Everybody agrees that Last click is dead. But what are other tools available out there in the market that can help marketer evaluate the efficieny of their efforts? We'll go though the different models starting with the most basic ones and ending up with the geeky approaches.

1. Your attribution is wrong!
Is there a better one?
By Mariia Bocheva, OWOX BI

2. Let’s get closer
1. Do you know what attribution is?
2. What attribution model do you currently use?
3. Have you tried any custom models?
4. Do you consider offline data?

3. What is attribution?
An example

4. A typical “customer journey”...

5. A typical “customer journey”...

6. A typical “customer journey”...

7. A typical “customer journey”...

8. A typical “customer journey”...

9. So, who gets the credit?

10. So, who gets the credit?

11. So, who gets the credit?

12. So, who gets the credit?

13. A typical customer purchase journey

14. Description
Why do we need attribution?
Interest / Awareness

15. Description
Why do we need attribution?
Interest / Awareness
Consideration

16. Description
Why do we need attribution?
Interest / Awareness
Conversion
Consideration

17. Description
Why do we need attribution?
Interest / Awareness
Conversion
Retention
Consideration

18. Description
Why do we need attribution?
Interest / Awareness
Conversion
Retention
Consideration
Less Targeted,
Less Attributable

19. Description
Why do we need attribution?
Interest / Awareness
Conversion
Retention
Consideration
Less Targeted,
Less Attributable
Highly Targeted,
Highly Attributable

20. In the context of (online) marketing...

21. Common mistakes

22. Difficulties on the attribution way
1. You have data from different Ad platforms
2. You want to estimate the value of every step and session for particular user
3. You want to understand which bundles of ad channels work well together
4. You don’t know what to attribute – sales, LTV, margin, hypothetical credit

23. Why do we need attribution?
“Half the money I spend on
advertising is wasted; the
trouble is I don’t know which
half.”
- John Wanamaker, early 1900s

24. Questions a business needs to answer
1. How do I achieve Sales plan?
2. How to allocate marketing budget?
3. How to decrease costs?
4. How to increase sales?

25. The way business makes a decision

26. HIPPO opinion

27. Campaign A
Campaign B
A/B Testing ad campaigns

28. Campaign A
Campaign B
150 Clicks
100 Clicks
A/B Testing ad campaigns

29. Campaign A
Campaign B
150 Clicks
100 Clicks
$1,000
$2,000
A/B Testing ad campaigns

30. Campaign A
Campaign B
150 Clicks
100 Clicks
$1,000
$2,000
-$100 in Returns -$500
A/B Testing ad campaigns

31. Campaign A
Campaign B
150 Clicks
100 Clicks
$1,000
$2,000
-$100 in Returns -$500
A/B Testing ad campaigns

32. Available Attribution
Models

33. Position based models
First Click

34. First Click Last Click
Position based models

35. First Click Last Click Last Non-Direct Click
Position based models

36. Linear
Position based models
First Click Last Click Last Non-Direct Click

37. Linear Time Decay
Position based models
First Click Last Click Last Non-Direct Click

38. Linear Time Decay Position Based
Position based models
First Click Last Click Last Non-Direct Click

39. Last Click attribution
Source: Ad Roll 2017
44% of marketers still use last click attribution.
Only 18% use algorithmic attribution.

40. 72.4% of marketers indicate that they
● don’t know why they
chose their model
● selected the easiest
attribution option
available to them

41. Why is this happening?
1. Lack of understanding of the potential attribution impact
2. No ownership of attribution or analytics
3. Scattered data

42. What Else Is Available
At The Market?

43. Other Google Attribution models
Comprehensiveness
Actionability
Low
Low High
High
Attribution 360Google Attribution
Google
Analytics
Analytics 360
DCM
AdWords DS

44. What if not LNDC?
1. Markov Chains
2. Shepley value
3. Funnel Based model
4. Custom algorithms

45. Attribution with Markov Chains

46. To work with Markov Chain Attribution Models you need
to know R
Attribution with Markov Chains

47. Attribution with Markov Chains

48. Game theory attribution uses algorithms and the Shapley value to identify
the impact of each touchpoint and then fairly distribute credit to each
touchpoint in a conversion path
Shapley Value Based Attribution

49. Custom attribution models
Answear story:
1. Multi-brand online store selling clothes, footwear and accessories
2. Founded in Poland in 2010
3. Operates in several different counties

50. Divided channels in logical groups
● Comparison — price comparison services: hotline, ceneo.
● Affiliate — affiliate websites: zanox.
● Retargeting — retargeting services: criteo, rtbhouse.
● Cpc — paid search: google brand and non-brand + social.
● Display — display ads: google with graphic ads, viva.
● Email campaigns: external.

51. Defined main KPIs and assigned values

52. Assigned value to each channel

53. Built reports

54. Optimized costs

55. 1. Determine the steps of the funnel
Useful Visit → Product Page View →
Add to Cart → Purchase
2. Create segments of the customers’
sessions
Device type; User type; Region
3. Calculate the probability and value
between the steps of the funnel
Funnel Based Attribution

56. Create your own funnel

57. Blog
Session 1
Webinars DemoSite
Session 2
Session 3
1 2 3 4 5 6 7 8 9 10 11 12 13
Non-Linear Funnels

58. Without a bidding integration,
attribution has no impact
Optimize marketing campaigns based on data
70% of marketers struggle to act
upon the insights of attribution.
Source: Ad Roll 2017

59. ineffective ineffective

60. Takeaways

61. Key takeaways
1. Start with a clear goal, strategy and set of objectives
2. Get internal buy-in for attribution
3. Focus on defining the customer journey
4. Consider physical as well as digital touchpoints
5. Ensure the data quality
6. Use flexible technology
7. Test different models that align with your business goals
8. Act on the results

62. Useful links
1. Comparison of different attribution models in the OWOX BI Blog
2. Custom attribution model by Answear
3. Article on how OWOX BI uses attribution for decision making
4. Markov Chains
5. Shapley Values

63. www.owox.com/c/Bratislava
m.bocheva@owox.com
www.owox.com
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