Attribution Playbook Webinar 2

© 2014 Adometry, Inc. All rights reserved. 1

Webinar #2Building a Data Foundation for Marketing Performance MeasurementThursday, January 9, 2013

@caseycarey


Casey CareyChief Marketing Officer

A Bit About Me


First a Word from Our Sponsor

•What we do…We power more intelligent marketing

•How we do it…By providing advanced marketing attribution and optimization solutions

•Our customers…For 75+ brands and their agency partners primarily in the auto, telecom, technology, travel & leisure, FSI, and retail verticals


Attribution 2014 Webinar Series

DIRECTION RESULTS

TRUST

ACTION

CLARITY


today’s

AGENDA

Mapping Your Solution Design

Identifying Data Sources and Attributes

Bringing It Together

Q&A

TRUST


Mapping Your Solution Design


Finding the Balance Between Goals, Data, and Complexity

What are my KPIs?

What channels do I include?

What level of insight to I want?


Some Thursday #measure Humor


KPIs – Determine Your “Touchstone” Metric(s)

•ROAS (sales/media cost ratio)• Simple measure of media effectiveness

•eCPA (activity-based)• Normalizes impression and click metrics

•ROMI (value-based)• Normalizes actual value of marketing using all channel related costs


Mapping Your Attribution Ecosystem

Paid Media• Display• Social Ads• Video• In App Ads• Search• Retargeting• CSEs• Affiliates• Email• SMS• Direct Mail• Catalog• Inserts

Owned Media• Referrals• Organic Search• Direct Nav• Organic Social• Content• Chat

Transaction & Sales Channels• Websites• Call-Center• Kiosk• Brick-n-Mortar

Products/Services• Merchandise• Applications• Subscriptions• Reservation

Audience andCRM Data

DEVICES


Identifying Data Sources and Attributes


What Did They See and Where Did They See

It?

What Was the Result?

How Did Each Aspect

Perform?

Who Are They and What Do I

Know?

MARKETINGEVENTS

CONVERSIONS COST & CONTEXT CRM & AUDIENCE

Four Primary Types ofAttribution Data Sets



It?


How Did Each Aspect

Perform?


Know?

MARKETINGEVENTS


Marketing Event Data


Marketing Events – Sources

Channel Impressions Clicks Media Type

Direct Nav (Other) ✗ ✔ Owned

Affiliate ✗ ✔ Paid

CSEs/GPLAs ✗ ✔ Paid

Referrals ✗ ✔ Paid/Owned/Earned

Organic Search ✗ ✔ Owned

Paid Search ✗ ✔ Paid

Email ✔ ✔ Paid/Owned

Display ✔ ✔ Paid

Video ✔ ✔ Paid/Owned

Mobile Ads (in App) ✔ ✔ Paid

Social Posts ✗ ✔ Owned

Social Ads ✔ ✔ Paid

Direct Mail ✔ ✗ Paid


Marketing Events – Data Collection

A complete toolbox depending on channels and data collection constraints• Ad server log files

• Ad tags – viewability

• Platform APIs

• Page tags

• URL redirects

• Pixels

• Custom feeds

15


Direct Mail Channel – How it Works

•Integrating the direct mail channel into a comprehensive view of cross-channel marketing performance.

Email Name Postal Address Mail Date Segment Source

Al Smtih1401 Adams St

Denver, CO 8020801/12/13 HV501 Abacus

Susan Lee520 Broadway

New York, NY, 1001201/12/13 NC202 Customer File

[email protected] Jane Jones1600 Barton Springs Rd

Austin, TX 7870401/12/13 AV304 Acxiom

Send MailFile

OngoingCookie Sync

Match Offlineto Online

Attribution Processing


Moving to User-Level Attribution

3rd-Party Cookies

Tracking Challenges• Mobile web browsers• Cookie deletion• Cookie blocking• Mobile apps• Multiple device usage

User-Level

Strategic Benefits• Mobile ad/conversion

event tracking• User-level attribution• Insights into device

role in customer

journey• More persistent• More accurate

Device Identification• 1st and 3rd-party cookies• Mobile device IDs (non-cookie)• Other devices (non-cookie)

Mobile Ad Tracking• Mobile ad network integration

Device Graph• Explicit – cross device

authentication and partner

databases• Inferred – observed behavior


Marketing Events – Key Data Elements

•Ad ID (link to cost and context data)

•Channel/Sub-Channel

•Source (site, network, provider, etc.)

•Content/creative

•Campaign ID

•Date and time

•Event type (impression, click, engagement)



It?


How Did Each Aspect

Perform?


Know?

MARKETINGEVENTS


Conversion Event Data


Conversion Events – Types

•Soft events• Store locator

• Email subscription or follow

• Coupon or information download

• Configuration/product comparison

•Firm events• Appointment

• Application

• Request for information (inquiry)

• Quotation

•Hard events• Purchase/reservation

• Account activation

• Enrollment

• Policy start


Conversion Events – Sources and Key Elements

Sources• Website – confirmation and

thank you pages

• Mobile App

• Call-center– Unique numbers

– Confirmation email/first login

– CRM data

• In-person/POS– Confirmation email/first login

– Offline to online sync (PII)

– CRM data

Elements

•Key Elements• Date and time

• Amount or value

• User ID (link to CRM data)



It?


How Did Each Aspect

Perform?


Know?

MARKETINGEVENTS


Cost and Reference Data


Cost Data – Types and Sources

Types

•Variable• Media cost (variable)

– CPM, CPC, CPL, CPA

• Media cost (flat)

•Fixed• Platform

• Campaign and agency

• Internal headcount

Sources•Marketing platforms - granular• DSP/ad server

• Paid search

•Marketing platforms - aggregate• Affiliate, CSEs, email

•Ad hoc (finance and spreadsheets)• Tools/platforms

• Agency

• Internal headcount

• Gross margins


Context Data – Types and Sources

•Marketing event attributes• Offers and products

• Groupings– Placement

– Keyword

– Creative

– Campaign

•Sources• Platforms

• Match tables



It?


How Did Each Aspect

Perform?


Know?

MARKETINGEVENTS


CRM and Audience Data


Audience and CRM Data

•CRM and 1st-party data• Segments

• Purchase history

• CLTV, loyalty,

•Audience and 3rd-party data• Demographics

• Geographic

• Lifestyle/affinity

• Behavior

• Purchase Intent

• Firmographics


Data Monitoring to Build Trust


Bringing it All Together


Data Flow – Basic Tag Data Collection

Impressions Ad tags implemented within

ad server

Optional use of Tag Management for Tag

Integration (Floodlight)

Impression Info(count , viewability)

ClicksLanding page tag on

all pages

Conversions Page tag on defined

conversion points

Reference Files (Cost & Context)

Collected from ad server, search platform, email, etc.

AdditionalCall Center, Offline Data,

Advertiser Data Warehouse, or DMP

Attribution & Optimization Reporting

Publisher Web Site with Ad Search (organic & paid)

1 2 3 4 5

Click Counts & URL parametersAd Server Tag +

Adometry Ad Tag (cookie)


Cross-Channel Analysis


Key Takeaways

•Begin with the end in mind• Balance goals, data, and complexity

• Have a vision for how you will use the insights to drive different activities

•Work your way up the tree• Low-hanging fruit first – easy to collect, easy to

compile sources, drives most business value

• Add more over time as appropriate

•Strategically move from activity to value based measurement


Webinar #3Putting Attribution to Work: Clarity, Insights, and ActionTuesday, January 28, 2014www2.adometry.com/insights_to_action


Casey [email protected]

@caseycarey

Attribution Playbook Webinar 2

Technology

Transcript of Attribution Playbook Webinar 2