- The presentation discusses attribution, which is measuring the impact and influence of different marketing activities on outcomes like sales and leads. - It covers the history of attribution models evolving from single-click attribution to statistical models that analyze customer journeys across channels. - The challenges of attributing the behavior of modern shoppers who research on multiple devices are discussed, as well as how attribution has expanded to measure online impressions and offline influences. - Rakuten Attribution, formerly known as DC Storm, is positioned as a solution to help companies understand customer journeys and make better marketing budget decisions.

1. USER JOURNEY PRESENTATION
A New World Order - The
Attribution Value Equation
Lewis Lenssen
SVP Strategic Initiatives, Rakuten Marketing
LONDON SYMPOSIUM
5 June 2015

2. The year of attribution.

3. • What is attribution?
• The history of attribution
• The challenge of the modern shopper
• The time for attribution is now
• The Rakuten Marketing proposition
Agenda

4. About me
• 5 years leading and building a search agency
• 1 year consulting on social media and online PR
for retail brands
• 4 years as Commercial Director of Rakuten
Attribution (formerly DC Storm)
Background

5. Attribution

6. What activity has driven new
customers in the last 3 months?

7. How many customers saw
my facebook ads?

8. How do I sell this stock?

9. Within click
channels
All/multiple
click channels
Online
Impressions
Offline and
O2O
Non user
identifiable
2005
2015
One click wins
Rules based attribution
Statistical attribution
Journey analysis
Segmentation analysis
Budget planning
and forecasting
Growth planning
Journey Data
Analysis

10. Measuring The Modern Shopper

11. In-store Sales

12. In-store Sales
Joe.blogs@hotmail.co.uk
Quote ID: 1837847
Delivery: BN1 6JF

13. Call Centre Sales

14. Call Centre Sales
Call Tracking
Provider
Unique ID
IMP
SEO
“Brand”
PPC
“Storage”

15. Multi Device

16. Multi Device - Deterministic

17. Multi Device - Probabalistic

18. Display Advertising

19. Click through
Immediate response
Increased awareness
Display Advertising

20. • Impression tracking
• Impressions drive contributing visits
• Include touch points where an immediate response is identified
Display – Immediate Response

21. Current Adoption
13% of Total Market
Chasm
Tornado
Rakuten Attribution