Attribution reporting and modeling


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As part of presentation series on feature research, this will go through one of the most ignored (but increasingly gaining importance) media planning tool - attribution reporting and attribution modeling.

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  • Means how you doing attribution of conversion based on last click, last impression, view through association window, multi-touch attribution etc.
  • To determine this potential, one needs to consider many factors, including but not limited to the timing of the ad, decay rate of the ad, if a conversion was made, what products were sold, the amount spent, was it a first time buyer or repeat buyer, etc. To determine the influence potential, a model or models need to be built which will help to predict the consumer decisions as accurately as possible
  • Attribution reporting and modeling

    1. 1. A media planning and optimization tool<br />Attribution Reporting And Modeling<br />
    2. 2. 1<br />4<br />Attribution Reporting<br />Who all are doing it ?<br />3<br />6<br />2<br />5<br />What already exists ?<br />How we can do ?<br />Attribution Modeling<br />What we can do ?<br />
    3. 3. Overview<br />Purchase funnel - Awareness, Interest, Desire, and Action (AIDA)<br />Typically, between 93% and 95% of audience engagements with online advertising receive no credit at all in ROI calculations.<br />How can you measure, plan, optimize and justify a multichannel media plan that reaches audiences through different touch points.<br />Many different names – Engagement mapping, Path to conversion, Multi-touch / Interactive / Applied Attribution<br />
    4. 4. Attribution Reporting<br />1<br />Reporting all touch points beyond last click - Winners and losers in the purchase funnel are different when viewed through a new lens <br />
    5. 5. Introduction<br />Attribution in the context of online marketing and advertising is how credit is assigned for an action or conversion<br />Attribution reporting as media planning and optimization tool<br />Uses attribution model based on various factors and touch points that may influence conversion<br />
    6. 6. Need<br />Cross channel interactions – Users are reached across multiple channels and through multiple touch points<br />Cross site duplication – Conversions are generally shared across sites<br />Navigational nature of search – Search is many a times for navigational purpose<br />
    7. 7. Multiple touch points scenario<br /> - Source – Atlas Engagement Mapping<br />
    8. 8. Path to conversion<br /> - Source – Media Plex Blog<br />
    9. 9. Challenges<br />Advertising is not tracked centrally and therefore different touch points cannot be associated with conversion<br />Considered advanced topic due to lack of standard and easy tooling<br />Accuracy (Existing brand recognition, Multiple users on one computer, Association logic)<br />
    10. 10. Factors that may be taken in attribution reporting<br />Frequency – Number of times user see an ad<br />Association or conversion window – Time window to associate ad events with conversions<br />Ad Size – Size of an ad<br />Ad Type – Type of an ad (Rich Media, Banneror Video)<br />Interaction – User interaction with rich media or video ad<br />Order of interaction – Whether first matters the most or the last ad.<br />Day & Day Part – Day of the week and part of the day<br />
    11. 11. Benefits<br />Advertiser<br />Complete view of how all their digital channels combine to drive sales<br />Decide right set of channels and sites for your online marketing campaigns based on correct attribution<br />Publisher<br />Display captures credit for assisting search<br />Frequency gets its due credit<br />Higher CPMs justified<br />
    12. 12. Attribution Modeling<br />2<br />A few years ago, marketers discovered that most of the conversions happened without an associated click in display advertising.<br />
    13. 13. Introduction<br />Attribution is the analytics process of determining how effective each media buying channel is at producing the desired advertising outcome<br />Every important factor of the user interactions is encoded into input variables and the decision the user made is the outcome variable<br />
    14. 14. Need<br />Digital media have moved from strictly a direct response medium to a multifaceted channel with the potential to reach consumers across every point in their journey<br />Incorrect calculation of digital advertising ROI based on “Last Ad” model<br />
    15. 15. Ad Events To Conversion<br /><ul><li>The large number of ad exposures consumed prior to purchase
    16. 16. Most advertisers made their first contact with converters months prior to the conversion.</li></ul>Source – Atlas Engagement Mapping<br />
    17. 17. Ad Delivery By Channel<br /><ul><li>Affiliate networks and search engines often reach customers for the first time just a few days or hours prior to conversion
    18. 18. Categories like Entertainmentand News tend to reach in-market consumers weeks or months before conversion, and deliver their frequency over a longer period of time</li></ul>Source – Atlas Engagement Mapping<br />
    19. 19. Challenges<br />Reconstruction of causation model that drives each consumer's decisions and responses<br />With consumers exposed to increasingly more ad impressions and interactions of different media types, it's become harder to explain how each event along the path to conversion affects the user's decision<br />
    20. 20. Benefits<br />Retroactive Reporting - Compare the contribution of each type of touch point/consumer event<br />Proactive Analysis– A "what-if" analysis where the user in each ad call can be scored based on previous behavior and touch points.<br />
    21. 21. Engagement Mapping Improvement<br />Source – Atlas Engagement Mapping<br />
    22. 22. Last Ad or Click Model<br />Attributes 100% of the credit for a conversion to the last ad seen or clicked.<br />Is based on only a single engagement <br />Attribution to last click has forced marketers to allocate more budget to media that sit at the bottom of the conversion funnel like search<br />Illustrate the faulty logic of the model<br />
    23. 23. Multi-touch attribution model<br />Attribution to various touch points through which advertiser is reaching users prior to user response<br />Different weightage to various factors depending on the campaign goal and product nature<br />Need to determine the “influence potential” of each user interaction<br />
    24. 24. Real Time Attribution Model<br />Focuses on a look-ahead prediction where the future ad impression is incorporated into the predictive model instead of look-back model<br />Bidding model and attribution model start to converge, closing the feedback loop with the same consistent logic that drives the bid in the first place<br />
    25. 25. What already exists ?<br />What all has been done in regard to attribution reporting<br />3<br />
    26. 26. Atlas Engagement Mapping Visualizer<br />
    27. 27. Ignition One Attribution Tool<br />
    28. 28. Features<br />Attribution Variables Tracked<br />Variables like revenue, profit, orders etc. can be attributed<br />Ad Sources Tracked<br />Track across same medium (online and mobile) ad sources <br />Offline sources<br />Extensive Time Tracking<br />Flexibly leverage time as the key attribution attributes<br />Easily see time between each ad/click in purchase path<br />Purchase Path Stages<br />Which ads sits where in the purchase funnel <br />Highlights areas to which are lacking<br />
    29. 29. Features Cont.<br />Basic Attribution Models<br />Provide some basic models like evenly distributed credit, manual percentage distributed credit to introducer, influencer and closer<br />Custom Attribution Model<br />Ability to include variables like decay rate & influence potential for different types of ads, additional time variables, consumer type, product type<br />Attribution Visualizer<br />Ability to visualize the attribution map of ads across purchase funnel, days from conversion and touch points<br />
    30. 30. Features Cont.<br />Retroactive Reporting<br />Attribution reporting based on the data gathered from campaign, which can be used for correct ROI calculation and subsequently plan optimized media buys in future campaign<br />Proactive Analysis<br />“What If” kind of analysis which provides users ability to predict certain level of attribution based on statistical data<br />Real time attribution <br />Attribution reporting provided real time to allow campaign managers to optimize the bids and budgets across media buys<br />Attribution in bidding algorithms<br />Ability to use attribution model in bidding algorithm to allow real time optimization based correct ROI calculation<br />
    31. 31. Who all are doing it ?<br />Who are doing it and to what level ?<br />4<br />
    32. 32. General<br />Ad servers (e.g., DoubleClick DFA, Atlas, Media Mind, Mediaplex)<br />Advanced Web analytics software (e.g., Coremetrics, Omniture)<br />Third-party tools/custom software (e.g., ClearSaleing, Visual, IQ, TagMan, Theorem, Shomei)<br />
    33. 33. Specialized<br />Microsoft Atlas Institute (<br />TAGMAN (<br />IGNITION ONE (<br />Media Plex (<br />ClearSaleing (<br />
    34. 34. What we can do ?<br />What are possible things we can add to our platform in regard to attribution reporting and modeling.<br />5<br />
    35. 35. Attribution reporting, modeling and visualization<br />Provide attribution reporting in both forms – retroactive and proactive<br />Provide basic attribution models and ability to construct custom attribution model<br />Attribution visualization shows attribution to sites in respect to days from conversion, touch points, purchase path stage<br />
    36. 36. Include attribution in bidding process<br />Include the attribution model in the bidding process to improve the overall platform relevance (may be through scores and weights)<br />Score and weight calculations should take care of the attribution model<br />Trend analysis combined with attribution can help in trend based optimization<br />
    37. 37. How we can do ?<br />How we can implement this feature in our platform<br />6<br />
    38. 38. Capturing Data<br />First step in any analytics<br />Advanced user tracking using cookies<br />Ability to track multiple ad sources easily like display, search, email etc.<br />Annotating data in real time with attribution information<br />
    39. 39. Reporting and visualization tool<br />Reporting can be provided using BIRT and XML Chart (Need to be thought in detail)<br />Visualization tool can implemented to certain level using RAP paint API or it can be done using flex<br />
    40. 40. Incorporating attribution in bidding and trend analysis<br />Score and weight calculation needs to take care of attribution model while scoring any zone group against ad group<br />Trend analysis will also need to take care of attribution model to correctly detect sites or touch points producing the trends <br />
    41. 41. Further reading<br /><br /><br /><br /><br /><br /><br /><br />
    42. 42. Questions and<br />