Confidential and Proprietary MARKETING ATTRIBUTION SUCCESS AT EQUIFAX: AN INSIDER’S PERSPECTIVE...
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Confidential and Proprietary MARKETING ATTRIBUTION SUCCESS AT EQUIFAX: AN INSIDER’S PERSPECTIVE Terry Griffin, Senior Marketing Officer, Equifax Manu Mathew, Co-Founder & CEO, Visual IQ iMedia Brand Summit September 14, 2015
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Confidential and Proprietary 3 In Our First 9 Months… $1,250,000 savings in media spend
Transcript of Confidential and Proprietary MARKETING ATTRIBUTION SUCCESS AT EQUIFAX: AN INSIDER’S PERSPECTIVE...
Confidential and Proprietary
MARKETING ATTRIBUTION SUCCESS AT EQUIFAX: AN INSIDER’S PERSPECTIVE
Terry Griffin, Senior Marketing Officer, EquifaxManu Mathew, Co-Founder & CEO, Visual IQ
iMedia Brand SummitSeptember 14, 2015
Confidential and Proprietary 2
Win a Lobster Clambake for 2!
Confidential and Proprietary 3
In Our First 9 Months…
$1,250,000 savings in media spend
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Why Seek An Advanced Attribution Solution?Last-click attribution couldn’t assess multi-channel impact Couldn’t prove ROI for mid- & upper-funnel, limiting scalability
Move from “low-cost” to “value-based” acquisition approach
Better understand the customer journey – channels & roles
Needed to plan & measure investments across countries
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Goals For Our Attribution Engagement
Learn true, accurate value of channel investments Uncover relationships & roles of un-linked channels & tactics
Quantify mid-upper funnel activity
Discover cross-device impact
Actionable Optimization Identify wasted spend by channel and tactic
Reallocate spend accordingly for more informed optimization
Increase automation of media planning & buying
Sizable annual media savings goal
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Implementation Process – What’s Involved?Identify & collect disparate data sources
Establish common KPIs across channels/sources
Normalize data sources into shared format
Establish touchpoint linkage
Configure interface & reports
Incorporate historical data (if available)
Build model
Produce first attributed “TrueMetrics”
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What Was Learned from Implementation?Invest in getting the set-up right
Need strong champions up and across the organization Executive Sponsor
– Demystify concept – Establish clear path to ROI– Communicate in chewable chunks and keep a frequent cadence
Program Leader (the “Velvet Hammer”)– Set clear vision & relentlessly reinforce– Requires cross-functional team commitment and management
Make it “safe” for your agency partner Find & stress mutual goals
Important to be channel agnostic
Get ahead of the concern about being replaced
Leverage VIQ scenario plans for quick wins/validation
Optimize aggressively – move from testing to “new normal” quickly
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Insights Equifax Is Uncovering
Much longer impression-to-conversion window than thought
Validated assumption regarding last-click model: Touchpoints early in the customer journey were
under-valued
SEM’s influence & impact on sales is lower than thought
Contextual partnerships more valuable than thought
Clarifies need to have media channels at all steps of the purchase journey
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The Future Of Attribution At Equifax
Move to advanced attribution as our financial “source of truth”
Automate attributed data into media buying platform
Add cross-device attribution
Incorporate LTV and audience segments
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Questions?
Terry Griffin, Senior Marketing Officer, [email protected]
Manu Mathew, Co-Founder & CEO, Visual [email protected]
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And The Winner Is?
