david nefs - innovative approaches to attribution

Innovative Approaches to

AttributionGHWF, December 2016

What is marketing attribution?

VOLUME + VALUE

Who am I?

Understanding the VALUE of conversions

Renewal Rate

Enquiries

• BEWARE OF AVERAGES!• Marginal impact• Channel/device differences

• Understand LTV• Margin vs revenue• Avoid double counting

Understanding the VOLUME of conversions

4 types of digital misattribution

1. Digital

2. Cross-device

3. Offline to Online

4. Online to offline

Organisational maturity matters

DigitalI GOT 99 PROBLEMS

Rules based attribution Last click, First click,

U-shaped, Linear

Data Driven attribution GA360, Adserver (DCM),

SaaS (A360, VIQ), In-house (R)

Lift tests and MMM

DigitalI GOT 99 PROBLEMS

PPC Display FB

UK CPL

PPC Display FB

DE CPL

Cross-deviceI GOT 99 PROBLEMS

Assisted conversionsAdwords, Analytics

Single User viewDeterministic: First party (GA User ID), Third Party (Atlas) +

Probabilistic

Lift tests and MMM

Offline - OnlineI GOT 99 PROBLEMS

Surveys, Promo codes‘Where did you hear about us?’

Uplift measurementSpot attribution

Lift tests and MMMGeo-based

Online - Offline I GOT 99 PROBLEMS

Surveys, Vouchers‘Where did you hear about us?’

Single User viewCRM records, Loyal cards

Lift tests and MMM

Digital misattribution approachesI GOT 99 PROBLEMS

Lift tests and MMM

Digital

Online-Offline

Cross-device

Offline-Online

Surveys, Promo codes

Uplift measurement Single-user view

Single-user view

Assisted conversions

Surveys, Promo codes

Rules-based attribution

Data-driven attribution

Summary• Attribution = understanding of the business impact of marketing

• Consider VALUE as well VOLUME of marketing conversions

• Organisational maturity is important - no one-size-fits-all or magic bullet

• Choose tools appropriate to the specific attribution challenge faced

david.nefs@secretescapes.com

Questions