TagMan and Attribution

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Presentation by Adrian Nash, head of analytics, at Logan Tod at the TagMan client event TagMeet 2

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TagMan and Attribution

  1. 1. TagMan & AttributionAdrian Nash, Head of Analytics & InsightLogan Tod & Co9th November 2011
  2. 2. Logan Tod & Co: Europe’s leading online optimisation& analytics consultancy Retail Finance Travel Technology, Media & Consumer & Utilities & Leisure & Telecom © 2011 29/11/2011 2
  3. 3. Consider the consumer purchasing journey time 70% purchases completed Standard cookie window (30 days) 30% purchases not completed Source: Google/Nielsen NetView – Beyond Last Click © 2011 29/11/2011 3
  4. 4. The current measurement model is very simplistic © 2011 29/11/2011 4
  5. 5. The real Single View is very complex indeed © 2011 29/11/2011 5
  6. 6. Is a single ‘best’ what now? So attribution model the right goal ?• Danger of diminishing returns seeking ‘perfect’ attribution models• Objective should be reducing uncertainty enabling better decision making• Actionable & repeatable insights are the real goal © 2011 29/11/2011 6
  7. 7. What does best practice look like?“...given a choice, it‟s more important to be precise thanaccurate – reproducibility is more important (especially tomanagement) than getting the exact number right.” Jim Novo - 2007 Chart source – Omniture blog © 2011 29/11/2011 7
  8. 8. High level attribution framework Evaluation & Iteration Discovery • Hypotheses • Workshop • Performance • Objectives • Model „precision‟ • Final visualisation • Knowledge sharing • Data preparation • Accuracy • Integration Evaluation Discovery • Marketing Classification • Forecasting Testing Attribution Testing Attribution modelling • Hypothesis generation • Credit allocation • Test design • Scorecards • Success criteria • Advanced models • Test execution • Visualisation • Insight © 2011 29/11/2011 8
  9. 9. TagMan data > attribution insight Customer Behavioural TagMan Context data data data (WA) ETL Quantivo Modelling Visualisation © 2011 29/11/2011 9
  10. 10. Questions, comments or thoughts? Adrian Nash, Head of Insight and Analytics @logantod Adrian.nash@logantod.com © 2011 28th March 2011 29 November, 2011 Page 23 10

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