Ryan Hilliard, Head of Growth at ROI Revolution, reviews how to leverage attribution modeling to scale your overall business revenue. Avoid pitfalls like simply reassigning sales and ensure you are focused on the bottom line performance. Follow along with an example that can easily be related to your business. Through effective use of attribution modeling and tying it to the customer journey, unlock unprecedented scale for your digital marketing initiatives.
Long Live Performance Marketing_Nick CristalPerformanceIN
Whilst OPM studies have shown consistent growth in affiliate marketing & lead generation, what is happening in the wider performance mix - with paid social, paid search and programmatic - is certainly worth keeping an eye on.
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Attendees can expect a highly in-depth review of the multi-channel way of working, and methods of getting this into their campaigns.
Attributions are basically a tool to answer two business questions, How do people decide to buy and how do they actually buy.
Let’s cover some basic pre-requisites that you should know already and then go deeper into attribution modelling and its implementation.
Speaker: Mark James, Perpetua
About this presentation:
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Whilst OPM studies have shown consistent growth in affiliate marketing & lead generation, what is happening in the wider performance mix - with paid social, paid search and programmatic - is certainly worth keeping an eye on.
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This talk will cover – why and how you should use Amazon’s DSP, and common mistakes to avoid!
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Tactic #1: Remarketing
Tactic #2: Provide Opportunities for Soft Conversions
Tactic #3: Attribution Modeling
Tactic #4: Measuring Phone Call Conversions
Tactic #5: Interaction Mining
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Tactic #7: Bid Modifiers
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They’re managing a diverse portfolio of products and services. And they’re trying their hardest to stay ahead of an increasing field of competition.
It’s never easy—but according to Forrester Research the right sales application can make a world of difference.
Get insights into the potential cost savings and benefits of SAP Cloud for Sales, today’s modern sales application.
Learn how you can achieve:
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Plus, give your sales team unparalleled advantage of engaging with the right customers at the right time, everytime - easily and faster than ever before.
Engage customers like never before: http://sqz.co/Kx9p8DX
Gary Angel, President of Semphonic presented a keynote discussion to the 2010 AIM Conference on the topic of attributing value to leads when the advertiser knows that multiple lead sources contribute to the buying decision.
aimconf.com
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Tactic #2: Provide Opportunities for Soft Conversions
Tactic #3: Attribution Modeling
Tactic #4: Measuring Phone Call Conversions
Tactic #5: Interaction Mining
Tactic #6: Targeting Local Customers Everywhere
Tactic #7: Bid Modifiers
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Tactic #9: AdWords Shared Library
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Presentation given at Marketing Automation Summit 2014 on Septembre 19th 2014. http://www.digimedia.be/forum/MAS/
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2. How to measure the ROI of your marketing actions?
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The traditional ways of measuring multi-channel marketing one channel at a time no longer work because consumers don’t interact with companies or their products that way. They cross channels and move through a variety of touch points, using a number of different devices, from anywhere in the world. Fueled by ubiquitous connectivity, consumers are more empowered than ever, creating a challenge for advertisers to measure and improve the performance of their marketing channels, tactics and strategies.
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Get insights into the potential cost savings and benefits of SAP Cloud for Sales, today’s modern sales application.
Learn how you can achieve:
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· 20% improved forecasting effectiveness
· 10% reduction in sales cycle times
Plus, give your sales team unparalleled advantage of engaging with the right customers at the right time, everytime - easily and faster than ever before.
Engage customers like never before: http://sqz.co/Kx9p8DX
Gary Angel, President of Semphonic presented a keynote discussion to the 2010 AIM Conference on the topic of attributing value to leads when the advertiser knows that multiple lead sources contribute to the buying decision.
aimconf.com
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n the digital age, marketing is defined differently than it was in the past. It is no longer limited to light branding and nebulous awareness campaigns.
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Trying to take your marketing campaigns to the next level but overwhelmed by all the different options?
Feel like you’re never able to generate enough leads or track the right metrics?
A clear understanding of which channels to focus on and what metrics to track are vital to improving leads, sales, and ROI.
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Matouš Ledvina na PPC Date #3. Používáte smartbidding? A pokud ano, používáte ho správně? Společně se můžeme podívat na to, jak vypadají automatizované kampaně podle standardu roku 2021 nebo třeba proč volná shoda není sprosté slovo.
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SEO Master Class - Steve Wiideman, Wiideman Consulting Group
Using Attribution Modeling to Grow Your Business
1. Ryan Hilliard
Team Leader
ROI REVOLUTION, INC
Leveraging Attribution Modeling to Unlock
Unprecedented Scale in Your Digital
Marketing Campaigns
2. Goal
How can examining & understanding the data you
have (via attribution modeling) already collected
enable you to supercharge your business to new
heights?
3. What is attribution modeling
First
Interactions
Middle
Interactions
Final
Interactions $
Where do we give the credit?
5. Why attribution-modeling is vital in PPC
MORE OFTEN
AN ASSISTED
INTERACTION
MORE OFTEN
A FINAL
INTERACTION
The Customer Journey to Online Purchase3
DirectBranded
PPC
Generic
PPC
6. The Customer Journey to Online Purchase3
GENERIC PAID SEARCHSMBs with 10-250 sales/day
Retail Vertical
United States
Why attribution-modeling is vital in PPC
7. GENERIC PAID SEARCH
SPECIFIC/BRANDED PAID SEARCH
Exponentially more traffic is available on generic
concepts
Why attribution-modeling is vital in PPC
8. We begin to see the problem
First
Interactions
Final
Interactions $
We are heavily discounting generic concepts because
of a lack of insight
9. AGENCY WIDE
25%the number of additional
sales generic pay per click
ads contributed to when
comparing first & last
touch models
Why attribution-modeling is vital in PPC
10. So we need to shine a light on those first interactions
First
Interactions
Middle
Interactions
Final
Interactions $
11. …and answer these two questions
How do these first touch points impact overall revenue?
How can I use this information to profitably amass
unprecedented scale of traffic?
14. Where to find the data
TIME LAG
PATH LENGTH
MODEL COMPARISON
15. Time lag
Orders that take longer to complete are 10-20% larger on average
Days 1-7
21%
Days 8-30
27%
Day 0
52%
% of Total Sales
$120
$125
$130
$135
$140
$145
$150
$155
Day 0 Days 1-7 Days 8-30
Average Order Value
18. Create a picture of your customers
The time lag & path length reports show us why the
model-comparison tool shows such a change
19. Steps to driving unprecedented scale
We are going to
follow Dory through
this process…
20. 1. Determine your target KPIs for each
attribution model
Using the model comparison
tool, establish your baseline
of performance
Last Touch CPA
$56
First Touch CPA
$32
21. 2. Create Performance Targets
Align your targets with
overall company
performance
If you are happy with
overall performance, your
current CPA works
If not, adjust your CPA
targets for both
attribution-models
Last Touch CPA
$56
First Touch CPA
$32
Target CPA - Last
$50
Target CPA - First
$29
22. 3. Exploit areas of high first touch interaction
Target Cost
Sales –
Last
CPA –
Last
Sales –
First
CPA –
First
Keyword 1 $113 1 $113 8 $14
Keyword 2 $572 2 $286 15 $38
Product ID 1 $26 1 $26 6 $4
Keyword 3 $272 3 $90 12 $23
Product ID 2 $67 2 $34 7 $10
Total $1050 9 $116 48 $21
Target CPA - Last
$50
Target CPA - First
$29
Target Cost
Sales –
Last
CPA –
Last
Keyword 1 $113 1 $113
Keyword 2 $572 2 $286
Product ID 1 $26 1 $26
Keyword 3 $272 3 $90
Product ID 2 $67 2 $34
Total $1050 9 $116
These 5 targeted areas contribute to 433% more sales than it
initially appeared
23. 4. Measure your impact
0
100
200
300
400
500
600
700
800
January February March April
Sales
Last Touch First Touch All Sources
24. 5. Continue to optimize & test
SUCCESS
More PPC sales/revenue
Correlated growth in total sales
Incremental traffic increases
CHANGE IT UP
Flat sales overall, rising cost
Flat traffic, rising CPCs
Analyze, iterate, retest
26. Cross-device conversions
Occur when a customer interacts with an ad on
one device then converts on a different device
or browser
Only triggered when Google’s certainty crosses
the 95% likelihood threshold
Advertisers capturing the full value of their
AdWords campaigns by using cross-device
insights to measure up to 16% more conversions
1 The Role of Mobile Search on Store Purchases, Google/Ipsos Media CT, August 2015.
40%the number of online shoppers start
their research on a smartphone and
make their final purchase on a
computer or tablet1
27. Phone tracking
If more than 10% of your sales occur
over the phone, consider using
keyword level phone call tracking
Customers that call have a higher
likelihood to convert & more likely
to spend more per purchase
115%
The additional amount spent by
people who buy products over the
phone rather than online.
28. Inherently 2nd or last touch points
Email marketing & retargeting are ways to
reach users already engaged with your brand
Because of their inherent nature, first touch
attribution models will attribute far fewer
sales to these initiatives
Do not discount the value of these middle,
influencing touch points & the impact they
have on sales
138%
The additional amount spent by
people who buy products marketed
through email versus those people
that do not receive email offers2
2Convince and Convert, July 2013
Attribution Modeling in a nutshell: who gets credit and how much?
Most engines and analytics solutions attribution the full value of sales to the final interaction as a default. While this may feel like an apples to apples comparison, subtle differences and complicated sales cycles mean this will certainly fail to tell the full picture.
Jim uses the default methods of tracking and is hitting his targets on the nose – any increases in CPCs mean increases in CPAs which means he is no longer hitting his goals.
If you can shine a light on value from interactions in the upper purchase funnel, where there is more volume, you will be able to scale your overall reach, profitably.
This report includes transactional data collected from 42 thousand Google Analytics properties with Ecommerce tracking enabled, across 8 countries, over an 11 month time period (purchase paths that concluded on 45 randomly selected dates from October 2013 - September 2014).
For medium sized retailers (those with 500-10,000 purchases over the previous 45 days – or 11-225 sales per day)
Who wants new customers? The bottom of the funnel has a finite number of searches and eventually you WILL cap out.
Don’t let the lack of insight cause you to shoot yourself in the foot when it comes to driving new customers.
With attribution modeling Jim understands how his ads are contributing to more than just the sales he sees and the UIs account for- logically, if his clicks go beyond what is tracked, getting more clicks could continue to have that impact. Even if the cost of AdWords revenue appears to diminish, he may be able to increase total revenue at the current cost of gross sales
When you change your attribution model, you are not getting more sales, you are simply redistributing credit. That, in and of itself, is fairly useless. The goal should be to leverage that new attribution model to drive more sales overall!
Understand the number of days to purchase and how that often correlates to differences in average order value.
The number of interactions with a user also paints a rosier picture for AOV when they do buy.
Understand the differences using the tools already available to you to know what to expect when you shift your model completely. This can also serve as a way to keep your apples to apples comparison in place to prevent you from simply redistributing sales.
