david nefs - innovative approaches to attribution
TRANSCRIPT
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
