tracking revenue & engagement · tracking revenue & engagement how advanced attribution...
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Tracking Revenue & Engagement How Advanced Attribution takes a Holistic Approach to Calculating Marketing & Social Media ROI
COMMERCE DRIVES THE WORLD. WE DRIVE THE WORLD OF COMMERCE.
Marketing Analytics & Attribution
Sebastian Gutierrez
3
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Online retail’s rate of growth
is slowing over time…
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…and those transactions will be chased by faster
growing digital marketing dollars
19% 21% 18% 16% 13% Growth rate
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To win, businesses must get smarter with their
marketing
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What We Will Cover Today
• What is attribution & why is it important?
• How to Measure the contribution of PPC & SEO to every sale you make?
DA
Y 8
Display
Site
Visit
Retargeting DA
Y 1
Customers Cross Many Marketing
Touch Points on Their Journey
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Social Media Email Paid
Search
ROI Measurement
Revenue from Product Sale — £200
Keyword CPC — £1.00
Conversion Rate — 4%
ROAS — 800%
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But Marketing Measurement is Still Siloed
and Too Often Based on the Last Click D
AY
8
Paid
Search
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Attribution:
measurement of the value
of each digital marketing contact
that contributed to an outcome.
DA
Y 8
Display
Site
Visit
Retargeting DA
Y 1
Social Media Email Paid
Search
£0
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With Last Click, Upper & Mid Funnel Touch Points
Are Given Zero Value
£0 £0
£0 £200
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But Last Click Distorts Reality and Leads to Bad
Decision-Making
50% purchase paths involve more than one touch point
3.8 average # of touch points along purchase path
42% increase in order value with multi touch point purchase path
9out of 10 impressions missed with last click attribution
Source: ClearSaleing “Billion Impressions” study
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DA
Y 8
Display
Site
Visit
Retargeting DA
Y 1
Social Media Email Paid
Search
£43 £37 £37
£31
£52
Closer Introducer Influencers
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How To Measure The Contribution of PPC & SEO To Every Sale You Make?
THANK YOU
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