Russell McAthy explains marketing attribution in this presentation. Russell leads a team as CEO in building a marketing attribution platform. CUBED Attribution is supporting a new view of digital data to enable brands understand how consumers truly interact with their marketing activity both on and offline.

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2. Marketing
Attribution
Russell McAthy
@therustybear
SearchLeeds
2016

3. Russell McAthy
CEO of CUBED Attribution
14 years of..
X-Consultant to enterprise
X-Agency Director
X-Digital Strategist/Analyst
“Managed“ well over £1B media
spend
Focus on consumer understanding
through data informed insights

4. Warning
I’ve made a lot of this stuff up!

5. What is
Marketing Attribution?
@therustybear

6. Attribution is about you
understanding HOW your
consumers engage with
your brand
@therustybear

7. The biggest challenge in
attribution is psychological
not technical
@therustybear

8. Last Click (Last Non Direct Click)
First Click / Interaction
Distributed
Bathtub
Time Sequence
Which Attribution Model?
@therustybear

9. MACRO
Conversions
MICRO
Conversions
@therustybear

11. Nerf MEGA ThunderBow

12. SALE
Brand
PPC
• Cost of Acquisition for this sale
(Cost of Click)
• Earning of the sale (Revenue)
• The Margin of the Product
(Margin)
• Calculable ROI for this
interaction
@therustybear

13. SALEBPPCGPPCSEOGPPC
“Xmas
Presents for
boys”
“Nerf Bow and
Arrow”
Nerf LP on
TRU
“ToysRUs Nerf
bow”
@therustybear

14. Impression Led
Value
Understanding

15. Display Marketing is “famous” for its
impression tracking.
What about content marketing, email
etc?
@therustybear

16. Does the value of links actually mean
anything?
@therustybear

17. Its 2016..
Surely we want to see how valuable the
content placed is?
@therustybear

18. Image tag in the content article
(1x1 pixel)
-
Cookie is set on the user’s
machine
User does not click on
the link. But visits the
website through
another channel in the
future.

19. Content Impression Value
@therustybear

20. CD C D E D D
TV TV
User Journey Value Distribution
Reach
Impression
Interaction /
Conversion
@therustybear

21. Consumer
Conversion
Optimisation

22. Your Conversion Rate is 1%
@therustybear

23. Your Bounce Rate is 40%
@therustybear

24. What are you doing about the other
59%?
@therustybear

25. Consumer Conversion Optimisation is
not about making 1% get to 1.5%
@therustybear

26. Next Best Action and
Propensity
@therustybear

27. Multi-Device
What’s the future

28. You have many devices
@therustybear

29. Cross Device Syncing
Sync Ids Anonymous
Parameters
IP Matching Device
Mapping
@therustybear

30. @therustybear

31. Thank you for listening
Russell McAthy
@therustybear
CEO of CUBED Attribution
http://withcubed.com
@withcubed