The Modern Truth About Attribution

#PMILDN @toddcrawford

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 – todd@impactradius.com

Stand #48

Learn more about Impact Radius at www.impactradius.co.uk or call us at +44 20 3397 6735.