Credit where credit is due – Conversion Attribution
- 1. To Attribution and BeyondLewis Lenssen – Commercial Director of DC Storm
- 2. Introduction and ContextLewis Lenssen5 years leading and building a search agency.
- 3. 1 year consulting on social media and online PR for fashion brands (focusing on measurement and valuation).DC Storm – Optimising Digital MarketingDelivering attribution for over 5 years.
- 4. Over 1,000 tracked websites with configured attribution.AgendaWhat is attribution?One attribution model does not fit all.Attributed sales - Just one valuable data view.Summary and Beyond.
- 6. Sale AttributionResearchSuppliers ChoicePurchaseConfirmationIMPIMPIMPSale‘flight to New York’‘Cheap flight NYC‘LHR to JFK’‘Brand’Actions are rarely driven by a single website visit.
- 7. Actions are frequently driven by multiple marketing channels.
- 8. The journey to action often takes days or weeks.One attribution model does not fit allFlexible allocation of sales across all or a subset of the visits.
- 9. Configurable rules for defining attribution period:-
- 10. Fixed length of time.
- 11. Period defined by visit gaps.
- 12. Configurable rules for weighting:-
- 13. Control of channel weighting.
- 14. Control of brand weighting.
- 15. Control of chain position weighting.
- 16. Allocation of multiple sale related values (e.g. margin).Attributed Sales - Just one valuable data viewQuestions answered by good sale attribution analysis:-Marketing budget allocation.Calculating channel and keyword ROI.Calculating the real value of brand.
- 17. Attributed sales - Just one valuable data viewUnanswered questions:-How long is the path to conversion?How many sales did a channel or keyword contribute to?Where in the path to conversion does a channel contribute (first, middle or last)?When does a channel or keyword contribute in the path to conversion?What are the channel and keyword combinations that work?Where are performance partners contributing?How could I improve my performance partners commercials terms?How does display and remarketing impact the path to conversion?
- 18. To Attribution and BeyondSummaryHuge value in developing the right attribution model for your business.
- 19. Combination of technology and expertise required to get the model right.
- 20. Sale attribution is just one valuable view of the data. You need the full picture.BeyondEngagement modelling and scoring will enable optimisation of all website visits, not just sale related visits.Q & ALewis Lenssenlewis.lenssen@dc-storm.com
- 21. SEO and Social don’t get the credit they deserve
- 22. Can it really be true?Private & Confidential Copyright TagMan 2011How does TagMan measure campaignsLast clickAny clickAll clicksWhat is attribution really all about?The proof we have been waiting for
- 23. Going beyond the last click……TagMan tracks over £1bn in conversions every month Date Campaign Event Detail Site Pages visitedDay 4Day 6Day 2Day 1Day 1Click on a friend’s link;Direct to sitewww.interflora.co.ukwww.findmeagift.co.ukPPC: “Valentine flowers”So who gets the credit for this sale?£125SEO: ‘Interflora’
- 24. Awarding Vs AnalysisAny Click Last Click Flat AttributionDay 4Day 6Day 2Day 1Day 1Direct to site£25£25£25£125£125£25£25£125Deduplicating in real time
- 25. Looking at some real numbersA major retailer that generates over £20million a monthDigital spend across all digital touch points:EmailDisplayAffiliatesPPCSEODirect to siteTracking split campaigns by acquisition (generic terms) and retention (brand terms) across all channelsPrivate & Confidential Copyright TagMan 2011
- 26. DefinitionsAssisted conversion – every click in the path to conversion gets the full credit of a saleLast click conversion – only the last channel the user clicked before buying gets the creditAttributed conversion – sharing the credit equally between all channels involvedPrivate & Confidential Copyright TagMan 2011
- 27. The ProofPrivate & Confidential Copyright TagMan 2011
- 28. In SummaryDon’t just analyse the data, consider how you technically award channelsparticularly performance channels!Speak to your agency and all stakeholders about how you change the rulesDon’t just rely on the last click!Private & Confidential Copyright TagMan 2011
- 29. Thank youFollow us on Twitter @TagManadrian.hands@tagman.com
- 30. Credit where credit’s due—some useful techniquesDr Karl Blanks
- 32. Question: What persuaded you to come here today?1
- 33. Question: What persuaded you to come here today?12How much of the pertinent information is in the clickstream?
- 34. Question: What persuaded you to come here today?12How much of the pertinent information is in the clickstream?To grow your business, you need to know what’s currently persuading your customers—so you can “amplify” those elements3
- 35. How did you hear about us?
- 36. How did you hear about us?££££££££££££
- 37. How did you hear about us?££££££££££££
- 41. What elements persuaded you?Identify persuasion assets12List the highly persuasive elements your prospects never sawCreate a wish-list of persuasive assets you need to acquire3
- 42. Proof investmentMedia mentionsExpert reviewsProofProofProofProofAchievementsCustomer testimonials
- 43. Manual labour
- 44. wordle.net
- 49. Increase your conversion rate
- 50. Spot hidden opportunities in your business???Ask me how we use conversion attribution to…
Editor's Notes
- #8: One piece on the puzzle
- #15: Notes:Awarding is driven by the tags of each channel, not by your analytics toolThe difference between awarding and analysing will make a big difference on performance paid channels and your reportingBoden saved 15% of their CPA spend, Thomas Cook 25% and Virgin Atlantic 22%Attribution provides a much better view of your campaign performance – but you need to make sure your channels are also awarded in the same way
- #18: NotesDeduplication of spend – if the affiliate tag is served ‘natively’ on the page (ie all the time) it would claim commission from 38k sales –25% more than they should than if you thought you were awarding by last click, let alone attributionDuplication of numbers – there are 2.5 sales ‘seen’ by each campaign than the actual number of sales which took placeLast click decisions – on it’s own, SEO and social do very badly compared to the clicks they deliverBy attribution SEO is 15 more effectiveSocial is 8 times more effective