Uncovering The True   Marketing Impact Through           AttributionTina MoffettAnalyst, Customer Intelligence
But which interaction should get credit for my                transaction?
Attribution measurement is a source of the truth
The multifaceted customer journey-and themeasurement of it-is complex
Marketers struggle to unify customer data acrossmarketing channels  Source: Q4 2010 Global Technology Benchmark Online Sur...
Cross-channel attribution is one approach to helpmarketers make sense of their data    The practice of allocating proporti...
Various measurement approaches calculate the value of interactions in different ways                   Simplistic         ...
Each measurement approach has it’s pitfalls thatmarketers must consider                  Simplistic                   Rule...
Attribution provides marketers with multiplebenefits  Place smarter marketing   and media bets  Be flexible and precise ...
Marketers must consider everything for attribution to work
Attribution requires adapting best practices across the business to ensure success       Strategic       Operational      ...
Marketers must align attribution objectives with thebusiness strategy      Strategic         Identify the attribution goa...
Marketers must know and ensure their house is inworking order   Operational     Assess your current data and technology  ...
Marketers must use attribution to provide clearinsights and recommendations     Actionable     Create attribution metrics...
The attribution vendor landscape is a mix of new….and familiar….measurement                                     players
The attribution measurement landscape issaturated with new-and familiar-faces
Attribution measurement requires all hands on deck
Embrace core best practices to ensure attributionsuccess DO be the attribution advocate DO NOT exclude internal and exte...
Thank you!Tina MoffettAnalyst, Customer IntelligenceForrester Research+1 212.857.0769tmoffett@forrester.com    @vmoffettww...
Uncovering the True Marketing Impact through Attribution Measurement
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Uncovering the True Marketing Impact through Attribution Measurement

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Uncovering the True Marketing Impact through Attribution Measurement

  1. 1. Uncovering The True Marketing Impact Through AttributionTina MoffettAnalyst, Customer Intelligence
  2. 2. But which interaction should get credit for my transaction?
  3. 3. Attribution measurement is a source of the truth
  4. 4. The multifaceted customer journey-and themeasurement of it-is complex
  5. 5. Marketers struggle to unify customer data acrossmarketing channels Source: Q4 2010 Global Technology Benchmark Online Survey
  6. 6. Cross-channel attribution is one approach to helpmarketers make sense of their data The practice of allocating proportional credit to all marketing communications, across all channels, that ultimately lead to the desired customer action.
  7. 7. Various measurement approaches calculate the value of interactions in different ways Simplistic Rules-based Algorithmic Model gives 100% Model assigns credit Model assigns Type credit to the last to each interaction credit to each (or first) exposure based on specific interaction based on a business rules statistical approach Display Search Display Search E-Mail E-Mail 100% Ad term Ad term 33% 33% 33% 50% 30% 20%  First/Last Touch  Even/Customized Weights  Regression Model  Time Decay  Probabilistic ModelApproach  Positioned Based Basic Advanced
  8. 8. Each measurement approach has it’s pitfalls thatmarketers must consider Simplistic Rules-based AlgorithmicType 100% E-Mail Display Ad Search term E-Mail Display Ad Search term 33% 33% 33% 50% 30% 20%  Ignores the bulk of the  Assigns arbitrary values to  Marketers feel customer journey, each specific marketing uncomfortable with aPitfall overvaluing the first or tactic black box approach to last touch  Subjective and lacks attribution  Undervalues other analytics rigor to influencers (and determine weights interactions) Basic Advanced
  9. 9. Attribution provides marketers with multiplebenefits  Place smarter marketing and media bets  Be flexible and precise  Consolidate data and reporting capabilities  Uncover the ultimate customer purchase path
  10. 10. Marketers must consider everything for attribution to work
  11. 11. Attribution requires adapting best practices across the business to ensure success Strategic Operational Actionable AnalysisAttribution Strategy Data and Insights Organization and Technology Optimization Resources
  12. 12. Marketers must align attribution objectives with thebusiness strategy Strategic  Identify the attribution goals and align with overall business objectives  Assign supporting attribution resources to manage and drive insightsAttribution Strategy  Socialize benefits with the organization  Collaborate with partners on measurement plans  Create roadmap for attribution implementation and management Organization and Resources
  13. 13. Marketers must know and ensure their house is inworking order Operational  Assess your current data and technology  Identify the data needed for attribution approach (digital, CRM, offline, mobile)  Create data collection and management standards Data and processes  Establish security and privacy standards Technology
  14. 14. Marketers must use attribution to provide clearinsights and recommendations Actionable  Create attribution metrics and analysis plans  Devise scenario plans to determine impact of shifting budgets Analysis  Test the attribution model and Insights  Change your media buying (i.e. programmatic buying and in-flight optimization) and marketing planning (budget reallocation) Optimization
  15. 15. The attribution vendor landscape is a mix of new….and familiar….measurement players
  16. 16. The attribution measurement landscape issaturated with new-and familiar-faces
  17. 17. Attribution measurement requires all hands on deck
  18. 18. Embrace core best practices to ensure attributionsuccess DO be the attribution advocate DO NOT exclude internal and external partners (like agencies) when developing an attribution strategy PROVIDE attribution insights in terms of revenue generating and cost savings language MEASURE the ROI of attribution REWARD partners based on attributed results
  19. 19. Thank you!Tina MoffettAnalyst, Customer IntelligenceForrester Research+1 212.857.0769tmoffett@forrester.com @vmoffettwww.forrester.com

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