Global Trends on Attribution and Measurement

Leading Measurement for Growth

Justus M. MallachJuly 12th 2017, London

1. Make sure your measurement works

2. Change your Attribution model. Today!

3. Start using automation for investing.

Key “Take-Aways” from this session

Pro

pri

eta

ry +

Co

nfi

de

nti

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3

Ask me anything:

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We need to kill a myth:

Attribution is nothing new!

We’ve been doing it all along.

This is how these consumers make buying decisions.

And only do “tests” and “flights” in the upper funnel?

The reason: our (in)ability to measure and attribute!

Hard to measure

Easy to measure

Hard to attribute

Easy to attribute

What’s the result of this?

What’s the result of this?

This is not how you get people to buy and it makes the internet a

horrible place.Please stop.

Chapter 2

How can we use this knowledge

to increase revenue?

So how can we align our strategy with how people buy?Acknowledge this process!

75%of consumers start transactions on one device and finish on another

5touch points on average for any given transaction

1. Know how important Attribution is for your business:

12

100%12 conversions

Last ClickMODEL:

No data!No data!

With a “one-touch”-model, all data is aggregated in one point. Here, it’s the last interaction:

Invest here!

Keywords/Campaigns

GlobalMaximum Local

Maximum

...so we invest in the last interaction that got the most conversions. Most likely brand or remarketing.

This area is invisible due to the “one-touch model!

ROI

It’s basically this.

Only more expensive.

12

20%2.4 conversions

MODEL:

...since we want to invest with both eyes open, we need to look at all touch-points and attribute value fairly:

Data-Driven

70%8.4 conversions

10%1.2 conversions

Invest here!

Keywords/Campaigns

GlobalMaximum Local

Maximum

...so we no longer invest in the last interaction - but in the second one. Here we have the biggest impact!

ROI

Source: Direct Marketing Association (DMA) and Winterberry Group, “Quarterly Business Review Q1 2016,” June 13, 2016

81.4%of Marketers are likely to increase prioritisation on attribution this year.

Pssst….It’s still early! Use the competitive advantage!

Proprietary + Confidential


What’s ahead in Attribution:Google Attribution


Your new attribution data is only powerful when you acton it

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Use insights from your new attribution model to drive strategic decisions in your account


Multi-touch models often reveal a shift in credit to mobile devices and upper-funnel targeting

Conversions shift from desktop to

mobile devices

Conversions shift from branded

to generic terms

Proprietary + ConfidentialProprietary + Confidential

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Q&A___________________________________

Slides & Feedback:goo.gl/KZ2s7r

Justus M. MallachConnect on LinkedIn!

1. Make sure your measurement works

2. Change your Attribution model. Today!

3. Start using automation for investing.

Thank you! And remember:

Global Trends on Attribution and Measurement

Marketing

Transcript of Global Trends on Attribution and Measurement