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Logic Magic Attribution Modelling with Chuck Sharp November 2010 (iCrossing US)

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2 Attribution Measurement Connecting the dots between clicks ICA London 12 Nov 2010 Chuck Sharp Senior Vice President, Analytics iCrossing
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6 “...the market is poised to embrace a fundamental shift away from last-click measurement and towards a more robust form of attribution measurement.” - Forrester ResearchSource: The Forrester Wave™: Interactive Attribution, Q4 2009, Forrester Research, Inc., October 20, 2009
7 Data Warehouse CompetitiveAdvantage Degree of Intelligence Channel Specific Fundamentals Cross-Channel Insights Marketing Mix Optimization Forecasting Attribution Measurement Evolution of an analytics function 7
8 Attribution measurement defined 1 2 3 4 Allocation of credit across all touchpoints not just last click
9 Attribution measurement defined Measure the quality of the conversion not just quantity 9
10 Attribution measurement defined Measure the QUALITY of the conversion not just quantity
11 Things to consider + Offline channels + Multiple devices + Cookie deletion
12 Implementation
13 Implementation Phase 1 • Inform marketing mix allocation planning • Analysis done on a periodic basis • Last click model still used for tactical execution • Organization not fully invested in attribution measurement Phase 2 • Organization trusts attributed results more than last click • Attributed results available to media buyers daily • Last click phased out Phase 3 • Integrate offline data • Integrate data from multiple devices
14 4 best practices 14
1515 Use attribution to improve forecasting
16 Make the most out of existing technology investments
17 Research first
18 Tight integration between LOGIC & MAGIC 18
1919 Clear? Ask away.
20 Attribution POV www.icrossing.com/research Twitter @chucklsharp / @icrossing Email chuck.sharp@icrossing.com 20

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Logic Magic Attribution Modelling with Chuck Sharp November 2010 (iCrossing US)

Editor's Notes

  1. ADAM
  2. Question how long have you been thinking about attribution? Why is it important to Fairmont?
  3. What channels to you look at currently? Which channels seem to be the most important? What channel would you like to integrate into your attribution model next?
  4. David tell us about how you measure quality?
  5. ADAM
  6. David where is your organization on this continuum? What challenges did you have or are you experiencing as you implement attribution? What’s worked well?
  7. ADAM
  8. David talk about A/B and multivariate testing.
  9. What advice would you give the folks on the call that are just starting to think about attribution? Is there anything you would do differently?
  10. ADAM