Using Automation to Evolve Measurement and Attribution By Katie Fiore
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Programmatic tools have provided brands, agencies, and publishers with unprecedented amounts of data about the audiences, channels, and tactics that work best. Learn how buyers are leveraging these insights to either evolve or validate their long-term measurement and attribution strategies over time.
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Using Automation to Evolve Measurement and Attribution By Katie Fiore
- 1. HOW TO WIN AT ATTRIBUTION
- 2. 2
- 3. RECENCY VS. REAL VALUE 3
- 4. 4 CHALLENGE: GROW THE PIE, NOT JUST THE SLICE
- 5. TRANSLATION: GENERATE INCREMENTAL TRANSACTIONS • “Incremental” defined as transactions that would not have occurred if paid digital media had not been present • Historically managed to YoY increases in channel-level revenue • Rooted in the belief that paid digital media wasn’t necessary. The brand would have been receiving the transactions anyway 5
- 8. IT’S LIKE BLACKJACK 8 $6 $9 $4 $19 = 2 13 2 3 1 $7 $0 $12 $19 =
- 9. ANYTHING ABOVE THE BASELINE IS INCREMENTAL 9 .com BASELINE Everything that is converting on .com Paid Digital Marketing INCREMENTAL Conversions generated at a higher conversion rate then baseline
- 10. OUR APPROACH 10
- 11. WALK BEFORE YOU RUN 11 Publisher Education Benchmark KPI’s Test & Learn Framework
- 13. 1. SHIFT SPEND TO MOST INCREMENTAL PLACEMENTS
- 14. 1. SHIFT SPEND TO MOST INCREMENTAL PLACEMENTS
- 15. 1. SHIFT SPEND TO MOST INCREMENTAL PLACEMENTS Publisher A Publisher B Publisher C Publisher D Publisher E Publisher F Publisher G Publisher H
- 16. 2. FEED THE INCREMENTAL FUNNEL 16 10% Upper Funnel 47% Upper Funnel 53% Lower Funnel90% Lower Funnel MARCH APRIL
- 17. 3. PROTECT INCREMENTALITY WHEN BUDGETS ARE CUT 17 LAST TOUCH INCREMENTAL
- 18. RESULTS 18
- 20. 20 +169% UPPER FUNNEL TRANSACTIONS -68% LOWER FUNNEL TRANSACTIONS
- 22. HOW WE ARE SCALING 1. Conversion data automation 2. Pre-bid incrementality indices 3. Dynamic messaging 22
- 23. 23 WE GREW THE PIE
- 24. THE BIGGEST CHALLENGE YOU WILL FACE 24
- 25. 25 NOBODY’S GOING TO BELIEVE YOU
- 26. 3 STEPS FOR SUCCESS 26
- 27. 27 1. NEVER STOP VALIDATING
- 28. MATCH ATTRIBUTION DATA TO CLIENT SOURCES OF TRUTH 28 0 200 400 600 800 1,000 1,200 1,400 1,600 Transactions Transactions Abakus Google Analytics Attribution
- 29. 29 2. FIND YOUR EVANGELIST
- 31. 31
- 32. THANK YOU 32 Email: k.fiore@syzygy.us Visit: syzygy.us