Post on 24-Jan-2018
Are all digital things created equal?An attributed view
Simon Prince – Head of Customer Marketing at Powwownow
@SimonJPrince
“Half the money I spend on advertising is wasted; the trouble is I don't know which
half.”
John Wannamaker – US retailer and marketing pioneer
“The practice of attributing credit to all marketing exposures that led to a website
conversion event, rather than attributing all credit to the exposure immediately preceding
the conversion.”
As defined by Forrester
Attribution is not new, it’s been around for over
a decade. Penetration is still low – estimations
at around 25%
Multi steps in most conversion pathsAdvertisers assign the value to the last touch point before conversionCPA as a result guides people to invest at a point where most purchase decisions have been made
By only rewarding the goal scorer we’re
going to create a team of biased
one-sided players
• Justifying digital spend
• Building understanding of purchase decision
• Optimising media mix
• Measure cross channel and intra channel interaction and impact
• Tighter control over budgeting and improved ROI
• Ability to measure spend on prospects that don’t convert
Evolving a model can give you what you want
A discount on brand as customer already aware of you. More weighting on Generic as you compete with others in market place
• Is your company culture or data ready
• Channel leaders must buy in
• Avoid focusing on single channel reviews
• Models can get complex and implementation can be tricky
• Campaigns should evolve in parallel to insight and learning –
models must adapt
•Be wary of the way you incentivise the providers
• Attribution will improve your digital landscape – shines a light
on the dark funnel
• There is no one-size-fits-all solution – test, refine, test etc
• Not be viewed in isolation, it forms a piece of the puzzle when
analysing data
• Be careful with implementation and rewarding
• Split your funnel to help with targeting
But, by assigning value to all touchpoints through
split funnel path, a brand will be better equipped to
serve the right ad to the right person at the right
time an ultimately improve ROI