attributing beyond the last click
DESCRIPTION
Tom Lewis – Head of Professional Services, DC Storm presents "Attributing Beyond The Last Click"TRANSCRIPT
Attributing beyond the last click 14 September 2012 – Presented by Tom Lewis
No one values SEO!...
As highly as they should
Typical conversion models reward unfairly
Branded
SEO & PPC
Generic SEO & PPC
Social Email
Accurate distribution of revenue
Purchase Confirmation Research Suppliers Choice
Sale IMP IMP IMP
Accurate distribution of revenue
Purchase Confirmation Research Suppliers Choice
Sale IMP IMP IMP
Accurate distribution of revenue
Purchase Confirmation Research Suppliers Choice
Sale IMP IMP IMP
Attribution needs to evolve
7
Re-defining the approach to attribution
We believe the approach to attribution needs to
change in one key way:
• It should NOT be limited by Cookie window
• It should focus on clustering visits based on
delay between interactions
• Session Clusters
• Booking Clusters
Re-defining the approach to attribution
Purchase Confirmation Research Suppliers Choice
Sale IMP IMP IMP
30 Day Cookie Window
Re-defining the approach to attribution.
Purchase Research Suppliers Choice
Sale IMP IMP IMP IMP
30 Day Cookie Window
Lag Lag Lag Lag Lag Lag
Re-defining the approach to attribution.
Purchase Suppliers Choice
Sale IMP IMP IMP IMP
Research
Re-defining the approach to attribution.
Purchase Suppliers Choice
Sale IMP IMP IMP IMP
Research
Re-defining the approach to attribution.
Purchase Suppliers Choice
Sale IMP IMP IMP IMP
Research
Re-defining the approach to attribution.
Suppliers Choice
IMP IMP
Research
Key concepts of Clustering
• Not limited by Cookie window
• Defined by
• Session Cluster – gap between visits
(typically mins)
• Booking Cluster – gap between sessions
(typically days)
• Revenue attributed across clusters
