Post on 26-Jan-2015
description
Search for causation, not correlation
79% of Direct Mail (snail mail) acquisitions have navigational brand activity from a search or site visit…
No one-size fits all model, but you’ll learn to be less wrong over time…
Split Personality: SEM + Evangelism
Multi-Channel Attribution Overview
Potpourri: 5 Test Points
Last Year 44% had no attribution model
None
First or last click
Even-weighted
Custom weights via business rules
Algorithmic
Other
44%
30%
17%
17%
11%
1%
Source: Forrester Research Marketing Executive Panel (2012)
Base: 267 interactive marketing executives; respondents selected all answers that apply
Options for Attribution Models
• Close to purchase action
• Less data required
• Values introducers and display
tools for generating interest
(prospecting)
• Recognizes value in for
introducers and influencers
• Rewards branded search &
retargeting
• Hurts display ads before first
brand or site engagement
• Unconnected to action or
measureable influence
• Arbitrary time window,
could be weeks or months
• Rewards high volume, low
quality touches
Before You Start
Clicks to Bricks
Retail Ad Spend Trends By Channel
60.0%
8.6%
14.5%
5.6%
5.0%6.2%
% Makeup Interactive Portfolio
2012 (F) vs. 2016 (F)
Paid search SEO Display Email Social Mobile
52.8%
6.3%
17.1%
4.5%
6.2%
13.2%
Offline to Online
Online to Offline
Display Impact
Direct Mail
TeleSales Impact
Hypothesis Tests
Adding Offline Presence drives 20%+ in major markets
Online Store +
Brick & Mortar
Online Store Only
New Brick & Mortars
Offline to Online
Online to Offline
Display Impact
Direct Mail
TeleSales Impact
Hypothesis Tests
For a typical multi-
channel retailer, over
90% of transactions
happen in store.
For every $1 of
ecommerce revenue
generated from paid
search, [there is]
another $6 of in-
store revenue.
Situation:
Rapid expansion of
retail footprint and
digital presence
created need to
understand online
to in-store
correlations
Approach:
Team started
measuring online
visitors who clicked
on the “get
directions” and
“Email/Text/Print
Store info” as a key
indicator of a
customer’s visit to
the store.
A cookie was attached to
the email receipt
customers received after
completing an in-store
purchase, tying it back to
their original visit to the
online site.
Over time Microsoft was
able to attribute an in-
store value to each end
action a customer takes
online.
Like every technique, this is not perfect because it doesn’t take into account device breakage (i.e. when a customer clicks “get directions”
on one computer but opens sales receipt on another device) or email collection drop (folks that don’t provide an email for a receipt) but
overtime you can find good dependable estimates for these two “leakages” and adjust your sales results accordingly.
PURCHASEINSTORE RECEIPT
TAGS DETECTED
CREDIT GIVEN
SEND RECEIPT
BY EMAIL
ONLINE ADS
EMAIL OPENED
PIXEL FIRED
Use emails for in-store events to increase coverage
Each time a visitor registered for an event, a conversion event
was recorded - estimating how many visitors were sent to the
store through these online ads.
The average purchase an attendee makes at an event
determined the value associated with the event registration.
This created a parameter on how much to spend on event
related ads going forward.
Start Small.Start with High Value Touches.
Offline to Online
Online to Offline
Display Impact
Direct Mail
TeleSales Impact
Hypothesis Tests
Offline to Online
Online to Offline
Display Impact
Direct Mail
TeleSales Impact
Hypothesis Tests
12%
26%
40% 41%44%
58%
40%
59%
1 2 3 4 5 6 7 8+
Average
= +23%
Offline to Online
Online to Offline
Display Impact
Direct Mail
TeleSales Impact
Hypothesis Tests
Unique coupon
codes, hidden URL
(bingads.com/offer)
& unique phone #
Direct Mail leads to Navigational Activity
Offline to Online
Online to Offline
Display Impact
Direct Mail
TeleSales Impact
Hypothesis Tests
Average Rev. Lift x4.8 Online Media 2.4
Direct Site Visit 5.1
Web Marketing 7.8
Offline to Online
Online to Offline
Display Impact
Direct Mail
TeleSales Impact
Hypothesis Tests
Next Steps
Start Small. But just start.