O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Are You Ready for Marketing Attribution?

1.028 visualizações

Publicada em

Marketing attribution is all the rage these days. Is it really important, or is attribution just a bunch of BS?

There is so much talk in the market about attribution that it’s a magic bullet, but is it really that special?

This presentation will help you understand attribution modeling is right for your organization and the best place to get started.

Publicada em: Marketing
  • Entre para ver os comentários

Are You Ready for Marketing Attribution?

  1. 1. Are you ready for Marketing Attribution?
  2. 2. @jeffalytics Hi, I’m Jeff and I live out of a suitcase
  3. 3. I just got back from Estonia
  4. 4. @jeffalytics It’s a very small country in Europe
  5. 5. @jeffalytics The Alleged birthplace of Encino Man
  6. 6. @jeffalytics Just how small is it? How small is Estonia?
  7. 7. @jeffalytics This small! Actually Estonia
  8. 8. I saw this sign in Estonia…
  9. 9. Who gets credit for my patronage?
  10. 10. Who gets credit? Free Beer?
  11. 11. Who gets credit? Topless Servers?
  12. 12. Who gets credit? False Advertising?
  13. 13. So I went in and bought this beer… it wasn’t free
  14. 14. @jeffalytics Wedding in Oregon
  15. 15. @jeffalytics That’s me
  16. 16. @jeffalytics Beautiful venue for a wedding
  17. 17. @jeffalytics Attribution question: Who gets credit for the conversion (sale)?
  18. 18. @jeffalytics I asked that question to my friend
  19. 19. @jeffalytics From the owner
  20. 20. Is the Product all that matters?
  21. 21. @jeffalytics Their wine sells out every year
  22. 22. @jeffalytics 5 weddings booked for 4th of July weekend (‘Merica)
  23. 23. @jeffalytics Growing like crazy. Don’t care about attribution.
  24. 24. @jeffalytics This is how small businesses treat their marketing
  25. 25. @jeffalytics To him, assigning attribution is bullshit
  26. 26. @jeffalytics Attribution is Bullshit
  27. 27. @jeffalytics Or is it?
  28. 28. @jeffalytics Let’s investigate
  29. 29. Four Phases of Attribution
  30. 30. 1) No Conversion Tracking
  31. 31. @jeffalytics Having no goals at all
  32. 32. @jeffalytics No goals means no conversion reports!
  33. 33. @jeffalytics Let’s not even go there
  34. 34. 2) Analog Attribution
  35. 35. @jeffalytics Last Click Attribution for Conversion Web Analytics uses a ‘last click’ model
  36. 36. @jeffalytics AKA The Glengarry Model
  37. 37. @jeffalytics Many companies follow this blindly
  38. 38. @jeffalytics The problem? Device Fragmentation
  39. 39. @jeffalytics Direct gets too much credit!
  40. 40. @jeffalytics Especially when compared to other models
  41. 41. @jeffalytics And yet this is the default in every single tool!
  42. 42. @jeffalytics Even Google wants to kill this model https://support.google.com/adwords/answer/7002713
  43. 43. @jeffalytics Don’t put too many eggs in one basket!
  44. 44. 3) Digital Attribution
  45. 45. @jeffalytics 51% 51%ofcompaniesover100employeesare usingdigitalattributionmodelsin2016. Source:eMarketerOct,2015
  46. 46. @jeffalytics First Click Attribution for Conversion If last click is so bad, what about ‘first click’?
  47. 47. @jeffalytics The First Internet commenter of models
  48. 48. @jeffalytics Not necessarily an achievement
  49. 49. @jeffalytics Linear Attribution for Conversion Ok, make everything equal!
  50. 50. @jeffalytics This is like the millennials of attribution
  51. 51. @jeffalytics Position Based Attribution for Conversion Ok, then let’s compromise
  52. 52. @jeffalytics The non-offensive approach
  53. 53. @jeffalytics Time Decay Attribution for Conversion The time-based approach
  54. 54. @jeffalytics This is boring, but makes logical sense
  55. 55. @jeffalytics Custom Attribution Model You can even create a custom model
  56. 56. @jeffalytics Test these models in Google Analytics
  57. 57. @jeffalytics Start by understanding common visitor paths
  58. 58. @jeffalytics Then compare multiple attribution models
  59. 59. @jeffalytics Does the model make a difference?
  60. 60. @jeffalytics Do you have a major tracking problem?
  61. 61. @jeffalytics Is paid search accurately credited?
  62. 62. @jeffalytics Campaign Tagging is Vital! GACampaignURLBuilder:https://ga-dev- tools.appspot.com/campaign-url-builder/
  63. 63. @jeffalytics Have fun with it!
  64. 64. @jeffalytics Customize your channel definitions
  65. 65. @jeffalytics Create new groupings in real time
  66. 66. @jeffalytics Now we’re talking
  67. 67. @jeffalytics Remember: there is no one perfect model
  68. 68. @jeffalytics Coming Soon: Google Attribution (Data Driven) Google Attribution Announcement: http://bit.ly/GoogleAttribution2017
  69. 69. @jeffalytics Warning: This represents a Google- heavy world
  70. 70. @jeffalytics But it is free!
  71. 71. @jeffalytics In addition to Google…
  72. 72. @jeffalytics Tune for Mobile Attribution https://www.tune.com/
  73. 73. @jeffalytics Bizible for B2B Attribution https://www.bizible.com/
  74. 74. @jeffalytics Bright Funnel for Sales Organizations http://www.brightfunnel.com/
  75. 75. @jeffalytics Convertro for Online and Offline Attribution https://www.convertro.com/
  76. 76. 4) Multi Channel Attribution
  77. 77. @jeffalytics 84% 84%ofmarketerslistassociatingconversions withmarketingasatopdigitalpriority Source:Econsultancy,September14,2016
  78. 78. @jeffalytics 10% 10%ofcompanieshavethiscapability Source:Econsultancy,September14,2016
  79. 79. @jeffalytics In other words, attribution is hard!
  80. 80. @jeffalytics Complexity of attribution strategy = complexity of marketing strategy
  81. 81. @jeffalytics What do you have to gain from attribution?
  82. 82. @jeffalytics “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” -John Wanamaker (1838-1922)
  83. 83. @jeffalytics 10-50% more media efficiency
  84. 84. @jeffalytics Custom attribution = Mining for answers
  85. 85. @jeffalytics Should you develop a custom attribution program? Maybe.
  86. 86. @jeffalytics How custom attribution works (Case Study)
  87. 87. Objective Optimize Marketing Spend to Grow Profit Marketing Strategy Strategic multi-channel media buys Industry Retail Company size ~$80MM in Revenue
  88. 88. @jeffalytics 2014 Sales 2015 Sales Sales Change Total Revenue $73,000,000 $86,600,000 $13,600,000 Marketing Driven Sales $21,973,000 $32,388,400 $10,415,400 Sales Increased by $13MM, with $10MM coming from marketing attribution
  89. 89. Goal 3 Increase ROI on all marketing programs Model Used Custom attribution model Goal 2 Only spend in the most efficient mediums Goal 1 Increase sales through targeted media
  90. 90. @jeffalytics All Marketing Television Promotions Online Print Radio 2014 Sales Contribution 30.1% 15.0% 7.0% 4.2% 0.9% 3.0% 2015 Sales Contribution 37.4% 17.9% 9.0% 6.8% 2.7% 1.0% 0% 5% 10% 15% 20% 25% 30% 35% 40% Acting on Attribution data to grow sales %
  91. 91. @jeffalytics 2014 Marketing 2015 Marketing Marketing Budget $11,500,000 $12,500,000 Marketing Revenue $21,973,000 $32,388,400 ROI 191% 259% Slight budget increase, ROI soared!
  92. 92. @jeffalytics Attribution lift can be your single biggest ROI
  93. 93. @jeffalytics My favorite attribution resource Kevin Hillstrom’s MineThatData - http://blog.minethatdata.com/
  94. 94. Back to the Wedding
  95. 95. @jeffalytics Caleb Winery Tour Jeff's Reco Salesperson The salesperson gets last interaction credit Who gets credit for the sale? Caleb Winery Tour Jeff Salesperson Jeff gets credit in a last non- direct world Caleb Winery Tour Jeff Salesperson Caleb gets credit in a first click world Caleb Winery Tour Jeff Salesperson Everyone gets some credit with a Linear model
  96. 96. @jeffalytics If I built a custom model, it would be… Caleb Winery Tour Jeff Salesperson Custom model to assign credit
  97. 97. @jeffalytics But really - it’s the bride, of course!
  98. 98. @jeffalytics See… Attribution is bullshit. But is it worth your time anyway?
  99. 99. @jeffalytics#adwexp NO Less than $100k in revenue / year Is attribution worth your time?
  100. 100. @jeffalytics#adwexp MAYBE More than $100k in revenue & online focus NO Less than $100k in revenue / year Is attribution worth your time?
  101. 101. @jeffalytics#adwexp YES More than $10 million in revenue each year & online / offline channels MAYBE More than $100k in revenue & online focus NO Less than $100k in revenue / year Is attribution worth your time?
  102. 102. @jeffalytics Do you need attribution? Take the quiz: jeffalytics.com/attribution
  103. 103. Thank You! Jeff Sauer Analytics Teacher and Consultant Email: jeff@jeffalytics.com Links to resources & quiz: bit.ly/jeffmn17

×