Building a Connected Brand with Attribution Modeling - iCrossing
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Transcript of Building a Connected Brand with Attribution Modeling - iCrossing
1 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
3 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
With you today
Doug Bryan Vice President, Analytics, iCrossing
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• What is attribution modeling?
• How attribution modeling helps you allocate your
digital ad budget
• The type of lift you can expect from doing
attribution modeling
• Different approaches to attribution modeling
• Making the connection
• Q&A
What we’ll cover
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A few industry statistics to set the context
Number of information
sources used by the
average shopper
2010 2011
5
10 • 85% of the value of display ads is from
impressions, not clicks
• Display ad click-through rates have dropped to
0.06% and even lower on social sites
• 84% of all shoppers use online information
sources
• The number of information sources used by the
average shopper doubled last year
• Conversion funnel length for technology and
automotive products are 4 to 6 months
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Measuring digital multi-channel conversions
- Josh Chasin, Chief Research Officer, comScore (2010)
- Bob Liodice, CEO, Association of National Advertisers
(Advertising Age, September 19, 2011)
“…the Internet is the
most measureable medium.”
“Digital… turned out to be the
least measurable.”
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TV Print Radio Digital
Measuring digital multi-channel conversions
What is digital attribution
modeling?
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What’s the ROI when customers are touched by multiple ads?
Digital attribution modeling
___%
___%
___%
___%
___%
___%
___%
display ad 1
display ad 2
non-brand SEM
non-brand SEO
brand SEM
brand SEO
r etargeting
Predictive modeling solves this
display non-brand SEO
non-brand SEM
retargeting
$ $ SALE
brand
SEM
brand
SEO
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Performance
• 15% lift when switching from last-click to multi-touch
• 35% – 65% lift with attribution modeling specific to
your brand and marketing tactics
• Measure the ROI of display ad view-throughs
• Measure the ROI of non-brand SEM and SEO
keywords
Marketing Intelligence
• Generate personas of multi-touch, multi-channel
customers
• Generate conversion funnel insights
The value of attribution modeling
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1. Metrics strategy and tagging assessment
Conversion types, metrics and web tags for each
channel
2. Collect multi-channel data
Cookie-level impressions, clicks, conversions, and costs
3. Analyze multi-channel data
Personas, funnel insights, and attribution model
4. Recommend ad spend changes
5. Rinse and repeat each quarter
How it works
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People
• Web analyst, JavaScript programmer,
big data architect, data miner / non-
parametric statistician
Process
• Tag, collect, audit
Platform
• Big data collection, clustering,
multivariate regression, model
validation, reporting
What you will need
How attribution modeling
helps you allocate your
digital ad budget
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Multi-touch conversion funnel
$ $ SALE
SEO click, May 8, 11:07pm SEM click, May 5, 9:43am
display view May 2, 8:23pm
(fictional example)
display click May 15, 7:44pm
SEM click, May 18, 12:28pm
May 18, 2:33pm
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Multi-touch conversion funnel
What happened
What you see with last-click
display SEM SEO display SEM
view click click click click SALE
May 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
display SEM SEO display SEM
view click click click click SALE
May 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 May 18
Understanding the
different approaches
to attribution modeling
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Different approaches to attribution modeling
? ? ? ? What’s the best fit for your brand?
credit
touch
100%
Industry averages by position
Same fixed percentages for all brands
By position
Each touch gets a fixed percentage
Last-click
Full credit goes to the last click
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Cake!
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Different approaches to attribution modeling
Custom predictive modeling Custom model for your brand and current
tactics to find the best fit
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Persona development Help to understand your customers’ conversion funnel behavior
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Marketing intelligence
-
5,000
10,000
15,000
20,000
25,000
30,000
1 2 3 4 5 6 7 8 9 10 11 12
nu
mb
er
of
co
nvers
ion
s
number of touches
Dotomi DART SEM
brand
SEM
non-
brand
SEM
Dotomi --- 22% 38% 28% 9%
DART 24% --- 36% 28% 8%
SEM 15% 14%
brand SEM 14% 13%
non-brand
SEM 20% 16%
Channel overlap:
36% of DART orders
had SEM clicks
0%
1%
2%
3%
4%
5%
6%
1 2 3 4 5 6 7 8
co
nvers
ion
rate
number of touches
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
12 11 10 9 8 7 6 5 4 3 2 1
perc
en
t o
f to
uch
es f
or
that
len
gth
touch (1 is last, 2 is 2nd to last...)
SEO
SEM Brand
Display
SEM Non-Brand
Making the connection
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Challenge
• A retailer’s paid search non-brand keywords
had low ROI by last-click attribution
• They considered cutting spend 50%
Results
• Attribution modeling showed that the
keywords assisted many conversions and
had good ROI
• They maintained spend and achieved their
revenue and ROI goals
Results: non-brand keyword performance in paid search
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Results: travel & recreation display ad view-through value
Challenge
• A multi-brand recreational activities company
couldn’t understand display ad ROI
• Last-click said they assisted 1% of sales
• View-through said 20% of sales
Results
• Attribution modeling showed that display ads
contributed 9% of sales
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Results: banking display ad view-through value
Challenge
• A national retail bank was told that their
display ads contributed to 80% of
conversions
Results
• Attribution modeling showed that display
ads accounted for 35% of new account
approvals
• That was used to optimize the bank’s $8m
display ad budget
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• Accurately measure ad value in multi-touch
conversions
• Increase overall digital marketing ROI
• Gain conversion funnel insights
Getting Started
• Align metrics and conversion types across
channels
• Add tags to track across channels
• Collect cookie-level impression and click
data
Questions?
Conversion attribution modeling
To download a copy of “How CMOs
Can Measure Return on Ad Spend with
Better Modeling and Conversion
Attribution,” visit www.icrossing.com
or email us at [email protected]
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Thank You
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