You Can't Manage What You Aren't Measuring -- Attribution Strategy and Tactics
•
0 likes•180 views
Marketing pioneer John Wanamaker famously said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." More than 100 years later, many digital retail marketers find themselves in the same quandary. This presentation from a panel of retail experts dives into the depths of revenue attribution. Session speakers discuss everything from the tactical (tactics and hacks that help to identify which channels are driving revenue) to the strategic (an overview of the latest in algorithmic attribution modelling systems). Presentation from the Digital Marketing Workshop at Retail's Digital Summit.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to You Can't Manage What You Aren't Measuring -- Attribution Strategy and Tactics
Similar to You Can't Manage What You Aren't Measuring -- Attribution Strategy and Tactics (20)
More from National Retail Federation
More from National Retail Federation (20)
You Can't Manage What You Aren't Measuring -- Attribution Strategy and Tactics
- 3. In my presenta=on I will discuss: § What is Mul6-touch A4ribu6on (MTA)? § Does your brand needs MTA? § What are the poten6al benefits of MTA? § What are the known piYalls ?
- 5. Digital Marketer’s Daily Conundrum But performance seems to be driven by lower funnel channels Lower Funnel Upper Funnel
- 8. History of AGribu=on Algorithm 1999 LastAd model Eg: Omniture, DoubleClick 2016 LastAd model was an innocuous inven2on with the advent of web analy2cs tools and the adserver to assign credit to media driving traffic to websites
- 10. History of AGribu=on Algorithm 1999 2008 LastAd model Eg: Omniture, DoubleClick Rule-Based Models First-click, Even Weighted, U-shaped models Eg: Atlas Engagement Mapping, ClearSaleing 2016 With Display media investment taking off, and frequency with consumers growing, rule-based aCribu2on approaches came to market as an improvement over LastAd, to help jus2fy display’s role in the funnel.
- 12. But is subjec=ve YourSite.com 25% 5% Rule based attribution is subject to the whims of the rule designer 5% 5% 5% 5% 5% 25% 5% 5% 5% U-shaped Model
- 13. Omni-Channel makes it more complex YourApp Brick & Mortar Store YourSite.com ? ? ? ? ? ? ? ? ? ? ? Designing rule-based attribution models for Omni-channel brands can be mind numbing
- 14. History of AGribu=on Algorithm 1999 2008 LastAd model Eg: Omniture, DoubleClick Rule-Based Models First-click, Even Weighted, U-shaped models Eg: Atlas Engagement Mapping 20162012 Mainstream Algorithmic Models Eg: Visual IQ, Adometry Given how each rule based approach lead to dras2cally different understandings of media effec2veness, machine learning based algorithmic aCribu2on approaches hit the market
- 15. Algorithmic AGribu=on is fully data-driven YourApp YourSite.com Brick & Mortar Store Algorithmic attribution addresses all the credit allocation algorithm shortcomings of the previous generations of algorithms 4.1% 14.4% 11.7% 12.1% 0.9% 7.1% 0.4% % 0.7% 1.1% 0.5% 1.5%
- 16. History of AGribu=on Algorithm Technology 1999 2008 LastAd model Eg: Omniture, DoubleClick Rule-Based Models First-click, Even Weighted, U-shaped models Eg: Atlas Engagement Mapping 20162012 Mainstream Algorithmic Models Eg: Visual IQ, Adometry Tailored Data integra6on technology Eg: Conversion Logic, Visual IQ, Marketshare, Abakus Given the core credit alloca2on problem has gained wide acceptance, now the industry is inves2ng heavily in all the ramps and pipes necessary to make aCribu2on widely accessible to marketers.
- 18. What can aGribu=on possibly unlock? Strategic Tac6cal Effort Cross-Channel Media Mix Optimization Cross-Channel Contact Optimization Enterprise–wide Operational Attribution Reporting Cross-LOB Optimization Frequency Capping Intra-Channel Media Optimization Creative Optimization Take the cheap tactical wins first Expect to find 10-20% in media efficiencies Perfect vs Good - it’s about decisions, not measurement
- 19. Rollout & Operationalization Project Mgmt Internal Selling Aligning Org Incentives Budgeting & Planning Decisions Analytics & Insights Channel Reads Consumer Insights Media Insights What do I need to do to implement MTA? Solution Configurations Conversions Taxonomy Solution Settings Core Attribution Tech Algorithms Data Integration User Interfaces Expect organizational pushback Recruit a driven marketer or respected analytics leader within org to lead the effort Start with a strong executive sponsor. Sell the benefits into the org. Pick a vendor. Forrester wave report Onboard your best analyst on the project Track all your media in one adserver
- 22. Measuring AGribu=on The BoGom Line 7 Steps to go from a4ribu6on to effec6ve marke6ng • Pick an a4ribu6on Method • Tag all Digital Channels • Audit the data • Analyze • Create Ac6on • Execute • Measure your results
- 23. Successful AGribu=on I have grouped the 7 steps into 3 stages of effort 1. Clarifying (Semng the stage) 2. Unifying (Enabling data and analysis) 3. Verifying (Taking ac6on)
- 26. Measuring AGribu=on - Unifying Essen6al elements needed • Assign tracking codes to all marke6ng efforts, including SEO • Create tracking codes that enable you to break down by o Channel o Vendor o Key Segments/A4ributes • Audit the implementa6on of tracking codes • A4ain “Buy-In” that the data is correct • Create usable repor6ng at appropriate levels
- 32. Measuring AGribu=on – Unifying (con=nued) Paid Search Channel Paid Search Partner Google / Yahoo / Bing / Etc Group Branded / Non-Branded Detail “keyword” Affiliate Channel Affiliate Partner Affiliate Partner Code / Name
- 35. Measuring AGribu=on – Verifying Real World Examples (con=nued) Partner Audit Uncovering Overpayment • Found Data Discrepency • Isolated to tagging error • The partner was using pre discount revenue instead of post discount (what was actually paid) • This created an over payment of agency fees and commissions to partners
- 36. Measuring AGribu=on – Verifying Real World Examples(con=nued) Affiliate marke6ng program – New Customer Bounty Program • Created ability to track if order from affiliate was a New or Current Customer • Created repor6ng to measure NTF by Affiliate Partner • Found partners driving high level of NTF • Offered higher commission for be4er placement to drive more NTF Created modified commission structure Original 7% for all New 9% if NTF and 4% if exis6ng
- 37. Measuring AGribu=on – Verifying Real World Examples(con=nued) Paid Search - Bidding • Managed vendor bidding levels by Branded separate from Non-Branded • Managed Non-Branded to an A2S with or without spending caps • This enabled an op6mized budget spend in the channel Natural Search – Existence and Spend • Tested to measure pre op6miza6on vs. post op6miza6on SEO rankings and traffic • Tested and measured SEO op6miza6on enhancements for effect on SEO traffic and sales • Analysis used to size SEO op6miza6on budget and SEO vendor expense
- 38. Measuring AGribu=on Mark A. Sorkin VP Data Sciences Black Wolf Group, Inc. Mark.Sorkin@SabinoDB.com
- 39. So, what are the key takeaways... If you are considering MTA… • Algorithmic MTA is the way to go • You need at least USD 250k/year • 10-20% in media efficiencies • Secure executive sponsorship first • Track all your media in one adserver If you already have MTA… • Take the tactical wins first • System of record vs Media Optimization • Expect pushback from organization • Perfect vs Good - it’s about decisions, not measurement Perfect vs Good - it’s about decisions, not measurement