Download - Attribution Playbook Webinar 2
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Webinar #2Building a Data Foundation for Marketing Performance MeasurementThursday, January 9, 2013
@caseycarey
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Casey CareyChief Marketing Officer
A Bit About Me
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First a Word from Our Sponsor
•What we do…We power more intelligent marketing
•How we do it…By providing advanced marketing attribution and optimization solutions
•Our customers…For 75+ brands and their agency partners primarily in the auto, telecom, technology, travel & leisure, FSI, and retail verticals
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Attribution 2014 Webinar Series
DIRECTION RESULTS
TRUST
ACTION
CLARITY
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today’s
AGENDA
Mapping Your Solution Design
Identifying Data Sources and Attributes
Bringing It Together
Q&A
TRUST
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Mapping Your Solution Design
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Finding the Balance Between Goals, Data, and Complexity
What are my KPIs?
What channels do I include?
What level of insight to I want?
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Some Thursday #measure Humor
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KPIs – Determine Your “Touchstone” Metric(s)
•ROAS (sales/media cost ratio)• Simple measure of media effectiveness
•eCPA (activity-based)• Normalizes impression and click metrics
•ROMI (value-based)• Normalizes actual value of marketing using all channel related costs
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Mapping Your Attribution Ecosystem
Paid Media• Display• Social Ads• Video• In App Ads• Search• Retargeting• CSEs• Affiliates• Email• SMS• Direct Mail• Catalog• Inserts
Owned Media• Referrals• Organic Search• Direct Nav• Organic Social• Content• Chat
Transaction & Sales Channels• Websites• Call-Center• Kiosk• Brick-n-Mortar
Products/Services• Merchandise• Applications• Subscriptions• Reservation
Audience andCRM Data
DEVICES
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Identifying Data Sources and Attributes
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What Did They See and Where Did They See
It?
What Was the Result?
How Did Each Aspect
Perform?
Who Are They and What Do I
Know?
MARKETINGEVENTS
CONVERSIONS COST & CONTEXT CRM & AUDIENCE
Four Primary Types ofAttribution Data Sets
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What Did They See and Where Did They See
It?
What Was the Result?
How Did Each Aspect
Perform?
Who Are They and What Do I
Know?
MARKETINGEVENTS
CONVERSIONS COST & CONTEXT CRM & AUDIENCE
Marketing Event Data
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Marketing Events – Sources
Channel Impressions Clicks Media Type
Direct Nav (Other) ✗ ✔ Owned
Affiliate ✗ ✔ Paid
CSEs/GPLAs ✗ ✔ Paid
Referrals ✗ ✔ Paid/Owned/Earned
Organic Search ✗ ✔ Owned
Paid Search ✗ ✔ Paid
Email ✔ ✔ Paid/Owned
Display ✔ ✔ Paid
Video ✔ ✔ Paid/Owned
Mobile Ads (in App) ✔ ✔ Paid
Social Posts ✗ ✔ Owned
Social Ads ✔ ✔ Paid
Direct Mail ✔ ✗ Paid
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Marketing Events – Data Collection
A complete toolbox depending on channels and data collection constraints• Ad server log files
• Ad tags – viewability
• Platform APIs
• Page tags
• URL redirects
• Pixels
• Custom feeds
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Direct Mail Channel – How it Works
•Integrating the direct mail channel into a comprehensive view of cross-channel marketing performance.
Email Name Postal Address Mail Date Segment Source
Al Smtih1401 Adams St
Denver, CO 8020801/12/13 HV501 Abacus
Susan Lee520 Broadway
New York, NY, 1001201/12/13 NC202 Customer File
[email protected] Jane Jones1600 Barton Springs Rd
Austin, TX 7870401/12/13 AV304 Acxiom
Send MailFile
OngoingCookie Sync
Match Offlineto Online
Attribution Processing
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Moving to User-Level Attribution
3rd-Party Cookies
Tracking Challenges• Mobile web browsers• Cookie deletion• Cookie blocking• Mobile apps• Multiple device usage
User-Level
Strategic Benefits• Mobile ad/conversion
event tracking• User-level attribution• Insights into device
role in customer
journey• More persistent• More accurate
Device Identification• 1st and 3rd-party cookies• Mobile device IDs (non-cookie)• Other devices (non-cookie)
Mobile Ad Tracking• Mobile ad network integration
Device Graph• Explicit – cross device
authentication and partner
databases• Inferred – observed behavior
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Marketing Events – Key Data Elements
•Ad ID (link to cost and context data)
•Channel/Sub-Channel
•Source (site, network, provider, etc.)
•Content/creative
•Campaign ID
•Date and time
•Event type (impression, click, engagement)
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What Did They See and Where Did They See
It?
What Was the Result?
How Did Each Aspect
Perform?
Who Are They and What Do I
Know?
MARKETINGEVENTS
CONVERSIONS COST & CONTEXT CRM & AUDIENCE
Conversion Event Data
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Conversion Events – Types
•Soft events• Store locator
• Email subscription or follow
• Coupon or information download
• Configuration/product comparison
•Firm events• Appointment
• Application
• Request for information (inquiry)
• Quotation
•Hard events• Purchase/reservation
• Account activation
• Enrollment
• Policy start
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Conversion Events – Sources and Key Elements
Sources• Website – confirmation and
thank you pages
• Mobile App
• Call-center– Unique numbers
– Confirmation email/first login
– CRM data
• In-person/POS– Confirmation email/first login
– Offline to online sync (PII)
– CRM data
Elements
•Key Elements• Date and time
• Amount or value
• User ID (link to CRM data)
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What Did They See and Where Did They See
It?
What Was the Result?
How Did Each Aspect
Perform?
Who Are They and What Do I
Know?
MARKETINGEVENTS
CONVERSIONS COST & CONTEXT CRM & AUDIENCE
Cost and Reference Data
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Cost Data – Types and Sources
Types
•Variable• Media cost (variable)
– CPM, CPC, CPL, CPA
• Media cost (flat)
•Fixed• Platform
• Campaign and agency
• Internal headcount
Sources•Marketing platforms - granular• DSP/ad server
• Paid search
•Marketing platforms - aggregate• Affiliate, CSEs, email
•Ad hoc (finance and spreadsheets)• Tools/platforms
• Agency
• Internal headcount
• Gross margins
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Context Data – Types and Sources
•Marketing event attributes• Offers and products
• Groupings– Placement
– Keyword
– Creative
– Campaign
•Sources• Platforms
• Match tables
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What Did They See and Where Did They See
It?
What Was the Result?
How Did Each Aspect
Perform?
Who Are They and What Do I
Know?
MARKETINGEVENTS
CONVERSIONS COST & CONTEXT CRM & AUDIENCE
CRM and Audience Data
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Audience and CRM Data
•CRM and 1st-party data• Segments
• Purchase history
• CLTV, loyalty,
•Audience and 3rd-party data• Demographics
• Geographic
• Lifestyle/affinity
• Behavior
• Purchase Intent
• Firmographics
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Data Monitoring to Build Trust
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Bringing it All Together
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Data Flow – Basic Tag Data Collection
Impressions Ad tags implemented within
ad server
Optional use of Tag Management for Tag
Integration (Floodlight)
Impression Info(count , viewability)
ClicksLanding page tag on
all pages
Conversions Page tag on defined
conversion points
Reference Files (Cost & Context)
Collected from ad server, search platform, email, etc.
AdditionalCall Center, Offline Data,
Advertiser Data Warehouse, or DMP
Attribution & Optimization Reporting
Publisher Web Site with Ad Search (organic & paid)
1 2 3 4 5
Click Counts & URL parametersAd Server Tag +
Adometry Ad Tag (cookie)
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Cross-Channel Analysis
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Key Takeaways
•Begin with the end in mind• Balance goals, data, and complexity
• Have a vision for how you will use the insights to drive different activities
•Work your way up the tree• Low-hanging fruit first – easy to collect, easy to
compile sources, drives most business value
• Add more over time as appropriate
•Strategically move from activity to value based measurement
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Webinar #3Putting Attribution to Work: Clarity, Insights, and ActionTuesday, January 28, 2014www2.adometry.com/insights_to_action
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