Moneyball Marketing Attribution
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Transcript of Moneyball Marketing Attribution
Marketing Attribution
@outreachdigit ~ @therustybear
Moneyball - Attributing Success
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Basic principles of Baseball in 3 images
The Field Bases Runs@outreachdigit ~ @therustybear
What is Moneyball?
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@therustybearWhat is the problem?
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“The process of quantifying the impact of multiple marketing exposures and touch-points preceding a desired outcome”
What is the problem?
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We are the problem
What is the problem?@outreachdigit ~ @therustybear
Lets Talk about
models
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Core Attribution Models
Online &Offline
(“Digital toStore”)
Online Only
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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
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Someone used more than one device to visit our website..
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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
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...
Behavior 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...
SatisfactionDriving customer happiness and improving continuous engagement
Single Login / remembering preferences / Single Customer View
LoyaltyIncreasing 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 %
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
@outreachdigit ~ @therustybear
A Single Customer View - what’s possible?
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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?”
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Lets think a bit differently...
Website Content
Navigational
Value attribution
Marketing E-Com Corporate
Attribution is the process of forming a clearer understanding
@outreachdigit ~ @therustybear
Thanks for ListeningRussell McAthyCEO@therustybear
@outreachdigit ~ @therustybear