2. Duplica.on
across
channels
Paid
Bid
Search
Mgmt
$
Banner
Ad
Ads
Server
$
Email
Email
Blast
Pla8orm
$
Organic
Google
Search
Analy<cs
$
3. Success
a)ribu.on
models
Banner
Paid
Organic
Success
Last
channel
Search
Ad
Search
$100
$100
gets
all
credit
Banner
Paid
Email
Success
First
channel
Ad
$100
Search
Blast
$100
gets
all
credit
Paid
Banner
Affiliate
Success
All
channels
get
Search
Ad
Referral
$100
$100
$100
$100
equal
credit
Print
Social
Paid
Success
All
channels
get
Ad
Media
Search
$33
$33
$33
$100
par<al
credit
4. First
and
last
click
a)ribu.on
Chart shows
percentage of
channel touch
points that
Paid/Organic Search lead to a
conversion.
Neither first
Emails/Shopping Engines nor last-click
measurement
would provide
true picture
6. Campaign
flow
and
calls
to
ac.on
=
Paid
media
Organic
PR,
WOM,
search
events,
etc
=
Viral
elements
=
Coupons,
surveys
YouTube,
Home
pages,
Paid
TV,
print,
blog,
etc
portals,
etc
search
radio,
etc
Direct
mail,
Landing
pages,
Display
ads,
email,
etc
offers,
etc
affiliates,
etc
C1
C2
CRM
Facebook
program
TwiNer,
etc
C3
POS
kiosks,
Call
center,
loyalty
cards,
etc
retail
stores,
etc
7. Where
to
collect
the
data
Ad Server Web Analytics
Banner impressions Referral visits
Banner clicks Social media visits
+ Organic search visits
Paid search clicks Paid search visits
Email visits, etc
Lacking banner
Lacking organic visits impressions
More granular & complex Less granular & complex
8. Inhibitors
to
Channel
A)ribu.on
• Data
in
siloed
plaJorms
–
no
single
source
of
truth
• Inadequate
Tracking
• Communica.on
between
agencies
/
teams
• Offline
channels
are
ignored
• Perceived
cost
/
.me
/
skill
barriers
• Cookie
expira.on
9. Research
Online
Purchase
Offline
business
models
define
a.ribu0on
Product purchase/arrange channels for consumers who conducted research online
High Interest Transaction Credit Personal Home
Savings Account Card Loan Loan
10. Online
&
offline
marke.ng
complement
37%
of
online
search
are
triggered
by
TV
Ad
30%
of
online
search
are
triggered
by
Newspaper
Ads
17%
of
online
search
are
triggered
by
Radio
Ads
Source:
iProspect
“Offline
channel
influence
on
Online
Search
Behaviour
(Q.
Which
of
the
following
prompted
you
to
use
an
internet
search
engine
to
look
for
informa.on
on
a
certain
product,
service,
company
or
slogan?
Select
all
that
apply
;
Google;
T&S
11. CPA
differs
by
channel
over
.me
Key variables: budget, campaign efficiency, web functionality
Source: FirstClick client case study, 2009
12. CPA
differs
by
products
Key variables: product, budget, campaign efficiency, web functionality
Source: FirstClick retail banking analysis, 2009
13. Framework
and
Considera.ons
1.
Business
Models
3.
Capabili.es
Requirement
– Lifecycle:
Acquisi.on
v.s.
– Tracking/Analy.cs
Reten.on
– Repor.ng
and
Analysis
– Consumer
sales
life
cycle
– Op.misa.on
&
Tes.ng
– Value
per
customer
life
stage
2.
Value
by
Channels
Addi.onal:
Business
Processes
– ROI
(Margin)
v.s.
cost
per
– Top-‐
down
buy-‐in
channel
– Stakeholder
Management
– Online
v.s.
Offline
– Decision
–making
process
– Time-‐lag
impact
14. A
real
world
example
-‐
Aussie
• A
home
is
the
most
expensive
thing
you’ll
ever
buy
• The
2nd?
Your
mortgage!
• The
ul.mate
high
considera.on
purchase
15. Last
click
shouldn’t
win
Introducer
Influencer
Influencer
Closer
LAST
CLICK
0%
0%
0%
100%
“Last
Click”
model
is
fundamentally
flawed
in
a
high
considera.on
purchase
-‐
Each
channel
cannot
be
isolated
and
measured
separately.
16. Start
with
even
a)ribu.on
Introducer
Influencer
Influencer
Closer
EVEN
25%
25%
25%
25%
17. Then
get
really
smart
Get a macro view of exactly what each of your channels is doing for you at each
stage of the funnel and what its ROI is
18. So
what?
Customise
your
messaging
to
the
Plan
your
media
spend
be)er
and
posi.on
it
occupies
it
plays
within
the
make
it
more
effec.ve
without
sales
funnel
to
make
it
more
relevant
increasing
your
budgets
and
effec.ve
A
real
focus
on
channel
a)ribu.on
allows
you
to
Take
your
CPAs
down
to
a
more
Shut
down
the
subjec.ve
granular
level
and
finally
look
at
conversa.ons
with
data!
channel
based
ROI
Maybe
even
keep
Finance
happy!