The document discusses multi-touch attribution, which is an approach to measuring marketing performance that accounts for the fact that customers are influenced by multiple touchpoints. It outlines some of the limitations of traditional last-click attribution models. The key aspects of multi-touch attribution covered include analyzing both click and impression data, statistically modeling interactions to attribute credit across channels, and producing reports that show engagement paths and optimized cost per action by channel based on attribution.

1. Multi-Touch Attribution!
What (Search) Marketers Need to Know!
August 2012!
Steve Latham, ceo
Encore Media Metrics
@stevelatham

2. The Problem
Since 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-View
We 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
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3. The Solution: Multi-Touch Attribution
Attribution 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
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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
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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#ons'By'Channel'
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
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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
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7. Keyword Performance
How Most View Keyword Reports
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.+/%0-1 .+/%0- (<.1234-51
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!"#$%&'(50 5+4)- *4 .-. 15+.55 10340 1...34)
Information is confidential and may not be shared. © Encore Media Metrics 2012
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8. Keyword Attribution
How We Should View Keyword Performance
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()*+,1 .+/%0- >"+4-51 (A.1234-51 (A.1 (A.12=1 ()%-"&1D1
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Information is confidential and may not be shared. © Encore Media Metrics 2012
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9. Where We Are in the Adoption Curve
Using Geoffrey Moore’s model from Crossing the Chasm…
q 2008-2010 Innovators
q 2011-2012 Early Adopters
q 2013-2014 Early Majority
q 2014-2015 Late Majority
Information is confidential and may not be shared. © Encore Media Metrics 2012
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10. Why This Matters to You
q Attribution is (finally) a priority
§ Display media is playing catch-up
q 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
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11. Takeaways
1. 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 laggard
2. 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
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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
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13. About the Presenter
Steve is the founder and CEO of Encore Media Metrics (http://encoremetrics.com),
which helps marketers optimize spend through better analytics. Serving leading
brands and agencies around the globe, Encore s on-demand solution enables
clients to achieve deeper insights into campaign performance while lowering the
cost and complexity of online measurement.
Prior to launching Encore, Steve founded, grew and sold Spur Interactive, a digital
marketing agency that specialized in strategic planning and execution of
integrated media campaigns. In this role, Steve planned and executed successful
campaigns for leading brands, including FedEx Office, Continental Airlines,
ConocoPhillips and The Scooter Store.
Steve is an accomplished speaker and thought leader, speaking frequently at
industry events including Ad-Tech, OMMA Global, Search Engine Strategies, IAB
Mixx, eMetrics Summit and others. Steve s articles have been published by
Adotas, MediaPost, Online Media Daily, iMedia Connection, Marketing News and
Bizjournals.com. Steve has been quoted in B2B Magazine, PR Week, Fortune and
CNN.com.
Steve received an MBA from Harvard Business School and a BBA from the
University 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
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