Frank W. Crawford, CPA Crawford and Associates P.C. [email protected].
The Modern Truth About Attribution - Todd Crawford, Impact Radius
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Transcript of The Modern Truth About Attribution - Todd Crawford, Impact Radius
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Presentation Overview
Introduction
TopicsWhat is Attribution What do we want from it?How do we leverage it?Why haven’t we mastered this yet? Example dataCase study Summary
Q & A
Contact me
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Impact Radius Overview
SaaS marketing solutions provider
Affiliate ManagementMedia ManagementMobile Tracking
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Attribution
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What is attribution?
Introducer Influencer Closer
5 days 5 minutes5 hours
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Common attribution models
Single source (first click, last click)
First Click Last Click
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Common attribution models
Fractional
Linear Position Time Decay
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Common attribution models
Algorithmic/custom
Custom
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What?
Where?
When?
BUT….what we don’t know is WHY!
What can attribution tell us?
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Which of these ads was most influential?
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Why bother?
What do we want from attribution?
Better resultsNo surprisesIncrementality
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Goals and KPIs
Leverage Your Data
Analysis
How do we leverage attribution?
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Intra-affiliate
Source of data
Missing pieces
Why haven’t we mastered this yet?
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Modeling vs. Analysis
1+1 = 3
2x5 = 7
100÷4 = 40
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Ye Olde Affiliate View
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New Affiliate View
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Multi-channel View
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Lookback Window Dilemma
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Challenge: Desire to acquire new customers and understand true value of media partners
Solution: Impact Radius provided more accurate transaction counting and conversion reporting
Meaningfully evaluate affiliate/paid marketing interaction
See partners involved in new customer acquisition, accurately target and reward
Results: 10% increase in new customers and a 22% boost in sales
Thanks to richer analysis afforded by Big Data, now able to make quicker, more informed decisions
Case Study: Advance Auto Parts
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Summary
Attribution is inevitable.
Data is your frenemy.
You need to put in the effort to get the results!
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Q & A
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Contact Me
Todd Crawford – [email protected]
Stand #48
Learn more about Impact Radius at www.impactradius.co.uk or call us at +44 20 3397 6735.