Mais conteúdo relacionado Semelhante a Attribution 101 (16) Mais de Encore Media Metrics (17) Attribution 1012. What We Do
We help marketers optimize spend through better analytics
q Advanced Measurement
§ Comprehensive reporting
§ Integrated cross-channel views
§ Full Attribution (beyond last click)
§ Paid, owned and earned media
q Actionable Insights
§ Rank Vendors and Keywords
§ Quantify opportunity of optimizing media
CPA - Last Last Click
Vendor!
CPA - Attributed
Click! Rating! Attributed! Rating!
q Consultative, On-Demand Solution
Social Net 1! $ 0.90 ! Winner! $ 0.84 ! Winner!
§ Hands-on planning and deployment
Ad Net 1! $ 3.48 ! Winner! $ 1.02 ! Winner!
Publisher 1!
§ Cloud-based platform
$ 4.45 ! Bubble! $ 2.10 ! Bubble!
Ad Net 2! $ 6.41 ! Bubble! $ 1.32 ! Winner!
§ Effective, user-friendly and flexible
Publisher 4!
Publisher 3!
$
$
9.22 !
9.96 !
Loser!
Loser!
$
$
3.31 !
7.09 !
Bubble!
Loser!
Ad Net 3! $ 13.11 ! Loser! $ 2.43 ! Bubble!
Publisher 2! $ 13.56 ! Loser! $ 1.81 ! Winner!
Totals! $ 5.36 ! $ 1.88 !
Attribution 101 © Encore Media Metrics 2011
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3. Media Measurement Today
Digital is hard to characterize
Awareness
q Strategic + Tactical
(Display, Email, Social,
q Branding + Performance
Mobile, Fat Tail Search)!
Consideration
Digital touches customers throughout! (Display, Mid-Tail
the funnel
Search, Social)!
q Can t win by simply harvesting demand
Preference
q You must create it (display, social, etc.)
(Long-Tail
Search, Social
Email)!
Digital is hard to measure
Action
Traditional metrics no longer suffice
q (Social,
Search,
Email)!
…Yet, each buy must stand on its own
Attribution 101 © Encore Media Metrics 2011
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4. Measurement Challenges
“If all you have is a hammer, everything looks like a nail.”
-Abraham Maslow
We learned to measure performance via:
q Clicks
q Click-through-rates (CTRs)
q Direct conversions
We now know these aren t sufficient
q Keyword assists are important (Search)
q Display Ads can be effective without clicks
q Social contributes throughout the process
Clicks have very little correlation to !
performance of Display Ads
q 8% of users contribute 80% of Display clicks
q Only 20% of post-imp conversions follow clicks
Attribution 101 © Encore Media Metrics 2011
4!
5. Think About It This Way…
What if they only gave the
last swimmer the medal?
That ain t right!
Attribution 101 © Encore Media Metrics 2011
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6. Think About It This Way…
What if they only gave the
last swimmer the medal?
Attribution 101 © Encore Media Metrics 2011
6!
7. PhD Targeting… 1st Grade Metrics
The paradox in online advertising, as it relates to data..
q Most are very sophisticated in using data to find and engage audiences
q Very few are using data effectively to measure impact
It s like hiring a PhD statistician to develop new algorithms…
and having a1st grader assess their work
Attribution 101 © Encore Media Metrics 2011
7!
8. Why Times are Changing
The Five Forces Driving Better Analytics
Shift from
Traditional to
Digital Media!
Growth in Increasing
Display Focus on
Better Solutions!
Advertising! Accountability!
Evolution of Web
Architecture!
Attribution 101 © Encore Media Metrics 2011
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9. Attribution Methodologies
There are two primary approaches to Attribution:
1. Algorithmic modeling: correlations, regressions, etc.
q Performed in batches, monthly, quarterly or annually
2. Operational: analyzing all touch points that drive actions
q Requires synching of ad server and site analytics data
Attribution 101 © Encore Media Metrics 2011
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10. Channel Attribution
q Most know display drives leads from direct and natural search
q If you can quantify the impact, you can optimize spend
The impact can be dramatic
• Often see 50-150% lift in attributable results for Display
• 30-60% drop in CPL is common
Attribution 101 © Encore Media Metrics 2011
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11. Vendor Level Attribution
Vendor Level Report
Last-Click vs. Attributed CPA
CPA - Last Last Click CPA - Attributed
Vendor! CPA - Last Click! CPA - Attributed!
Click! Rating! Attributed! Rating! $16 !
$14 !
Social Net 1! $ 0.90 ! Winner! $ 0.84 ! Winner! $12 !
Ad Net 1! $ 3.48 ! Winner! $ 1.02 ! Winner! $10 !
Publisher 1! $ 4.45 ! Bubble! $ 2.10 ! Bubble! $8 !
Ad Net 2! $ 6.41 ! Bubble! $ 1.32 ! Winner! $6 !
Publisher 4! $ 9.22 ! Loser! $ 3.31 ! Bubble! $4 !
Publisher 3! $ 9.96 ! Loser! $ 7.09 ! Loser! $2 !
Ad Net 3! $ 13.11 ! Loser! $ 2.43 ! Bubble! $- !
Publisher 2! $ 13.56 ! Loser! $ 1.81 ! Winner!
Totals! $ 5.36 ! !
$ 1.88 ! !
q As shown above, many vendors are short- q Wide discrepancies can exist between
changed by last-click analysis
Last-Click and Attributable CPA
(Contributors vs. Closers)
Attribution 101 © Encore Media Metrics 2011
11!
12. The Business Case for Attribution
The Objective of Analytics: To Use Insights to Optimize Spend
% of Proforma Proforma Proforma
Vendors Spend % of Revenue ROS Proforma Proforma Proforma Impact
Vendors Spend Budget Revenue ROS % Budget ROS Revenue Impact
Budget % Budget ROS Revenue
Winners $74,500 41% $255,000 $3.42 70% $3.42 $429,564 $174,564
Winners $74,500 41% $255,000 $3.42 70% $3.42 $429,564 $174,564
Bubble $54,500 30% $135,000 $2.48 30% $2.72 $148,500 $13,500
Bubble $54,500 30% $135,000 $2.48 30% $2.72 $148,500 $13,500
Losers $51,000 28% $64,000 $1.25 0% n/a $0 ($64,000)
Losers $51,000 28% $64,000 $1.25 0% n/a $0 ($64,000)
Total $180,000 100% $454,000 $2.52 100% $3.21 $578,064 $124,064
Total $180,000 100% $454,000 $2.52 100% $3.21 $578,064 $124,064
Relative Improvement 27%
Relative Improvement 27%
Incremental Revenue $124,064
Incremental Revenue $124,064
Cost of Attribution and Measurement $7,150
Cost of Attribution and Measurement $7,150
ROI: Attribution 1735%
ROI: Attribution 1735%
Attribution 101 © Encore Media Metrics 2011
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13. Keyword Attribution
How Most View Keyword Reports
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Attribution 101 © Encore Media Metrics 2011
13!
14. Keyword Attribution
How We Should View Keyword Reports
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Attribution 101 © Encore Media Metrics 2011
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15. Additional Considerations
Defining the right attribution model
q What is the value of an impression vs. a click?
q How will that vary based on the type of media?
q How far back should you look?
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Attribution 101 © Encore Media Metrics 2011
15!
16. Case Studies
Regional Furniture Retailer
q Integrated media campaign (15 million impressions and 145,000 visits per month)
§ Display attribution resulted in 98% lift over last-click reporting (46% drop in CPA)
§ PPC attribution resulted in 14% lift over last-click report (16% drop in CPA)
B2B Service Provider
q Integrated media campaign (10 million impressions and 15,000 visits per month)
§ Display attribution resulted in 88% lift over last-click reporting (47% drop in CPA)
§ PPC attribution resulted in 6% lift over last-click report (6% drop in CPA)
Attribution 101 © Encore Media Metrics 2011
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17. Case Studies
Client: Education Company
q Enrollment campaign, using display media only
§ Display Attribution produced 280% lift in Actions vs. last-click reporting
§ Cost per conversion fell from $95 (last-click) to $18 (attributed)
Client: National Provider of Energy Services
q Customer acquisition campaign using display and 3rd party email
§ Display Media cost per conversion fell from $147 (Last-click) to $28 (attributed)
§ Email cost per conversion fell from $50 (last-click) to $33 (attributed)
Attribution 101 © Encore Media Metrics 2011
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18. Some Things You Can Do Today
1. Market testing
2. Customer surveys
3. Online surveys
Attribution 101 © Encore Media Metrics 2011
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19. Market Testing
To isolate the impact of media, conduct a market test
q Conduct a campaign targeting a Geo or Product
q Define the test and the control groups
q Measure lift in traffic and conversions (via G.A. filters)
Case study: regional campaign targeting Austin, TX
q Results: 120% lift in traffic from Austin
Attribution 101 © Encore Media Metrics 2011
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20. Survey Customers
Ask customers if they…
q Visit your site, facebook page, YouTube channel, etc.
Define Test and Control groups
Case study: Retailer asked customers how they heard about the
sale (comparing Austin to other markets)
Internet was referenced 4x more in Austin vs. other markets
Attribution 101 © Encore Media Metrics 2011
20!
21. Online Surveys
Use 1-Question surveys to measure lift in awareness,
consideration or preference from advertising
Compare results from Exposed vs. Control Group
Case study: Awareness-building campaign for eCardio
q Used 1-Question survey to measure awareness vs. competitors
q Exposed group showed 280% lift in awareness
Attribution 101 © Encore Media Metrics 2011
21!
22. Takeaways
Success requires that you:
q Create demand
q Harvest demand
It s time to re-assess how we measure media
q Use right tool and approach for each channel
q Put in context of the stage in the funnel
For deep insights, use Full-Funnel Attribution
q By channel
q By vendor
q By keyword
Lacking tools, go back to basics!
Attribution 101 © Encore Media Metrics 2011
22!
23. Contact Information
Encore Media Metrics
Info@EncoreMetrics.com
New York | Texas
@SteveLatham
646.820.1006
http://EncoreMetrics.com
@EncoreMetrics
http://Attribution101.com
Attribution 101 © Encore Media Metrics 2011
23!
24. About the Presenter
Steve is the founder and CEO of Encore Media Metrics (http://encoremetrics.com),
which helps marketers optimize spend through better analytics. Encore s on-
demand measurement and reporting solution allows 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 industry lecturer and thought leader. Steve speaks
frequently at industry events including OMMA, Search Engine Strategies, Online
Marketing Summit, eMetrics Summit, Integrated Marketing Summit and others.
Steve s articles have been published by 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
Attribution 101 © Encore Media Metrics 2011
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