Moneyball - Attributing Success

Russell McAthy - @therustybear

Or “L’Arte Di Vincere” in Italy!

Basic principles of Baseball in 3 images

The Field Bases Runs

What is Moneyball?

“The process of quantifying the impact of multiple marketing exposures and touch-points preceding a desired outcome”

What is the problem?

We are the problem

What is the problem?

Lets Talk about

models

Core Attribution

Models

Online &Offline

(“Digital toStore”)

Online Only

The best model for

your business is based on how you are going to use

it…..

You have to understand

what success looks like

before you can succeed

Lets get clever...

● Sequence

● Recency

● Channel Relationships

● Impression Relationships

Someone used more than one device to visit our website..

Custom Unique Identifiers

System Single Sign-on matchback

Tracking Multiple Devices

Device-id / Signal Recognition

How do we stitch sessions into becoming users / customers?

Live / Post Date / When?

Be aware of filter bubbles - they’ll get you!

All Website Visitors

Visitors we have joined with

multiple sessions

Visitors we have joined with

multiple devices

Utilising the whole team

How do you keep management happy?

The Customer Consideration Funnel by @therustybear

Pre

-Sale

sPo

st-

Sale

sSale Made

Acquisition Driving high quality traffic to the right content CTR, CPC, Impressions, Visits...

Behaviour Creating an optimal user journey

Bounce Rate, Content Category Engagement, Micro-Transactions...

Conversion Improve call to actions and an intuitive purchase path ARPB, CPA, Revenue...

Satisfaction

Driving customer happiness and improving continuous engagement

Single Login / remembering preferences / Single Customer View

Loyalty Increasing LTV, give a reason for for customers to be loyal

Repeat Purchase Rate, Multi-channel Behavior, LTV

AdvocacyCreating an environment where advocates are naturally created

Social Sharing, MGM Conversion, Referring %

We can do this for post sales too!

How do we use the insights

gleaned from analysis to create data

driven decisions?

How do we use the insights

gleaned from analysis to create data

driven decisions?

Onsite● Landing Pages

● Content Consumption

● Micro Conversions

● Previous Purchases

Marketing● Historical Channel Mix

● Paid Keyword Use

● Paid/Free Channels

● Brand/Marketing/Product

Data Driven Actions● Customised/Dynamic Landing Pages

● Data driven campaigns / bidding based on value of prospect

● Navigational changes based on previous activity

● Marketing Segmentation based on historical activity

Lets start to ask the right questions

How do I find my “Whales”

How do I stop getting x customer

How do I find my “Whales”

What channel is best to drive higher ARPU

How do I get customers who have high LTV

Where do I get more customers who recommend

friends

What budget do I need to get more customers that are of x persona

How do I stop getting x customer

Lets start to ask the right questions

A Single Customer View - what’s possible?

71% of marketers plan to implement big data analytics into their marketing strategies within the next two years

The biggest opportunity in digital is the utilisation of data to drive action.

Not capturing data at scale right now is the largest mistake marketers are making!

A Single Customer View - what’s possible?

A Single Customer View - what’s possible?

Adding value to the Brand -> Customer Relationship

Creating a platform for a Single Customer TRUE View

Did someone say...

“What about privacy?”

Lets think a bit differently...

Website Content

Navigational

Value attribution

Marketing E-Com Corporate

Attribution is the process of forming a clearer understanding

Thanks for ListeningRussell McAthyDirector of Strategy@therustybearrmcathy@blueglass.co.uk