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Smart Attribution + Cross Device - #SMXMunich 2017 - www.cubed.ai

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CUBED CEO Russell McAthy speaks around the future or marketing attribution - how we should target audiences, some new marketing KPI's as well as ways for us to join multiple devices together

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Smart Attribution + Cross Device - #SMXMunich 2017 - www.cubed.ai

  1. 1. Cross Device Tracking Leading to SMART Attribution Russell McAthy CEO @therustybear www.cubed.ai
  2. 2. Russell McAthy CEO of CUBED @therustybear www.cubed.ai russell@cubed.ai
  3. 3. Data & Analytics Programmatic Creative The future of marketing
  4. 4. Accountable Actionable Successful SMX Munich – Russell McAthy -@therustybear
  5. 5. SMX Munich – Russell McAthy -@therustybear
  6. 6. You can NOT get 100% accuracy in cross device data SMX Munich – Russell McAthy -@therustybear
  7. 7. SMX Munich – Russell McAthy -@therustybear Assisted Conversions Multi-Channel Conversions Multi-Device Conversions
  8. 8. SMX Munich – Russell McAthy -@therustybear Assisted Conversions Multi-Channel Conversions Multi-Device Conversions Technology PII Data Partners
  9. 9. Probabilistic vs Deterministic SMX Munich – Russell McAthy -@therustybear
  10. 10. Probabilistic vs Deterministic SMX Munich – Russell McAthy -@therustybear Total Available Data Matched Accuracy = ~60% Total Available Data Matched Accuracy = 100%
  11. 11. STOP worrying about your data, understand the changes driven by your actions SMX Munich – Russell McAthy -@therustybear
  12. 12. We need to CHANGE the way brands think about marketing performance SMX Munich – Russell McAthy -@therustybear
  13. 13. Cost today != Sales today SMX Munich – Russell McAthy -@therustybear
  14. 14. • Top of funnel • Brand Advertising • Long term Impact • Very High CPA • Mid funnel • Brand, Product • Mid term Impact • Mid Level CPA • Bottom funnel • Instant Impact • Very low CPA SMX Munich – Russell McAthy -@therustybear
  15. 15. YOU OPTIMISE THIS ALREADY • Top of funnel • Brand Advertising • Long term Impact • Very High CPA • Mid funnel • Brand, Product • Mid term Impact • Mid Level CPA • Bottom funnel • Instant Impact • Very low CPA SMX Munich – Russell McAthy -@therustybear
  16. 16. • Top of funnel • Brand Advertising • Long term Impact • Very High CPA • Mid funnel • Brand, Product • Mid term Impact • Mid Level CPA • Bottom funnel • Instant Impact • Very low CPA YOU OPTIMISE THIS ALREADY YOU NEED TO UNDERSTAND THIS YOUR BIGGEST OPPORTUNITY SMX Munich – Russell McAthy -@therustybear
  17. 17. Display Impression YOU OPTIMISE THIS ALREADYYOU NEED TO UNDERSTAND THIS YOUR BIGGEST OPPORTUNITY PPC Generic Visit SEO Generic Visit Email Visit PPC Generic Visit SEO Brand Visit Brand Remarketing Direct Visit Brand PPC Visit Eg. SMX Munich – Russell McAthy -@therustybear
  18. 18. Conversion Rate is a lie! SMX Munich – Russell McAthy -@therustybear
  19. 19. How are we ok with visits to conversions? SMX Munich – Russell McAthy -@therustybear
  20. 20. Let’s look at some data SMX Munich – Russell McAthy -@therustybear
  21. 21. *Data is fictional… obviously Visitor ID Visit Action Conversion Rate 10001 Newsletter Signup 0% 10002 Newsletter Signup 0% 10003 Nothing 0% 10004 Nothing 0% 10005 Conversion £60 100% Overall Conversion Rate is 20% SMX Munich – Russell McAthy -@therustybear
  22. 22. Visitor ID Visit Action 2nd Visit Action 10001 Newsletter Signup Nothing 10002 Newsletter Signup Nothing 10003 Nothing Nothing 10004 Nothing Nothing 10005 Conversion £60 Nothing Overall Conversion Rate for 2nd Visit is 0% *Data is fictional… obviously SMX Munich – Russell McAthy -@therustybear
  23. 23. Visitor ID Visit Action 2nd Visit Action 3rd Visit Action 4th Visit Action 5th Visit Action 10001 Newsletter Signup Nothing Conversion £30 Nothing 10002 Newsletter Signup Nothing Viewed Product Video Nothing Nothing 10003 Nothing Read Blog Conversion £100 Nothing Nothing 10004 Nothing Nothing Conversion £10 Conversion £10 Nothing 10005 Conversion £60 Nothing Nothing Nothing Conversion £10 *Data is fictional… obviously SMX Munich – Russell McAthy -@therustybear
  24. 24. Visitor ID Visit Action 2nd Visit Action 3rd Visit Action 4th Visit Action 5th Visit Action 10001 Newsletter Signup Nothing Conversion £30 Nothing 10002 Newsletter Signup Nothing Viewed Product Video Nothing Nothing 10003 Nothing Read Blog Conversion £100 Nothing Nothing 10004 Nothing Nothing Conversion £10 Conversion £10 Nothing 10005 Conversion £60 Nothing Nothing Nothing Conversion £10 *Data is fictional… obviously SMX Munich – Russell McAthy -@therustybear
  25. 25. @therustybear *Data is fictional but don’t let that scare you Visitor ID Visit Action 2nd Visit Action 3rd Visit Action 4th Visit Action 5th Visit Action 10001 Newsletter Signup Nothing Conversion £30 Nothing 10002 Newsletter Signup Nothing Nothing Nothing Nothing 10003 Nothing Nothing Conversion £100 Nothing Nothing 10004 Nothing Nothing Conversion £10 Conversion £10 Nothing 10005 Conversion £60 Nothing Nothing Nothing Conversion £10 Consumer Conversion Rate SMX Munich – Russell McAthy -@therustybear
  26. 26. @therustybear *Data is fictional but don’t let that scare you Visitor ID Visit Action 2nd Visit Action 3rd Visit Action 4th Visit Action 5th Visit Action 10001 Newsletter Signup Nothing Conversion £30 Nothing 10002 Newsletter Signup Nothing Nothing Nothing Nothing 10003 Nothing Nothing Conversion £100 Nothing Nothing 10004 Nothing Nothing Conversion £10 Conversion £10 Nothing 10005 Conversion £60 Nothing Nothing Nothing Conversion £10 Consumer Conversion Rate Of all the unique consumers that visited the website how many converted. (Conversions / Unique Visitors) SMX Munich – Russell McAthy -@therustybear
  27. 27. @therustybear *Data is fictional but don’t let that scare you Visitor ID Visit Action 2nd Visit Action 3rd Visit Action 4th Visit Action 5th Visit Action 10001 Newsletter Signup Nothing Conversion £30 Nothing 10002 Newsletter Signup Nothing Nothing Nothing Nothing 10003 Nothing Nothing Conversion £100 Nothing Nothing 10004 Nothing Nothing Conversion £10 Conversion £10 Nothing 10005 Conversion £60 Nothing Nothing Nothing Conversion £10 Return on Investment (ROI) has a new calculation SMX Munich – Russell McAthy -@therustybear
  28. 28. @therustybear *Data is fictional but don’t let that scare you Visitor ID Visit Action 2nd Visit Action 3rd Visit Action 4th Visit Action 5th Visit Action 10001 Newsletter Signup Nothing Conversion £30 Nothing 10002 Newsletter Signup Nothing Nothing Nothing Nothing 10003 Nothing Nothing Conversion £100 Nothing Nothing 10004 Nothing Nothing Conversion £10 Conversion £10 Nothing 10005 Conversion £60 Nothing Nothing Nothing Conversion £10 Consumer ROI All of the costs to acquire a consumer over their lifetime / All of the revenue generated by that consumer SMX Munich – Russell McAthy -@therustybear
  29. 29. Defining Success Grow Brand Base Expand Mid Funnel Impact Existing Prospect NBA ROI of discount and offers Future Customer Value CRM Impact NBA Remarketing Value Advocacy for NCA Future Customer Value New Customer Acquisition Existing Customer Optimisation SMX Munich – Russell McAthy -@therustybear
  30. 30. The lifetime value calculation (LTV) is based on the current marketing mix delivered sales It uses the total revenue of an average customer, the total cost of the customer and then the potential future value of the customer. Sum of Cost Revenue LTV SMX Munich – Russell McAthy -@therustybear
  31. 31. Sum of Cost Revenue LTV Sum of Cost Revenue LTV Sum of Cost Revenue LTV Sum of Cost Revenue LTV SMX Munich – Russell McAthy -@therustybear
  32. 32. Current Costs Current Revenue Future Revenue Future Customer ValueFuture Costs SMX Munich – Russell McAthy -@therustybear
  33. 33. A blended CPA is the main limitation on the growth of digital SMX Munich – Russell McAthy -@therustybear
  34. 34. An audience led approach to marketing targeting is the ONLY way to drive incremental growth at a successful and accurate long term ROI SMX Munich – Russell McAthy -@therustybear
  35. 35. Brand Value Propensity to Convert #1 #2 #3 #5 #6 #4 #7 #8 #9 #10 #11 #12 #13 #14 #15 #16 #17 #18 #19 #20 SMX Munich – Russell McAthy -@therustybear
  36. 36. Calculating Probability to convert We need to forecast the likelihood of a conversion happening in a future visit. As different events happen on the website, people navigate and engage which allows an algorithm to calculate the next best action. SMX Munich – Russell McAthy -@therustybear
  37. 37. What does a 3 month buying consideration look like in data? SMX Munich – Russell McAthy -@therustybear
  38. 38. Time to Convert / Value
  39. 39. Time to Convert / Value
  40. 40. Time to Convert / Value Sales made in Feb we only have 76% value understanding
  41. 41. Time to Convert / Value
  42. 42. Time to Convert / Value Sales made in this period we only have 58% value understanding
  43. 43. Time to Convert / Value
  44. 44. Time to Convert / Value Feb 92% Jan 89% Dec 84%
  45. 45. Accountable Actionable Successful SMX Munich – Russell McAthy -@therustybear
  46. 46. Russell McAthy CEO of CUBED @therustybear www.cubed.ai russell@cubed.ai Danke schön

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