi, my name is Adam - 34:1 ROI!…on branded keyword phrases (for one of the most recognized software products in history)
  4. 4. #SMX #33C @adamproehl §  Key definitions §  What attribution can’t do §  Where to start §  Validation §  Variables & considerations Topics So which click is this?
  5. 5. #SMX #33C @adamproehl § Set of rules § Framework § Assumptions Attribution Models – What are those? PPC Email Organic Social Email
  6. 6. #SMX #33C @adamproehl GOAL: Determine what (and ultimately “who”) gets credit for the conversion? Attribution Models
  7. 7. #SMX #33C @adamproehl Media Mix Modeling • Top Down • Lack of User Data • Not an either/or
  8. 8. #SMX #33C @adamproehl Now, I get to be THIS guy: Why? à
  9. 9. #SMX #33C @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? This can happen
  10. 10. #SMX #33C @adamproehl §  Cross Domain Tracking This, too: Setup Issues
  11. 11. #SMX #33C @adamproehl 19% of referral traffic was actually their own sub domains. MAJOR attribution challenge This, too: Setup Issues (part 2)
  12. 12. #SMX #33C @adamproehl Attribution: Limitations ……because it’s just as important to know what it can’t do
  13. 13. #SMX #33C @adamproehl Attribution: Weak Digital Links §  Crumbling cookies §  Do not track settings §  Multiple devices
  14. 14. #SMX #33C @adamproehl Attribution Analytics: What can’t you see? •  Offline Marketing •  Offline Advertising •  Social Influence •  External Factors
  15. 15. #SMX #33C @adamproehl GA Today – 7 Default Attribution Models
  16. 16. #SMX #33C @adamproehl First Four Models: All credit goes to single interaction GA Today – 7 Default Attribution Models
  17. 17. #SMX #33C @adamproehl Last Three Models: Split Among Multiple Tactics GA Today – 7 Default Attribution Models
  18. 18. #SMX #33C @adamproehl Attribution Model: Alone, what does this actually tell you?
  19. 19. #SMX #33C @adamproehl Attribution: What would the boss think?
  20. 20. #SMX #33C @adamproehl Attribution - What he actually wants to know: Where should we spend our time, money, and resources?
  21. 21. #SMX #33C @adamproehl § Flaws in every model § Think it through – have a plan § Consistent validation Attribution: Not a Fool’s Errand, but…
  22. 22. #SMX #33C @adamproehl EASY, right?!?
  23. 23. #SMX #33C @adamproehl An Attribution Blueprint
  24. 24. #SMX #33C @adamproehl ……..And Keep Updated Tip 1: Document Marketing Customer Journey
  25. 25. #SMX #33C @adamproehl Tip 2: Old School Test & Validation Marketing 101 still works : Geo Control Tests §  In Market Audience Display Advertising §  Offline Advertising §  Similar Markets §  Ad Extensions §  Social Advertising §  Other
  26. 26. #SMX #33C @adamproehl Marketing 101: Geo Control Tests Direct Traffic – Ad period Test Market Direct Traffic – Ad period Control Market Tip 2: Old School Test & Validation
  27. 27. #SMX #33C @adamproehl Tool: •  Easy Geo Based Campaigns •  City Level •  B2B & B2C Applications •  Many Similar Options Tip 2: Old School Test & Validation
  28. 28. #SMX #33C @adamproehl Ask questions, be aware, document Tip 3: Variables
  29. 29. #SMX #33C @adamproehl Tip 4: That Beautiful Email Address The email address is gold in more ways than one §  Email platform data §  Analytics data §  True “user based” §  Data mashing
  30. 30. #SMX #33C @adamproehl Tip 5: Lookback Windows You may need more than 30 days
  31. 31. #SMX #33C @adamproehl Tip 6: See Default Reports as a “Base” Remember This?
  32. 32. #SMX #33C @adamproehl Tip 7: Build Your Own Create / Edit
  33. 33. #SMX #33C @adamproehl Tip 8: Use What Smarter People Built Library / Gallery
  34. 34. #SMX #33C @adamproehl Tip 9: Cause & Effect > Fractional Credit Which marketing tactics: •  Move the needle? •  Improve the performance of others?
  35. 35. #SMX #33C @adamproehl Example: Got $4.5m? Credit: Our Session Moderator
  36. 36. #SMX #33C @adamproehl Tip 10: Remember What He Needs Where should we spend our time, money, and resources?
  37. 37. #SMX #33C @adamproehl 1)  Always worthwhile for AT LEAST a baseline 2)  Map it out (tactics, journey, assumptions, and known variables) 3)  Validate Consistently (worthless without this) 4)  Holes are everywhere – Do NOT strive for perfection Summary
  39. 39. #SMX #33C @adamproehl Appendix Bonus Material and Insights
  40. 40. #SMX #33C @adamproehl Attribution: What it’s not §  Canned formula fractions §  Drowning in data §  Being perfect or precise
  41. 41. #SMX #33C @adamproehl Attribution on a Budget – What it Really Means IS ABOUT LEARNING: §  Your customer’s journey §  How tactics fit together §  Where to focus
  42. 42. #SMX #33C @adamproehl §  Bad data §  Assumptions made in a vacuum §  Trying for perfection Attribution: Gotcha’s It’s a Trap! Image Credit:
  43. 43. #SMX #33C @adamproehl Attribution: The “Marketing Fluff” Charge DOCUMENT: §  What can be measured §  “Known unknowns” §  Assumptions
  44. 44. #SMX #33C @adamproehl Attribution – Plethora of Tools & Resources Not to Mention…. Big Data & Predictive Analytics