The Modern Truth About Attribution - Todd Crawford, Impact Radius
22
The Modern Truth About Attribution #PMILDN @toddcrawford
-
Upload
performance-marketing-insights -
Category
Presentations & Public Speaking
-
view
331 -
download
0
description
There is no consensus among advertisers about the use of big data in attribution, but as marketers you should be well-versed on attribution techniques including the bath tub and binary models to help achieve your ad spend goals. Pay attention to Todd as he takes you through a whistle-stop tour of attribution, discussing the issues attached to certain models, tracking and data capture challenges along with the pros and cons of build vs buy. The session will be capped off with a case study for a billion-dollar retailer.
Transcript of The Modern Truth About Attribution - Todd Crawford, Impact Radius
Presentation Overview
Introduction
TopicsWhat is Attribution What do we want from it?How do we leverage it?Why haven’t we mastered this yet? Example dataCase study Summary
Q & A
Contact me
Impact Radius Overview
SaaS marketing solutions provider
Affiliate ManagementMedia ManagementMobile Tracking
Attribution
What is attribution?
Introducer Influencer Closer
5 days 5 minutes5 hours
Common attribution models
Single source (first click, last click)
First Click Last Click
Common attribution models
Fractional
Linear Position Time Decay
Common attribution models
Algorithmic/custom
Custom
What?
Where?
When?
BUT….what we don’t know is WHY!
What can attribution tell us?
Which of these ads was most influential?
Why bother?
What do we want from attribution?
Better resultsNo surprisesIncrementality
Goals and KPIs
Leverage Your Data
Analysis
How do we leverage attribution?
Intra-affiliate
Source of data
Missing pieces
Why haven’t we mastered this yet?
Modeling vs. Analysis
1+1 = 3
2x5 = 7
100÷4 = 40
Ye Olde Affiliate View
New Affiliate View
Multi-channel View
Lookback Window Dilemma
Challenge: Desire to acquire new customers and understand true value of media partners
Solution: Impact Radius provided more accurate transaction counting and conversion reporting
Meaningfully evaluate affiliate/paid marketing interaction
See partners involved in new customer acquisition, accurately target and reward
Results: 10% increase in new customers and a 22% boost in sales
Thanks to richer analysis afforded by Big Data, now able to make quicker, more informed decisions
Case Study: Advance Auto Parts
Summary
Attribution is inevitable.
Data is your frenemy.
You need to put in the effort to get the results!
Q & A
Contact Me
Todd Crawford – [email protected]
Stand #48
Learn more about Impact Radius at www.impactradius.co.uk or call us at +44 20 3397 6735.
![Joanne Crawford Triple jeopardy-crawford-ACFID-uts-2013[1]](https://static.fdocuments.net/doc/165x107/555128ddb4c905f1528b4a4b/joanne-crawford-triple-jeopardy-crawford-acfid-uts-20131.jpg)
