Understanding Attribution: IAB Customer Conversion Journey Seminar

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Understanding Attribution: IAB Customer Conversion Journey Seminar

  1. 1. UNDERSTANDING ATTRIBUTION <ul><li>DOUG CONELY | SENIOR DIRECTOR, GLOBAL DATA & TARGETING </li></ul>
  2. 2. AGENDA <ul><li>“ Last view attribution is the least worst solution today” </li></ul><ul><li>If you don’t like it there are things you can do right now </li></ul><ul><li>But dynamic multi-touch attribution is the real solution </li></ul>
  3. 3. DIFFERENT WAYS TO ASK “IS MY ADVERTISING WORKING?” Attribution Effectiveness Measures Audience Analytics
  4. 4. AGENDA <ul><li>“ Last view attribution is the least worst solution today” </li></ul><ul><li>If you don’t like it there are things you can do right now </li></ul><ul><li>But dynamic multi-touch attribution is the real solution </li></ul>
  5. 5. SEARCH ONLY ATTRIBUTION +1 Brand keyword click
  6. 6. SEARCH ONLY ATTRIBUTION +1 Illustrative Brand keyword click
  7. 7. SEARCH ONLY ATTRIBUTION +1 Brand keyword click
  8. 8. SEARCH AND DISPLAY IN COMBINATION +1 Brand keyword click Display ad impression
  9. 9. +1 Brand keyword click Display ad impression
  10. 10. CLICK TO CONVERSION MEASUREMENT +1 Display ad click Conversion behaviours
  11. 11. CLICK TO CONVERSION MEASUREMENT +1 Display ad click Click behaviours
  12. 12. LAST VIEW ATTRIBUTION +1 Display ad impression 3 Display ad impression 2 Display ad impression 1 Site visit http://www.exchangewire.com/blog/2010/11/24/spray-and-pray-baby-the-insider-view-on-the-dysfunctional-state-of-display/
  13. 13. LAST VIEW ATTRIBUTION +1 Display ad impression 3 Display ad impression 2 Display ad impression 1 Site visit Wimbledon 1988 FA Cup Barcelona 2006, 2009, 2011 European Cup 2005, 2006, 2009, 2010, 2011 La Liga 2009 Copa del Rey
  14. 14. LAST VIEW ATTRIBUTION +1 Display ad impression 3 Display ad impression 2 Display ad impression 1 Site visit
  15. 15. AGENDA <ul><li>“ Last view attribution is the least worst solution today” </li></ul><ul><li>If you don’t like it there are things you can do right now </li></ul><ul><li>But dynamic multi-touch attribution is the real solution </li></ul>
  16. 16. THE PERILS OF POOR ATTRIBUTION CONTROL AND ANALYSIS… Paying more than once for the same conversion Encourages bad practice among display participants Spend optimised to the “wrong” media partners 1 2 3 ? … AND WHAT YOU CAN DO ABOUT IT
  17. 17. THE PERILS OF POOR ATTRIBUTION CONTROL AND ANALYSIS… Paying more than once for the same conversion Encourages bad practice among display participants Spend optimised to the “wrong” media partners 1 2 3 … AND WHAT YOU CAN DO ABOUT IT Attribution analysis framework Campaign data collection Tag management instrumentation 1 2 3
  18. 18. ATTRIBUTION ANALYSIS FRAMEWORK |EVEN ATTRIBUTION WEIGHTING Source: http://c3metrics.com/white-paper/ > This is a great starting place but not the end goal 1
  19. 19. CAMPAIGN DATA COLLECTION Social Media SEM/ SEO Display Affiliates Email 2
  20. 20. TAG MANAGEMENT INSTRUMENTATION 3
  21. 21. THE PERILS OF POOR ATTRIBUTION CONTROL AND ANALYSIS… Paying more than once for the same conversion Encourages bad practice among display participants Spend optimised to the “wrong” media partners Attribution analysis framework Campaign data collection Tag management instrumentation 1 2 3 1 2 3 … AND WHAT YOU CAN DO ABOUT IT
  22. 22. REMEMBER THAT EVERYONE HAS A VESTED INTEREST HERE…
  23. 23. AGENDA <ul><li>“ Last view attribution is the least worst solution today” </li></ul><ul><li>If you don’t like it there are things you can do right now </li></ul><ul><li>But dynamic multi-touch attribution is the real solution </li></ul>
  24. 24. RECOGNISE THE USER JOURNEY +1 Brand keyword searches Display ad impression 2 Display ad impression 1 Generic product keyword searches +1 +1 +0.25 +0.25 +0.25 +0.25 +f( x ) +f( x ) +f( x ) +f( x ) Last View Last Click Linear Multi-Touch Dynamic Mulit-Touch
  25. 25. TF APPROACH: DYNAMIC REGRESSION ATTRIBUTION MODELS Campaign Delivery Attribution Analysis Campaign Planning Attribution in the typical campaign lifecycle Campaign Delivery Attribution as part of campaign optimisation
  26. 26. WITH ATTRIBUTION YOU ARE NEVER DONE… +1 Brand keyword searches Display ad impression 2 Display ad impression 1 Generic product keyword searches
  27. 27. FURTHER READING <ul><li>http://blog.comscore.com/2010/12/rid_meddlesome_click.html </li></ul><ul><li>http://c3metrics.com/white-paper/ </li></ul><ul><li>http://www.atlassolutions.com/uploadedFiles/Atlas/Atlas_Institute/Published_Content/dmi-TheLongRoadtoConversion.pdf </li></ul><ul><li>http://www.iab.net/media/file/IAB_WHITE_PAPER_FINAL_AUGUST-3-2010.pdf </li></ul><ul><li>http://www.havasdigital.com/wp-content/uploads/2011/02/HD_Insight_AttributionDM.pdf </li></ul><ul><li>http://www.ensighten.com/whitepapers </li></ul><ul><li>http://www.exchangewire.com/blog/2010/11/24/spray-and-pray-baby-the-insider-view-on-the-dysfunctional-state-of-display/ </li></ul><ul><li>http://blog.tribalfusion.co.uk/?p=116 </li></ul><ul><li>http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=152611 </li></ul><ul><li>http://www.clearsaleing.com/archives/2011/06/14/clearsaleing%E2%80%99s-altitude-exposes-a-36-percent-flaw-in-last-%C2%ADad-attribution/ </li></ul><ul><li>http://www.omniture.com/offer/953?cms_site_lang=1&s_rtid=37079&&s_iid=31017&ct=email&cp=customer%20retention </li></ul><ul><li>http://www.tagman.com/index.php/forrester-white-paper </li></ul><ul><li>http://collective.com/insight/causal-attribution </li></ul><ul><li>http://www.clearsaleing.com/a-guide-to-market-leadership-in-2012 / </li></ul><ul><li>http://econsultancy.com/uk/blog/9022-credit-where-it-s-due-dealing-with-the-myths-of-attribution </li></ul>
  28. 28. AGENDA <ul><li>“ Last view attribution is the least worst solution today” </li></ul><ul><li>If you don’t like it there are things you can do right now </li></ul><ul><li>But dynamic multi-touch attribution is the real solution </li></ul>

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