In 2017, the global advertising industry is projected to reach $510 billion in spend, and digital advertising is poised to account for $202 billion in market share. With investments at this scale, it’s incredibly important that brands and agencies are accurately managing and measuring attribution effectively across all channels. Social media is one of the fastest growing categories of digital, yet it’s reported that nearly 50% of social referrals occur outside of a social network, subsequently becoming unmeasurable. For this installment of our monthly webinar series, Katana’s Executive Chairman, Andreas Roell, partnered with Colin Zalewski, the Product Marketing Manager at social media analytics platform, Simply Measured, Inc.

1. WEBINAR - APRIL 26, 2017
MEASURING SOCIAL ATTRIBUTION
KATANA | SIMPLY MEASURED, INC.

2. EXPERT KNOWLEDGE
2
COLIN ZALEWSKIANDREAS ROELL
KATANA | EXECUTIVE CHAIRMAN
- PRESENTER
SIMPLY MEASURED | PRODUCT MARKETING
MANAGER - PRESENTER

3. Katana provides next generaDon digital media soluDons via
innovaDons in data modeling and adverDsing technologies.
We combine advanced audience data models with
highly sophisScated technology infrastructure to
run smarter paid media campaigns.
Unlock media potenAal with smart campaigns
Our catalog of campaign packages provide marketers
and agencies the ability to reach audiences in
unprecedented ways.
Smarter digital adverAsing, smarter results
3COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. SOCIAL ATTRIBUTION 3
Why Katana?

4. Quick facts
• Founded in 2012 (privately funded)
• 18 Proprietary Ad Technologies
• 68 Data Partnerships
DATA POINTS
PROCESSED MONTHLY
1.34
BILLION
UNIQUE COOKIES
PROCESSED MONTHLY
60
MILLION
AND OVER 2,000 CAMPAIGNS LAUNCHED IN Q4 2016
4
RecognitionWhere We Are
HQ: San Diego, California
Kiev, UkraineWashington, DC
COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 4
Who is Katana?
SOCIAL ATTRIBUTION

5. CAMPAIGN INTELLIGENCE PLATFORM
CLIENT DATA
- CRM
- POS
- WEB
- ADVERTISING
- SOCIAL
EXCLUSIVE KATANA DATA
Largest real-Ome audience data for:
- AcOve Sports Events
- Higher EducaOon
- AutomoOve ownership
- Voter registraOon
- Concert goers
- Home ownership
- Clothing
- CosmeOcs & Jewelry
- TaYoos
- Many others
DATA PARTNERSHIPS
Cu]ng edge campaign soluSons not found anywhere else.
Audience DMP Performance Connectors MulA-DSP Setup
So what’s the outcome?
and 54 more
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Katana’s Technology Framework
SOCIAL ATTRIBUTION

6. Campaigns
Katana has built an ever growing list of campaign execuDons that fit easily into a marketer’s or agency’s media plans. We customize
each package to meet your needs or objecDves.
Services
Looking to have us provide you with custom end-to-end media plans
and solu8ons?
Katana can be your digital media partner of choice. Our strategic
media team will help in strategy, audience data idenDficaDon, tracking
setup, creaDve execuDons and buying opDmizaDon for all digital
channels on an ongoing basis.
OUR EXECUTIONS
• Auto-Trigger
• High Intent Audience
• CRM Cycler
• Cross-device
• Search Keyword
• Image NaOve
• SemanOc Context
• ProgrammaOc TV
• PinPoint
• Household
• Company
• Video NaOve
• Geo PaYern
• Audience Stream
• Offline Visits
• Database Match
• True Video
• Facebook Performance
• TV Extension
Our SoluOons
6COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 6SOCIAL ATTRIBUTION

7. WHAT IS SOCIAL ATTRIBUTION?
Social attribution is the process of assigning credit for business outcomes to
social marketing channels and campaigns. There are unique challenges that we're
presented with - which goes beyond just the ads that we place as brands on
social media and how they're driving traffic and conversions on our websites.
Brands should also be interested in what people are doing independent of our
advertising on social and how that is leading to incremental traffic.
Source: Simply Measured

8. Why Social AYribuOon is Important
COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED.
In April of last year, only 25% of digital marketers believed
invesAng in aribuAon models was a priority. The majority
of companies consider that last click before a purchase to be
the most important.
The savviest brands are done focusing solely on one metric,
like engagement or follower growth, and are dedicaDng
resources and thinking power to making the connecDon
between social and revenue.
Source: planle3.com
Marketers shouldn’t rely on vanity KPIs and instead
approach social aribuAon from a full funnel perspecAve.
KPIs differ depending on how a brand uses social
8SOCIAL ATTRIBUTION

9. 9
Challenges of Social AYribuOon
COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 9
Many type of principles that we use in aribuAon for
other channels can be effecAve, especially as it
pertains to the ads and posts that we create
ourselves as brands. However, there are some
complicaDons that exist when people get involved and
start to use social on their own.
You may need a tracking pixel from a social
media site (UTM parameter)
You may need to reconsider the way that you
structure your UTM parameters to make sure
that you're establishing specific channels or
campaigns that are coming from social
SOCIAL ATTRIBUTION
General Challenges
QuesAons to Ask
What is it that I want users to do on my
company’s website?
What is this acDon worth to my company?
Technical Challenges

10. eCommerce does a good job with advanced social
aribuAon because they’re able to get down to the
purchase level. In general, eCommerce brands are
farther along in their sophisDcaDon curve.
We recommend working with a strategic media
partner, such as Katana, or someone who has
extensive experAse in digital adverAsing and familiarity
with how aribuDon works in digital.
If you are using any social channels to distribute content
or ads, you should be asking, “What kind of return are
we gebng from social?”
Who Uses Social AYribuOon
10COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 10SOCIAL ATTRIBUTION
“…we really know that aribuAon as a pracAce is what
enables us to opAmize our efforts in a way that drives
more value to our business right.” - Colin Zalewski

11. 11COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 11
Full-Funnel Social AYribuOon
Marketers should be concerned with the full
funnel. Why?
If we can see all the way downstream then we know
what to do at the top of the funnel that's going to
lead to boom of the funnel outcomes.
Think about it as "there's a lot of opportunity to
drive my value here and to have a bigger impact on
the business.”
SOCIAL ATTRIBUTION

12. Social AYribuOon IntegraOons
12COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 12
When it comes to content you product and promote on social:
Take the next step and think, “how do I aribute some of the
acDons people do on social independent from me?
This can be done using UTM parameters or pixels from
networks
The ideal scenario is some kind of integraAon (especially if
you're sebng up with a mulA-touch model that grows
across channels) if you have a partner that you work with
today or you have and or some kind of technology soluAon
that you're doing.
The market as it pertains to soluDons for social aribuDon is
one that is sDll relaDvely new for a lot of people so, especially
if you're starDng social aribuDon that in a lot of cases you're
looking for a tool that can not only do the job effecDvely for
social but can present the data to you in a way that makes
sense to you funcDonally.
Even if you’re starDng with something such as the last-click
model, we recommend ge`ng data in a way that your brand
can access and make sense of it.
SOCIAL ATTRIBUTION

13. The Dark Side of Social
13COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 13
The dark side of social is defined as website traffic that
originates from a shared link but does not pass a referrer.
A referrer is essenDally an indicator that comes through when
somebody visits your website and tells your web analyDcs tool
where a person came from and where they were last. When a
user comes through a link that's shared (and in some cases it
does not pass a referrer), web analyDcs might not necessarily
know how to classify it. As a result, it ends up categorizing that
visit and ensuing acDvity on your website as aributed to direct
traffic.
Commonly happens through:
Private messages
Side effect of some of the ways that some social mobile
apps pass through informaDon when driving visitors
TRACKING DARK SOCIAL
The only true soluSon for tracking dark social
effecSvely is to do URL uniquificaSon, or
appending a unique code to a user’s URL.
We then match is with where, what and if
there is a referrer. If there isn’t a referrer, you
can go through a deducSon process
1. Put a code on your website the uniquely
idenDfies URLs
2. As people come to your website, that URL is
assigned to them
3. As users share the URL (in private messages,
for example), it’s matched back to them
SOCIAL ATTRIBUTION

14. Social AYribuOon IntegraOons
AribuAon is paramount to measuring and
increasing the impact of your social programs.
Type of aribuAon models:
1. Single touch: Single source aribuDon models assign all of
the credit to a single touchpoint, and thus a specific source.
These models are the most common, the easiest to use,
and, unfortunately, also the least accurate.
Last touch: This model applies all of the credit for a
conversion to the source of traffic for the session on
which the conversion happened. This is the most
commonly used aribuDon model, but also one that is
deeply flawed.
First touch: This model applies all of the credit for a
conversion to the source traffic for the first visit a
consumer ever has to the site.
2. MulA touch
Equal weight or linear: This model divides credit for a
conversion evenly across every touchpoint a visitor has before
converDng.
PosiAon-based or starter/player/closer: This model improves
upon the Equal Weight or Linear model by giving a fixed amount
of credit to the first touchpoint and the last touchpoint for a
visitor, and dividing the remaining credit evenly among the other
touchpoints.
Most commonly, 40% credit is given to the first and last
touchpoints, and the remaining 20% is given to the other
touchpoints, but many organizaDons will use custom values
for each of these touchpoints.
Time decay: This model recognizes that later touchpoints
typically are lower in the funnel and are more likely to drive
conversions. Thus, it divides credit across mulDple touchpoints
based on how recently they happened prior to the conversion.
Custom: This model is used by organizaDons who have deep
insight into their customer journey. In this model, custom values
are assigned to each touchpoint based on what the brand
knows about the efficacy of different channels and journey
stages.
Source: Simply Measured

15. AribuAon teaches us a lot about people and what
they do as brands show them different types of
messages throughout the customer journey.
Data reliability a huge challenge for a lot of
marketers, but it can realisDcally be solved through a
proper implementaDon - which again requires lots of
resources and experDse, especially if you're a
marketer at an S&B-sized company.
15COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 15
Reliability of Social AYribuOon Data
SOCIAL ATTRIBUTION

16. 16
Tips to Get Started With Social AYribuOon
Get off the bench and START with social aribuAon.
Find a soluAon that can start looking at aribuAon beyond just
immediate acAons, and instead considers how content is being
distributed by website visitors among each other.
Track the dark side of social media.
01.
02.
03.

17. In Conclusion
17COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 17
Understand WHAT you want to track and define the
value of each acAon
Know which integraAons and approaches are right for
your brand
Consider working with a media partner if your in-house
team doesn’t have the knowledge capacity to
accurately set up social tracking
Track dark social acAvity
SOCIAL ATTRIBUTION

18. Stay in touch!
Contact:
info@katana.media
225 Broadway Suite 430, San Diego, CA 92101