The document is a presentation about attribution and data analytics. It discusses how attribution aims to quantify the impact of multiple marketing exposures and touchpoints leading to an outcome. However, attribution models are not always accurate and understanding is more important than the technology. The presenter argues that attribution should be used to better understand consumers rather than just for budgeting or looking smart, and that the human aspect is more important than the data science.

1. Attribution - Should we really care?
Tweet me questions and comments to @therustybear

2. This is my presentation - I’m not
going to talk for the next minute
or so
@therustybear

3. You now have 20ish slides of
RANT.
I’m sorry in advance
@therustybear
(i’m really not)

4. 90% of what i’m going to
present you might not be TRUE
today
@therustybear

5. But please pay attention - as if
it’s not true tomorrow i’m out of
a job!
@therustybear

6. I’m betting pretty much my
entire career that people
actually give a shit about the
truth
@therustybear

7. and by the truth I mean that
brands and the way that
consumers interact with them
matters
@therustybear

8. marketing is not just about
followers and retweets or likes.
@therustybear

9. Marketing is, and has always
been about attention
management
@therustybear

10. We can adjust what we do
based on what we know.
@therustybear

11. And we know a friggin lot!
what we dont do…
@therustybear

12. is know what we know
@therustybear

13. but the scariest thing…
@therustybear

14. is even when we know, we don’t
always know what the right
things are to do
@therustybear

15. Digital Analytics and what is can
do for businesses is incredible
@therustybear

16. Its the beacon…the Rudolf… it
should be the guiding light of
the digital renaissance
@therustybear

17. Today its the scaffolding - yeah
it helps the building…
@therustybear

18. But it should be in the mind of
the architect, the plans and
engrained in the foundations
through to the roof.
@therustybear

19. Screw “BIG DATA”
@therustybear

20. Terms like that are created to try
to help people understand
things simply
@therustybear

21. Data analytics is not simple. But
its use is!
@therustybear

22. Invest time in understanding the
true value of your data. What it
can bring and you’ll be 10 steps
ahead of 99% of marketers
today.
@therustybear

23. #rantover
@therustybear

24. What is
Attribution?
@therustybear

25. “The process of quantifying the impact of multiple
marketing exposures and touch-points preceding a
desired outcome”
@therustybear

26. “The process of quantifying the impact of multiple
marketing exposures and touch-points preceding a
desired outcome”
@therustybear

27. Models? Should we Care?
Last Click
First Click
Distributed
Bathtub
Time Decay
Random (Custom)

28. Who actually understands this crap?

29. Do all data scientists wear glasses?

30. The 80 / 20 rule

31. What 80 / 20 looks like in reality
20%
Technology
80%
People

32. What 80 / 20 looks like in reality
20%
Technology
80%
People
20%
Dirt
80%
Clouds

33. Lets talk about attribution in the
real world
@therustybear

34. Please do not use this slide

35. We need to define how we can
understand each stage
@therustybear

36. without definition what
differentiates us and “them”
@therustybear

38. The key issues with doing
attribution well are
not technical, they are
phycological
@therustybear

39. We have to change business
mindset before we can truly
change business
@therustybear

40. Lets talk about what is possible
today…
and by possible i mean I did it last month, this month and next
week….
@therustybear

41. What is possible
• TV Data, Radio.. All ATV data aligned with online
• Overlay of geographic ATL information to sale performance online
• Social media sentiment analysis post tv spot by geography and
demo
• Algorithmically calculating next best action for post campaign
• Algorithmically stopping and starting campaigns
• Connection between marketing, CRM and CS datasets
• Econometrics and Price Yielding based on real time data
• Connecting Sales and Revenue from offline interactions to touch—
points both online and offline (including meetings and call backs)

42. The data I use is probably 80%
right…If that
@therustybear

43. Its not about data accuracy
I’m not trying to land a plane
@therustybear

44. I’m trying to find out why
people want to go abroad
@therustybear

45. The Internet of Things

46. What are the issues
• Filter bubbles with multi device
• Focus on cookies
• Technology keeping up (IOT)
• Being used by people to prove an answer they have already
• Being pushed into businesses by the wrong people
• Being managed by the wrong people
• Not being managed at all - no insights or actions
• Not visualised in the right way to the business

47. Theres no right answer -
attribution is not a plug and
play system
@therustybear

48. I’m sorry
@therustybear

49. If you take one thing away - the
next time someone saying
attribution please know this
@therustybear

50. Attribution is NOT only for
econometrics modelling
@therustybear

51. Attribution is NOT only channel
budget distribution
@therustybear

52. Attribution is NOT only sales
funnel management
@therustybear

53. Attribution is NOT going to
make you look smart on its own
@therustybear

54. Attribution should allow you to
better understand consumers
that engage with you
@therustybear

55. in
partnership
with
Russell McAthy
Managing Director
russell@deliverinsight.co.uk
Thank
you
for Listening
Any Questions?
If you have any follow up
or would like the slides
Russell McAthy
@therustybear
www.deliverinsight.co.uk