Common Pitfalls in Media Attribution

>
Media a(ribu,on <

Media a'ribu+on or when tracking the last click is just not enough
> About Datalicious

Datalicious was founded in November 2007 Strong web analy+cs background & experience 360 data agency with team of data specialists Combina+on of analysts and developers Blue chip clients across all industry ver+cals Carefully selected best of breed technology Lobbying & dening data best prac+ce ADMA Execu+ng smart data driven campaigns Turning data into ac+onable insights
Datalicious Pty Ltd 2
May 2013
> Smart data driven marke,ng

Using data to widen the funnel
Media A(ribu,on & Modeling

Op,mise channel mix, predict sales
Targe,ng & Merchandising

Increase relevance, reduce churn
Tes,ng & Op,misa,on

Remove barriers, drive sales
Boos,ng ROMI
May 2013 Datalicious Pty Ltd 3
> Wide range of data services

Data
PlaHorms
Insights
Analy,cs
Data mining and modelling Tableau, Splunk, SPSS, R, etc Customised dashboards Media a(ribu,on analysis Marke,ng mix modelling Social media monitoring Customer segmenta,on
Ac,on
Data collec,on and processing Adobe, Google Analy,cs, etc Web and mobile analy,cs Tag-less online data capture Retail and call center analy,cs Big data & data warehousing Single customer view
Campaigns
Data usage and applica,on SiteCore, ExactTarget, etc Targe,ng and merchandising Marke,ng automa,on CRM strategy and execu,on Data driven websites Tes,ng programs
May 2013
Datalicious Pty Ltd
> 50+ years of team experience
Chris+an Bartens
Founder & Director Bachelor of Business Management with marke+ng focus Web analy+cs and digital marke+ng work experience Space2go, E-LoV, Tourism Australia SuperTag founder, ADMA Analy+cs Chair, I-COM EMR Board LinkedIn prole May 2013
Elly Gillis
General Manager Bachelor of Communica+ons with print and digital focus Digital marke+ng and project management work experience M&C Saatchi, Mark, Holler, Tequila, IAG, OneDigital, Telstra Australian gold medal in surf boat rowing LinkedIn prole
Michael Savio
Head of Insights Bachelor of Arts & Science with applied mathema+cs focus CRM and marke+ng research and analy+cs work experience ANZ Bank, Australian Bureau of Sta+s+c, DBM Consultants ADMA lecturer on marke+ng tes+ng LinkedIn prole
Juan Delard
Head of Data Engineering Diploma & Bachelor of Science in Electrical Engineering IT architecure, ERP, web analy+cs, big data, telecommunica+ons work experience Quo+fy, Binaria, Codelco Mathema+cs fan and avid scuba diver LinkedIn prole 5
Datalicious Pty Ltd
> Unique combina,on of skills

The Datalicious team Data scien+sts Data strategy Business analysts Data engineers Web engineers Pla`orm admins Project managers Data strategists Data modelling Data mining/analysis Data visualisa,on/repor,ng Fast analy,cs Big data
Data processing/enhancing Data collec,on
May 2013
Datalicious Pty Ltd
> Best of breed technologies
May 2013
Datalicious Pty Ltd
> Datalicious product development

1 Marke+ng informa+on system containing all data necessary to analyse and report on campaigns 2 Single customer view pla`orm containing all data across all (customer) touch points
Mass media Social media Digital media
Report
MIS1 SCV2
Analyse
Surveys Display ads Internal ads Social media Mobile push eDMs/DMs
Measure
Demographics Transac+ons Campaigns
Engage
May 2013
Datalicious Pty Ltd
> Clients across all industries
May 2013
Datalicious Pty Ltd
> Channels inuence each other

= Paid media = Viral elements = Sales channels
Organic search
PR, WOM, events, etc
YouTube, blog, etc
Home pages, portals, etc
Paid search
TV, print, radio, etc
Direct mail, email, etc
Landing pages, oers, etc
Display ads, aliates, etc
CRM program
Facebook Twi(er, etc
POS kiosks, loyalty cards, etc
Website, call center, retail
May 2013
Datalicious Pty Ltd
10
> First and last click a(ribu,on

Chart shows percentage of channel touch points that lead to a conversion.
Paid/Organic Search
Emails/Shopping Engines
Neither rst nor last-click measurement would provide true picture

11
May 2013
Datalicious Pty Ltd
> The ideal media dashboard

Channel Brand equity
Baseline
Investment ($100) $7 $1 $2
ROMI n/a 330% 400% 1150%
Return $40 $30 $5 $25

12
Oine Direct
TV, print, outdoor, etc
Direct mail, email, etc
Online
May 2013
Search, display, social, etc
Datalicious Pty Ltd
A(ribu,on piHall #1 Excluding brand equity
May 2013
Datalicious Pty Ltd
13
> ROMI as compe,,ve advantage

74% of marketers do not engage in any form of media a'ribu+on aside from the last click leaving 26% of marketers with a serious compe++ve advantage as their media investment is likely to generate a much higher ROMI.
May 2013
Datalicious Pty Ltd
14
> Media a(ribu,on approaches

Display Aliate
$100
Search
Success
$100
Last channel gets all credit
$100
Display
Aliate
Search
Success
$100
First channel gets all credit
Display
$33
Aliate
$33
Search
$33
Success
$100
All channels get equal credit
Display
$15
Aliate
$35
Search
$50
Success
$100
All channels get custom credit

15
May 2013
Datalicious Pty Ltd
> Duplica,on across channels

Paid search Bid mgmt
Display ads
Ad server
Email blasts
Email plaHorm
Organic search
Google Analy,cs
May 2013
Datalicious Pty Ltd
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> Duplica,on across channels

Display impression Paid search Display click Organic search
Ad server cookie
Ad server cookie
Ad Server
Bid mgmt. cookie
Bid mgmt.
Analy,cs cookie
Analy,cs cookie
Analy,cs cookie
Web analy,cs
May 2013
Datalicious Pty Ltd
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> De-duplica,on across channels

Paid search
Display ads Central analy,cs plaHorm Email blasts
Organic search
May 2013
Datalicious Pty Ltd
18
A(ribu,on piHall #2 Mul,ple data sources
May 2013
Datalicious Pty Ltd
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> Ad clicks inadequate measure
Only a small minority of people actually click on ads, the majority merely processes them (if at all) like any other adver+sing without an immediate response so adver+sers cannot rely on clicks as the sole success measure but should instead focus on impressions delivered
> Indirect display impact
May 2013
Datalicious Pty Ltd
21
A(ribu,on piHall #3 No ad impression data
May 2013
Datalicious Pty Ltd
22
> Full vs. par,al purchase path data

Display impression
Display impression
Email response
Search response
Display impression
Display impression
Display impression
Direct visit
Display impression
Display impression
Display impression
Display response
Display impression
Display impression
Search response
Search response
May 2013
Datalicious Pty Ltd
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> Full vs. par,al purchase path data

Display impression
Display impression
Display impression
Display impression
5% to 65% variance a(ribu,on in conversion for dierent channels due to par,al purchase path data
Display impression Display impression Direct visit
Email response
Search response
Display impression
Display impression
Display response
Display impression
Display impression
Search response
Search response
May 2013
Datalicious Pty Ltd
24
A(ribu,on piHall #4 Par,al purchase path data
May 2013
Datalicious Pty Ltd
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> Full purchase path tracking

Introducer Inuencer Inuencer Closer
Paid search
Display ad clicks
Organic search
Direct site visits
Online sales
Display ad views
Aliate clicks
Social referrals
Emails, direct mail
Oine sales
TV/print responses
Organic search
Social buzz
Retail visits
Life,me prot
May 2013
Datalicious Pty Ltd
26
> Full purchase path tracking

Paid search
Display ad clicks
Organic search
Direct site visits
Online leads
Display ad views
Aliate clicks
Social referrals
Emails, direct mail
Oine sales
TV/print responses
Organic search
Social buzz
Retail visits
Life,me prot
May 2013
Datalicious Pty Ltd
27
> Purchase path data example
May 2013
Datalicious Pty Ltd
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> Purchase path data example

U123 1/1/12 12:00 RED AD YAHOO NEWS U123 1/1/12 12:05 RED AD SMH FINANCE U123 1/1/12 12:10 GOOGLE BRAND TERM U123 1/1/12 12:11 WEBSITE VISIT U123 1/1/12 12:12 WEBSITE EVENT U123 3/1/12 14:00 GOOGLE GENERIC TERM U123 3/1/12 14:01 WEBSITE VISIT U123 7/1/12 17:00 EMAIL OPEN U123 8/1/12 15:00 GOOGLE BRAND TERM U123 8/1/12 15:01 WEBSITE CONVERSION
May 2013 Datalicious Pty Ltd
$20 $20 - - - $20 - $20 $20 $100

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A(ribu,on piHall #5 No ,me stamp data
May 2013
Datalicious Pty Ltd
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> Taking credit for oine sales
May 2013
Datalicious Pty Ltd
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> Tracking oine sales online

Email click-through First login aVer purchase Unique phone numbers
Include oine sales ag in 1st email click-through URL aVer oine sale to track an assisted oine sales conversion Similar to the above method, however oine sales ag happens via JavaScript parameter dened on 1st login Assign unique website numbers to responses from specic channels, search terms or even individual visitors to match oine call center results back to online ac+vity Survey website visitors to at least measure purchase intent in case actual oine sales cannot be tracked
Website entry survey for purchase intent
May 2013
> Oine sales driven by online

Adver,sing campaign Phone sales Fullment, CRM, etc
Retail sales
Conrma,on email, login
Website research
Online sales
Online sales conrma,on
Virtual sales conrma,on
Cookie
May 2013
Datalicious Pty Ltd
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A(ribu,on piHall #6 No oine conversion data
May 2013
Datalicious Pty Ltd
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> Purchase path for each cookie
Mobile
Home
Work
Tablet
Media
Etc
May 2013
Datalicious Pty Ltd
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> Purchase path for each cookie
May 2013
Datalicious Pty Ltd
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> Combining purchase paths

Device path 1 Touch point 1 Individual transac,on
Device path 2
Touch point 1
Touch point 2
Email, login, etc
Device path 1+2
Touch point 1
Touch point 2
Touch point 3
Individual transac,on
May 2013
Datalicious Pty Ltd
37
A(ribu,on piHall #7 No cross-device tracking
May 2013
Datalicious Pty Ltd
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> Filling purchase path data gaps
May 2013
Datalicious Pty Ltd
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> Filling purchase path data gaps

-5 +5 -15 +15 -10 +10
May 2013
Datalicious Pty Ltd
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> Tracking oine responses online

Search calls to ac+on for TV, radio, print
Unique search term only adver+sed in print so all responses from that term must have come from print Brand.com/customer-name redirects to new URL that includes tracking parameter iden+fying response as DM Survey website visitors that have come to site directly or via branded search about their media habits, etc Combine raw data from online purchase path, website entry survey and oine sales with oine media placement data in tradi+onal (econometric) media a'ribu+on model
PURLs (personalised URLs) for direct mail
Website entry survey for direct/branded visits
Combine data sets into media a'ribu+on model
May 2013
> Search call to ac,on for oine
May 2013
Datalicious Pty Ltd
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> Search call to ac,on for TV

Consumers are now experts at mul+-tasking, especially while watching TV. They are constantly online and ready to search so a unique search call to ac+on is ideal to track responses from TV ads. In addi+on, consumers also remember search terms be'er than phone numbers or vanity URLs which increases overall response rates and it is easier to control the user experience from a search response (i.e. what landing page to send people to).
May 2013
Datalicious Pty Ltd
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> Personalised URLs for direct mail

domain.com/chris,anbartens > redirect to > domain.com?

CampaignID=DM:123& Demographics=M|35& CustomerSegment=A1& CustomerValue=High& CustomerSince=2001& ProductHistory=A6& NextBestOer=A7& ChurnRisk=Low [...]

May 2013
Datalicious Pty Ltd
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May 2013
What promoted your visit today? q Recent branch visit q Saw an ad on television q Saw an ad in the newspaper q Recommenda+on from family/friends q [] Datalicious Pty L td 46
> Website entry survey

De-duped Campaign Report Greatest Inuencer on Branded Search / STS
Channel Straight to Site SEO Branded SEM Branded SEO Generic SEM Generic Display Adver+sing Aliate Marke+ng Referrals Email Marke+ng
% of Conversions 27% 15% 9% 7% 14% 7% 9% 5% 7%
Channel Word of Mouth Blogging & Social Media Newspaper Adver+sing Display Adver+sing Email Marke+ng Retail Promo+ons
% of Inuence 32% 24% 9% 14% 7% 14%
Conversions a'ributed to search terms that contain brand keywords and direct website visits are most likely not the origina+ng channel that generated the awareness and as such conversion credits should be re-allocated.
May 2013
> Website entry survey example
In this retail example, the exposure to retail display ads was the biggest website trac driver for direct visits as well as visits origina+ng from search terms that included branded keywords before TV, word of mouth and print ads.
A(ribu,on piHall #8 No oine media data
May 2013
Datalicious Pty Ltd
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> Econometric media mix modelling
Use of tradi+onal econometric modelling to measure the impact of communica+ons on sales for oine channels where it cannot be measured directly through smart calls to ac+on online (and thus cookie level purchase path data).
> Econometric media mix modelling

Totals week 1 Totals week 2 Totals week 3 Totals week 4 Totals week N
Spend channel 1
Spend channel 1
Spend channel 1
Spend channel N
Spend channel 2
Spend channel 2
Spend channel 2
Spend channel N
Total revenue
Total revenue
Total revenue
Total revenue
Total revenue
May 2013
Datalicious Pty Ltd
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> Individual purchase path tracking

Individual path 1 Touch point 1 Touch point 2 Touch point N Individual transac,on
Individual path 1
Touch point 1
Touch point N
Individual path 1
Touch point 2
Touch point N
Individual path N
Touch point 1
Touch point 2
Touch point N
May 2013
Datalicious Pty Ltd
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> Pathing & modelling combined

Individual path 1 Touch point 1 Touch point 2 Touch point N Individual transac,on
Spend channel 1
Spend channel 2
Inuence Inuence factor N Inuence factor N factor N
Spend channel N
Inuencing factors Oine media spend Compe++ve ac+vity Geo-demographics Transac+on history Client sa+sfac+on Social sen+ment Interest rates Weather Pricing
53
May 2013
Datalicious Pty Ltd
A(ribu,on piHall #9 Excluding custom data
May 2013
Datalicious Pty Ltd
54
> Purchase path vs. a(ribu,on

Important to make a dis+nc+on between media a'ribu+on and purchase path tracking
Not the same, one is necessary to enable the other
Tracking the complete purchase path, i.e. every paid and organic campaign touch point leading up to a conversion is a necessary requirement to be able to actually do media a'ribu+on or the alloca+on or conversion credits back to campaign touch points
Purchase path tracking is the data collec+on and media a'ribu+on is the actual analysis or modelling
> Standard a(ribu,on models

The First/Last Interac,on model plus The Linear model might be used if your campaigns are designed to maintain awareness with the customer throughout the en+re sales cycle. The Posi,on Based model can be used to adjust credit for dierent parts of the customer journey, such as early interac+ons that create awareness and late interac+ons that close sales. The Time Decay model assigns the most credit to touch points that occurred nearest to the +me of conversion. It can be useful for campaigns with short sales cycles, such as promo+ons.
> Media a(ribu,on models

Display impression Display impression Display click Search click
$100
25%
25%
25%
25%
Even/linear a(ribu,on
10%
15%
25%
50%
30%
Time decay a(ribu,on
10%
10%
50%
Datalicious Pty Ltd
Custom a(ribu,on
May 2013
57
> Custom (weighted) a(ribu,on

Display impression Display impression Display click Search click
$100
10%
10%
50%
Display impression
30%
Weighted a(ribu,on
Display impression
Search click
Display click
$100
10%
30%
10%
50%
Weighted a(ribu,on
May 2013
Datalicious Pty Ltd
58
> Custom models most eec,ve

56% of marketers consider a unique or custom (weighted) media a'ribu+on approach that does not use a standard out-of-the-box methodology as most eec+ve.
May 2013
Datalicious Pty Ltd
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> Analy,cs to pick the best model

Touch point 1
Touch point 2
Touch point 3
Touch point N

60
Touch point 1
Touch point 2
Touch point 3
Touch point N
Touch point 1
Touch point 2
Touch point 3
Touch point N
May 2013
Datalicious Pty Ltd
> Path across dierent segments

Touch point 1
Touch point 2
Touch point 3
Touch point N
Product A vs. B
Touch point 1
Touch point 2
Touch point 3
Touch point N
Clients vs. prospects
Touch point 1
Touch point 2
Touch point 3
Touch point N
Segment A vs. B
May 2013
Datalicious Pty Ltd
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A(ribu,on piHall #10 Selec,ng the right model
May 2013
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> A(ribu,on models compared

Custom (weighted) a'ribu+on
Last click a'ribu+on
COST PER CONVERSION

> Insights to maximise media ROI

TV/Print
Even/weighted a'ribu+on
Website content
Internal ads
Email Direct mail

COST PER CONVERSION
Last click a'ribu+on
> Generic paid search overvalued

Last click a(ribu,on
Generic search terms should deliver more ROI in a weighted a(ribu,on model assuming branded search terms usually make up the majority of last clicks, correct?
May 2013
Datalicious Pty Ltd
65
> Generic paid search overvalued

Incorrect! ROI is based on revenue and cost and generic search terms have historically received too much credit, hence high CPCs were ok but in reality they are too high thus leading to an overall nega,ve ROI!
Full path a(ribu,on
May 2013
Datalicious Pty Ltd
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> Redistribu,ng media spend

Publisher 1 Publisher 2 Publisher 3 [] Publisher N
TOTAL CONVERSION VALUE
Maintain spend
Reduce spend
Increase spend
ROI FULL PURCHASE PATH

> ROI & revenue target simulator
May 2013
Datalicious Pty Ltd
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> Media a(ribu,on

Aussie purchase path tracking and media a'ribu+on modelling in close coopera+on with Amnesia designed to op+mise the overall Aussie budget mix across paid and earned media resul+ng in an overall project ROI of 910%.
> Media a(ribu,on

Suncorp purchase path tracking and media a'ribu+on modelling in order to op+mise the overall Suncorp insurance budget mix across paid and earned media resul+ng in an overall project ROI of 2,078%.
May 2013
Datalicious Pty Ltd
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> Poten,al next steps

Phase 1: Purchase path tracking Phase 2: Data collec+on Phase 3: One-o a'ribu+on
Requires (SuperTag) container tag
Phase 4: Ongoing a'ribu+on (op+onal)
Ini+al a'ribu+on model (one product or segment only) Ac+onable recommenda+ons (i.e. shiV spend, etc) A'ribu+on model maintenance Addi+onal a'ribu+on models (products, segments) Model enhancements (i.e. add interest rate, oine, etc) Report automa+on (daily reports)
May 2013
cbartens@datalicious.com blog.datalicious.com twi(er.com/datalicious

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Data > Insights > Ac,on
May 2013
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Common Pitfalls in Media Attribution

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Common Pitfalls in Media Attribution

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>

Media a(ribu,on <

> About Datalicious

> Smart data driven marke,ng

Media A(ribu,on & Modeling

Targe,ng & Merchandising

Tes,ng & Op,misa,on

> Wide range of data services

Datalicious Pty Ltd

> 50+ years of team experience

Datalicious Pty Ltd

> Unique combina,on of skills

Data processing/enhancing Data collec,on

Datalicious Pty Ltd

> Best of breed technologies

Datalicious Pty Ltd

> Datalicious product development

Mass media Social media Digital media

Datalicious Pty Ltd

> Clients across all industries

Datalicious Pty Ltd

> Channels inuence each other

PR, WOM, events, etc

YouTube, blog, etc

Home pages, portals, etc

TV, print, radio, etc

Direct mail, email, etc

Landing pages, oers, etc

Display ads, aliates, etc

Facebook Twi(er, etc

POS kiosks, loyalty cards, etc

Website, call center, retail

Datalicious Pty Ltd

> First and last click a(ribu,on

Neither rst nor last-click measurement would provide true picture

Datalicious Pty Ltd

> The ideal media dashboard

ROMI n/a 330% 400% 1150%

Return $40 $30 $5 $25

TV, print, outdoor, etc

Direct mail, email, etc

Search, display, social, etc

Datalicious Pty Ltd

A(ribu,on piHall #1 Excluding brand equity

Datalicious Pty Ltd

> ROMI as compe,,ve advantage

Datalicious Pty Ltd

> Media a(ribu,on approaches

Last channel gets all credit

First channel gets all credit

All channels get equal credit

All channels get custom credit

Datalicious Pty Ltd

> Duplica,on across channels

Datalicious Pty Ltd

> Duplica,on across channels

Bid mgmt. cookie

Datalicious Pty Ltd

> De-duplica,on across channels

Display ads Central analy,cs plaHorm Email blasts

Datalicious Pty Ltd

A(ribu,on piHall #2 Mul,ple data sources

Datalicious Pty Ltd