Ad Tech Media Attribution
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The document discusses channel attribution, which is the process of assigning credit for conversions or sales to the appropriate marketing channels. It provides examples of different attribution models and notes challenges with attribution such as data being siloed, inadequate tracking, and offline channels being ignored. The document advocates for moving beyond "last click attribution" to gain a more holistic understanding of how channels work together across the customer journey. With improved attribution, marketers can optimize spending, improve messaging, and lower customer acquisition costs.
Ad Tech Media Attribution
- 1. Channel A)ribu.on: Where, What, How and Why Grace Chu Alex Crompton Leila Seith Hassan
- 2. Duplica.on across channels Paid Bid Search Mgmt $ Banner Ad Ads Server $ Email Email Blast Pla8orm $ Organic Google Search Analy<cs $
- 3. Success a)ribu.on models Banner Paid Organic Success Last channel Search Ad Search $100 $100 gets all credit Banner Paid Email Success First channel Ad $100 Search Blast $100 gets all credit Paid Banner Affiliate Success All channels get Search Ad Referral $100 $100 $100 $100 equal credit Print Social Paid Success All channels get Ad Media Search $33 $33 $33 $100 par<al credit
- 4. First and last click a)ribu.on Chart shows percentage of channel touch points that Paid/Organic Search lead to a conversion. Neither first Emails/Shopping Engines nor last-click measurement would provide true picture
- 6. Campaign flow and calls to ac.on = Paid media Organic PR, WOM, search events, etc = Viral elements = Coupons, surveys YouTube, Home pages, Paid TV, print, blog, etc portals, etc search radio, etc Direct mail, Landing pages, Display ads, email, etc offers, etc affiliates, etc C1 C2 CRM Facebook program TwiNer, etc C3 POS kiosks, Call center, loyalty cards, etc retail stores, etc
- 7. Where to collect the data Ad Server Web Analytics Banner impressions Referral visits Banner clicks Social media visits + Organic search visits Paid search clicks Paid search visits Email visits, etc Lacking banner Lacking organic visits impressions More granular & complex Less granular & complex
- 8. Inhibitors to Channel A)ribu.on • Data in siloed plaJorms – no single source of truth • Inadequate Tracking • Communica.on between agencies / teams • Offline channels are ignored • Perceived cost / .me / skill barriers • Cookie expira.on
- 9. Research Online Purchase Offline business models define a.ribu0on Product purchase/arrange channels for consumers who conducted research online High Interest Transaction Credit Personal Home Savings Account Card Loan Loan
- 10. Online & offline marke.ng 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 informa.on on a certain product, service, company or slogan? Select all that apply ; Google; T&S
- 11. CPA differs by channel over .me Key variables: budget, campaign efficiency, web functionality Source: FirstClick client case study, 2009
- 12. CPA differs by products Key variables: product, budget, campaign efficiency, web functionality Source: FirstClick retail banking analysis, 2009
- 13. Framework and Considera.ons 1. Business Models 3. Capabili.es Requirement – Lifecycle: Acquisi.on v.s. – Tracking/Analy.cs Reten.on – Repor.ng and Analysis – Consumer sales life cycle – Op.misa.on & Tes.ng – Value per customer life stage 2. Value by Channels Addi.onal: Business Processes – ROI (Margin) v.s. cost per – Top-‐ down buy-‐in channel – Stakeholder Management – Online v.s. Offline – Decision –making process – Time-‐lag impact
- 14. A real world example -‐ Aussie • A home is the most expensive thing you’ll ever buy • The 2nd? Your mortgage! • The ul.mate high considera.on purchase
- 15. Last click shouldn’t win Introducer Influencer Influencer Closer LAST CLICK 0% 0% 0% 100% “Last Click” model is fundamentally flawed in a high considera.on purchase -‐ Each channel cannot be isolated and measured separately.
- 16. Start with even a)ribu.on Introducer Influencer Influencer Closer EVEN 25% 25% 25% 25%
- 17. 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
- 18. So what? Customise your messaging to the Plan your media spend be)er and posi.on it occupies it plays within the make it more effec.ve without sales funnel to make it more relevant increasing your budgets and effec.ve A real focus on channel a)ribu.on allows you to Take your CPAs down to a more Shut down the subjec.ve granular level and finally look at conversa.ons with data! channel based ROI Maybe even keep Finance happy!