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Attribution for Online and Offline Channels

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This presentation is from Performance Marketing Summit (May 18, 2015 in Boca Raton, FL). Session description: Marketers need the right tools for precise attribution. I will cover some of these platform insights, strategies to further understand channel effectiveness, and tools to optimize campaign management.

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Attribution for Online and Offline Channels

  1. 1. The Importance of Attribution in Performance Marketing 1 Karl Norelius LeadsPedia Inc. Vice President of Sales
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  3. 3. What is Attribution? Attribution is the process of identifying a set of user actions, or events, that contribute in some manner to a desired outcome, and then assigning value to each of these events. -Interactive Advertising Bureau 3 Performance-based Attribution For online and offline marketers
  4. 4. 4 The Future of Digital Marketing Still growing through 2015 3 billion Internet Users 2 billion Smart-Phone Users 600 billion in Ad Spend Programmatic to Double by 2016 Market expansion and device variation is leading to increased opportunities for profit, while creating additional complexities in tracking the consumer journey from end to end.
  5. 5. 5 Overview Methodologies Attribution Challenges Tactics 01 02 03 04 The foundation of marketing attribution and why it’s important to address in the current market Key challenges and where they are faced Tactics and recommendations for addressing attribution effectively The various methods of attribution as they relate to online and offline channels
  6. 6. 6 Why focus on Attribution? 18% 53% 54% 58% 65% Understanding customer behavior Understanding where to apply spend Jusifying marketing budget Optimizing campaign performance Finding the most accurate CPA/CPI Understanding Australian study conducted in October 2014 by AdRoll, State of the Industry Australia Optimization Compensation Accurately measure the ROI of various campaigns Optimize campaign performance based on clear data Determine payment for key channels to further drive performance
  7. 7. 7 Attribution and the Customer Journey Managing a myriad of touch-points Email Display Ads Search Engine Affiliate SocialPhone Customer Journey Conversion
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  9. 9. 9 Methodologies Last Interaction / Last Click Challenges Tactics 100% Last Non-Direct Click First Interaction / First Click Methodologies Linear Time Decay Position Based Tactics Customized Digital Attribution Methodologies Managing a myriad of touch-points
  10. 10. 10 Methodologies Last Interaction / Last Click Challenges Tactics Last Non-Direct Click First Interaction / First Click Methodologies Linear Time Decay Position Based Tactics Customized 100% Digital Attribution Methodologies Managing a myriad of touch-points
  11. 11. 11 Methodologies Last Interaction / Last Click Challenges Tactics Last Non-Direct Click First Interaction / First Click Methodologies Linear Time Decay Position Based Tactics Customized 100% Digital Attribution Methodologies Managing a myriad of touch-points
  12. 12. 12 Methodologies Last Interaction / Last Click Challenges Tactics Last Non-Direct Click First Interaction / First Click Methodologies Linear Time Decay Position Based Tactics Customized 14.3% 14.3% 14.3% 14.3% 14.3%14.3% 14.3% Digital Attribution Methodologies Managing a myriad of touch-points
  13. 13. 13 Methodologies Last Interaction / Last Click Challenges Tactics Last Non-Direct Click First Interaction / First Click Methodologies Linear Time Decay Position Based Tactics Customized 15% 17% 26% 19% 23% Digital Attribution Methodologies Managing a myriad of touch-points
  14. 14. 14 Methodologies Last Interaction / Last Click Challenges Tactics Last Non-Direct Click First Interaction / First Click Methodologies Linear Time Decay Position Based Tactics Customized 40%40% 4% 4% 4% 4% 4% Digital Attribution Methodologies Managing a myriad of touch-points
  15. 15. 15 Methodologies Last Interaction / Last Click Challenges Tactics Last Non-Direct Click First Interaction / First Click Methodologies Linear Time Decay Position Based Tactics Customized 14% 4% 21% 8% 30% 6% 17% Digital Attribution Methodologies Managing a myriad of touch-points
  16. 16. MultiChannel (All influencing touchpoints) Last Touch (Conversion) First and Last Touch (Lead source and conversion) First Touch Other Don't have an attribution model in place Percentage of attribution Model Used 16 2014 Attribution Modeling Usage 21% 19% 15% 9% 18% 38% Attribution models used by B2B and B2C Marketers to measure ROI, Nov 2014 Source: Webmarketing123 “2015 State of Digital Marketing” Feb 10,2015
  17. 17. Driving Factors Additional criteria when defining your attribution model Path The journey of the consumer towards conversion Engagement Depth Each type of event has its own level of engagement per user Timing & Recency The amount of time between events or the number of intervening events prior to conversion Frequency How many times a particular event occurs Sequence Position The point at which a particular event took place through the marketing funnel 17
  18. 18. 18 Attribution Challenges Making the most out of the data you have available The funnel is inherently complicated Conversion pathways are inconsistent Incomplete Data and Identifiers • Incomplete Data Sets • Coverage • Time • User Identifiers • Multiple Devices/Screens • Multiple Media Types • Offline/Online How do you recognize and track digital customer journeys while taking into account the myriad touch points? How do you efficiently and accurately manage your budget to take advantage of your best performing channels? How do you effectively determine which channels get credit?
  19. 19. 19 Considerations Attribution modeling for your business Integration From call tracking to affiliate management and lead distribution to reporting analytics, utilizing data in a centralized location has its benefits Protect yourself Determine and automate fraud controls Pay for the traffic you want Ensure you are driving the right type of actions from the right sources Close the loop Integration back with internal CRM data or client metrics to better understand top channels Multi-pronged approach Every business is different. Use a combination of marketing mix modeling and attribution based on your needs Establish parameters Define your ideal approach Clear reporting for analysis Increased data transparency allows for quick decisions and optimization
  20. 20. Thank you! 20 If you would like to discuss anything covered in this presentation further, or learn more about the services LeadsPedia provides, please stop by our table or contact me directly. Karl Norelius Vice President of Sales Karl@LeadsPedia.com 615-988-9200

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