This document discusses attribution and the customer journey. It summarizes research showing that marketers have different understandings of effective channels and the purpose of channels. It also finds that almost half of marketers do not know if their budgets are balanced. The document discusses how attribution at Google spans solutions from individual channels to predictive optimization across all digital channels and eventual offline attribution. It describes Google's attribution 360 platform and pillars including data collection and management, insights, and third party connectors. The document provides examples of attribution projects for Expedia, Telstra, and News Corp.

1. © Google Inc. 2016. All rights reserved.
Understanding the
customer journey
through Attribution
Christian Bartens
CEO Datalicious

2. Customers are won or lost in moments

3. Marketers need to value every moment

4. DESKTOP RESEARCH &
SURVEY 1K MARKETERS
ASIA, EUROPE, AMERICA

5. 5
Marketers think they know what the most effective channels are
Companies seem to have
given up on vintage
Offline channels like
Radio & POS
Offline channels still
trump online channels in
terms of a balanced
media mix
Everyone has a strategy
for Email, TV, App &
Website - almost a must-
have

6. 6
Plus there seems to be a clear separation of channel purpose
Interestingly, offline channels + Email are predominantly used for direct marketing and Digital channels are only used for Brand
Awareness as an extra add-on

7. 7
Almost half the clients admit they do not know if their budget is balanced
Almost half the clients have no idea
about whether their media budget is
balanced
18% more marketers in Asia feel their
budget is balanced compared to AU
and NZ

8. 8
Investment to time spent ratio is completely skewed for online channels
Compared to more
advanced markets like
AU and NZ, Asian markets
spend much less and a
disproportionately lower
amount of media budget on
online channels (compared
to the time consumers
actually spend online).

9. 9
ROI based performance measurement is only used by some
Almost only 1 in 5 people use ROI based attribution for online channel effectiveness

10. Marketers need to value every moment

11. © Google Inc. 2016. All rights reserved.
More marketers than ever are going beyond the last click
2012
15% 35%
2015
Percent of marketers using algorithmic
or rules-based attribution

12. © Google Inc. 2016. All rights reserved.
Valuing each touch point: data-driven attribution
Paid Search
Display
Impression
Email
Paid Search Email
Likelihood
of Conversion3%
2%
Likelihood
of Conversion

13. © Google Inc. 2016. All rights reserved.
Valuing each touch point: data-driven attribution
Likelihood
of Conversion3%
2%
Likelihood
of Conversion
Paid Search
Display
Impression
Email
Paid Search Email
50% increase in
probability of conversion

14. © Google Inc. 2016. All rights reserved.
Quality data collection is the #1 barrier
to adopting attribution
Event data
Context data
Cost data Aggregate CPMs and CPCs
Campaign & Creative Keyword Channel Revenue
Clicks Impressions Directs

15. Attribution at Google spans a set of solutions to address
these challenges

16. Solutions increase in scope and sophistication
Paid Search
+
Display, Video,
Programmatic
+
Referrals, Social,
Email & many more
+
All Digital Channels
with Predictive
Optimization Q1’17
Available Beta TV
Attribution extend to
Offline
Common Data-Driven Attribution Methodology

17. 17

18. 18
Expedia purchase path tracking and media
attribution modelling for The UK and
Australia designed to optimise the overall
budget mix across paid and earned media
resulting in a significant project ROI.
Expedia commissioned Datalicious to conduct a media
attribution study based on their proven experience and
thought leadership [...] successful delivery of the study
and provided us a valuable independent perspective
on the performance of our digital marketing.
Optimising the digital media mix in travel

19. © Google Inc. 2016. All rights reserved.
Enhancing data-driven attribution with cross-device identity
Broad Reach Across
Devices
More Accurate
Measurement
Consumer Friendly
Approach
Google Device Graph
Tablet
Video
Desktop
Display
Phone
Search
Laptop
Email
Data-Driven
Attribution

20. 20
Telstra purchase path tracking and media
attribution including social designed to
optimise the overall Telstra budget mix
across paid and earned media resulting in
an overall project ROI of 403%.
Optimising and mix forecasting
[...] Datalicious are helping us to move from a last click
measurement model to a more accurate media
attribution approach. [...] had to overcome some
unique challenges [...] potential to significantly change
our media planning [...] Highly recommended.

21. © Google Inc. 2016. All rights reserved.
Attribution 360 platform pillars
Science & Analytics
Data Collection &
Management
Insights & Action
Data Exports
and API
Reporting &
Insights
TV ATTRIBUTION
PREDICTIVE
OPTIMIZATION
Programmatic
Connectors
EXPERIMENTS
Third
Party

22. 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am
Digital Activity
Baseline
TV
TV
TV
TV
TV
TV
TV
TV
Measuring the Incremental Impact
How it Works
• Evaluate minute-by-
minute and hour-
by-hour activity
• Machine learning
establishes baseline
• Model incremental
impact of airings
TV
ATTRIBUTION

23. 23
[...] Datalicious showed great understanding of
attribution landscape across earned and
owned media as well as paid. [...] able to
adapt their methodology to suit the particular
challenges of driving subscription revenue
from digital publishing.
Attribution & econometrics
News Corp online purchase path tracking and
media attribution across devices fully integrated
with econometric media mix modelling for offline
media channels designed to provide a complete
view of marketing ROI across all channels in
order to maximise paid subscriptions.

24. © Google Inc. 2016. All rights reserved.
Thank You