This document discusses attribution modeling and going beyond last-click attribution to gain more insights. It notes that attribution is complex as customer journeys often involve multiple touchpoints over time. Effective attribution requires flexible rules to allocate sales across visits based on weighting of channels, brands, and visit position. While attributed sales provide one view, more questions around customer paths, partner contributions, and display impact remain unanswered. The document advocates going beyond sale attribution to model customer engagement and optimize all visits. Proper attribution requires both technology and expertise to understand a business's model and allocate credit appropriately across channels.

1. To Attribution and BeyondLewis Lenssen – Commercial Director of DC Storm

2. Introduction and ContextLewis Lenssen5 years leading and building a search agency.

3. 1 year consulting on social media and online PR for fashion brands (focusing on measurement and valuation).DC Storm – Optimising Digital MarketingDelivering attribution for over 5 years.

4. Over 1,000 tracked websites with configured attribution.AgendaWhat is attribution?One attribution model does not fit all.Attributed sales - Just one valuable data view.Summary and Beyond.

5. What is Attribution?

6. Sale AttributionResearchSuppliers ChoicePurchaseConfirmationIMPIMPIMPSale‘flight to New York’‘Cheap flight NYC‘LHR to JFK’‘Brand’Actions are rarely driven by a single website visit.

7. Actions are frequently driven by multiple marketing channels.

8. The journey to action often takes days or weeks.One attribution model does not fit allFlexible allocation of sales across all or a subset of the visits.

9. Configurable rules for defining attribution period:-

10. Fixed length of time.

11. Period defined by visit gaps.

12. Configurable rules for weighting:-

13. Control of channel weighting.

14. Control of brand weighting.

15. Control of chain position weighting.

16. Allocation of multiple sale related values (e.g. margin).Attributed Sales - Just one valuable data viewQuestions answered by good sale attribution analysis:-Marketing budget allocation.Calculating channel and keyword ROI.Calculating the real value of brand.

17. Attributed sales - Just one valuable data viewUnanswered questions:-How long is the path to conversion?How many sales did a channel or keyword contribute to?Where in the path to conversion does a channel contribute (first, middle or last)?When does a channel or keyword contribute in the path to conversion?What are the channel and keyword combinations that work?Where are performance partners contributing?How could I improve my performance partners commercials terms?How does display and remarketing impact the path to conversion?

18. To Attribution and BeyondSummaryHuge value in developing the right attribution model for your business.

19. Combination of technology and expertise required to get the model right.

20. Sale attribution is just one valuable view of the data. You need the full picture.BeyondEngagement modelling and scoring will enable optimisation of all website visits, not just sale related visits.Q & ALewis Lenssenlewis.lenssen@dc-storm.com

21. SEO and Social don’t get the credit they deserve

22. Can it really be true?Private & Confidential Copyright TagMan 2011How does TagMan measure campaignsLast clickAny clickAll clicksWhat is attribution really all about?The proof we have been waiting for

23. Going beyond the last click……TagMan tracks over £1bn in conversions every month Date Campaign Event Detail Site Pages visitedDay 4Day 6Day 2Day 1Day 1Click on a friend’s link;Direct to sitewww.interflora.co.ukwww.findmeagift.co.ukPPC: “Valentine flowers”So who gets the credit for this sale?£125SEO: ‘Interflora’

24. Awarding Vs AnalysisAny Click Last Click Flat AttributionDay 4Day 6Day 2Day 1Day 1Direct to site£25£25£25£125£125£25£25£125Deduplicating in real time

25. Looking at some real numbersA major retailer that generates over £20million a monthDigital spend across all digital touch points:EmailDisplayAffiliatesPPCSEODirect to siteTracking split campaigns by acquisition (generic terms) and retention (brand terms) across all channelsPrivate & Confidential Copyright TagMan 2011

26. DefinitionsAssisted conversion – every click in the path to conversion gets the full credit of a saleLast click conversion – only the last channel the user clicked before buying gets the creditAttributed conversion – sharing the credit equally between all channels involvedPrivate & Confidential Copyright TagMan 2011

27. The ProofPrivate & Confidential Copyright TagMan 2011

28. In SummaryDon’t just analyse the data, consider how you technically award channelsparticularly performance channels!Speak to your agency and all stakeholders about how you change the rulesDon’t just rely on the last click!Private & Confidential Copyright TagMan 2011

29. Thank youFollow us on Twitter @TagManadrian.hands@tagman.com

30. Credit where credit’s due—some useful techniquesDr Karl Blanks

32. Question: What persuaded you to come here today?1

33. Question: What persuaded you to come here today?12How much of the pertinent information is in the clickstream?

34. Question: What persuaded you to come here today?12How much of the pertinent information is in the clickstream?To grow your business, you need to know what’s currently persuading your customers—so you can “amplify” those elements3

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