How & Why We Build a Bespoke Marketing Attribution System by Phillip Law @ MeasureCamp Cardiff

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We craft powerful digital experiences

to help our clients grow

How and Why We Build a Bespoke Marketing Attr ibution

Solution?

Presentation Overview

Introduction

Attribution

How we Built It?

Case Study.

THE INDEPENDENT DIGITAL AGENCY - EXPERTS IN PRODUCT LAUNCHES

SPITALFIELDS. LONDON.

CLIENTS

6 Corbet Place, London, E1 6NH | +449))2036 975 011 | [email protected]

© 2017 Your Favourite Story All Rights Reserved

https://www.thinkwithgoogle.com/articles/consumer-car-buying-process-reveals-auto-marketing-opportunities.html

The Attribution Puzzle

Months (900+ Interactions)

Social Display PPC EmailTest Drive

https://www.thinkwithgoogle.com/articles/consumer-car-buying-process-reveals-auto-marketing-opportunities.html

What is attribution?

• Moving beyond giving all credit in the conversion to the final marketing

channel.

• An attribution model is the set of rules that determines how credit for

conversions is assigned to touchpoints in conversion paths.

• Are we undervaluing any channel that initiates conversion paths?

• What about the channels that nurture our potential leads?

• How do different channels play different roles in the conversion funnel?

Social Display PPC EmailTest Drive

What are we hoping to achieve?

• How many conversions were multi-touch?

• Where do marketing channels fit in the user journey?

• Each channel contributes in different ways to the conversion funnel.

• Varied marketing channel portfolio is necessary for multi-touch user

journeys.

• Look for things to investigate further.

The Fallacy of Last Touch

• This is the standard approach

to attribution.

• 100% credit to the converting

channel.

• Useful for businesses with a

sales cycle that does not

involve a consideration phase.

Social Display PPC Email Convert

0 0 0 1 1

100%

First Touch

• 100% credit to the first

channel.

• Useful when comparing with

Last-touch or other models.


1 0 0 0 1

100%

Assisted Conversions

• Credit evenly distributed to

every channel EXCEPT the

last touch.

• Useful when comparing with

Last-touch.


1/3 1/3 1/3 0 1

25% 33% 33% 33%

Linear (Even)

• 100% credit is distributed

evenly to all touchpoints.

• If you consider each touchpoint

equally important during the

consideration process.


1/4 1/4 1/4 1/4 1

25% 25% 25% 25%

First and Last

• 40% credit is assigned to each

the first and last touchpoint,

and the remaining 20% credit

is distributed evenly to the

middle touchpoints.

• If you most value the first and

the final touchpoints.


4/10 1/10 1/10 4/10 1

10% 10%

40%40%

Spatial

• The touch point closest (in

terms of position) to conversion

gets most of the credit, and

touch points prior to that will

get less credit.


1/10 2/10 3/10 4/10 1

1st 2nd 3rd 4th

40%30%

20%10%

Temporal

• The touch point closest (in

terms of time) to conversion

gets most of the credit, and

touch points to that will get less

credit.


1/40 3/40 16/40 20/40 1

Day 1 Day 3 Day 16 Day 20

40%30%

20%10%

Raw Data In – Processed Data Out

ETL Process

Transformation

Visualise

Raw Data Feed

Right Tools For the Job

Getting the Raw Data Feed

Because of file size you’ll probably

need to get it delivered to an FTP

You can ask for the full

data feed, this file is

delivered hourly and

contains all data, this file is

Huge, you can get this

delivered to D3 on the

amazon cloud, which is

nice

Raw Data File

Process this Data File in Python (4 Steps)(Did this whole thing in 140 lines of code)

Step 1: Clean file (remove all page views where page views equals zero), flag fist touch point in visit, count page views in visits, create sort key.

Step 2: Group by tracking ID, and sort by time (need to sort by the sort key), flag conversion event (Only one conversion Event per Visitor)

Step 3: Read in file backwards, create attribution window, count touch points from conversion, write conversion time to the same row as the conversion

touchpoint.

Step 4: Re-order file and step three reversed the process.

Multi-Touch Attribution

• .

• In this scenario, it makes sense to distribute credit for the conversion beyond

the last touch.

Analysis – Conversion Rate

• A Very Small Amount of visits resulted in a conversion.

Analysis – Evaluating Channels

Analysis – Channel Roles

• Where do channels fit in the user

journey?

•𝐴𝑠𝑠𝑖𝑠𝑡𝑒𝑑 𝐶𝑜𝑛𝑣𝑒𝑟𝑠𝑖𝑜𝑛 𝐶𝑟𝑒𝑑𝑖𝑡

𝐿𝑎𝑠𝑡 𝑇𝑜𝑢𝑐ℎ 𝐶𝑟𝑒𝑑𝑖𝑡

• > 1 Assisting Channels.

• < 1 Closing Channels.

Closing Channel

Assisting Channel

Analysis – Conversion Rate

• But what about the opportunities among those who didn’t convert?

Challenges and Limitations

• Cross-Device

• Online-Offline

• Not taking ad impressions into account

Next Steps

• Combine with marketing spend to

calculate cost per conversion.

• Do further analysis on users who

didn’t convert.

• Use the data to learn about how the

channels perform in different

campaigns, with different objectives

and target audiences.

Conclusions

• Attribution modelling is about assigning credit to channels involved in a

user’s journey to conversion.

• Last Touch is useful but flawed when viewed in isolation.

• SEO and Social are important in assisting conversions.

• PPC and Direct Traffic are important as last touches.

• Use a suite of tools and models to analyse the complexity of the user

journey.

• Provide analysis of specific campaigns to better understand the role of

various channels.

Contact Me

@piplaw

[email protected]

http://blog.yourfavouritestory.com/how-to-guide-set-up-a-rules-based-

marketing-attribution-model-quickly

How & Why We Build a Bespoke Marketing Attribution System by Phillip Law @ MeasureCamp Cardiff

Data & Analytics

Transcript of How & Why We Build a Bespoke Marketing Attribution System by Phillip Law @ MeasureCamp Cardiff