Channel  A)ribu.on:  Where,  What,  How  and  Why  

Grace  Chu  Alex  Crompton  

Leila  Seith  Hassan  

Duplica.on  across  channels    

Banner    Ads  

Email    Blast  

Paid    Search  

Organic  Search  

$  Bid    Mgmt  

Ad    Server  

Email  Pla8orm  

Google  Analy<cs  

$  

$  

$  

Success  a)ribu.on  models    

Banner    Ad  $100  

Email    Blast  

Paid    Search  $100  

Banner    Ad  $100  

Affiliate    Referral  $100  

Success  $100  

Success  $100  

Banner    Ad  

Paid    Search  

Organic  Search  $100  

Success  $100  

Last  channel  gets  all  credit  

First  channel  gets  all  credit  

All  channels  get  equal  credit  

Print    Ad  $33  

Social    Media  $33  

Paid    Search  $33  

Success  $100  

All  channels  get  par<al  credit  

Paid    Search  

First  and  last  click  a)ribu.on    

Chart shows percentage of channel touch points that lead to a conversion.

Neither first nor last-click measurement would provide true picture

Paid/Organic Search

Emails/Shopping Engines

Indirect  display  impact    

Direct  mail,    email,  etc  

Facebook  TwiNer,  etc  

Campaign  flow  and  calls  to  ac.on    

POS  kiosks,  loyalty  cards,  etc  

CRM  program  

Home  pages,  portals,  etc  

YouTube,    blog,  etc  

Paid    search  

Organic    search  

Landing  pages,  offers,  etc  

PR,  WOM,  events,  etc  

TV,  print,    radio,  etc  

C2  

C3  

=  Paid  media  

=  Viral  elements  

Call  center,    retail  stores,  etc  

=  Coupons,  surveys  

Display  ads,  affiliates,  etc  

C1  

Where  to  collect  the  data    

Referral visits Social media visits

Organic search visits Paid search visits Email visits, etc

Web Analytics Banner impressions

Banner clicks +

Paid search clicks

Ad Server

Lacking banner impressions

Less granular & complex Lacking organic visits

More granular & complex

Inhibitors  to  Channel  A)ribu.on  

•  Data  in  siloed  plaJorms  –  no  single  source  of  truth  

•  Inadequate  Tracking  •  Communica.on  between  agencies  /  teams  •  Offline  channels  are  ignored  •  Perceived  cost  /  .me  /  skill  barriers    •  Cookie  expira.on  

   

Research  Online  Purchase  Offline  business  models  define  a.ribu0on    

High Interest Savings

Transaction Account

Credit Card

Personal Loan

Home Loan

Product purchase/arrange channels for consumers who conducted research online

Online  &  offline  marke.ng  complement  

37%  of  online  search  are  triggered  by  TV  Ad  

30%  of  online  search  are  triggered  by  Newspaper  Ads  

17%  of  online  search  are  triggered  by  Radio  Ads  

Source:  iProspect  “Offline  channel  influence  on  Online  Search  Behaviour  (Q.  Which  of  the  following  prompted  you  to  use  an  internet  search  engine  to  look  for  informa.on  on  a  certain  product,  service,  company  or  slogan?  Select  all  that  apply  ;  Google;  T&S  

CPA  differs  by  channel  over  .me  

Key variables: budget, campaign efficiency, web functionality Source: FirstClick client case study, 2009

CPA  differs  by  products  

Key variables: product, budget, campaign efficiency, web functionality Source: FirstClick retail banking analysis, 2009

Framework  and  Considera.ons  

1.  Business  Models  –  Lifecycle:  Acquisi.on  v.s.  

Reten.on  –  Consumer  sales  life  cycle  –  Value  per  customer  life  stage  

2.  Value  by  Channels  –  ROI  (Margin)  v.s.  cost  per  

channel  –  Online  v.s.  Offline  –  Time-­‐lag  impact  

3.  Capabili.es  Requirement  –  Tracking/Analy.cs  –  Repor.ng  and  Analysis  –  Op.misa.on  &  Tes.ng  

Addi.onal:    Business  Processes  –  Top-­‐  down  buy-­‐in  –  Stakeholder  Management  –  Decision  –making  process  

A  real  world  example  -­‐  Aussie  

•  A  home  is  the  most  expensive  thing  you’ll  ever  buy  

•  The  2nd?  Your  mortgage!  

•  The  ul.mate  high  considera.on  purchase  

Last  click  shouldn’t  win  

“Last  Click”  model  is  fundamentally  flawed  in  a  high  considera.on  purchase  -­‐  Each  channel  cannot  be  isolated  and  measured  separately.      

Influencer   Influencer  Introducer   Closer  

LAST  CLICK   0%   0%   0%   100%  

Start  with  even  a)ribu.on  

Influencer   Influencer  Introducer   Closer  

EVEN   25%   25%   25%   25%  

Then  get  really  smart    

Get a macro view of exactly what each of your channels is doing for you at each stage of the funnel and what its ROI is

So  what?  

Plan  your  media  spend  be)er  and  make  it  more  effec.ve  without  

increasing  your  budgets  

Customise  your  messaging  to  the  posi.on  it  occupies  it  plays  within  the  sales  funnel  to  make  it  more  relevant  

and  effec.ve  

Take  your  CPAs  down  to  a  more  granular  level  and  finally  look  at  

channel  based  ROI    

Shut  down  the  subjec.ve  conversa.ons  with  data!  

Maybe  even  keep  Finance  happy!  

A  real  focus  on  channel  a)ribu.on  

allows  you  to