Marketing Attribution - Moneyball - @therustybear #Emetrics #EmetricsMI #biddableworld
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Moneyball - Attributing Success Russell McAthy - @therustybear Or “L’Arte Di Vincere” in Italy!
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Marketing Attribution is not easy - This presentation will guide you through the opportunities available within attribution and highlight issues. The principles behind the film Moneyball is used as there is a distinct correlation between the maths in the film and the basics of marketing attribution. If you have any questions on the presentation or want to discuss more about Marketing, Attribution or Analytics please dont hesitate to get in contact. Russell McAthy @therustybear
Transcript of Marketing Attribution - Moneyball - @therustybear #Emetrics #EmetricsMI #biddableworld
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@[email protected]
