A holistic approach to marketing, customers, media requires a similar approach to measurement, allocation and optimization. But attribution modeling in an organization often seems overwhelming – requiring high and mid-level buy-in and overcoming massive organizational inertia. Lets break this down. 3 Day Blinds markets across all possible channels. CRO Dan Williams explains how the company built a model that accounts for the complex interactions between his digital and offline marketing spend.

1. Baby Steps to Attribution: A Primer
3 Day Blinds
Dan Williams
Chief Revenue Officer
LinkedIn/in/conversion

2. • 40 year old custom window treatment manufacturer and
direct to consumer retailer
• Provide design, measurement, manufacturing, support &
installation of custom window treatments
• In-home model only, at one point had 200 retail locations

3. Marketing Challenges
• Higher ticket considered purchase
• Not a consumed product
• No retail stores
• Not e-commerce
• Not nationwide
• Capacity is not static
• Many variables impact Marketing even the Weather…
• On top of everything we use every channel possible
The good news is we don’t
target Millennials !

4. F
Attribution Defined
Or perhaps attribution is coming to an understanding on how we will make decisions
with regards to the best manner in which to grow the business
One of the most important decisions a company can make is to agree on how
Attribution is defined in it’s organization
And promise not to change it every week….

5. Marketing is EASY!

6. Maybe Not Straight Forward

7. Why attribution is important
• The consumer path to conversion is not linear, and with
expanding media fragmentation and increased marketing
across all devices, the consumer path to conversion has
become more….interesting
• Consumers are exposed to more ads than ever, and no one
single channel contributed to that conversion with your brand
•Things change over time

8. What Marketers Say
• 39% of Marketers said they will be using more channels in the
future
• Over half of companies surveyed list site Data Collection and
Centralization and Reporting Accountability and Accuracy as the
biggest struggle areas
• The most important attribute in marketing measurement is ease
of use, the least important, by quite a bit, is “strong reporting”
• Half of companies surveyed sited cost as a barrier to engaging
with an attribution partner
• The next biggest challenge was staff skills…hmmm
(IDG Connect / Conversion Logic study)

9. • Act of setting up attribution correctly might actually uncover
inconsistencies in data management or measurement or a complete
disconnect between what is actually happening and how decisions are
made
• You have to build the culture, systems, attitudes, organization and
processes FIRST
• Attribution is hard work
Considering Attribution?

10. SEM Case Study
10
PER WEEK BEFORE CL PER WEEK AFTER CL
REVENUE
Using Conversion Logic data to optimize to attributed conversions vs. last touch:

11. • Reliable data as to which channels impact the business and in what ways
• Understanding the consumer path across touchpoints
• Ensuring a strategy to engage the consumer across all touchpoints
• Setting budgets and optimization for highest conversion (or spend more money and
feel good about it)
• Deeper understanding of consumer journey
• Using last touch for actionable “now” decisions making
Why attribution is important:

12. 3 Day Blinds Keys to Success
• Build a winning foundation
– Process, Procedure & Culture
• Analytics – demand actionable, meaningful data
• Attribution – agree to disagree
• Consistency and disciplined approach to data and decision
making.
– Get everyone on the same page from C level executives to interns.
– Test yourself periodically to see if you are following your own rules
– There is no “cruise control” and by no means is this “self driving”