Media Measurement for (Search) Marketers was presented at SES San Francisco 8/11 by Steve Latham, ceo of Encore Media Metrics. To request a copy please tweet to @encoremetrics or @stevelatham, or request via form on http://EncoreMetrics.com

1. Online Media Measurement!
What (Search) Marketers Need to Know!
August 2011!
Steve Latham, ceo
Encore Media Metrics
@stevelatham

2. My Goals for Today
 Provide a more global perspective on media measurement
 Explain Attribution
 Show why you should embrace it
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3. Media Measurement Today
Digital is hard to characterize
Awareness
 Strategic + Tactical
(Display, Email, Social, Mobile,
Fat Tail Search)
 Branding + Performance
Consideration
Digital touches customers throughout! (Display, Mid-Tail Search,
Social)
the funnel
Preference
Digital is hard to measure
(Long-Tail Search,
Social Email)
 Traditional metrics no longer suffice
Action
…Yet, each buy must stand on its own
(Social,
Search,
Email)
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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:
 Clicks
 Click-through-rates (CTRs)
 Direct conversions
We now know these aren’t sufficient
 Keyword assists are important (Search)
 Display Ads can be effective without clicks
 Social contributes throughout the process
Clicks have very little correlation to !
performance of Display Ads
 8% of users contribute 80% of Display clicks
 Only 20% of post-imp conversions follow clicks
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5. Think About It This Way…
What if they only gave the
last swimmer the medal?
That ain’t right!
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6. Think About It This Way…
What if they only gave the
last swimmer the medal?
That ain’t right!
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7. PhD Targeting… 1st Grade Metrics
The paradox in online advertising, as it relates to data..
 Most are very sophisticated in using data to find and engage audiences
 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
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8. Why Times are Changing
The Five Forces Driving Better Analytics
Read Mediapost article http://bitly.com/iyOLpT
Shift from
Traditional to
Digital Media
Growth in Increasing
Display Better Solutions
Focus on
Advertising
Accountability
Evolution of Web
Architecture
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9. Attribution Methodologies
There are two primary approaches to Attribution:
1. Algorithmic modeling: correlations, regressions, etc.
 Performed in batches, monthly, quarterly or annually
2. Operational: analyzing all touch points that drive actions
 Low-funnel (click-based) and high-funnel (impressions + clicks)
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10. 4 Steps to Operational Attribution
1. Aggregate and categorize 3. Define an Attribution model
campaign data
 Look-back window
 Display ads
 Weighing clicks vs. impressions
 Search (paid and natural)
 Email
 Affiliate, CSE
2. Combine impression and click
data to see engagement paths
4. Produce reports
 Synch ad server log files with  Which metrics?
visitor records
 How granular?
 Create record of all interactions
that precede visit or conversion
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11. 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
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12. Keyword Performance
How Most View Keyword Reports
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13. Keyword Attribution
How We Should View Keyword Performance
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14. Additional Considerations
Defining the right attribution model
 What is the value of an impression vs. a click?
 How will that vary based on the type of media?
 How far back should you look?
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15. What Do you Do with that Information?
Hint: use predictive analysis to quantify opportunity of optimizing spend
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16. Case Study
Traditional Retailer
 Integrated campaign (15mm imps and 150k visits)
 Display saw 98% lift over last-click reporting (46% drop in CPA)
 PPC saw 14% lift over last-click report (16% drop in CPA)
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17. Takeaways
1. It’s time to re-assess how we measure media
 Take a holistic (and realistic) view
 Position yourself as a thought leader, not a laggard
2. Don’t Fear Attribution. Embrace it!
 By channel
 By vendor
 By keyword
3. Choose approach that fits your strategy
 Lower-funnel (SEM, SEO, Facebook ads, email)
 Full-funnel (Display, Rich media, video, etc.)
For more on this topic:
 Read “Attribution 101” http://bit.ly/p0lQrv
 Read “Choosing an Attribution Vendor” by Econsultancy http://bitly.com/kLDkvz
 Watch video interview on Attribution (via creatorbase) http://bit.ly/nyakk6
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18. 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
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19. Contact Information
Encore Media Metrics
Info@EncoreMetrics.com
New York | Texas
646.820.1006
@SteveLatham
http://EncoreMetrics.com
@EncoreMetrics
http://Attribution101.com
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