In the second installment of Adometry's Marketing Attribution Webinar Series we examine the importance of a good data foundation and the key considerations when collecting and integrating data into your advanced attribution platform. In this brief and informative session, you learn how to define unified tracking across URL parameters and begin prepping data sets, dynamically integrate tracking with ad servers, validate your data to make sure tracking is working properly and incorporate data from offline channels like TV, Direct Mail, and Call Centers.

1. Webinar #2
Building a Data Foundation for
Marketing Performance Measurement
Thursday, January 9, 2013
@caseycarey
© 2014 Adometry, Inc. All rights reserved.
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2. A Bit About Me
Casey Carey
Chief Marketing Officer
© 2014 Adometry, Inc. All rights reserved.
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3. First a Word from Our Sponsor
•What we do…
We power more intelligent marketing
•How we do it…
By providing advanced marketing
attribution and optimization solutions
•Our customers…
For 75+ brands and their agency
partners primarily in the auto, telecom,
technology, travel & leisure, FSI, and
retail verticals
© 2014 Adometry, Inc. All rights reserved.
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4. Attribution 2014 Webinar Series
CLARITY
DIRECTION
ACTION
RESULTS
TRUST
© 2014 Adometry, Inc. All rights reserved.
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5. Mapping Your Solution
Design
 Identifying Data Sources
and Attributes
today’s
AGENDA
 Bringing It Together
 Q&A
TRUST
© 2014 Adometry, Inc. All rights reserved.
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6. Mapping Your Solution Design
© 2014 Adometry, Inc. All rights reserved.
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7. Finding the Balance Between Goals,
Data, and Complexity
What are my KPIs?
What channels do I include?
What level of insight to I want?
© 2014 Adometry, Inc. All rights reserved.
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8. Some Thursday #measure Humor
© 2014 Adometry, Inc. All rights reserved.
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9. KPIs – Determine Your “Touchstone”
Metric(s)
•ROAS (sales/media cost ratio)
• Simple measure of media
effectiveness
•eCPA (activity-based)
• Normalizes impression and click
metrics
•ROMI (value-based)
• Normalizes actual value of marketing
using all channel related costs
© 2014 Adometry, Inc. All rights reserved.
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10. Mapping Your Attribution Ecosystem
Paid Media
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•
•
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Display
Social Ads
Video
In App Ads
Search
Retargeting
CSEs
Affiliates
Email
SMS
Direct Mail
Catalog
Inserts
Owned Media
•
•
•
•
•
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Transaction &
Sales Channels
D
E
V
I
C
E
S
•
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Websites
Call-Center
Kiosk
Brick-n-Mortar
Products/Services
Audience and
CRM Data
•
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•
•
Merchandise
Applications
Subscriptions
Reservation
Referrals
Organic Search
Direct Nav
Organic Social
Content
Chat
© 2014 Adometry, Inc. All rights reserved.
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11. Identifying Data Sources and Attributes
© 2014 Adometry, Inc. All rights reserved.
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12. Four Primary Types of
Attribution Data Sets
MARKETING
EVENTS
What Did
They See and
Where Did
They See It?
© 2014 Adometry, Inc. All rights reserved.
CONVERSIONS
What Was the
Result?
COST &
CONTEXT
How Did Each
Aspect
Perform?
CRM &
AUDIENCE
Who Are
They and
What Do I
Know?
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13. Marketing Event Data
MARKETING
EVENTS
What Did
They See and
Where Did
They See It?
© 2014 Adometry, Inc. All rights reserved.
CONVERSIONS
What Was the
Result?
COST &
CONTEXT
How Did Each
Aspect
Perform?
CRM &
AUDIENCE
Who Are
They and
What Do I
Know?
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14. Marketing Events – Sources
Channel
Impressions
Clicks
Direct Nav (Other)
✗
✔
Owned
Affiliate
✗
✔
Paid
CSEs/GPLAs
✗
✔
Paid
Referrals
✗
✔
Paid/Owned/Earned
Organic Search
✗
✔
Owned
Paid Search
✗
✔
Paid
Email
✔
✔
Paid/Owned
Display
✔
✔
Paid
Video
✔
✔
Paid/Owned
Mobile Ads (in App)
✔
✔
Paid
Social Posts
✗
✔
Owned
Social Ads
✔
✔
Paid
Direct Mail
✔
✗
Paid
© 2014 Adometry, Inc. All rights reserved.
Media Type
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15. Marketing Events – Data Collection
A complete toolbox depending on channels and
data collection constraints
• Ad server log files
• Ad tags – viewability
• Platform APIs
• Page tags
• URL redirects
• Pixels
• Custom feeds
© 2014 Adometry, Inc. All rights reserved.
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16. Direct Mail Channel – How it Works
•Integrating the direct mail channel into a comprehensive
view of cross-channel marketing performance.
Send Mail
File
Email
Ongoing
Cookie Sync
Name
Al Smtih
Susan Lee
janej@gmail.com
© 2014 Adometry, Inc. All rights reserved.
Jane Jones
Match Offline
to Online
Postal Address
1401 Adams St
Denver, CO 80208
520 Broadway
New York, NY, 10012
1600 Barton Springs Rd
Austin, TX 78704
Attribution
Processing
Mail Date
Segment
Source
01/12/13
HV501
Abacus
01/12/13
NC202
Customer File
01/12/13
AV304
Acxiom
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17. Moving to User-Level Attribution
3rd-Party Cookies
Tracking Challenges
•
•
•
•
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Mobile web browsers
Cookie deletion
Cookie blocking
Mobile apps
Multiple device usage
Device Identification
• 1st and 3rd-party cookies
• Mobile device IDs (non-cookie)
• Other devices (non-cookie)
Mobile Ad Tracking
• Mobile ad network integration
Device Graph
• Explicit – cross device
authentication and partner
databases
• Inferred – observed behavior
© 2014 Adometry, Inc. All rights reserved.
User-Level
Strategic Benefits
• Mobile ad/conversion
event tracking
• User-level attribution
• Insights into device
role in customer
journey
• More persistent
• More accurate
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18. Marketing Events – Key Data Elements
•Ad ID (link to cost and context data)
•Channel/Sub-Channel
•Source (site, network, provider, etc.)
•Content/creative
•Campaign ID
•Date and time
•Event type (impression, click, engagement)
© 2014 Adometry, Inc. All rights reserved.
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19. Conversion Event Data
MARKETING
EVENTS
What Did
They See and
Where Did
They See It?
© 2014 Adometry, Inc. All rights reserved.
CONVERSIONS
What Was the
Result?
COST &
CONTEXT
How Did Each
Aspect
Perform?
CRM &
AUDIENCE
Who Are
They and
What Do I
Know?
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20. Conversion Events – Types
•Soft events
•Hard events
• Store locator
• Purchase/reservation
• Email subscription or follow
• Account activation
• Coupon or information download
• Enrollment
• Configuration/product
comparison
• Policy start
•Firm events
• Appointment
• Application
• Request for information (inquiry)
• Quotation
© 2014 Adometry, Inc. All rights reserved.
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21. Conversion Events – Sources and Key
Elements
Sources
• Website – confirmation and
thank you pages
• Mobile App
• Call-center
– Unique numbers
– Confirmation email/first login
– CRM data
Elements
•Key Elements
• Date and time
• Amount or value
• User ID (link to CRM data)
• In-person/POS
– Confirmation email/first login
– Offline to online sync (PII)
– CRM data
© 2014 Adometry, Inc. All rights reserved.
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22. Cost and Reference Data
MARKETING
EVENTS
What Did
They See and
Where Did
They See It?
© 2014 Adometry, Inc. All rights reserved.
CONVERSIONS
What Was the
Result?
COST &
CONTEXT
How Did Each
Aspect
Perform?
CRM &
AUDIENCE
Who Are
They and
What Do I
Know?
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23. Cost Data – Types and Sources
Types
•Variable
• Media cost (variable)
– CPM, CPC, CPL, CPA
• Media cost (flat)
Sources
• Marketing platforms - granular
• DSP/ad server
• Paid search
• Marketing platforms - aggregate
• Affiliate, CSEs, email
•Fixed
• Platform
• Campaign and agency
• Internal headcount
© 2014 Adometry, Inc. All rights reserved.
• Ad hoc (finance and
spreadsheets)
•
•
•
•
Tools/platforms
Agency
Internal headcount
Gross margins
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24. Context Data – Types and Sources
•Marketing event attributes
• Offers and products
• Groupings
– Placement
– Keyword
– Creative
– Campaign
•Sources
• Platforms
• Match tables
© 2014 Adometry, Inc. All rights reserved.
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25. CRM and Audience Data
MARKETING
EVENTS
What Did
They See and
Where Did
They See It?
© 2014 Adometry, Inc. All rights reserved.
CONVERSIONS
What Was the
Result?
COST &
CONTEXT
How Did Each
Aspect
Perform?
CRM &
AUDIENCE
Who Are
They and
What Do I
Know?
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26. Audience and CRM Data
•CRM and 1st-party data
• Segments
• Purchase history
• CLTV, loyalty,
•Audience and 3rd-party data
• Demographics
• Geographic
• Lifestyle/affinity
• Behavior
• Purchase Intent
• Firmographics
© 2014 Adometry, Inc. All rights reserved.
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27. Data Monitoring to Build Trust
© 2014 Adometry, Inc. All rights reserved.
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28. Bringing it All Together
© 2014 Adometry, Inc. All rights reserved.
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29. Data Flow – Basic Tag Data Collection
Publisher Web Site with Ad
Ad Server Tag +
Adometry Ad Tag
(cookie)
Search (organic & paid)
Optional use of Tag
Management for Tag
Integration (Floodlight)
Click Counts &
URL parameters
Impression Info
(count , viewability)
1
2
3
4
Reference Files
(Cost & Context)
Impressions
Clicks
Conversions
Ad tags implemented within
ad server
Landing page tag on
all pages
Page tag on defined
conversion points
Collected from ad server,
search platform, email, etc.
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Additional
Call Center, Offline Data,
Advertiser Data Warehouse,
or DMP
Attribution & Optimization Reporting
© 2014 Adometry, Inc. All rights reserved.
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30. Cross-Channel Analysis
© 2014 Adometry, Inc. All rights reserved.
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31. Key Takeaways
•Begin with the end in mind
• Balance goals, data, and complexity
• Have a vision for how you will use the insights to
drive different activities
•Work your way up the tree
• Low-hanging fruit first – easy to collect, easy to
compile sources, drives most business value
• Add more over time as appropriate
•Strategically move from activity to value
based measurement
© 2014 Adometry, Inc. All rights reserved.
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32. Webinar #3
Putting Attribution to Work: Clarity,
Insights, and Action
Tuesday, January 28, 2014
www2.adometry.com/insights_to_action
© 2014 Adometry, Inc. All rights reserved.
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33. © 2014 Adometry, Inc. All rights reserved.
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34. Casey Carey
casey.carey@adometry.com
@caseycarey
© 2014 Adometry, Inc. All rights reserved.
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