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Logic Magic Attribution Modelling with Chuck Sharp November 2010 (iCrossing US)

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Logic Magic Attribution Modelling with Chuck Sharp November 2010 (iCrossing US)

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  2. 2. 2 Attribution Measurement Connecting the dots between clicks ICA London 12 Nov 2010 Chuck Sharp Senior Vice President, Analytics iCrossing
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  6. 6. 6 “...the market is poised to embrace a fundamental shift away from last-click measurement and towards a more robust form of attribution measurement.” - Forrester ResearchSource: The Forrester Wave™: Interactive Attribution, Q4 2009, Forrester Research, Inc., October 20, 2009
  7. 7. 7 Data Warehouse CompetitiveAdvantage Degree of Intelligence Channel Specific Fundamentals Cross-Channel Insights Marketing Mix Optimization Forecasting Attribution Measurement Evolution of an analytics function 7
  8. 8. 8 Attribution measurement defined 1 2 3 4 Allocation of credit across all touchpoints not just last click
  9. 9. 9 Attribution measurement defined Measure the quality of the conversion not just quantity 9
  10. 10. 10 Attribution measurement defined Measure the QUALITY of the conversion not just quantity
  11. 11. 11 Things to consider + Offline channels + Multiple devices + Cookie deletion
  12. 12. 12 Implementation
  13. 13. 13 Implementation Phase 1 • Inform marketing mix allocation planning • Analysis done on a periodic basis • Last click model still used for tactical execution • Organization not fully invested in attribution measurement Phase 2 • Organization trusts attributed results more than last click • Attributed results available to media buyers daily • Last click phased out Phase 3 • Integrate offline data • Integrate data from multiple devices
  14. 14. 14 4 best practices 14
  15. 15. 1515 Use attribution to improve forecasting
  16. 16. 16 Make the most out of existing technology investments
  17. 17. 17 Research first
  18. 18. 18 Tight integration between LOGIC & MAGIC 18
  19. 19. 1919 Clear? Ask away.
  20. 20. 20 Attribution POV www.icrossing.com/research Twitter @chucklsharp / @icrossing Email chuck.sharp@icrossing.com 20

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