The Attribution Value Equation
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- The presentation discusses attribution, which is measuring the impact and influence of different marketing activities on outcomes like sales and leads. - It covers the history of attribution models evolving from single-click attribution to statistical models that analyze customer journeys across channels. - The challenges of attributing the behavior of modern shoppers who research on multiple devices are discussed, as well as how attribution has expanded to measure online impressions and offline influences. - Rakuten Attribution, formerly known as DC Storm, is positioned as a solution to help companies understand customer journeys and make better marketing budget decisions.
The Attribution Value Equation
- 1. USER JOURNEY PRESENTATION A New World Order - The Attribution Value Equation Lewis Lenssen SVP Strategic Initiatives, Rakuten Marketing LONDON SYMPOSIUM 5 June 2015
- 2. The year of attribution.
- 3. • What is attribution? • The history of attribution • The challenge of the modern shopper • The time for attribution is now • The Rakuten Marketing proposition Agenda
- 4. About me • 5 years leading and building a search agency • 1 year consulting on social media and online PR for retail brands • 4 years as Commercial Director of Rakuten Attribution (formerly DC Storm) Background
- 5. Attribution
- 6. What activity has driven new customers in the last 3 months?
- 7. How many customers saw my facebook ads?
- 8. How do I sell this stock?
- 9. Within click channels All/multiple click channels Online Impressions Offline and O2O Non user identifiable 2005 2015 One click wins Rules based attribution Statistical attribution Journey analysis Segmentation analysis Budget planning and forecasting Growth planning Journey Data Analysis
- 10. Measuring The Modern Shopper
- 11. In-store Sales
- 12. In-store Sales Joe.blogs@hotmail.co.uk Quote ID: 1837847 Delivery: BN1 6JF
- 14. Call Centre Sales Call Tracking Provider Unique ID IMP SEO “Brand” PPC “Storage”
- 15. Multi Device
- 16. Multi Device - Deterministic
- 17. Multi Device - Probabalistic
- 19. Click through Immediate response Increased awareness Display Advertising
- 20. • Impression tracking • Impressions drive contributing visits • Include touch points where an immediate response is identified Display – Immediate Response
- 21. Current Adoption 13% of Total Market Chasm Tornado Rakuten Attribution