Is the Obsession with Attribution Killing Brands?
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Digital Account Manager, Julia Tyler, presents the challenges of the modern marketer including the current obsession with attribution.
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Is the Obsession with Attribution Killing Brands?
- 1. is the obsession with attribution killing brands?
- 2. @SagittariusMktg the challenges of the modern day marketer marketing attribution and its interpretation the relevance of brand building & why you should be investing in it how to structure digital marketing activity for success tips for educating non-marketing stakeholders agenda.
- 3. @SagittariusMktg the average tenure of CMOs in the UK is 18 months. - marketing society
- 7. @SagittariusMktg customer journey. display paid social email paid search purchase
- 8. @SagittariusMktg “attribution is a strategic choice about what to value.” -Google
- 9. @SagittariusMktg common models. ppc last click display social email linear ppcdisplay social email ppc first click display social email social email ppc time decay display ppc first + last click display social email ppc position based display social email
- 10. @SagittariusMktg useful resources: time lag report path length report top path report assisted conversion report which model is right for me?
- 11. @SagittariusMktg common models. ppc last click display social email linear ppcdisplay social email ppc first click display social email social email ppc time decay display ppc first + last click display social email ppc position based display social email
- 12. @SagittariusMktg default last click attribution adoption choosing an attribution model with little data analysis first taking attribution as gospel acquisition vs. retention seasonality the impact of offline marketing brand equity common problems.
- 13. @SagittariusMktg a trend of ‘short-termism’ tactical product campaigns, rather than brand low-impact, fragmented and diluted brand messages the consequences.
- 14. @SagittariusMktg the relevance of brand building.
- 15. @SagittariusMktg
- 16. @SagittariusMktg kraft acquired cadbury for $19.5 billion in 2010.
- 18. @SagittariusMktg Brand Tactical investment in brand vs. tactical promotions
- 19. @SagittariusMktg
- 20. @SagittariusMktg the future.direct line group. 50% of budget on long-term brand building long-term analysis of investment integrated online with offline framed around consumer funnel optimised funnel based on ‘weak spots’ measured customer satisfaction via NPS
- 21. @SagittariusMktg “there’s virtually nothing else you should focus on in 2018, besides building a brand.” - search engine journal
- 22. @SagittariusMktg brand search terms convert at 2x the rate of non-brand search terms driving increased brand awareness = more brand searches more brand searches = more sales brand search.
- 24. @SagittariusMktg awareness raising prospecting converting • display advertising • native advertising • social ppc • generic search (paid) • generic search (organic) • content marketing • display retargeting • social retargeting • brand search (paid) • brand search (organic) • search retargeting
- 25. @SagittariusMktg awareness raising prospecting converting • top of funnel • brand advertising • long term impact • very high CPA • mid funnel • brand/product • mid term impact • mid level CPA • bottom of funnel • instant impact • very low CPA
- 26. @SagittariusMktg how you split your budget depends entirely on your chosen attribution model.
- 27. @SagittariusMktg 40% 20% 40% ----------------------------------------- ----------------------------
- 28. @SagittariusMktg tips for educating ‘the board’.
- 29. @SagittariusMktg lead from a position of long-term brand building support this with short-term tactical campaigns invest in brand tracking choose an attribution model based on data set your strategy and targets accordingly communicate these to the board to set expectations keep reporting focused on these do not be tempted to make reporting too granular avoid assessing attribution too regularly agree a test budget tips.