ad:tech Media Attibution
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The document discusses channel attribution models for measuring the effectiveness of different marketing channels. It notes the challenges of attribution across online and offline channels from data being siloed and a lack of single source of truth. It advocates that attribution models need to consider the consumer purchase journey and lifecycle, capabilities for tracking and analytics, and differ for acquisition versus retention business models. A real-world example shows how a "last click" attribution model is flawed for high consideration purchases where each channel has influencing roles.
ad:tech Media Attibution
- 1. Channel Attribution: Where, What, How and Why Grace Chu Alex Crompton Leila Seith Hassan
- 2. Duplication across channels Banner Ads Email Blast Paid Search Organic Search $ Bid Mgmt Ad Server Email Platform Google Analytics $ $ $
- 3. Success attribution models Banner Ad $100 Email Blast Paid Search $100 Banner Ad $100 Affiliate Referral $100 Success $100 Success $100 Banner Ad Paid Search Organic Search $100 Success $100 Last channel gets all credit First channel gets all credit All channels get equal credit Print Ad $33 Social Media $33 Paid Search $33 Success $100 All channels get partial credit Paid Search
- 4. Campaign flow and calls to action Direct mail, email, etc Facebook Twitter, etc POS kiosks, loyalty cards, etc CRM program Home pages, portals, etc YouTube, blog, etc Paid search Organic search Landing pages, offers, etc PR, WOM, events, etc TV, print, radio, etc C2 C3 = Paid media = Viral elements Call center, retail stores, etc = Coupons, surveys Display ads, affiliates, etc C1
- 5. Where to collect the data Referral visits Social media visits Organic search visits Paid search visits Email visits, etc Web Analytics Banner impressions Banner clicks + Paid search clicks Ad Server Lacking banner impressions Less granular & complex Lacking organic visits More granular & complex
- 6. Inhibitors to Channel Attribution Data in siloed platforms – no single source of truth Inadequate Tracking Communication between agencies / teams Offline channels are ignored Perceived cost / time / skill barriers
- 7. Research Online Purchase Offline business models define attribution High Interest Savings Transaction Account Credit Card Personal Loan Home Loan Product purchase/arrange channels for consumers who conducted research online
- 8. Online & offline marketing complement 37% of online search are triggered by TV Ad 30% of online search are triggered by Newspaper Ads 17% of online search are triggered by Radio Ads Source: iProspect “Offline channel influence on Online Search Behaviour (Q. Which of the following prompted you to use an internet search engine to look for information on a certain product, service, company or slogan? Select all that apply ; Google; T&S
- 9. CPA differs by channel over time Key variables: budget, campaign efficiency, web functionality Source: FirstClick client case study, 2009
- 10. Framework and Considerations 1. Business Models Lifecycle: Acquisition v.s. Retention Consumer sales life cycle Value per customer life stage 3. Capabilities Requirement Tracking/Analytics Reporting and Analysis Optimisation & Testing 2. Value by Channels ROI (Margin) v.s. cost per channel Online v.s. Offline Time-lag impact Additional: Business Processes Top- down buy-in Stakeholder Management Decision –making process
- 11. A real world example - Aussie A home is the most expensive thing you’ll ever buy The 2 nd ? Your mortgage! The ultimate high consideration purchase
- 12. Last click shouldn’t win “ Last Click” model is fundamentally flawed in a high consideration purchase - Each channel cannot be isolated and measured separately. Influencer Influencer Introducer Closer LAST CLICK 0% 0% 0% 100%
- 13. Start with even attribution Influencer Influencer Introducer Closer EVEN 25% 25% 25% 25%
- 14. Then get really smart Get a macro view of exactly what each of your channels is doing for you at each stage of the funnel and what its ROI is
- 15. So what?