The Rise of Data-Driven Attribution › fh › files › misc › infographic... · Valuing the...
Transcript of The Rise of Data-Driven Attribution › fh › files › misc › infographic... · Valuing the...
Advanced attribution starts at the event level and analyzes both converting and non-converting paths across all channels. With extremely accurate event-level attribution, the model is then scaled up to give you an accurate and complete view of you marketing e�orts. Instead of arbitrarily weighing touch-points, Attribute uses the data to decide where the credit is due.
Sources: Adometry “Ditching ‘Last-click’ for Advanced Attribution Helps Leading Auto Company Drive Digital Marketing Performance Improvements”, Adometry “Top 10 Retailer Realizes Incremental Revenue Through Attribution”, Econsultancy “Marketing Attribution: Valuing the Customer Journey”, Econsultancy Lynchpin “Online Measurement and Strategy Report 2012”, eMarketer “US Online Advertising Spending to Surpass Print in 2012”, Forrester Research “Interactive Marketing Executive Panel survey (Q2 2012)”, Econsultancy “Cross-Channel Marketing Report 2012”, Nielsen “Global AdView Pulse Light (Q1 2012)”. © Adometry 2012.
DATA MINEENTERHERE
59% OF COMPANIES SAY THAT
LESS THAN HALFOF COLLECTED DATAIS USEFUL
35%
27%
MOBILE SEARCH MARKETING
PUSH NOTIFICATIONS
ADVERTISING ON APPS
LOCATION-BASED TARGETING
MOBILE DISPLAY ADVERTISING(BANNERS)
MOBILE DISPLAY ADVERTISING(VIDEO)
25%
22%
22%
12%
MOBILEYOUR
COMPANYENGAGED IN
OFTYPESWHAT
ISADVERTISING
of marketers who still use
L A S T C L I C KAT T R I B U T I O N
54
WH
AT A
PPROACH DO YOU U
SE
44%NONE
17%EVEN-
WEIGHTED
30%FIRST
OR LASTCLICK
TO ASSIGN CREDIT TOYOUR INTERACTIVE
MARKETING CHANNELSCONTRACTS OR PARTNERS
IN ITS NATIONAL ADVERTISING CAMPAIGN
ADVANCED ATTRIBUTION TO INCREASE THE NUMBER
40%
ONE OF THE WORLD’S LARGEST AUTOMAKERS IS USING
OF CONVERTED USERS BY OVER
0
WHICH
DO YOU INTEGRATE INTODIGITAL MARKETING?
OFFLINE CHANNELS
A CLEARLYDEFINED
STRATEGY
SINGLECUSTOMER
VIEW
JOINED-UPTECHNOLOGYAND SYSTEMS
OTHER
MOST
CROSS-CHANNEL
FACTOREFFECTIVE
SAY THE
AGENCIES
ENABLINGIMPORTANT
MARKETING IS...
CHALLENGESPROMINENT
FOR
THEMOST
CMOsData Explosion
Growth of channel and device choices
1
Social Media2
3
4 Shifting Consumer Demographics
15%36%
16%
Frequency capping allowed an online retailer to save 15% in
monthly ad-spend, and whenreallocated elsewhere they
realized an additional $200,000 in incremental revenue
$200,000
DIR
ECT
MA
IL
OU
TDO
OR
AD
VERT
ISIN
G
TELE
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RAD
IO
TELE
MA
RKET
ING
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SPA
PERS
9%OTHER
Measure HowOne Channel A�ects Another
Get a BiggerBudget WithAccountability
Make CampaignChanges In-Flight
Deduplicate Conversions Across Channels
$
$$$
ImprovedCampaignTiming
Measure Value AndPerformance OfYour Channels
$
IntelligentlyReallocateBudget
AdjustA�liatePayments
Revise CPAFigures (CostPer Action)
Reduce TimeTo Conversion
Attribution ModelsAt A Glance
Data DrivenAdvanced Attribution
The Rise ofData-Driven Attribution
Combine tags and ad server logs to capture more data and dramatically increase modeling accuracy.
Cross-Channel Insights & Optimization
Advanced attribution allows you to view your marketing efforts holistically, understand the nuanced connections and optimize
accordingly with dramatic savings.
Funnel Stage Analysis
Accurately assign any touch-point to its funnel stage and discover the true conversion paths your customers take.
Capture The Complete Click-Stream
Exclusive Reach Advanced verification and cross-channel analytics show you exactly who you’re reaching on any level of granularity, from placement up to channel, and where the overlap is.
Leverage geographic and demographic data, audience segmentation, purchasing intent and more at any level of your
marketing campaigns.
Scenario Planning & Media ModelingPlan your campaigns with data-driven models to maximize ROI.
Audience Data
All credit goes tothe last click
All credit goes tothe first click
Last channel to showan ad gets the credit
Last Click
First Click
Post View
SIMPLE ATTRIBUTION
COMPONENTS OF ADOMETRY ATTRIBUTE
How Does Advanced Attribution
Improve Marketing?
BENEFITS OF ADOMETRY ATTRIBUTION
Attempts to share the credit for 1 click across complete path
Allocates credit across path based on past experience, or maybe a hunch
First and last touches get the credit
Equal Weights
Custom Credit
U-Curve
FRACTIONAL ATTRIBUTION
Let the data decide where to assign credit.
AlgorithmicAttribution
ADVANCED ATTRIBUTION
1875 1897 1920 1944 1967 1989 2012
2005ONLINE VIDEO
2003SOCIAL
2002PPC
2001MOBILE & MOBILE SEARCH
1998COMPARISON SHOPPING
1998ORGANIC SEARCH
1995ONLINE DISPLAY
1989AFFILIATE MARKETING
1978EMAIL
1941 TV
1922 RADIO
1920 MODERN PRINT ADVERTISING
1875 “CATALOGUE” DIRECT MAIL
1875 1897 1920 1944 1967 1989 2012
2005ONLINE VIDEO
2003SOCIAL
2002PPC
2001MOBILE & MOBILE SEARCH
1998COMPARISON SHOPPING
1998ORGANIC SEARCH
1995ONLINE DISPLAY
1989AFFILIATE MARKETING
1978EMAIL
1941 TV
1922 RADIO
1920 MODERN PRINT ADVERTISING
1875 “CATALOGUE” DIRECT MAIL
Marketing is a metrics-driven business at heart, and any data-rich channel will continue to win a bigger budget simply because it o�ers more accurate insights. Your marketing e�orts aren't limited to a single channel though, so let’s look at the big picture. By combining all available channel data you start to get a holistic view of your marketing e�orts, letting you see the forest for the trees.
Online advertising has revolutionized our marketing world in the last ten years, and for good reason; it o�ers incomparable amounts of data to track e�ectiveness and ROI. Until recently only a handful of channels were available and tracking them wasn’t nearly as di�cult. Times have changed though…
Big data is only useful when you can make sense of it, and companies are always seeking a better approach to mine their data for actionable information. The �rst attribution models were simple and usually focused on only a few channels.
At Adometry®, we let the data decide. Adometry AttributeTM uses advanced algorithmic attribution modeling, allowing the data to determine the credit due based on all available inputs. Adometry uses a bottom-up approach to attribution by �rst assigning fractional credit at the most granular impression level. Weights are then combined by grouping such as placement, site or channel as reporting granularity is decreased, allowing the data to point out the hidden correlations and insights within your marketing e�orts.
As digital channels proliferated and analogue channels became digitized, fractional attribution models emerged that attempted to divvy up the credit. But then there were even more channels, and no longer just impressions and clicks, but also likes, tweets, bumps and c(K)lout.
A new model was needed that accounted for all touch-points across all channels, one that would work equally well for any business by relying on its own data. Advanced Attribution had �nally arrived.
With the right attribution model, BIG DATA can yield BIG INSIGHTS. Adometry Attribute can ingest any data stream to build a comprehensive, bottom-up attribution model allowing you to run more agile and pro�table campaigns.
Since all events – converting and non-converting – on a path are evaluated, Attribute provides more accurate attribution results than any other model.
AND CHANNELS YOU CAN MEASURE
53%53% 30% 28% 25% 23%
ADVANCED
THEOF
Frequency Capping
Know exactly when you’ve saturated your market and when to pull back without risking lost conversions.
Complete Data Integration
Merge all data sources for seamless integration and plug in your media plans for instant execution.
$ $
E
Display
OrganicSearch
PaidSearch
Social
Mobile
MobileSearch
Direct MailComparison
Shopping
Video
O�ine
A�liate