SearchLeeds 2018 - Enterprise attribution | Angus Hamilton Search Laboratory
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Attribution is the science of assigning credit to the marketing touch-points that a customer was exposed to prior to their purchase. Data and tools are getting good and consumers cross multiple touch points during the conversion cycle, so the days of being ignoring attribution are over. CTO at Search Laboratory, Angus Hamilton, discusses “Enterprise Attribution” at SearchLeeds 2018. Looking to prepare your business for attribution? Find out more here: https://www.searchlaboratory.com/2018/06/preparing-for-attribution/
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SearchLeeds 2018 - Enterprise attribution | Angus Hamilton Search Laboratory
- 1. Angus Hamilton – Chief Technology Officer Enterprise attribution
- 2. Agenda What is it? Why now? Deep dive – the value of attribution? Case studies What you should do next
- 3. We are SEARCH LABORATORY SEO PPC International Analytics and Data Science Digital Strategy Social MediaProgrammatic Google Analytics 360
- 5. What is it?
- 7. Attribution is the science of assigning credit to the marketing touchpoints that a customer was exposed to prior to their purchase.
- 8. Why now?
- 9. Why now? Cross channel measurement and attribution is the number 1 tactic that occupies digital marketers’ time 81% of marketers want to know more about attribution No.1 81%
- 10. Why now? Analytics got good Maths got good – and accessible𝑩 > 𝟏 𝒏 𝒊=𝟏 𝒏 𝒙𝒊
- 11. The value of attribution
- 12. New ecommerce site – PPC only 1. Existing shop 2. New online presence 3. Tries a PPC campaign Impressions CTR Clicks CVR Sales Profit per sale CPC Gross profit Cost Net profit PPC generics 100,000 5% 5,000 2.0% 100 £150 £1.00 £15,000 £5,000 £10,000 PPC brand 1,000 10% 100 10.0% 10 £150 £0.10 £1,500 £10 £1,490 Gross profit £16,500 Cost £5,010 Net profit £11,490
- 13. New ecommerce site – Display only 1. Existing shop 2. New online presence 3. Tries a display campaign Impressions CTR Clicks CVR Sales Profit per sale CPM Gross profit Cost Net profit Programmatic prospecting 1,000,000 0.05% 500 1.00% 5 £150 £1 £750 £1,000 -£250 Gross profit £750 Cost £1,000 Net profit -£250
- 14. But channels interact PPC generics CTR +5% PPC brand search +5% CVR PPC generics +5% CVR PPC brand +5% PPCDisplay
- 15. Run campaigns together – PPC results Impressions CTR Clicks CVR Sales Profit per sale CPC Gross profit Cost Net profit PPC generics 100,000 5% 5,000 2.0% 100 £150 £1.00 £15,000 £5,000 £10,000 PPC brand 1,000 10% 100 10.0% 10 £150 £0.10 £1,500 £10 £1,490 PPC generics CTR PPC brand search CVR PPC generics CVR PPC brand +5% +5% +5% +5% 5.25% 5,250 1,050 105 2.1% 10.5% 110 11 £5,250 £10.50 £16,500 £1,650 £11,250 £1,639 12.5% uplift in profit
- 16. Gross Profit Cost Last click ROI True ROI Uplift vs Last Click PPC generics £16,500 £5,250 3.14 2.86 -9% PPC brand £1,650 £11 157.14 142.86 -9% Display £750 £1,000 0.75 2.40 +220% How to react £15,000 £2,400 £1,500
- 17. Reality PPC generics CTR +5% PPC brand search +5% CVR PPC generics +5% CVR PPC brand +5%
- 18. Data-driven attribution 2% 3% Search Search Display Email Email Likelihood of purchase Likelihood of purchase Increased likelihood of purchase by 50%
- 21. Is this just about programmatic?
- 22. Is this just about programmatic? Cost Conversions CPA Gross profit ROI March £25,444.76 522 £48 £29,936.14 1.18 April £13,744.78 445 £30 £28,201.01 2.05 May (1st-20th) £4,563.10 408 £11 £27,018.67 5.92
- 24. What to do now? 1. Sort analytics 2. Sort METs 3. Offline conversions 4. Get excited!
- 25. Summary Data-driven attribution is here… Use it!
- 26. Contact us Leeds | London | New York +44 (0) 113 212 1211 info@searchlaboratory.com www.searchlaboratory.com/ Follow us on social media: facebook.com/searchlaboratory/ @searchlabs linkedin.com/company/search-laboratory/
Editor's Notes
- I’m going to do this by walking through an example where we know the value, and then show you the cost of not dealing with this properly
- For some time we have known that channels assist other channels Display for example. You see few display campaigns that You see reports such as these in analytics . You know that most people have multiple touch points The days of being ignorant of attribution are over, because the data and the tools are getting good, and the value is huge. Prob with exiting is valuing display, social (top of funnel) Promised a lot but delivered v little. – to hard, and people don’t know what to do with it. I will hopefully convince you today that now is the time to take this seriously. The tools are now good, accessible, and very valuable. They will deliver the holy grail of telling you where to spend and the true value of each channel.
- Lots of interest in attribution Has been for a while You are not alone!
- I’m going to do this by walking through an example where we know the value, and then show you the cost of not dealing with this properly
- Lots of interest in attribution Has been for a while You are not alone!
- all touchpoints within a single analytics platform Views not just clicks Cross device DDA algorithms being built in to Google tools.
- I’m going to do this by walking through an example where we know the value, and then show you the cost of not dealing with this properly
- Example – v small campaign
- If we add programmatic – at this level, to the PPC Modest number – when we look at real ones – it’s higher
- You need to know the display is having that effect, but also the exact effect.
- Small and new = v little brand traffic. Can’t buy more brand
- I told you we had 5% uplifts, but how do you know All you get in analytics is this set of options What do you do with this? It’s all nonsense
- Explain my simplification of just PPC and display This is a real DDA report from a live client. It compares last click with DDA and tells you how much you are under or over valuing a channel based on last click. Note display My uplift was 220%
- Google Products Cross device Free tool – does data driven attribution Differ by inputs – 360 will take in data from doubleclick – important if you run big display campaigns as it will analyse impression data Also 360 will forecast We are involved in betas – contact us
- Garbage in garbage out 3 slides Modelling Event Type
- If you don’t do this and your competitors do, they will have the edge. Do it.
- Slide only if needed