Attribution SESsf 2012 by @stevelatham - Encore Media Metrics

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Attribution for Search Marketers - presented at SESsf in 2012.
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Attribution SESsf 2012 by @stevelatham - Encore Media Metrics

  1. Multi-Touch Attribution!What (Search) Marketers Need to Know!August 2012! Steve Latham, ceo Encore Media Metrics @stevelatham
  2. The ProblemSince early days, we’ve measured performance via: q  Clicks and Click-through-rates (CTRs) q  Direct conversions and Cost Per Action (CPA) q  Credit given to Last-Click and Last-ViewWe now know these are no longer sufficient q  Customers utilize numerous channels q  Keywords often play an Assist role q  Display Ads create awareness §  Success is NOT correlated to clicks §  A small % of post-view conversions ! involve display clicks! Information is confidential and may not be shared. © Encore Media Metrics 2012 2!
  3. The Solution: Multi-Touch AttributionAttribution Glossary q  Two Approaches: §  Statistical – analyzing disparate sets of data §  Operational – analyzing conversion paths for each visitor q  Scope: §  Lower-funnel: click-based §  Full-funnel: clicks + impressions Awareness 
 " q  Types of weighting §  Last-click Consideration" §  Equal weighting §  Subjective weighting Preference" §  Algorithmically weighted Action
 " Information is confidential and may not be shared. © Encore Media Metrics 2012 3!
  4. Operational Attribution (Steps 1 and 2)1 Aggregate and characterize site
 2 Integrate impression and click of visits and conversions! data to see engagement paths! ►  Display ads ! ►  Synch ad server log files with site ►  Search (paid and natural)! visitor records! ►  Email! ►  Create record of all interactions ►  Affiliate, CSE! that precede visit or conversion! ! ! Site Display Display Vist 
 Imp: #4! SEM! Display! Email! Affiliate! Imp: #1! #1! Site Display Vist 
 Display Imp: #6! #2! Imp: #5! Master DB! Site Vist Display Conversion! #3! Imp: #7! Information is confidential and may not be shared. © Encore Media Metrics 2012 4!
  5. Operational Attribution (Steps 3 and 4)3 4 Attribution modeling! Produce Insightful reports! ►  Statistical modeling ! ►  Engagement paths ! ►  Weigh impressions vs. clicks! ►  Attributed Actions & CPA! ►  Frequency analysis! ►  Optimal Frequency! Ac#onsByChannel 4,000 CPA - Last Last Click CPA - Vendor! 3,526& Last Click Attributable Click! Rating! Attributed! Rating! 3,500 3,000 2,904& 2,679& 2,504& Social Net 1! $ 0.90 ! Winner! $ 0.84 ! Winner! 2,500 2,207& 2,062& 2,002& Ad Net 1! $ 3.48 ! Winner! $ 1.02 ! Winner! 2,000 Publisher 1! $ 4.45 ! Bubble! $ 2.10 ! Bubble! 1,500 Ad Net 2! $ 6.41 ! Bubble! $ 1.32 ! Winner! 1,000 256& 307& 436& 423& 504& Publisher 4! $ 9.22 ! Loser! $ 3.31 ! Bubble! 500 0 Publisher 3! $ 9.96 ! Loser! $ 7.09 ! Loser! Direct Nav Org Search Referrals Email Paid Search Display Ad Net 3! $ 13.11 ! Loser! $ 2.43 ! Bubble! Publisher 2! $ 13.56 ! Loser! $ 1.81 ! Winner! Totals! $ 5.36 ! !   $ 1.88 ! !   Information is confidential and may not be shared. © Encore Media Metrics 2012 5!
  6. Channel Attribution The impact can be dramatic (last-click vs. attributable) •  Display: often see 30-60% drop in CPA •  SEM: often see 10-15% drop in CPA Information is confidential and may not be shared. © Encore Media Metrics 2012 6!
  7. Keyword Performance How Most View Keyword Reports (%-51<"&1 .+/%0-1 .+/%0- (<.1234-51 !"#$%& ()*+,- :;"0 ()*+,1 234-51()*+,6 2.7&*896 ()*+,6 2(<(61 !"#$%&() *+),- -. ./0 1-2/ 103./ 1..3/. !"#$%&(.. *+4*2 -. 2, 1/42 103*- 1./32/ !"#$%&(*2 *+,)) -2 2. 1)*0 1035, 1.)3,2 !"#$%&(. /+.., -- .0* 142. 103.- 1.)340 !"#$%&(5. .+.*4 *, .0, 122* 103/4 150344 !"#$%&(*4 2+.-) -0 .// 1.+*-0 103.2 15.300 !"#$%&(.2 .+424 ,0 .2- 1.+2./ 103). 15-35* !"#$%&(.* *+-4, 50 .-4 1.+*4) 103,* 1-*3)2 !"#$%&(.) 5+4-2 5* ..2 1.+-), 1035) 1-/32* !"#$%&(*/ .+5)0 -/ ..0 1*+*5* 1.3/. 1-43,* !"#$%&(- )+0// -, .-0 1*+*.4 103*- 1-)3*) !"#$%&(/ -+50, .4 )- 1)/2 103** 1,532* !"#$%&(./ 5+*.- -* ... 1*+*)- 1032. 1,-3/* !"#$%&(5- ..+/40 ,0 .-5 1*+4-4 103*- 1,/3)/ !"#$%&(*. 2+./- *4 .5, 1.+4.) 103*, 1/-3)/ !"#$%&(.- -+5,2 .) .-- 1.+*-2 103*) 1/,3/5 !"#$%&(.4 ,+0-0 50 ). 1*+042 103-. 1/)3,2 !"#$%&(5* .+*4) .5 2, 1)/0 1032- 12534, !"#$%&(*, -+,24 .* .0/ 1)4/ 103** 14*3.2 !"#$%&(4 )+20, */ .-4 1*+552 103*- 14)344 !"#$%&(50 5+4)- *4 .-. 15+.55 10340 1...34) Information is confidential and may not be shared. © Encore Media Metrics 2012 7!
  8. Keyword Attribution How We Should View Keyword Performance .+/%0-1 .78-5"1 .<&:;1 (%-51A"&1 ()*+,1 .+/%0- >"+4-51 (A.1234-51 (A.1 (A.12=1 ()%-"&1D1!"#$%& ()*+,- 234-51 ()*+,1 .+/%0-1 ?@"0 ()*+,1 .--*-5- 2.9&*:;6 .+/%0- ()*+,6 2.9&*:;6 (B40C"6 (%05&*:85%& ()*+,6 .--*-5- 2=6 2(A(61!"#$%&() *+),- -. ..) ..) ./0 -1-2 -3 4-3/ 401./ 4..1/. 4.010/ 5.,2 67%8"&!"#$%&(*9 3+.-) -0 .*/ .*/ .// -1/2 -) 4.+*-0 401.3 4:.100 4*,1*3 5*:2 67%8"&!"#$%&(. /+.., -- ,9 ,9 .0* *192 :0 493. 401.- 4.)190 4*9199 :.2 67%8"&!"#$%&(.- -+:,3 .) .*, .*, .-- -102 -: 4.+*-3 401*) 4/,1/: 4*)1*) 5.*-2 (%05&*:85%&!"#$%&(.* *+-9, :0 ..9 ..9 .-9 -1.2 -- 4.+*9) 401,* 4-*1)3 4*)1-/ 5-/2 (%05&*:85%&!"#$%&(.. *+9*3 -. :- :- 3, *1.2 ** 4/93 401*- 4./13/ 4:01)9 -/2 67%8"&!"#$%&(*, -+,39 .* )- )- .0/ *1)2 :. 4)9/ 401** 49*1.3 4:.1-/ 5./.2 (%05&*:85%&!"#$%&(.3 .+939 ,0 .*- .*- .3- -192 ,. 4.+3./ 401). 4:-1:* 4::1:/ 5:2 67%8"&!"#$%&(/ -+:0, .9 3/ 3/ )- *1/2 *9 4)/3 401** 4,:13* 4:-190 5,-2 (%05&*:85%&!"#$%&(.) :+9-3 :* 9, 9, ..3 :1:2 :, 4.+-), 401:) 4-/13* 4-:1** 592 67%8"&!"#$%&(:* .+*9) .: /* /* 3, *1.2 ** 4)/0 4013- 43:19, 4-:1:0 53.2 (%05&*:85%&!"#$%&(*3 *+,)) -3 *- *- 3. *102 *. 4)*0 401:, 4.)1,3 4-:19: ,,2 67%8"&!"#$%&(*. 3+./- *9 .03 .03 .:, :192 -0 4.+9.) 401*, 4/-1)/ 4-,1,9 5-:2 (%05&*:85%&!"#$%&(9 )+30, */ .** .** .-9 -1.2 -- 4*+::3 401*- 49)199 4,:1-. 5/92 (%05&*:85%&!"#$%&(- )+0// -, ), ), .-0 :1)2 -. 4*+*.9 401*- 4-)1*) 4,:1,) 92 67%8"&!"#$%&(.0 /+*0) .. 3/ 3/ 93 *1-2 */ 4.+,9, 401*/ 4.--10) 4/.1/* 5.:-2 (%05&*:85%&!"#$%&(:- ..+/90 ,0 ): ): .-: -102 -* 4*+9-9 401*- 4,/1)/ 4/31:3 .,2 67%8"&!"#$%&(*/ .+:)0 -/ /- /- ..0 :1.2 :: 4*+*:* 4.1/. 4-91,* 4/91/: *)2 67%8"&!"#$%&(./ :+*.- -* /) /) ... :1.2 :: 4*+*)- 4013. 4,-1/* 4/)1). **2 67%8"&!"#$%&(:0 :+9)- *9 ..: ..: .-. :1)2 -* 4:+.:: 40190 4...19) 43,1./ 5-)2 (%05&*:85%&!"#$%&(.9 ,+0-0 :0 /. /. ). *1,2 *3 4*+093 401-. 4/)1,3 4331,3 .02 67%8"&!"#$%&(., /+3-. *, 3: 3: )9 *132 *) 4*+:,- 401:, 4)-1./ 49.1*, 5./2 ()%-"&!"#$%&(:: /+,93 .- ,, ,, /) .1)2 *0 4.+//* 401*, 4..913. 49.1-3 5-/2 (%05&*:85%& Information is confidential and may not be shared. © Encore Media Metrics 2012 8!
  9. Where We Are in the Adoption CurveUsing Geoffrey Moore’s model from Crossing the Chasm…q  2008-2010 Innovatorsq  2011-2012 Early Adoptersq  2013-2014 Early Majorityq  2014-2015 Late Majority Information is confidential and may not be shared. © Encore Media Metrics 2012 9!
  10. Why This Matters to Youq  Attribution is (finally) a priority §  Display media is playing catch-upq  Will impact how results from Search are viewed §  Creating demand? §  Harvesting demand?q  How YOU respond will impact client relationships §  Transparency and openness will prevail §  Be supportive, not prohibitive Information is confidential and may not be shared. © Encore Media Metrics 2012 10!
  11. Takeaways1. It’s Time to Revisit how we Measure Media q  Take a holistic (and realistic) view q  Position yourself as a thought leader, not a laggard2. Don t Fear Attribution. Embrace it! q  Recognize that Search plays an important role but it works best as part of an integrated approach 3. Choose approach that fits your strategy q  Lower-funnel (SEM, SEO, Facebook ads, email) q  Full-funnel (Display, Rich media, video, etc.For more on this topic: q  POV: ”Which Approach is Best?” (Adotas): http://bit.ly/L1eLty q  Attribution 101 http://bit.ly/p0lQrv q  Watch video interview on Attribution (via creatorbase) http://bit.ly/nyakk6 Information is confidential and may not be shared. © Encore Media Metrics 2012 11!
  12. Contact Info Encore Media Metrics Steve@EncoreMetrics.com Steve Latham, Founder and CEO 1633 Broadway, 5th Floor @SteveLatham New York, NY 10019 @EncoreMetrics W: 646.820.1006 M: 646.919.1809 http://Attribution101.com http://EncoreMetrics.com Information is confidential and may not be shared. © Encore Media Metrics 2012 12!
  13. About the PresenterSteve is the founder and CEO of Encore Media Metrics (http://encoremetrics.com),which helps marketers optimize spend through better analytics. Serving leadingbrands and agencies around the globe, Encore s on-demand solution enablesclients to achieve deeper insights into campaign performance while lowering thecost and complexity of online measurement. Prior to launching Encore, Steve founded, grew and sold Spur Interactive, a digitalmarketing agency that specialized in strategic planning and execution ofintegrated media campaigns. In this role, Steve planned and executed successfulcampaigns for leading brands, including FedEx Office, Continental Airlines,ConocoPhillips and The Scooter Store.Steve is an accomplished speaker and thought leader, speaking frequently atindustry events including Ad-Tech, OMMA Global, Search Engine Strategies, IABMixx, eMetrics Summit and others. Steve s articles have been published byAdotas, MediaPost, Online Media Daily, iMedia Connection, Marketing News andBizjournals.com. Steve has been quoted in B2B Magazine, PR Week, Fortune andCNN.com.Steve received an MBA from Harvard Business School and a BBA from theUniversity of Oklahoma. You can read Steve s blog at http://Attribution101.com. http://facebook.com/slatham http://twitter.com/stevelatham www.linkedin.com/in/stevelatham Information is confidential and may not be shared. © Encore Media Metrics 2012 13!

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