This presentation is for any marketers currently using a last-click view to understanding digital marketing success (how did they come to the site/app and convert) and they are needing to move to an attribution-based model. We’ll cover: – brief intro to attribution, why you should adopt this methodology – what types of attribution models there are – attributing online/offline activity – how to report on attributed conversions – how to integrate this into your business Speakers Bios: Muizz Yusuf: Muizz is a strong believer in using data & technology to take businesses to the next level. Since joining RBBI in 2017 as an Analytics Specialist, he has worked with multiple local and regional brands, helping them use their data better and delivering game-changing insights. Moyosore Fagunwa: Moyosore is the paid media technology specialist at RBBi focusing on automation & business processes improvement. He works across several local and regional brands with the aim of boosting awareness and conversion performance.

1. Red Blue Blur Ideas
developed by:
Marketing
Attribution
-
Who Is The
Channel Hero?

2. Muizz is a strong believer in using data & technology to
take businesses to the next level. Since joining RBBI in
2017 as an Analytics Specialist, he has worked with
multiple local and regional brands, helping them use their
data better and delivering game-changing insights.
When he isn’t working or busy with coursework from his
Master’s Degree program, he spends his time reading,
playing videogames, annoying his neighbours while
practicing on his saxophone, and trying to fulfil his lifelong
dream of dunking a basketball

3. Moyosore is the paid media technology specialist at RBBi
focusing on automation & business processes improvement. He
works across several local and regional brands with the aim of
boosting awareness and conversion performance.
In his spare time, he crushes at the ping pong table, plays the
trumpet, and bores his friends and family about Manchester
United, cars and philosophy.

4. Who is the Real Hero?

5. ATTRIBUTION MODELLING

6. Key Concepts
WHO GETS THE CREDIT??
ATTRIBUTION

7. Key Concepts
HOW DO WE DISTRIBUTE THE CREDIT
ATTRIBUTION MODEL

8. Key Concepts
THE JOURNEY TO THE CONVERSION
CONVERSION PATH

9. There Are Different Types
Online - OfflineCross-Device

10. ATTRIBUTION MODELLING?

11. Benefits
UNDERSTAND
Why Attribution Models?
EVALUATE VALIDATE
The Management can make better decisions
By
Allocating revenue appropriately
So
The Business saves cost and generates more revenue

12. EXPLAINED

13. Maria
A Typical Customer Journey
Skip Ad
Dynamic Ad
Organic

14. Introducing Maria
What Channel Drove Her Final Purchase?

15. Assigning Credit With Different Models

16. Last (Direct) Interaction
100%
OF CREDIT
TO FINAL TOUCHPOINT
Organic

17. Last (Direct) Interaction
100%
OF CREDIT
TO FINAL TOUCHPOINT
Short consideration/buying cycle
Ignores all previous touchpoints
Organic

18. Last (Direct) Interaction
100%
OF CREDIT
TO FINAL TOUCHPOINT
Short consideration/buying cycle
Ignores all previous touchpoints
Organic

19. Last (Non-Direct) Interaction
100%
OF CREDIT
TO FINAL TOUCHPOINT
(Excluding Direct Traffic)
Organic

20. Last (Non-Direct) Interaction
100%
OF CREDIT
TO FINAL TOUCHPOINT
(Excluding Direct Traffic)
See most influential marketing effort
Ignores impact of Direct
Organic

21. Last (Non-Direct) Interaction
100%
OF CREDIT
TO FINAL TOUCHPOINT
(Excluding Direct Traffic)
See most influential marketing effort
Ignores impact of Direct
Organic

22. Last (Non-Direct) Interaction
100%
OF CREDIT
TO FINAL TOUCHPOINT
(Excluding Direct Traffic)
See most influential marketing effort
Ignores impact of Direct
Organic

23. Last (Insert Channel Here) Click
100%
OF CREDIT
TO LAST INTERACTION WITH SPECIFIC
CHANNEL
Organic

24. Last (Insert Channel Here) Click
100%
OF CREDIT
TO LAST INTERACTION WITH SPECIFIC
CHANNEL
See where a specific campaign had
any influence on conversions
Completely ignores all previous
or subsequent interactions
Organic

25. Last (Insert Channel Here) Click
100%
OF CREDIT
TO LAST INTERACTION WITH SPECIFIC
CHANNEL
See where a specific campaign had
any influence on conversions
Completely ignores all previous
or subsequent interactions
Organic

26. Last (Insert Channel Here) Click
100%
OF CREDIT
TO LAST INTERACTION WITH SPECIFIC
CHANNEL
See where a specific campaign had
any influence on conversions
Completely ignores all previous
or subsequent interactions
Organic

27. First Interaction
100%
OF CREDIT
TO FIRST INTERACTION
Organic

28. First Interaction
100%
OF CREDIT
TO FIRST INTERACTION
See what channels drove initial
awareness
Completely ignores all
subsequent interactions
Organic

29. First Interaction
100%
OF CREDIT
TO FIRST INTERACTION
See what channels drove initial
awareness
Completely ignores all
subsequent interactions
Organic

30. First Interaction
100%
OF CREDIT
TO FIRST INTERACTION
See what channels drove initial
awareness
Completely ignores all
subsequent interactions
Organic

31. LinearLinear
CREDIT
SHARED EVENLY
AMONGST ALL TOUCHPOINTS
Organic

32. LinearLinear
CREDIT
SHARED EVENLY
AMONGST ALL TOUCHPOINTS
Good Starting Point for Multichannel
Attribution
Not great for optimisation
Organic

33. LinearLinear
CREDIT
SHARED EVENLY
AMONGST ALL TOUCHPOINTS
Good Starting Point for Multichannel
Attribution
Not great for optimisation
Organic

34. LinearLinear
CREDIT
SHARED EVENLY
AMONGST ALL TOUCHPOINTS
Good Starting Point for Multichannel
Attribution
Not great for optimisation
Organic

35. LinearTime Decay / Sensitive
TOUCHPOINTS
CLOSER TO
CONVERSION
GET MORE CREDIT
Organic

36. LinearTime Decay / Sensitive
TOUCHPOINTS
CLOSER TO
CONVERSION
GET MORE CREDIT
Recognizes all touchpoints leading to
conversion
Undervalues the channels that
drove initial awareness
Organic

37. LinearTime Decay / Sensitive
TOUCHPOINTS
CLOSER TO
CONVERSION
GET MORE CREDIT
Recognizes all touchpoints leading to
conversion
Undervalues the channels that
drove initial awareness
Organic

38. LinearTime Decay / Sensitive
TOUCHPOINTS
CLOSER TO
CONVERSION
GET MORE CREDIT
Recognizes all touchpoints leading to
conversion
Undervalues the channels that
drove initial awareness
Organic

39. Position BasedPosition-Based
MOST CREDIT
SPLIT BETWEEN
FIRST AND LAST
TOUCHPOINT
MID-FUNNEL TOUCHPOINTS GET REMAINING
CREDIT
Organic

40. Position BasedPosition-Based
MOST CREDIT
SPLIT BETWEEN
FIRST AND LAST
TOUCHPOINT
MID-FUNNEL TOUCHPOINTS GET REMAINING
CREDIT
Recognizes all touchpoints leading to
conversion
Might undervalue mid-funnel
touchpoints and overvalue first
and last touchpoints
Organic

41. Position BasedPosition-Based
MOST CREDIT
SPLIT BETWEEN
FIRST AND LAST
TOUCHPOINT
MID-FUNNEL TOUCHPOINTS GET REMAINING
CREDIT
Recognizes all touchpoints leading to
conversion
Might undervalue mid-funnel
touchpoints and overvalue first
and last touchpoints
Organic

42. Data-Driven
USES YOUR DATA
TO GENERATE A
CUSTOM MODEL
Organic

43. Data-Driven
USES YOUR DATA
TO GENERATE A
CUSTOM MODEL
It’s customized to your customers
and your business
Consistently needs significant
amount of data
Organic

44. Data-Driven
USES YOUR DATA
TO GENERATE A
CUSTOM MODEL
It’s customized to your customers
and your business
Consistently needs significant
amount of data
Organic

45. OFFLINE?

46. The Dream Scenario
DMP, CRM,
Call Center
Data
Offline to
Online Match
Advanced
Attribution
Optimization

47. What You Can Do
Coupon Code
Vanity URL
3rd Party Tools
Econometric Models

48. ON ATTRIBUTION

49. Within Google Analytics

50. Within DoubleClick Campaign Manager

51. HERO?

52. There Is No One-size-fits-all Solution
➢ Align your choice with your own unique
digital strategy and data
➢ Whatever you decide, ensure it’s for the
mid-to-long run
➢ You don’t want to keep switching models,
else everything is going to become skewed

53. Choosing The Right Model For Your Business
DO
➢ Create a customer journey map
➢ Consider the industry
➢ Let the campaign objectives be a key
driver
➢ Refer to the business question
➢ Be prepared to pivot

54. Choosing The Right Model For Your Business
DO NOT
➢ Rush the process
➢ Stick with last click attribution when your
sales cycle is lengthy
➢ Disregard multi-touch attribution because
single-touch is ‘easier’
➢ Use a “one size fits all” approach with
attribution models
➢ Ignore the data gathered from attribution
to constantly alter channel investment
➢ Forget the importance of continuous
monitoring and analysis

55. TAKEAWAYS

56. ➢ Attribution modeling is a good way to understand the performance of your digital campaigns.
➢ It provides a means of analyzing your Return on Investment (ROI)
➢ Your model should inform how you value your various marketing channels
➢ These models are available in the various Web Analytics platforms
➢ Google Analytics gives you the ability to compare the effects of these models against one another
5 Takeaways

57. QUESTIONS??

58. Red Blue Blur Ideas DMCC
1406, Jumeirah Business Centre 3 (JBC3), Cluster Y,
Jumeirah Lake Towers (JLT) Dubai, UAE
P.O. Box: 334318
Thank You