adobe analytics premium attribution€¦ · adobe analytics premium: attribution gives you an...

1Adobe Analytics Premium: Attribution

Adobe Analytics Premium

Attribution

Adobe Analytics

3Adobe Analytics Premium: Attribution 2 Adobe Analytics Premium: Attribution

The days of saying , “I know 50% of my marketing budget is

working , just not which 50%,” are over. Attribution not only helps

you to know which marketing vehicles are driving business, but

also helps you share the impact of increasing or decreasing your

budget with others. Understanding the impact of each touchpoint

along a buyer’s journey to conversion gives you the power to use

ROI as the driving force of your organization.

Proving your marketing effectiveness just got easier.

One of the biggest obstacles an organization faces

when trying to better understand how its marketing

is performing is getting different groups within the

organization to agree upon the definition of success.

In addition, different groups have different KPIs, so

reporting can get confusing and convoluted. Algorithmic

attribution helps address many of these issues. It allows

your business to understand the driving factors that

lead to success—from a strategic, executive, tactical or

operational perspective.

Drive strategic initiatives with data.

Understanding how customers interact with all

of an organization’s properties gives marketers

accurate measures of metrics, such as: customer

lifetime value, which lets organizations strategically align

around ultimate success. �is allows for be�er

cross-functional support and execution.

Executives

BusinessUsers

Analysts/Data Scientists

Our a�ribution work�ow was designed to save

time and resources, freeing marketers and

analysts from focusing so much of their time on

past results, and allowing them to start focusing

on in�uencing future customer decisions.

Without having to rely on constant consultant

guidance, marketers and analysts can run

a�ribution on the channels that they own, as

well as see how other channels impact their

team’s success.


Today, customers can interact with brands in more channels than ever. This

means there are endless possibilities for marketers to reach their target audience.

The explosion of touchpoints can seem overwhelming, but it provides you with

an opportunity: to break through the barrage of marketing campaigns and reach

your target audiences. And when you do this, you can gain a big advantage over

your competition.

The timeline to the right shows how an Adobe Creative Cloud Photography

plan customer interacted with Adobe’s paid and owned channels at several

touchpoints along the buyer journey.

Understand the journey—from start to finish.

A prospect sees an Adobe Photoshop banner ad (1) on a favorite photography blog, clicks on it and visits the landing page as well as the product information pages for Photoshop (2) and Photoshop Lightroom (3).

�e prospect searches for Lightroom on Bing, comes to the site naturally (4), watches a product video (5) and signs up to receive special o�ers over email (6).

Adobe sends the prospect an email (7), which includes a link to try the free Photoshop Express app. �e prospect opens the email on a smartphone, downloads the app and uses it (8).

�e prospect is served a display ad (9) on another site that goes ignored.

No brand interaction.

No brand interaction.

�e prospect clicks an ad on Twi�er (10), which then redirects to adobe.com. �e prospect �nds and calls (11) the contact number and speaks with an Adobe sales rep to get some questions answered. �e prospect decides to add the bundle to his or her cart on adobe.com (12).

7 9

122

3

4

5

6 8 10

111


Traditionally, rules-based models have been the most popular way to track attribution

credits. These simple models predetermine credits based on a first or last

click . Other companies have developed more advanced models that assign

credit based on custom needs. While these models still have a place in understanding

how prospects interact during the buying journey, they are basic in their methods

of assigning credit and are prone to user bias. This causes the results to fit into

preconceived beliefs on how channels should be weighted.

Algorithmic attribution uses machine learning and advanced statistics to more

objectively assign credit across thousands of different buyer journeys. This

data-driven method allows marketers to take advantage of big data, giving them

a consistent method of assigning credit to the right marketing vehicles.

Rules-based modelStarter–Player–Closer Best–fit

Algorithmic attribution model

Algorithmic attribution: the “un-model” model.



Adobe Analytics Premium: Attribution gives you the ability to look at your marketing

effectiveness in a new way. It allows you to gain data-driven insights by exploring

your marketing from different angles.

Cost-per-dollar of closed business

By understanding how your marketing works, you can effectively improve your

ROI. An important measure of this is your cost-per-dollar of closed business.

Attribution by channel or campaign

You can compare how your marketing is doing holistically across marketing

channels, or by digging into each channel and seeing which campaigns are

more effective.

Discover your true ROI on your marketing investment.

8 Adobe Analytics Premium: Attribution

Display

Social

SEM

Email

Call center

Channel Total spend Revenue generated

Cost per $1 of closed business

Weekend photographers

Lightroom focused

1 free month

Professional photographers

Outdoors

Candids

Ease of use

Get creative

$30,000

$8,000

$20,000

$30,000

$50,000

$9,827

$4,420

$6,465

$9,288

$2,094

$2,630

$2,383

$2,720

$95,234

$8,542

$76,522

$98,453

$85,005

$50,233

$9,864

$9,238

$26,899

$7,406

$8,673

$4,492

$29,662

$0.32

$0.94

$0.26

$0.30

$0.59

$0.20

$0.45

$0.70

$0.35

$0.28

$0.30

$0.53

$0.09

Creative: Weekend photographers

Campaign: Display Ads


The sheer number and combination of different ways your customers get information about your products can seem endless. In order to accurately assess the impact of any single marketing activity, the activity needs to be understood within the context of the rest of the customer journey.

Integrating different channels into one solution allows you to truly see how all of your different properties are driving your prospects’ journeys. The solution focuses on your owned and paid properties to allow for granular analysis. This allows different teams within your organization to work together toward one goal.

A common frustration we heard while designing our attribution solution was the need

for algorithmic models that didn’t rely on extensive consulting and allowed marketers

to better understand their own data.

Our attribution solution reduces the dependency on consultants, so you can source

your own insights quickly and take immediate action on them. Adobe Analytics

Premium: Attribution gives you an unbiased view into your marketing performance

and puts the power back into your hands with simple, but powerful, attribution models.

Break down silos to understand your customer’s path to success.

Take control of your analysis.


Browsers

In-storeCall center

Social

Mobile apps Email

Direct mail

Video


Using the unified customer process, you can tie together customer experiences for cross-device and cross-channel analysis. The resulting enriched customer profiles take your attribution analysis to the next level, giving you further insight and the ability to take immediate action on insights.

The retroactive event processing capability allows you to tie historical customer data to your current customer data, providing a more comprehensive look at your customer journey.

Our algorithmic attribution model uses a best-fit, logistic regression to determine the incremental impact of each marketing touchpoint during each individual customer experience.

Adobe Analytics Premium: Attribution connects paid, owned and earned media to understand how cross-channel marketing interactions impact the customer journey both before and after conversion.

With the influx of customer data, marketing organizations suddenly have the

need for advanced tools that have historically only been productive in the hands

of a data scientist with a Ph.D. Integrating all owned and paid channels into one

system then allows the solution to apply complex algorithms to process and

analyze these millions of data points and identify which customer touchpoints

are driving conversions.

The four key capabilities that drive customers to buy Adobe Analytics Premium:

Attribution for more accurate decision-making on their marketing ROI are:

• Unified customer process

• Best-fit, logistic regression model

• Retroactive event processing

• Cross-channel marketing interactions

Use data science to power smarter marketing decisions.



CSC is a global leader of next-generation information technology (IT) services and solutions. With their buyer journey shifting to more online research, CSC needed to get a clear cross-channel view of all pre-conversion events, including what ads a prospect saw, what content they looked at and what actions they took.

Adobe Analytics lets CSC marketers drill down deep into customer behavior to see how their specific marketing campaigns are driving conversion. Now marketers can identify who visitors are, what they’re viewing and where they come from. “We can now measure how specific marketing actions are driving business outcomes in order to procure funding for those activities,” Marin says. “We didn’t have this level of visibility previously, especially for social media. Adobe Marketing Cloud provides a complete picture of actions and results across social channels, telesales activity and online ads, so that we can make informed allocations of headcount and resources.”

By understanding this data, they can slowly paint a big picture of the customer journey. Correctly identifying the steps to conversion helps CSC determine what’s working to reach customers and what isn’t.

Computer Science Corporation An Adobe Analytics customer case study.

“Shifting to an attribution model was the first step to mature analytics. In the past, sales representatives had relationships with the contact and controlled everything in the CRM system. Adobe Analytics helps us bridge the gap between marketing and sales to understand the impact of content, channels and campaigns on conversion.”

- Chris Marin Senior Principal, Digital Marketing Platform & Analytics, CSC



Copyright © 2015 Adobe Systems Incorporated. All rights reserved.Adobe, the Adobe logo, Adobe Analytics, the Adobe Analytics logo, Adobe Creative Cloud, Adobe

Photoshop, the Adobe Photoshop logo, Adobe Photoshop Lightroom, the Adobe Photoshop Lightroom logo, Adobe Photoshop Express and the Adobe Photoshop Express logo are either registered trademarks

or trademarks of Adobe Systems Incorporated in the United States and/or other countries.

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