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Attribution across all channels
Neolane Breakfast Seminar
David Sealey
27th November 2013
Agenda
1.

The challenges
• Increasing channel choice
• Dimensions and metrics
• Attribution models
• Technology

2.

Example in practice

3.

Why it matters

David Sealey

• More than digital

dsealey@caci.co.uk

• Budget allocation
4.

@sealeyd

How CACI are solving the issues

2
Typical CACI Clients
Customer and
Capability Strategy

Digital Design
& Build

Location
Optimisation

Analysis, Insight
& Knowledge

Multi-Channel
Campaigns

3

Technology Integration
and Managed Services

Data
Why care about attribution?
“I know half the money I spend on advertising is wasted,

but I can never find out which half.”

Budget Allocation

ROI Efficiency

How do we slice marketing budgets
across channels?

Time to hold our marketing to account
• Are affiliates cannibalising profit

• Should be a push decision rather than pull?

• Is paid search costing more than it should

• Where should you increase budgets?

• Is remarketing truly getting repeat visits?

• Which methods will add incremental sales?
• If you had another pound to spend where would
you spend it?

Attribution will improve the overall efficiency of marketing spend
4
The Challenges

5
Channel growth
Inbound

Outbound

 Call Centre
 Branch
 PoS





Customer





SEO
Web
Social service
Mobile app
TV

Call Centre
Direct Mail
SMS







Email
PPC
Affiliates
Social
Mobile SMS/Push
messages
Advertising


Radio

Print advertising

6

PR
Each channel’s reports will contain multiple
dimensions & metrics
Dimensions

Metrics

 Time (year, month, day, time of day)

 Revenue

 Agent (call centre) or Marketer

 Profit (Gross / Net)

 Channel

 Count

 Campaign

 Received / Opened / Clicked / Bounced

 Programme (e.g. welcome, churn)

 Influence / Retweets

 Customer Segment or Customer Life Stage

 Unique Visitors

 Offer

 Net Present Value

 Language

 Customer Lifetime Value

 Product Category & Product

 Customer satisfaction

 Territory

 Cost to serve

 Keyword
 Creative

7
Disparate and varied technology capabilities involved

8
Not to mention the actual tools themselves…

9
Illustration of the attribution models
First Click

Time Delay

•

The first channel gets all of the
credit

•

Channels are given an increasing
share in run up to conversion

•

Not a true reflection of each
channel’s role in converting the
sale

•

Does not recognise the channel
that may have acquired the
customer

Last Click

Linear

•

The last click or channel gets all the
credit for the sale

•

All channels given an equal split of
the revenue

•

Reflects the channel that converted
but doesn’t recognise each
channels contribution

•

Doesn’t recognise channel costs or
likely engagement in acquiring or
converting customers

First and Last Click
•

Algorithmic/Custom
•

Each channel recognised on their
own merits

•

10

Based on bespoke business rules

•

Recognition split between the
acquiring channel and the
converting channel

Difficult to setup
The attribution challenges combined
Channel Choice

Dimensions and Metrics

Technology

 Value

 Double-counting

 Hard v inferred response

 Organisation and politics

 Balance control group/hold-out versus
selling

Attribution Models

 Identifying the customer
 Anonymous v known

 Brand awareness v direct response

 Multiple ids

 Not enough time / skilled resource

 So many campaigns, no response to
measure result

 So many technologies

 Technology – immature, channel specific

 Data Capture quality

11
A real life example

12
Illustration of the complexity of a customer journey
Phase

Awareness

Purchase

Post-Purchase

Retention

Affiliate blog

PPC (Search)
First Purchase
Website

£100

Store

Twitter

Phone

Email
Second Purchase

£100

Direct mail

Mobile

13
Attribution models applied
First Click

Last Click

Linear

£50

£100

First & Last

Time Decay

£25

Custom

£25

£25

£35

£35

£50

£25

£50

£30

£50

£17

£20

£17

£5

£17

£100

£10

£25
£100

£15

£25

£17

14

£35

£10

£17

£50

£20

£17
£100

£15

£50

£20
Why integrating off-line and on-line really
matters

15
Why integrating offline and online really matters
Are you chasing the hype of marketing fashion or
do you have the data to make smart marketing investments?
TV advertising is
dead. You should
be doing social…

Snail mail?
Seriously? The
future is in mobile
apps

Email marketing
to segments is so
2000

 Customers view all communications as
part of the relationship with the
organisation
 Whilst offline channels are typically more
expensive they can be more effective per
contact
 Advanced attribution tracking allows you
to see the affect of marketing on your
ultimate aims

16
How CACI solves it

17
CACI’s answer: There’s no silver bullet – think holistically
 There is no simple answer
 No one technology is going to
solve this
 Our advice is:
 Don’t aim too high
 “Big Picture done OK” is more

important than “One Channel
done well”

18
Finding an attribution model that works
A

Understand the
business requirements

Map out the current media-mix
and planning process.
Questions to ask:





What type of buyer
behaviour do you value?
What are you currently
spending on channel
marketing efforts?
What is the length of the
conversion window?

B

Start with a standard
attribution model

Time decay is often a good
starting point. Compare it against
last click attribution to identify the
scale of the differences.

Tweak the model to
your requirements

Alter the dimensions that may
affect the outcome:

What are the problems with
the model?

19



Downgrade brand based
traffic



Alter the attribution time
window



It may also be worth trialling a
position based model (first and
last) as a further comparison.


C

Magnify the cost of channels
that delivered poor traffic



Apply weightings to expensive
or highly engaging channels
CACI’s answer: Design & build a reporting sub-system
 Gather data from all channels:
1.

Use channel-specific technology (e.g. Adobe Campaign, Adobe Site
Catalyst) to identify respondents, and indication of value

2.

Capture this into sub-system, with all relevant dimensions

3.

Apply SCV where necessary

4.

Apply chosen attribution model (bespoke)

5.

Reporting presentation layer

 Let’s see an example…

20
How CACI solves it
New
Campaigns

1. Neolane / Adobe Campaign:
a) Defines campaign details
b) Executes campaigns to customer
c) Has additional flowcharts to identify
and record responses
2. Data holds communication data, response
data and “campaign meta data” i.e. data
about the campaign
3. Data flows in from other sources and is
combined in a marketing Data Warehouse
4. Dedicated new process consolidates all this
data into data ready for reporting
5. Report-writer provides presentation layer
for attribution reporting and modelling

Campaign
History

Response Data

EPOS Data
Mobile App

Web Analytics
Marketing Data
Warehouse

Social Listening

Single
Customer VIew

Report
Processing
Attribution
Model
Report Data
Reports
Conclusion

22
Conclusion: Start small and think big
1.

Focus on capturing everything rather than
doing one channel with precision
• Broadly understanding attribution across all of your channels will
do more for you than understanding one digital channels with
precision

2.

Make attribution insights part of your budget
planning activities
• Marketing budgets should be set by how well channels are
serving your business objectives. It should be possibly to model
changes in the marketing budget and their affect on the customer.

3.

Don’t expect the answer from one technology
• To get the best out of attribution you will need to gather all of
your channel data and combine with customer data to produce
insights that will improve budget allocation

23
Questions?
David Sealey
dsealey@caci.co.uk

@sealeyd

24
Cross channel marketing attribution by CACI

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Cross channel marketing attribution by CACI

  • 1. Attribution across all channels Neolane Breakfast Seminar David Sealey 27th November 2013
  • 2. Agenda 1. The challenges • Increasing channel choice • Dimensions and metrics • Attribution models • Technology 2. Example in practice 3. Why it matters David Sealey • More than digital dsealey@caci.co.uk • Budget allocation 4. @sealeyd How CACI are solving the issues 2
  • 3. Typical CACI Clients Customer and Capability Strategy Digital Design & Build Location Optimisation Analysis, Insight & Knowledge Multi-Channel Campaigns 3 Technology Integration and Managed Services Data
  • 4. Why care about attribution? “I know half the money I spend on advertising is wasted, but I can never find out which half.” Budget Allocation ROI Efficiency How do we slice marketing budgets across channels? Time to hold our marketing to account • Are affiliates cannibalising profit • Should be a push decision rather than pull? • Is paid search costing more than it should • Where should you increase budgets? • Is remarketing truly getting repeat visits? • Which methods will add incremental sales? • If you had another pound to spend where would you spend it? Attribution will improve the overall efficiency of marketing spend 4
  • 6. Channel growth Inbound Outbound  Call Centre  Branch  PoS    Customer     SEO Web Social service Mobile app TV Call Centre Direct Mail SMS      Email PPC Affiliates Social Mobile SMS/Push messages Advertising  Radio Print advertising 6 PR
  • 7. Each channel’s reports will contain multiple dimensions & metrics Dimensions Metrics  Time (year, month, day, time of day)  Revenue  Agent (call centre) or Marketer  Profit (Gross / Net)  Channel  Count  Campaign  Received / Opened / Clicked / Bounced  Programme (e.g. welcome, churn)  Influence / Retweets  Customer Segment or Customer Life Stage  Unique Visitors  Offer  Net Present Value  Language  Customer Lifetime Value  Product Category & Product  Customer satisfaction  Territory  Cost to serve  Keyword  Creative 7
  • 8. Disparate and varied technology capabilities involved 8
  • 9. Not to mention the actual tools themselves… 9
  • 10. Illustration of the attribution models First Click Time Delay • The first channel gets all of the credit • Channels are given an increasing share in run up to conversion • Not a true reflection of each channel’s role in converting the sale • Does not recognise the channel that may have acquired the customer Last Click Linear • The last click or channel gets all the credit for the sale • All channels given an equal split of the revenue • Reflects the channel that converted but doesn’t recognise each channels contribution • Doesn’t recognise channel costs or likely engagement in acquiring or converting customers First and Last Click • Algorithmic/Custom • Each channel recognised on their own merits • 10 Based on bespoke business rules • Recognition split between the acquiring channel and the converting channel Difficult to setup
  • 11. The attribution challenges combined Channel Choice Dimensions and Metrics Technology  Value  Double-counting  Hard v inferred response  Organisation and politics  Balance control group/hold-out versus selling Attribution Models  Identifying the customer  Anonymous v known  Brand awareness v direct response  Multiple ids  Not enough time / skilled resource  So many campaigns, no response to measure result  So many technologies  Technology – immature, channel specific  Data Capture quality 11
  • 12. A real life example 12
  • 13. Illustration of the complexity of a customer journey Phase Awareness Purchase Post-Purchase Retention Affiliate blog PPC (Search) First Purchase Website £100 Store Twitter Phone Email Second Purchase £100 Direct mail Mobile 13
  • 14. Attribution models applied First Click Last Click Linear £50 £100 First & Last Time Decay £25 Custom £25 £25 £35 £35 £50 £25 £50 £30 £50 £17 £20 £17 £5 £17 £100 £10 £25 £100 £15 £25 £17 14 £35 £10 £17 £50 £20 £17 £100 £15 £50 £20
  • 15. Why integrating off-line and on-line really matters 15
  • 16. Why integrating offline and online really matters Are you chasing the hype of marketing fashion or do you have the data to make smart marketing investments? TV advertising is dead. You should be doing social… Snail mail? Seriously? The future is in mobile apps Email marketing to segments is so 2000  Customers view all communications as part of the relationship with the organisation  Whilst offline channels are typically more expensive they can be more effective per contact  Advanced attribution tracking allows you to see the affect of marketing on your ultimate aims 16
  • 18. CACI’s answer: There’s no silver bullet – think holistically  There is no simple answer  No one technology is going to solve this  Our advice is:  Don’t aim too high  “Big Picture done OK” is more important than “One Channel done well” 18
  • 19. Finding an attribution model that works A Understand the business requirements Map out the current media-mix and planning process. Questions to ask:    What type of buyer behaviour do you value? What are you currently spending on channel marketing efforts? What is the length of the conversion window? B Start with a standard attribution model Time decay is often a good starting point. Compare it against last click attribution to identify the scale of the differences. Tweak the model to your requirements Alter the dimensions that may affect the outcome: What are the problems with the model? 19  Downgrade brand based traffic  Alter the attribution time window  It may also be worth trialling a position based model (first and last) as a further comparison.  C Magnify the cost of channels that delivered poor traffic  Apply weightings to expensive or highly engaging channels
  • 20. CACI’s answer: Design & build a reporting sub-system  Gather data from all channels: 1. Use channel-specific technology (e.g. Adobe Campaign, Adobe Site Catalyst) to identify respondents, and indication of value 2. Capture this into sub-system, with all relevant dimensions 3. Apply SCV where necessary 4. Apply chosen attribution model (bespoke) 5. Reporting presentation layer  Let’s see an example… 20
  • 21. How CACI solves it New Campaigns 1. Neolane / Adobe Campaign: a) Defines campaign details b) Executes campaigns to customer c) Has additional flowcharts to identify and record responses 2. Data holds communication data, response data and “campaign meta data” i.e. data about the campaign 3. Data flows in from other sources and is combined in a marketing Data Warehouse 4. Dedicated new process consolidates all this data into data ready for reporting 5. Report-writer provides presentation layer for attribution reporting and modelling Campaign History Response Data EPOS Data Mobile App Web Analytics Marketing Data Warehouse Social Listening Single Customer VIew Report Processing Attribution Model Report Data Reports
  • 23. Conclusion: Start small and think big 1. Focus on capturing everything rather than doing one channel with precision • Broadly understanding attribution across all of your channels will do more for you than understanding one digital channels with precision 2. Make attribution insights part of your budget planning activities • Marketing budgets should be set by how well channels are serving your business objectives. It should be possibly to model changes in the marketing budget and their affect on the customer. 3. Don’t expect the answer from one technology • To get the best out of attribution you will need to gather all of your channel data and combine with customer data to produce insights that will improve budget allocation 23