the attribution challenge by adam proehl
TRANSCRIPT
#SMX #33C @adamproehl
….How to get value out of it
The Attribution Challenge
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Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,here’showtoreplace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditSLIDE#1toincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.
#SMX #33C @adamproehl
§ DigitalMarketersince1998
§ SpecializeinComplex&Omni-Channelsales
§ PartneratNordicClickInteractive–aMinneapolisbasedagency
§ PastInstructoratOnlineMarketingInstitute,UniversityofSanFrancisco,andInstantE-Training
§ HopelessMNsportsfan
About Me
#SMX #33C @adamproehl
andIamarecoveringlastclickmarketer…
Hi, my name is Adam -
34:1 ROI! …on branded keyword phrases (for one of the most recognized software products in history)
#SMX #33C @adamproehl
§ Keydefinitions
§ Whatattributioncan’tdo
§ Wheretostart
§ Validation
§ Variables&considerations
Topics So which click is this?
#SMX #33C @adamproehl
§ Setofrules
§ Framework
§ Assumptions
Attribution Models – What are those?
PPC Email Organic Social
#SMX #33C @adamproehl
GOAL:
Determinewhat(andultimately“who”)getscreditfortheconversion?
Attribution Models
#SMX #33C @adamproehl
Media Mix Modeling
• TopDown
• LackofUserData
• Notaneither/or
#SMX #33C @adamproehl
Now, I get to be THIS guy:
Why?à
#SMX #33C @adamproehl
“And in applying the time-decay methodology, your first-click PPC non-branded accounts for 40%.....
• Too smart for your own good?
• Over complicating things?
This can happen
#SMX #33C @adamproehl
§ CrossDomainTracking
This, too: Setup Issues
#SMX #33C @adamproehl
19% of referral traffic was actually their own sub domains.
MAJOR attribution challenge
This, too: Setup Issues (part 2)
#SMX #33C @adamproehl
Attribution: Limitations
……becauseit’sjustasimportanttoknowwhatitcan’tdo
#SMX #33C @adamproehl
Attribution: Weak Digital Links
§ Crumblingcookies§ Donottracksettings§ Multipledevices
#SMX #33C @adamproehl
Attribution Analytics: What can’t you see?
• OfflineMarketing
• OfflineAdvertising
• SocialInfluence
• ExternalFactors
#SMX #33C @adamproehl
GA Today – 7 Default Attribution Models
#SMX #33C @adamproehl
FirstFourModels:
Allcreditgoestosingleinteraction
GA Today – 7 Default Attribution Models
#SMX #33C @adamproehl
LastThreeModels:
SplitAmongMultipleTactics
GA Today – 7 Default Attribution Models
#SMX #33C @adamproehl
Attribution Model:
Alone, what does this actually tell you?
#SMX #33C @adamproehl
Attribution: What would the boss think?
#SMX #33C @adamproehl
Attribution - What he actually wants to know:
Whereshouldwespendourtime,money,andresources?
#SMX #33C @adamproehl
§ Flawsineverymodel
§ Thinkitthrough–haveaplan
§ Consistentvalidation
Attribution: Not a Fool’s Errand, but…
#SMX #33C @adamproehl
EASY, right?!?
#SMX #33C @adamproehl
An Attribution Blueprint
#SMX #33C @adamproehl
……..AndKeepUpdated
Tip 1: Document
Marketing
CustomerJourney
#SMX #33C @adamproehl
Tip 2: Old School Test & Validation Marketing101stillworks:GeoControlTests
§ InMarketAudienceDisplayAdvertising
§ OfflineAdvertising
§ SimilarMarkets
§ AdExtensions
§ SocialAdvertising
§ Other
#SMX #33C @adamproehl
Marketing101:GeoControlTests
Direct Traffic – Ad period Test Market
Direct Traffic – Ad period Control Market
Tip 2: Old School Test & Validation
#SMX #33C @adamproehl
Tool:
• Easy Geo Based Campaigns
• City Level
• B2B & B2C Applications
• Many Similar Options
Tip 2: Old School Test & Validation
#SMX #33C @adamproehl
Askquestions,beaware,document
Tip 3: Variables
#SMX #33C @adamproehl
Tip 4: That Beautiful Email Address Theemailaddressisgoldinmorewaysthanone
§ Emailplatformdata
§ Analyticsdata
§ True“userbased”
§ Datamashing
#SMX #33C @adamproehl
Tip 5: Lookback Windows
Youmayneedmorethan30days
#SMX #33C @adamproehl
Tip 6: See Default Reports as a “Base”
RememberThis?
#SMX #33C @adamproehl
Tip 7: Build Your Own
Create/Edit
#SMX #33C @adamproehl
Tip 8: Use What Smarter People Built
Library/Gallery
#SMX #33C @adamproehl
Tip 9: Cause & Effect > Fractional Credit
Whichmarketingtactics:• Movetheneedle?• Improvetheperformanceofothers?
#SMX #33C @adamproehl
Example:
Got$4.5m?
Credit:OurSessionModerator
#SMX #33C @adamproehl
Tip 10: Remember What He Needs
Whereshouldwespendourtime,money,andresources?
#SMX #33C @adamproehl
1) AlwaysworthwhileforATLEASTabaseline
2) Mapitout(tactics,journey,assumptions,andknownvariables)
3) ValidateConsistently(worthlesswithoutthis)
4) Holesareeverywhere–DoNOTstriveforperfection
Summary Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
#SMX #33C @adamproehl
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
#SMX #33C @adamproehl
Appendix
BonusMaterialandInsights
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Attribution: What it’s not
§ Cannedformulafractions
§ Drowningindata
§ Beingperfectorprecise
#SMX #33C @adamproehl
Attribution on a Budget – What it Really Means
ISABOUTLEARNING:
§ Yourcustomer’sjourney
§ Howtacticsfittogether
§ Wheretofocus
#SMX #33C @adamproehl
§ Baddata
§ Assumptionsmadeinavacuum
§ Tryingforperfection
Attribution: Gotcha’s
It’s a Trap!
Image Credit: Starwars.com
#SMX #33C @adamproehl
Attribution: The “Marketing Fluff” Charge
DOCUMENT:
§ Whatcanbemeasured
§ “Knownunknowns”
§ Assumptions
#SMX #33C @adamproehl
Attribution – Plethora of Tools & Resources
Not to Mention…. Big Data & Predictive Analytics