Crispin Sheridan Digital and Social Optimization | SAP Digital Marketing

1. PUBLIC
Crispin Sheridan
Digital and Social Optimization | SAP Digital Marketing
April 30, 2019
Cross-Channel Attribution

2. 2PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Agenda
• Overview of Cross-channel Attribution
• SAP’s Journey
• Project overview
• Key Learnings
• KPIs

3. it must start with
the customer

4. 4PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Attribution 101: A Relay Analogy
Flawed Last Touch (Last-Click) Metrics
Think of each media touch point as a runner in a relay race….
In “last-click” or “last-touch,” 100% of the credit would be given to the last
runner crossing the finish line.
The other runners (or media touchpoints) would not receive any credit for
their assist in the win

5. 5PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
What is Cross-Channel Attribution ?
The process of quantifying the impact of multiple marketing
exposures and touch-points preceding a desired outcome.

6. 6PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Key Questions that Attribution Answers
• How are my channels working together towards my
business goals?
• Understand the value of each digital touchpoint along the
consumer journey and quantify its influence on driving
conversions
• Where do I spend my money?
• Identify opportunities and redistribute spend between
placements, keywords, publishers, etc. to maximize efficiency
• In case of a budget change, how many conversions
can I expect and what are the best places to invest in
to achieve them?
• Explore different what if scenarios in case of budget increases
or cuts and output a detailed media plan with
recommendations on areas that would allow best return on
investment

7. 7PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Attribution Methodologies
LAST CLICK
converters only
RULES-BASED
converters only
100%
40% 40%10% 10%
EVEN
converters only
25% 25%25% 25%
REGRESSION
converters only
27% 38%3% 32%
Convert
Convert
Convert
Convert

8. 8PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Attribution Methodologies
BASIC LIFT
converters & non-
converters
Convert
Convert
Non-Convert
ALGORITHMIC
converters & non-
converters
Convert
Convert
Non-Convert
52%
46%
0%
38%0% 10%
0%0% 0%
0%100%
54%
24% 34%14% 28%
9% 30%27% 3%31%
13% 49%38%

9. 9PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
`Volume of Uniques
ConversionRate
Learnings: Broader Channel Exposure Improves Conversion
Rates. Best Channel Mix is PO&E
Demonstrative data only

10. 10PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
0 10 20 30 40 50
ConversionRate
Frequency of Exposure
Frequency & Conversion Rate
Learnings: Optimal # Touches for Conversion Rate
frequency to conversion
sweet spot: 7-17
Demonstrative data only

11. 11PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Learnings: Shift in Performance by Channel Using True Attribution
• Paid Media Channels are greatly under-reported in their influence over
registration volumes using traditional Last-Click or Last Touch attribution
methods.
• Paid Search (+20%), Email (+75%), Display(+662%) and Paid Social have a
strong influence in driving registrations PRIOR to the Last-Click media event
20%
75% 662%
-3% 5%
15% -33%
98%
-100%
0%
100%
200%
300%
400%
500%
600%
700%
0
200
400
600
800
1000
1200
1400
1600
Paid
Search
Email Display Paid Social Undefined Site Direct Other
Referrer
Organic
Search
Organic
Social
Paid Unpaid
LAST CLICK VS ATTRIBUTED (TRUE) REGISTRATIONS
conversions true_conversions % Change

12. 12PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
What we accomplished
• We had a mandate to prove value to SAP from
leveraging multi-touch algorithmic attribution
modelling, AND show positive ROI from our
investment
• We had to prove ROI and value in the first year
(i.e. short time-frame)
• Paid-media was the ideal candidate, where we could
show quantifiable savings & efficiencies
Results To Date
• € 1.136 MM pa. in media
efficiencies
(first year)
• Generated ROI of 2.2X
against a target of 1.5X
• Delivered 43% in media
savings and efficiencies,
against target of 7%

13. Contact information:
Crispin Sheridan
Digital & Social Optimization
SAP Inbound Marketing Channels and Digital Strategy
Thank you.