tamar seo speech - attribution modeling

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© Copyright Tamar 2013 ATTRIBUTION MODELLING Asad Imam, Head of Search

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In this day and age where consumers interact with you as a brand through multiple digital channel using multiple devices. In this presentation Tamar's Head of SEO argues how crucial it is to to have methods in place to give credit to all of your digital marketing channels with Attribution Modeling. The presentation also touches upon how attribution modeling makes it easy to create and compare models so you can improve your future marketing activities.

TRANSCRIPT

Page 1: Tamar SEO Speech - Attribution Modeling

© Copyright Tamar 2013

ATTRIBUTION MODELLING

Asad Imam, Head of Search

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IMAGE © CHANEL

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IMAGE © CHANEL

Originally from India

Graduate in Comp. Sciences, India

Masters in E-Business, Newcastle University

Head of SEO, Tamar

@[email protected]

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TAMAR

18 Years of experienceAward-winning SEO in highly competitive markets

 Industry-leading SEO expertise

Our sole focus is on natural search - specialists 

Fashion and retail thought-leadersRecognised as experts in retail and fashion SEO

 Tool and technology agnostic

IMAGE © CHANEL

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© Copyright Tamar 2013

A wise man said....

"To guarantee success, spend 95% of your time defining the problem and 5% of the time

solving it."

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© Copyright Tamar 2013

CUSTOMER JOURNEY SOUNDS LINEAR

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© Copyright Tamar 2013

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5 STAGE DECISION MAKING PROCESS IN A PURCHASE

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Stats...woohoo!

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© Copyright Tamar 2013

PURCHASE BEHAVIOUR...

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© Copyright Tamar 2013

RESEARCH BEHAVIOUR...

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© Copyright Tamar 2013

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REMEMBER THIS..

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Source : zmags.com

DIGITAL REALITY : MULTIPLE TOUCHPOINTS

87,178,291,200

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© Copyright Tamar 2013

TYPICAL SALES FUNNEL

Digital is highly integrated

Digital Touches thecustomer throughout thefunnel

Digital is harder tomeasure

Traditional MetricsClicksClick through ratesConversions

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© Copyright Tamar 2013

Think of it this way...

What if they gave a medal only to the last runner?

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© Copyright Tamar 2013

Not cool right!!!

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© Copyright Tamar 2013

IN TERMS OF ANALYTICS PREVIOUSLY

Conversions = ££

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© Copyright Tamar 2013

IN TERMS OF ANALYTICS NOW

Conversions = ££

Assisted Conversions42%

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© Copyright Tamar 2013

MULTI-CHANNEL ATTRIBUTION

“Marketing attribution is the practice of determining the role that

channels play in informing and influencing the customer journey”

Google

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© Copyright Tamar 2013

MULTI-CHANNEL ATTRIBUTION - ADC

Across Digital ChannelsSource :www.kaushik.net

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© Copyright Tamar 2013

BENEFITS OF MULTI-CHANNEL ATTRIBUTION

Source :www.econsultancy.com

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© T

AMAR

201

3

HOW TO GO ABOUT MULTI-CHANNEL ATTRIBUTIONChoose an attribution model - Default vs. Custom

An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths - Google analytics

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© T

AMAR

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3

CREATE YOUR OWN CUSTOM MODEL

•Use your own experience and theories on channel contribution•Statistical analysis of your data to define the model

•Analyse the converting and non-converting journeys to understand the tendancy to purchase for all touch points.

All this should tell you -

•How should the conversion value be shared between the contributing visits?

•How should each channel be weighted?•How should you treat Brand vs non-brand and direct traffic•How should the marketing budget should be distributed

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CHALLENGES

Source :www.econsultancy.com

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SOLUTIONS

•Verify all your marketing channels are tracked•All cookie-level data is available •Identify a partner with extensive analytics experience•Understanding your multi-channel funnel reports

•Invest in specialist analytics tools •Clarify the problem you are solving for your

management team. O2S or AMS or ADC.•Start to experiment with the simple models

•Create your own custom attribution model

•Carry out controlled experiments with your different digital channels Measure outcomes. Go back. Analyze the data. Change some more.

•Create a detailed monthly report•Create a process of continual improvement

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© Copyright Tamar 2013

THANK YOU