Navigating the Complexities of Attribution

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Navigating the

Complexities of

Attribution

HOSTED BY:

Presenters• Aaron Fletcher

– Network Operations Jedi at C3 Metrics

– @c3metrics

• Jacob Brown– Senior Account Analyst at Hanapin Marketing

– PPC Hero Blogger

– @jakebrownppc

– Run the world’s most popular PPC blog

and conference.

– We manage and optimize global paid

search, paid social, and display programs.

– Within 12 months, brands can expect a

250% increase in their growth trajectory.

Who is Hanapin?

Our Clients

HQ: PORTSMOUTHSAN DIEGO • ATLANTA

100+ CLIENTSWORLDWIDE

EST. 2010MEDIA AGNOSTIC

WINNERSRed Herring 100 (Global)

AlwaysOn (Global)

6© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com

C3 MetricsLeaders in TV & Digital measurement

John Dimling

Fmr Chairman & CEO, NielsenJeffrey Silverman

Fmr President, DoubleClick

Jeff Greenfield

Founder, COO

Mark Hughes

Founder, CEO

7© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com

Leading BrandsSingle Source of Cross-Channel Truth for Marketing & Finance

MARKETING CHANNELS:DIGITAL - TV – RADIO – OOH – PRINT – MAGAZINE

PR – CONTENT – PRODUCT PLACEMENT

CONVERSION SOURCES:ONLINE – APP - CALL CENTER – CRM –

BRICK & MORTOR

THE C3 DIFFERENCE:SECURITY – 100% US BASED –

MACHINE LEARNING MODEL – 44% ROI

Additional Details:

C3 IS KNOWN FOR:DATA ACCURACY – OFFLINE/TRADITIONAL

CAPABILITY – BEST IN PROGRAMATIC –

INTEGRATED VIEWABILITY + CROSS-DEVICE

Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

Live Poll Question #1

How long have you been in Online

Advertising?

#thinkppc

A. Less than 1 year

B. 1-3 years

C. 3-5 years

D. 5+ years

#thinkppc

Non Data-Driven Model

Options


Options

Last Interaction:Giving full credit to the last

interaction the user had

(typically last click).

Good For: Customer retention and

continuing to put focus on

bottom funnel efforts. (Brand

Traffic, Direct Traffic, RLSA

Traffic)

First Interaction: Giving full credit to the first

interaction the user had.

Good For: Growth initiatives. Higher funnel

marketing (Display, High Funnel

Social efforts, Non-Brand keyword

targeting)

Linear: Giving equal credit to each

interaction up until the conversion.

Good For: Trying to create equal value

across funnels


Options

Time Decay:The closer to the action of

converting the more credit the

touchpoint will receive.

Good For: Customer retention and

continuing to put focus on

bottom funnel efforts. (Brand

Traffic, Direct Traffic, RLSA

Traffic)

Position Based: Gives 40% credit to first and last

interactions and splits the other

20% to the middle

Good For: Gaining new customers and the

very bottom of the funnel (Brand,

Direct traffic).


OptionsIssues with Non Data-Driven Models

● None of these models use extra levels of data to help prove what is

driving sales

● All of these models are ‘set’ models, meaning no machine learning is

occurring

● Most of these models (Last Interaction, First Interaction, Time

Decay, Position-Based) hurt certain levels of the funnel without any

proof that the level of the funnel isn’t helping the bottom line


OptionsBayesian Theorum

● Thomas Bayes was thought to be the first person to write about how prior

information can help determine later outcomes.

● Its this same thinking that helped Alan Turing used break the Enigma code

during WW2. The Machine he built was also thought to be the start of modern

computers.


OptionsHow C3 Metrics Uses Bayesian

● Time to conversion

● Viewability

● Consistency of Position

● Causality

All of these inputs can be used to analyze a funnel on a user by user basis,

giving us the ability to analyze all the previous models in one.

#thinkppc

Using Correlation Formulas

to Judge Upper Funnel

Efforts


Process of Getting Correlation Formulas

● Get raw data from last 365 days on your lower funnel metric and higher funnel metric

you’re comparing

● Breakdown the data into 7 day averages rather than using day-by-day stats in an attempt

to remove daily outliers

● Use the correlation formula on the 7 day averages: correl(range1,range2) & create graphs

to visualize the trends

#thinkppc

Knowing Your Cycle,

Knowing Your Funnel

Knowing Your Cycle

● How long of a time range is there between different stages typically?

○ Awareness to Lead Form

○ Lead Form to Sale

● At what stage should your focus be?

○ Are you lacking growth (need more awareness)

○ Are you seeing traffic growth but no lead growth? (need better middle

funnel advertising)

○ Are you seeing leads but lacking sales? (need better nurturing efforts)

Knowing Your Funnel

● Video Advertising (YouTube or TV)

● Interests, Topic Targeting on Display

● Interest Targeting on Social Networks

● More broad keywords in Search

● Lookalike Audience Targeting in Display

& on Social Networks

● Long-Tailed or Brand keywords in

Search

● Display Remarketing, Social

Remarketing or RLSA Efforts

#thinkppc

Using C3 to Align Your

Cycle & Your Funnel

C3 Funnel Insights

OriginatorActivity receives credit for

originating a user's activity

with your brand which

helped lead to a conversion

or sale.

RosterActivity gets credited for

helping to build the base for

a user and educate a user

who eventually converted

AssisterActivity receives credit for

helping to directly assist a

user by getting them to the

conversion step

ConverterActivity gets credited for

being the last step in the

process that got the user to

convert directly

Aligning Your Cycle & Funnel

● Looking for YoY growth? Put more money in your advertising efforts that do well as

originators

● Looking to improve your sales or lead rates? Put more money in your advertising efforts or

similar efforts that project to do well as roster builders or assisters

● Looking to improve your account efficiency & direct conversion rates? Put more money

or more strategy into your remarketing or other efforts that have proven to have value as

converters

● Looking to improve sales rates off leads OR returning customer rates for eCommerce?

Put more into your lead nurturing efforts and/or your customer retention efforts. From RLSA to

Social remarketing to Email advertising.

#thinkppc

AVSR is ROI

AVSR is ROI

● AVSR = Attributed Value to Spend Ratio

● AVSR is C3 Metrics way of determining return on value

● Originator + Roster + Assist + Converter = Total Attributed Value

● TAV/Spend = AVSR or ROI

● Spend/TAV = ACPA or CPA

Offers!

A. I'd like to learn more about C3 & getting fees waived!

B. I'd like to be emailed more info on Excel

Extravaganza!

C. I’d like both!

D. No, thanks.

Live Q&A Time!

#thinkppc

Thank you for attending our webinar!

#thinkppc

Contact Hanapin Directly: [email protected]

Contact C3 Metrics Directly: [email protected] Marketing | The PPC Agency of Experts that Produce PPC Hero and Hero

Conf

mailto:[email protected]

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Navigating the Complexities of Attribution

Marketing

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