This presentation was from Tamar's Head of SEO on attribution modelling. The presentation begins with explanation of a typical problem that is prevalent in the market around measuring the effectiveness of different marketing channels. Later, the presentation explains how adopting attribution modelling this problem can be addressed.

1. © Copyright Tamar 2013
ATTRIBUTION MODELLING
Asad Imam, Head of Search

2. IMAGE © CHANEL

3. IMAGE © CHANEL
Originally from India
Graduate in Comp.
Sciences, India
Masters in E-Business,
Newcastle University
Head of SEO, Tamar
@iasad1
asad.imam@tamar.com

4. TAMAR
18 Years of experience
Award-winning SEO in highly competitive markets
Industry-leading SEO expertise
Our sole focus is on natural search - specialists
Fashion and retail thought-leaders
Recognised as experts in retail and fashion SEO
Tool and technology agnostic
IMAGE © CHANEL

5. © Copyright Tamar 2013
A wise man said....
"To guarantee success, spend 95% of your
time defining the problem and 5% of the time
solving it."

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CUSTOMER JOURNEY SOUNDS LINEAR
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5 STAGE DECISION MAKING PROCESS IN A PURCHASE

8. Stats...woohoo!

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PURCHASE BEHAVIOUR...

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RESEARCH BEHAVIOUR...

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REMEMBER THIS..

12. Source : zmags.com
DIGITAL REALITY : MULTIPLE TOUCHPOINTS
87,178,291,200

13. © Copyright Tamar 2013
TYPICAL SALES FUNNEL
Digital is highly integrated
Digital Touches the
customer throughout the
funnel
Digital is harder to
measure
Traditional Metrics
Clicks
Click through rates
Conversions

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Think of it this way...
What if they gave a medal only to the last runner?

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Not cool right!!!

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IN TERMS OF ANALYTICS PREVIOUSLY
Conversions = ££

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IN TERMS OF ANALYTICS NOW
Conversions = ££
Assisted Conversions
42%

18. © Copyright Tamar 2013
MULTI-CHANNEL ATTRIBUTION
“Marketing attribution is the
practice of determining the role that
channels play in informing and
influencing the customer journey”
Google

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MULTI-CHANNEL ATTRIBUTION - ADC
Across Digital Channels
Source :www.kaushik.net

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BENEFITS OF MULTI-CHANNEL ATTRIBUTION
Source :www.econsultancy.com

21. ©TAMAR2013
HOW TO GO ABOUT MULTI-CHANNEL ATTRIBUTION
Choose an attribution model - Default vs. Custom
An attribution model is the rule, or set of rules, that determines how credit for sales and
conversions is assigned to touchpoints in conversion paths - Google analytics

22. ©TAMAR2013
CREATE YOUR OWN CUSTOM MODEL
•Use your own experience and theories on channel contribution
•Statistical analysis of your data to define the model
•Analyse the converting and non-converting journeys to
understand the tendancy to purchase for all touch points.
All this should tell you -
•How should the conversion value be shared between the
contributing visits?
•How should each channel be weighted?
•How should you treat Brand vs non-brand and direct traffic
•How should the marketing budget should be distributed

24. CHALLENGES
Source :www.econsultancy.com

25. SOLUTIONS
•Verify all your marketing channels are tracked
•All cookie-level data is available
•Identify a partner with extensive analytics experience
•Understanding your multi-channel funnel reports
•Invest in specialist analytics tools
•Clarify the problem you are solving for your
management team. O2S or AMS or ADC.
•Start to experiment with the simple models
•Create your own custom attribution model
•Carry out controlled experiments with your different
digital channels Measure outcomes. Go back. Analyze the
data. Change some more.
•Create a detailed monthly report
•Create a process of continual improvement

26. © Copyright Tamar 2013
THANK YOU