Jenny Kirby's presentation from WTF Programmatic UK on November 11, 2014.

1. WTF is attribution
Jenny Kirby

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3. The last click is not the whole story
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1 2 3 4 5
conversion
The last click here is direct to site – it doesn’t mean the other clicks had no value

4. But it is traditionally how we’ve evaluated media
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Organic
click
0%
contribution
Display ad
click
0%
contribution
Facebook
click
0%
contribution
PPC click
100%
contribution

5. It’s a dangerous way to view media
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PPC click
100%
contribution
Remove these channels and the cost is volume

6. And what about when the click is not the end?
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7. So how do we credit all media?
We need to answer these questions:
1. What is the true value of each media channel?
2. What impact does digital have on offline behaviours?
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8. Using attribution to determine the true value of
each media channel
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Full cookie level data shows where
each channel played a role in each
converting pathway

9. Some channels are clearly overvalued
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...especially PPC search.

10. Reattribution means reinvestment
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-15%
Direct/SEO Paid Search Email Performance Social Media
Display
Display Affiliates
Retargeting
+8%
-40% -27%
0.1k
+3%
+6%
-21%
0.1k
last Click attribution Attribution model
Value attribution by channel

11. Understanding the impact of digital beyond the click
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Using econometrics, the role of digital media in driving customers to
call centres or to retail can be understood

12. Growing revenues through intelligent
investment
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But be
flexible!
Hold
your
position

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14. Three things to take away from today
1. The last click model of measuring the value of digital
media is misleading
2. Some of your media channels are overvalued, especially
PPC
3. Trust the data and watch revenues grow
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15. Thank you, questions?
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