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Attribution Playbook Webinar 2
The document is a presentation for a webinar focused on building a data foundation for marketing performance measurement, led by Casey Carey, CMO of Adometry. It discusses key elements such as identifying data sources, mapping marketing events and conversions, and integrating various media types for effective attribution. The key takeaways emphasize starting with clear goals, balancing complexity with insights, and progressively enhancing measurement strategies.
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Attribution Playbook Webinar 2
- 1. Webinar #2 Building aData Foundation for Marketing Performance Measurement Thursday, January 9, 2013 @caseycarey © 2014 Adometry, Inc. All rights reserved. 1
- 2. A Bit AboutMe Casey Carey Chief Marketing Officer © 2014 Adometry, Inc. All rights reserved. 2
- 3. First a Wordfrom Our Sponsor •What we do… We power more intelligent marketing •How we do it… By providing advanced marketing attribution and optimization solutions •Our customers… For 75+ brands and their agency partners primarily in the auto, telecom, technology, travel & leisure, FSI, and retail verticals © 2014 Adometry, Inc. All rights reserved. 3
- 4. Attribution 2014 WebinarSeries CLARITY DIRECTION ACTION RESULTS TRUST © 2014 Adometry, Inc. All rights reserved. 4
- 5. Mapping Your Solution Design Identifying Data Sources and Attributes today’s AGENDA Bringing It Together Q&A TRUST © 2014 Adometry, Inc. All rights reserved. 5
- 6. Mapping Your SolutionDesign © 2014 Adometry, Inc. All rights reserved. 6
- 7. Finding the BalanceBetween Goals, Data, and Complexity What are my KPIs? What channels do I include? What level of insight to I want? © 2014 Adometry, Inc. All rights reserved. 7
- 8. Some Thursday #measureHumor © 2014 Adometry, Inc. All rights reserved. 8
- 9. KPIs – DetermineYour “Touchstone” Metric(s) •ROAS (sales/media cost ratio) • Simple measure of media effectiveness •eCPA (activity-based) • Normalizes impression and click metrics •ROMI (value-based) • Normalizes actual value of marketing using all channel related costs © 2014 Adometry, Inc. All rights reserved. 9
- 10. Mapping Your AttributionEcosystem Paid Media • • • • • • • • • • • • • Display Social Ads Video In App Ads Search Retargeting CSEs Affiliates Email SMS Direct Mail Catalog Inserts Owned Media • • • • • • Transaction & Sales Channels D E V I C E S • • • • Websites Call-Center Kiosk Brick-n-Mortar Products/Services Audience and CRM Data • • • • Merchandise Applications Subscriptions Reservation Referrals Organic Search Direct Nav Organic Social Content Chat © 2014 Adometry, Inc. All rights reserved. 10
- 11. Identifying Data Sourcesand Attributes © 2014 Adometry, Inc. All rights reserved. 11
- 12. Four Primary Typesof Attribution Data Sets MARKETING EVENTS What Did They See and Where Did They See It? © 2014 Adometry, Inc. All rights reserved. CONVERSIONS What Was the Result? COST & CONTEXT How Did Each Aspect Perform? CRM & AUDIENCE Who Are They and What Do I Know? 12
- 13. Marketing Event Data MARKETING EVENTS WhatDid They See and Where Did They See It? © 2014 Adometry, Inc. All rights reserved. CONVERSIONS What Was the Result? COST & CONTEXT How Did Each Aspect Perform? CRM & AUDIENCE Who Are They and What Do I Know? 13
- 14. Marketing Events –Sources Channel Impressions Clicks Direct Nav (Other) ✗ ✔ Owned Affiliate ✗ ✔ Paid CSEs/GPLAs ✗ ✔ Paid Referrals ✗ ✔ Paid/Owned/Earned Organic Search ✗ ✔ Owned Paid Search ✗ ✔ Paid Email ✔ ✔ Paid/Owned Display ✔ ✔ Paid Video ✔ ✔ Paid/Owned Mobile Ads (in App) ✔ ✔ Paid Social Posts ✗ ✔ Owned Social Ads ✔ ✔ Paid Direct Mail ✔ ✗ Paid © 2014 Adometry, Inc. All rights reserved. Media Type 14
- 15. Marketing Events –Data Collection A complete toolbox depending on channels and data collection constraints • Ad server log files • Ad tags – viewability • Platform APIs • Page tags • URL redirects • Pixels • Custom feeds © 2014 Adometry, Inc. All rights reserved. 15 15
- 16. Direct Mail Channel– How it Works •Integrating the direct mail channel into a comprehensive view of cross-channel marketing performance. Send Mail File Email Ongoing Cookie Sync Name Al Smtih Susan Lee janej@gmail.com © 2014 Adometry, Inc. All rights reserved. Jane Jones Match Offline to Online Postal Address 1401 Adams St Denver, CO 80208 520 Broadway New York, NY, 10012 1600 Barton Springs Rd Austin, TX 78704 Attribution Processing Mail Date Segment Source 01/12/13 HV501 Abacus 01/12/13 NC202 Customer File 01/12/13 AV304 Acxiom 16
- 17. Moving to User-LevelAttribution 3rd-Party Cookies Tracking Challenges • • • • • Mobile web browsers Cookie deletion Cookie blocking Mobile apps Multiple device usage Device Identification • 1st and 3rd-party cookies • Mobile device IDs (non-cookie) • Other devices (non-cookie) Mobile Ad Tracking • Mobile ad network integration Device Graph • Explicit – cross device authentication and partner databases • Inferred – observed behavior © 2014 Adometry, Inc. All rights reserved. User-Level Strategic Benefits • Mobile ad/conversion event tracking • User-level attribution • Insights into device role in customer journey • More persistent • More accurate 17
- 18. Marketing Events –Key Data Elements •Ad ID (link to cost and context data) •Channel/Sub-Channel •Source (site, network, provider, etc.) •Content/creative •Campaign ID •Date and time •Event type (impression, click, engagement) © 2014 Adometry, Inc. All rights reserved. 18
- 19. Conversion Event Data MARKETING EVENTS WhatDid They See and Where Did They See It? © 2014 Adometry, Inc. All rights reserved. CONVERSIONS What Was the Result? COST & CONTEXT How Did Each Aspect Perform? CRM & AUDIENCE Who Are They and What Do I Know? 19
- 20. Conversion Events –Types •Soft events •Hard events • Store locator • Purchase/reservation • Email subscription or follow • Account activation • Coupon or information download • Enrollment • Configuration/product comparison • Policy start •Firm events • Appointment • Application • Request for information (inquiry) • Quotation © 2014 Adometry, Inc. All rights reserved. 20
- 21. Conversion Events –Sources and Key Elements Sources • Website – confirmation and thank you pages • Mobile App • Call-center – Unique numbers – Confirmation email/first login – CRM data Elements •Key Elements • Date and time • Amount or value • User ID (link to CRM data) • In-person/POS – Confirmation email/first login – Offline to online sync (PII) – CRM data © 2014 Adometry, Inc. All rights reserved. 21
- 22. Cost and ReferenceData MARKETING EVENTS What Did They See and Where Did They See It? © 2014 Adometry, Inc. All rights reserved. CONVERSIONS What Was the Result? COST & CONTEXT How Did Each Aspect Perform? CRM & AUDIENCE Who Are They and What Do I Know? 22
- 23. Cost Data –Types and Sources Types •Variable • Media cost (variable) – CPM, CPC, CPL, CPA • Media cost (flat) Sources • Marketing platforms - granular • DSP/ad server • Paid search • Marketing platforms - aggregate • Affiliate, CSEs, email •Fixed • Platform • Campaign and agency • Internal headcount © 2014 Adometry, Inc. All rights reserved. • Ad hoc (finance and spreadsheets) • • • • Tools/platforms Agency Internal headcount Gross margins 23
- 24. Context Data –Types and Sources •Marketing event attributes • Offers and products • Groupings – Placement – Keyword – Creative – Campaign •Sources • Platforms • Match tables © 2014 Adometry, Inc. All rights reserved. 24
- 25. CRM and AudienceData MARKETING EVENTS What Did They See and Where Did They See It? © 2014 Adometry, Inc. All rights reserved. CONVERSIONS What Was the Result? COST & CONTEXT How Did Each Aspect Perform? CRM & AUDIENCE Who Are They and What Do I Know? 25
- 26. Audience and CRMData •CRM and 1st-party data • Segments • Purchase history • CLTV, loyalty, •Audience and 3rd-party data • Demographics • Geographic • Lifestyle/affinity • Behavior • Purchase Intent • Firmographics © 2014 Adometry, Inc. All rights reserved. 26
- 27. Data Monitoring toBuild Trust © 2014 Adometry, Inc. All rights reserved. 27
- 28. Bringing it AllTogether © 2014 Adometry, Inc. All rights reserved. 28
- 29. Data Flow –Basic Tag Data Collection Publisher Web Site with Ad Ad Server Tag + Adometry Ad Tag (cookie) Search (organic & paid) Optional use of Tag Management for Tag Integration (Floodlight) Click Counts & URL parameters Impression Info (count , viewability) 1 2 3 4 Reference Files (Cost & Context) Impressions Clicks Conversions Ad tags implemented within ad server Landing page tag on all pages Page tag on defined conversion points Collected from ad server, search platform, email, etc. 5 Additional Call Center, Offline Data, Advertiser Data Warehouse, or DMP Attribution & Optimization Reporting © 2014 Adometry, Inc. All rights reserved. 29
- 30. Cross-Channel Analysis © 2014Adometry, Inc. All rights reserved. 30
- 31. Key Takeaways •Begin withthe end in mind • Balance goals, data, and complexity • Have a vision for how you will use the insights to drive different activities •Work your way up the tree • Low-hanging fruit first – easy to collect, easy to compile sources, drives most business value • Add more over time as appropriate •Strategically move from activity to value based measurement © 2014 Adometry, Inc. All rights reserved. 31
- 32. Webinar #3 Putting Attributionto Work: Clarity, Insights, and Action Tuesday, January 28, 2014 www2.adometry.com/insights_to_action © 2014 Adometry, Inc. All rights reserved. 32
- 33. © 2014 Adometry,Inc. All rights reserved. 33
- 34. Casey Carey casey.carey@adometry.com @caseycarey © 2014Adometry, Inc. All rights reserved. 34