Marketing Attribution

Russell McAthy@therustybear

SearchLeeds2016

Russell McAthyCEO of CUBED Attribution

14 years of..X-Consultant to enterprise

X-Agency DirectorX-Digital Strategist/Analyst

Managed well over 1B media spend

Focus on consumer understanding through data informed insights

Warning

Ive made a lot of this stuff up!

What isMarketing Attribution?

@therustybear

Attribution is about you understanding HOW your consumers engage with

your brand@therustybear

The biggest challenge in attribution is psychological

not technical

@therustybear

Last Click (Last Non Direct Click)

First Click / Interaction

Distributed

Bathtub

Time Sequence

Which Attribution Model?

@therustybear

MACRO Conversions

MICROConversions

@therustybear

Nerf MEGA ThunderBow

SALEBrand PPC

Cost of Acquisition for this sale (Cost of Click)

Earning of the sale (Revenue) The Margin of the Product

(Margin) Calculable ROI for this

interaction

@therustybear

SALEBPPCGPPCSEOGPPC

Xmas Presents for

boys

Nerf Bow and Arrow

Nerf LP on TRU

ToysRUs Nerf bow

@therustybear

Impression Led Value

Understanding

Display Marketing is famous for its impression tracking.

What about content marketing, email etc?

@therustybear

Does the value of links actually mean anything?

@therustybear

Its 2016..Surely we want to see how valuable the

content placed is?

@therustybear

Image tag in the content article (1x1 pixel)

-Cookie is set on the users

machine

User does not click on the link. But visits the

website through another channel in the

future.

Content Impression Value

@therustybear

CD C D E D D

TV TV

User Journey Value Distribution

Reach

Impression

Interaction / Conversion

@therustybear

Consumer Conversion

Optimisation

Your Conversion Rate is 1%

@therustybear

Your Bounce Rate is 40%

@therustybear

What are you doing about the other 59%?

@therustybear

Consumer Conversion Optimisation is not about making 1% get to 1.5%

@therustybear

Next Best Action and Propensity

@therustybear

Multi-DeviceWhats the future

You have many devices

@therustybear

Cross Device Syncing

Sync Ids Anonymous Parameters

IP Matching Device Mapping

@therustybear

@therustybear

Thank you for listening

Russell McAthy@therustybear

CEO of CUBED Attributionhttp://withcubed.com

@withcubed