Channel	  A)ribu.on:	  Where,	     What,	  How	  and	  Why	               Grace	  Chu    	            Alex	  Crompton     ...
Duplica.on	  across	  channels	  	                Paid	  	        Bid	  	               Search	          Mgmt	         $	 ...
Success	  a)ribu.on	  models	  	     Banner	  	      Paid	  	                                       Organic	         Succe...
Campaign	  flow	  and	  calls	  to	  ac.on	                                                	        =	  Paid	  media	      ...
Where	  to	  collect	  the	  data	  	        Ad Server                    Web Analytics    Banner impressions             ...
Inhibitors	  to	  Channel	  A)ribu.on	   •  Data	  in	  siloed	  plaHorms	  –	  no	  single	  source	  of	      truth	   •...
Research	  Online	  Purchase	  Offline       	                                               	       business	  models	  defi...
Online	  &	  offline	  marke.ng	  complement	  37%	  of	  online	  search	  are	  triggered	  by	  TV	  Ad	  30%	  of	  onli...
CPA	  differs	  by	  channel	  over	  .me	       Key variables: budget, campaign efficiency, web functionality     Source: ...
Framework	  and	  Considera.ons                                       	  1.	  Business	  Models	                          ...
A	  real	  world	  example	  -­‐	  Aussie	                            •  A	  home	  is	  the	  most	                      ...
Last	  click	  shouldn’t	  win	                             Introducer	             Influencer	                  Influencer	...
Start	  with	  even	  a)ribu.on	               Introducer	     Influencer	     Influencer	     Closer	  EVEN	           25%	...
Then	  get	  really	  smart	                                                	  Get a macro view of exactly what each of yo...
So	  what?	                                                               Customise	  your	  messaging	  to	  the	  Plan	 ...
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Ad Tech Channel Attribution

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The presentation illustrates and describes media attribution across channels.

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Ad Tech Channel Attribution

  1. 1. Channel  A)ribu.on:  Where,   What,  How  and  Why   Grace  Chu   Alex  Crompton   Leila  Seith  Hassan  
  2. 2. Duplica.on  across  channels     Paid     Bid     Search   Mgmt   $   Banner     Ad     Ads   Server   $   Email     Email   Blast   Pla8orm   $   Organic   Google   Search   Analy<cs   $  
  3. 3. Success  a)ribu.on  models     Banner     Paid     Organic   Success   Last  channel   Search   Ad   Search   $100   $100   gets  all  credit   Banner     Paid     Email     Success   First  channel   Ad   $100   Search   Blast   $100   gets  all  credit   Paid     Banner     Affiliate     Success   All  channels  get   Search   Ad   Referral   $100   $100   $100   $100   equal  credit   Print     Social     Paid     Success   All  channels  get   Ad   Media   Search   $33   $33   $33   $100   par<al  credit  
  4. 4. Campaign  flow  and  calls  to  ac.on     =  Paid  media   Organic     PR,  WOM,   search   events,  etc   =  Viral  elements   =  Coupons,  surveys   YouTube,     Home  pages,   Paid     TV,  print,     blog,  etc   portals,  etc   search   radio,  etc   Direct  mail,     Landing  pages,   Display  ads,   email,  etc   offers,  etc   affiliates,  etc   C1   C2   CRM   Facebook   program   TwiNer,  etc   C3   POS  kiosks,   Call  center,     loyalty  cards,  etc   retail  stores,  etc  
  5. 5. Where  to  collect  the  data     Ad Server Web Analytics Banner impressions Referral visits Banner clicks Social media visits + Organic search visits Paid search clicks Paid search visits Email visits, etc Lacking banner Lacking organic visits impressions More granular & complex Less granular & complex
  6. 6. Inhibitors  to  Channel  A)ribu.on   •  Data  in  siloed  plaHorms  –  no  single  source  of   truth   •  Inadequate  Tracking   •  Communica.on  between  agencies  /  teams   •  Offline  channels  are  ignored   •  Perceived  cost  /  .me  /  skill  barriers        
  7. 7. Research  Online  Purchase  Offline     business  models  define  a.ribu0on  Product purchase/arrange channels for consumers who conducted research online High Interest Transaction Credit Personal Home Savings Account Card Loan Loan
  8. 8. Online  &  offline  marke.ng  complement  37%  of  online  search  are  triggered  by  TV  Ad  30%  of  online  search  are  triggered  by  Newspaper  Ads  17%  of  online  search  are  triggered  by  Radio  Ads   Source:  iProspect  “Offline  channel  influence  on  Online  Search  Behaviour  (Q.  Which  of  the  following   prompted  you  to  use  an  internet  search  engine  to  look  for  informa.on  on  a  certain  product,   service,  company  or  slogan?  Select  all  that  apply  ;  Google;  T&S  
  9. 9. CPA  differs  by  channel  over  .me   Key variables: budget, campaign efficiency, web functionality Source: FirstClick client case study, 2009
  10. 10. Framework  and  Considera.ons  1.  Business  Models   3.  Capabili.es  Requirement   –  Lifecycle:  Acquisi.on  v.s.   –  Tracking/Analy.cs   Reten.on   –  Repor.ng  and  Analysis   –  Consumer  sales  life  cycle   –  Op.misa.on  &  Tes.ng   –  Value  per  customer  life  stage  2.  Value  by  Channels   Addi.onal:    Business  Processes   –  ROI  (Margin)  v.s.  cost  per   –  Top-­‐  down  buy-­‐in   channel   –  Stakeholder  Management   –  Online  v.s.  Offline   –  Decision  –making  process   –  Time-­‐lag  impact  
  11. 11. A  real  world  example  -­‐  Aussie   •  A  home  is  the  most   expensive  thing  you’ll   ever  buy   •  The  2nd?  Your  mortgage!   •  The  ul.mate  high   considera.on  purchase  
  12. 12. Last  click  shouldn’t  win   Introducer   Influencer   Influencer   Closer  LAST  CLICK   0%   0%   0%   100%   “Last  Click”  model  is  fundamentally  flawed  in  a  high  considera.on  purchase  -­‐   Each  channel  cannot  be  isolated  and  measured  separately.      
  13. 13. Start  with  even  a)ribu.on   Introducer   Influencer   Influencer   Closer  EVEN   25%   25%   25%   25%  
  14. 14. Then  get  really  smart    Get a macro view of exactly what each of your channels is doing for you at eachstage of the funnel and what its ROI is
  15. 15. So  what?   Customise  your  messaging  to  the  Plan  your  media  spend  be)er  and   posi.on  it  occupies  it  plays  within  the   make  it  more  effec.ve  without   sales  funnel  to  make  it  more  relevant   increasing  your  budgets   and  effec.ve   A  real  focus  on   channel  a)ribu.on   allows  you  to   Take  your  CPAs  down  to  a  more   Shut  down  the  subjec.ve   granular  level  and  finally  look  at   conversa.ons  with  data!   channel  based  ROI     Maybe  even  keep  Finance  happy!  

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