Houston Interactive Marketing Association - Multiscreen Attribution with Video - IS13

SMX
Source: Popular Science, June 1970
Multi-screen Attribution With Video
Thomas Ciszek Co-founder, Products
Twitter @t1c1 #houstonima
Wednesday, October 2, 13

#houstonima @t1c1
:
So
Source: Yahoo: Tablet Universe: Consumption Across Devices | August 2012
Thomas Ciszek
TarHeel in CA
Information Science
Quantitative Researcher
Search Marketer and Analyst
Co-founder,
Products
Partner Santa Monica, California

#houstonima @t1c1
:
Video killed the
radio star.

Why is 2013 Getting Weird and Diﬀerent?
Source: Reddit /r/battlestations, May 2013
Screens and devices
People online
Searches
Videos
Measurement, data products and tools
Websites catching up
MOAR!
@t1c1#houstonima

#houstonima @t1c1
Agenda
:
Overview of Attribution
Deﬁnitions
Why is it important?
Data processing for attribution
Attribution Model Comparison
Actionable Insight
Vendors and Resources

#houstonima @t1c1
:
Attribution Deﬁned
An attribution model determines how credit for
conversions is assigned to touch points in the conversion
path.
Why is attribution important?
Accurately assignes revenue credit to channels and campaigns
Plan an optimal marketing mix for future campaigns
Determine investment for marketing programs
Achieve a sales objective based on marketing investment
A foundation for optimized marketing

#houstonima @t1c1
Who’s using the multi-screen?
:

#houstonima @t1c1
:
SmartphoneDesktopTV Laptop
Screens uage occurs at speciﬁc points in time - leaving
gaps for “Life”

#houstonima @t1c1
:
Now, multiple mobile devices are filling in the gaps.
Consumers no longer access single devices at specific points in time for specific activities or occasions.

#houstonima @t1c1
:
Source: Screen Jumping - Jumptap and Comscore Study (2013)

#houstonima @t1c1
:
How does attribution work?
Major Attribution Types: Channels, Devices or
Online to Oﬄine
Focus on channels: Organic search, Social media,
Display, Paid Search
Cookies placed on machines
Tracking code / Analytics
Attribution platform servers collect data
Raw data is processed
Attribution can be calculated

#houstonima @t1c1
:

#houstonima @t1c1
:
Attribution Model Comparison

#houstonima @t1c1
:
Lookback Window
Ad 1 Ad 2SocialSearch Search Conversion
Nov. 3 Dec. 3 Dec. 4 Dec. 9 Dec. 12 Dec. 13

#houstonima @t1c1
So
Multi-Channel
Attribution in One
Session

#houstonima @t1c1
So
Source: Webinar Deliver Smarter Cross-Channel Online Marketing Opportunities with Attribution Modeling (2013)

#houstonima @t1c1
So
Linear Model

#houstonima @t1c1
So
Attribution in Google Analytics
Position Based Setup

Multi-Screen Attribution
Digital
Advertising
Video
Search
E-CommerceDemographic
Proﬁles
Behavioral
Proﬁles
Analytics
Television
Games
Phone Tablets
Points of Sale
Infrastructure
Desktop/
Laptop
Attribution
Source: Bootstrap Master, 2013
#houstonima @t1c1

Multi-Screens Conditions
•Wiﬁ and Ethernet
•Battery and
Outlet
•Data Plan
Marketing
email, news, radio, TV, word of mouth,
billboards, magazines, stores, etc.
Apps, Sites, Chat, Call, Maps, Photos
Video
@t1c1#houstonima

Devices and Screens: A Finite Universe
Source: Flurry Analytics, 2013; NBC Sabre Corp (The Ofﬁce)
@t1c1#houstonima

Source: Microsoft Cross-Screen Engagement:, 2013@t1c1
Multi-screen usage is about context, and
ultimately about convenience.
:
#houstonima

The number of smartphones sold in
Q4 2012 (Gartner, 2013).207.7M
Average time a U.S. consumer spent
per day on smartphones and tablets
(Flurry, 2103)
2.5+
hours
Little Screen Numbers
CPCs and MAUs by SCRN U.S. Q1 2013
$0
$0.15
$0.30
$0.45
$0.60
Computer Tablet Phone
53% more cost than phone
Source: Kenshoo Global Search Advertising Trends, 2013
221 Million MAUs 224 Million MAUs
CPC: cost per click (avg. US)
MAU: monthly active user
SCRN: screen
The number of tablets sold in Q4
2012, includes 22.9 million iPads (IDC,
2013)52.5M
@t1c1#houstonima

Big Screen Numbers
Source: IAB - The Multiscreen Marketer, 2012
Impact of Features Expected in Future Televisions
Source: Boston College Flickr: http://www.ﬂickr.com/photos/bc-burnslibrary/6766005689/
@t1c1#houstonima

Integration of Data Makes it Happen
Even if you are integrating messy multi-channel data:
email, call center data, in-store, computer and mobile
conversions to calculate a marketing cost per goal...
There is not an easy way
to identify the most
proﬁtable combinations
of screens!
Video is a common denominator
across screens.
@t1c1#houstonima

Screens and Video Go Hand-in-Hand
Sources: Morgan Stanley via Business Insider (1/31/2013); YouTube; www.reddit.com/r/hockey@t1c1
reddit
YouTube
#houstonima

#houstonima @t1c1
:
YouTube Analytics
By
Device

#houstonima @t1c1
:
YouTube Analytics
By
Operating
System

Even if you have rock solid abs, Universal Analytics,
mobile segmentation, MCFs, integrated data, AND
you’re making awesome videos...
Source: Avinash Kaushik, ‘Multi-Channel Attribution: Definitions, Models and a Reality Check’, April 2012; Google Universal Analytics, Google Analytics@t1c1
NOTE: Mobile Traffic INCLUDES Tablet Traffic
No one said figuring out ROI would be easy.
Multi-Channel Attribution :: Across Multiple Screens (MCA-AMS)
Multi-Channel Conversion VisualizerNeed for Custom Segments
Universal Google Analytics
Organic Search
Direct
Referral
Social Network
#houstonima

@t1c1
Acquisitions, Customers, Engagement, Outcomes
Translated: Traffic, Visitors, Visitors/Traffic, Conversions
What can we measure right now?
Source: Xbox Live Streaming, May 2013; Omniture; Google Analytics
Monitor
Resolutions
Unique
Visitors
%Unique
Visitors
Visits % Visits Units %Units
Not
Specified
108,386 37% 127,417 39% 9,965 42%
1024 x 768 42,528 15% 44,669 14% 1,795 8%
1366 x 768 36,946 13% 40,085 12% 3,554 15%
1280 x 800 15,925 5% 17,675 5% 1,097 5%
1280 x 1024 14,874 5% 16,108 5% 1,142 5%
1600 x 864 14,282 5% 15,536 5% 1,597 7%
1400 x 864 10,513 4% 11,555 4% 902 4%
1920 x 1080 9,630 3% 10,553 3% 632 3%
1280 x 768 7,886 3% 8,484 3% 793 3%
1680 x 1050 5,183 2% 5,505 2% 354 2%
800 x 600 5,255 2% 5,425 2% 154 1%
Monitor Resolutions Report
MCF - Assisted Conversions
8.4 million people
streamed the Xbox
unveiling
#houstonima

#houstonima @t1c1
:
Google’s
Databoard for
Multiscreen
Insights
http://www.google.com/think/tools/databoard.html

#houstonima @t1c1
:
Virool.com
Platform for
Video
Advertising

Source: http://asp.arkansas.gov
A large portion of searches tend are
consumptive rather than aspirational.
Consider action, context, location, and
mood.
What is a multi-screen searcher
doing right now?
What’s channels are most important?
Segment everything to build models, and
then execute and experiment within and
across channels and screens.
@t1c1
Become one with the data!
Embed intent in messaging
Keep the multi-screen in mind
#houstonima

@t1c1#smx #11C Source: http://cdn.ndtv.com/tech/images/gadgets/youm-windows-phone%20.jpg@t1c1#smx #11C
Let’s talk and connect all the data.
Thomas Ciszek Co-founder, Products
Twitter @t1c1 #houstonima

#houstonima @t1c1
:
Attribution Resources To Learn More
Attribution Modeling:
http://www.google.com/analytics/features/attribution.html
Multi-channel Funnels:
http://www.google.com/analytics/features/multichannel-funnels.html
Analyzing cost data with Attribution Modeling:
https://support.google.com/analytics/answer/2909452?hl=en&ref_topic=3205717
Avinash Kaushik's blog: http://kaushik.net/
How-to Videos: http://www.youtube.com/googleanalytics

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