a guide to digital attribution models
TRANSCRIPT
Attribution modeling
Prepared and delivered by : Matthew James Robinson
Head of Search Marketing
www.keyteq.no
Evolution of Digital Measurement
1996
Vanity metrics
Visibility, hits, collected server
side, usually by the tech
department
2002
Usability metrics
First sign of usability with sticky
content, pages per session, time
on site being measured.
2004
Campaign metrics
Launch of AdWords leads to
marketers paying attention to
performance.
2010
Full Analysis
Google analytics allows
companies to collect lots of data
around usability and campaigns
2015
360 metrics
Full user tracking across all touch
points, attribution and user experience
with full segmentation
Future
Prediction metrics
Predicting how users will interact
and respond mixed with real time
advertising across all devices
The ability to get products, service and message in front of the right people in the right place, at the right time, in the right format has long been hailed as one of the
Internet’s greatest virtues. Combine this with the ability to track, measure and importantly improve things in real time, with real benchmarks and targets and is should be a
home run. They why are so few companies doing it?
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COMPANY GOALS THIS YEARTop level objectives for 2015
1
2
3
4
More Clients
Higher ratio of online sales
Increase Brand recognition
Improve work process
The company have targeted more clients in 2015 and specifically see the male professional 35-45
segment as an area for expansion with new products and services launched in the final quarter 2014
2014 performance review shows both a higher revenue and profit per
customer, higher conversion rate from user to customer and a higher lifetime
value for trend from the online sales as oppose to inbound calls
An evaluation of internal process shows that customer retention rates and customer satisfaction
has fallen in 2014. The goal is to improve post purchase evaluation through digital marketing
Independent research shows the brand recognition has fallen in 2014 and
the goal is to build more brand awareness through digital channels in 2015
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Setting realistic goals and targets
75%
55%
75% Male
#1 Demographic Partners of the #1 demographic
25% of Female
First week trial to be limited to
Bergen during fine tuning
Geo-targeting
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COMPETITOR ANALYSISOpportunity and budget will be determined by difficulty and competition
Customer
Competitor 1
Competitor 2
Competitor 4
Competitor 3
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MOST POPULAR PRODUCT
Tiger balm muscle spray
Tiger balm active muscle rub
Tiger balm active muscle gel
Tiger balm mosquito repellent
Tiger balm ultra thin patch
Tiger Balm active rub50%
85%
40%
70%
75%
90%
65%
45%
35%
95%
27%
90%
Demo content
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DEMOGRAPHIC TARGETING
LinkedIn (78%)
B2B site but with more subject
specific targeting. Chance to access
motivators and opinion formers. How
will this be done? Choice of paid and
organic
Twitter (98%)
Short creative text, video,
infographics, links to Vine. Do male
and female personas use these
channels differently?
Content Marketing (87%)
Optimize an article from non selling
perspective from the male persona. Think
about motivators and triggers
Pinterest (34%)
Organic and sponsored pins
Twitter (69%)
Short creative text, video,
infographics, links to Vine
Content Marketing
(23%)Optimize article from a non selling,
info giving perspective. think of female
motivators and triggers. non rational
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Personas
Platforms
1
1
.5
2
Hours spent per day
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Where do we meet Sally online?
Content Marketing on LinkedIn
Email campaign
Targeted campaign on Twitter
Contextual marketing
60 %
40 %
90 %
70 %
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DETAIL CAMPAIGN FOR #1 SEGMENT
About this project
Research shows that 87% of back pain can be fixed by stopping crying like a girl and just get on
with it. Some people have no legs. I have seen one. A person that is, not their leg. I didn’t just find
it. That would be weird.
Specification
Creation of content for LinkedIn
Landing page for campaigns
Search marketing campaign
Social Media display campaign
Per month cost
15,000,-Goal: To deliver 15,000 trial customers, 1000 Subscribers from the #1
Market segment. Estimated ROI 63% Demo content
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Landing page optimization
Landing page optimization
The campaign landing page needs to be set up with tracking and analytics with
clear goals and benchmarks.
Adjusted bounce rate
Top tasks and engagement quality score
Conversion rate
Revenue
Demo content
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Device strategy
Responsive website
In order to reach the objectives we need to know that the web properties are ready to convert the leads the campaigns are
generating. Without control measures in place at the point of conversion we cannot accurately judge the value of campaigns.
Adjusted bounce rate
How many site visitors from the mobile channel
arrive at the site and leave within 10 seconds
without clicking on a link or scrolling.
The total number of users divided by the number of
conversions.
How many unique sales have been made through
the mobile channel?
Total revenue generated by the channel
Total profit generated by channel
Completed sales
Conversion rate
Revenue
Demo content
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GOALS PER SOCIAL NETWORKSet realistic goals based on the channel. People use different channels in different ways. They will have different expectations on the way you communicate with them.
Create a native marketing strategy and set goals per social channel
1000TRIALS
2000VIEWS
500TRIALS
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CAMPAIGN TIMELINE
• Launch article and infographic on LinkedIn.
• Launch Landing Page and Adwords
• Launch Organic social marketing
• FineTune message and CTA
• Launch article and infographic on SOL.no
• Launch Social Media advertising
• Launch Infomercial on YouTube
Launch retargeting ads on Google
Launch retargeting on Bing
Launch retargeting on Facebook
Send first email campaign to trial Customers
Week 01 Organic
Week 02 Paid
Week 03 Retargeting
Customer journey
This include problem awareness,
problem recognition, brand
recognition
1 Awareness
Evaluation, research,
comparison of solutions
to problems
2. Consideration
After deciding on the need
for one solution an
evaluation of which
provider
Intent
Why buy from this
company, unique value
proposition, price, product,
promotion
4. Decision
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Campaign Revenue
Awareness
• LinkedIn LinkedIn
Consideration
Intent
AdWords Retargeting
Decision
25% 10% 10% 648,000
Revenue from this campaign cam in at 744,000 with Retargeting responsible for 87% of total revenue. With a
cost of 100,000 divided equally between channels the non adjusted ROI for this campaign would be…
40% 32,000 46,0000,-
2492%84%28%-100%
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Campaign Attribution
Awareness
• LinkedIn LinkedIn
Consideration
Intent
AdWords Retargeting
Decision
25% 10% 40%
Retargeting would not have been so successful without awareness . A more accurate way of measuring would be dividing the total revenue of
744,000 by the influence each of the individual channels had on the buying process
10%10%10% 40%
297,000-297,000-74,000-74,000-
196% 196% 1088% 1088%
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Last interaction Attribution Models
0% 0% 0% 100%
Awareness
Stage 01
Consideration
Stage 02
Intent
Stage 03
Decision
Stage 04
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First interaction Attribution Models
0%0% 0%100%
Awareness
Stage 01
Consideration
Stage 02
Intent
Stage 03
Decision
Stage 04
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Linear Attribution Models
25% 25% 25% 25%
Awareness
Stage 01
Consideration
Stage 02
Intent
Stage 03
Decision
Stage 04
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Position based Attribution Models
40% 10% 10% 40%
Awareness
Stage 01
Consideration
Stage 02
Intent
Stage 03
Decision
Stage 04