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Building A Conversion Attribution Model

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"Search and Attribution for Marketers: From Spray & Pray to Performance & Profit", from Fuor Digital's Director of Media Technology and Analytics, Josh Dreller's OMMA Hollywood 2009 Presentation: Search advertising delivers a solid return on investment, with full economic visibility -- important characteristics in tough economic times. But as marketers increasingly jump to performance-based strategies, accountability and profitability lies in assigning monetary value of all media contributions to goals. That includes not only a laser-like understanding of search, but search’s interplay with other formats such as display, mobile and video. Disciplined cross-channel management enables marketers to coordinate numerous campaign initiatives, while understanding the when, where and why of success. To drive efficiency and visibility into effectiveness, marketers must identify and capture the relevant metrics, while leveraging modern optimization techniques like multivariate testing -- and loop all optimization back to goal-setting. In this session, you’ll learn best practices for attribution, including: how to set up an attribution model to work towards your advertising goals; the best technologies and tools to enable tracking and acting; and the necessary skills required, either in-house or externally with your agency.

Published in: Business, Technology
  • Thx for this. The attribution problem is a gaping hole in online media. The more awareness we can bring to the issue, the more ROI the industry will experience.

    Mark Hughes
    CEO, C3 Metrics
    http://c3metrics.com
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Building A Conversion Attribution Model

  1. 1. BUILDING A CONVERSION ATTRIBUTION MODEL 25 March 2009
  2. 2. TRACK EVERYTHING <ul><li>Track as much as you can through one system </li></ul><ul><ul><li>Display </li></ul></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Affiliate </li></ul></ul><ul><ul><li>Sponsorships </li></ul></ul><ul><ul><li>Video Links </li></ul></ul><ul><ul><li>Other Conversion Tags or Pages of Your Site </li></ul></ul>
  3. 3. EXAMPLE CONVERSION PATH
  4. 4. EXAMPLE CONVERSION PATH: In Tracking System
  5. 5. SIMPLE WEIGHTING SYSTEMS <ul><li>Last Ad Click = 100% </li></ul><ul><li>Even Credit </li></ul><ul><li>Simple Models </li></ul><ul><ul><li>Last Ad gets 50%, remaining events split 50% </li></ul></ul>
  6. 6. BASIC ATTRIBUTION APPLIED
  7. 7. CUSTOM MODEL: Variables to Consider <ul><li>Clicked vs. Viewed </li></ul><ul><li>Type of Ad </li></ul><ul><li>Ad Size </li></ul><ul><li>Messaging </li></ul><ul><li>Time Lag/Recency </li></ul><ul><li>Event Path </li></ul><ul><li>Engagement inside unit </li></ul><ul><li>Engagement on advertiser’s site </li></ul>
  8. 8. EXAMPLE WEIGHTING SYSTEM
  9. 9. WEIGHTING APPLIED
  10. 10. KNOWN ISSUES <ul><li>Tracking everything takes time and requires a process </li></ul><ul><li>Tracking everything in one system may be difficult based on your current setup </li></ul><ul><li>Cookie tracking discrepancies </li></ul><ul><ul><li>Deletion </li></ul></ul><ul><ul><li>User behavior </li></ul></ul><ul><li>An accurate weighting system will take time to develop </li></ul><ul><li>Inability to track offline influencers </li></ul>
  11. 11. <ul><li>[email_address] </li></ul><ul><li>Q&A </li></ul>

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