77. Objective
Optimize Marketing
Spend to Grow Profit
Marketing Strategy
Strategic multi-channel
media buys
Industry
Consumer Goods
Company size
$140MM in Revenue
79. Goal 3
Increase ROI on all
marketing programs
Model Used
Custom attribution
model
Goal 2
Only spend in the most
efficient mediums
Goal 1
Increase sales through
targeted media
80. @jeffalytics
All Marketing Television Promotions Online Print Radio
2014 Sales Contribution 30.1% 15.0% 7.0% 4.2% 0.9% 3.0%
2015 Sales Contribution 37.4% 17.9% 9.0% 6.8% 2.7% 1.0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Acting on Attribution data to grow sales %
87. @jeffalytics
Caleb Winery Tour Jeff's Reco Salesperson
The salesperson gets last
interaction credit
Who gets credit for the sale?
Caleb Winery Tour Jeff Salesperson
Jeff gets credit in a last non-
direct world
Caleb Winery Tour Jeff Salesperson
Caleb gets credit in a first
click world
Caleb Winery Tour Jeff Salesperson
Everyone gets some credit
with a Linear model
88. @jeffalytics
If I built a custom model, it would be…
Caleb Winery Tour Jeff Salesperson
Custom model to assign credit
93. @jeffalytics#adwexp
YES
More than 10,000 conversions +
online and offline data sources
MAYBE
More than 100 conversions
and strong online focus
NO
Less than 100 conversions
Is attribution worth your time?