global trends on attribution and measurement
TRANSCRIPT
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Leading Measurement for Growth
Justus M. MallachJuly 12th 2017, London
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1. Make sure your measurement works
2. Change your Attribution model. Today!
3. Start using automation for investing.
Key “Take-Aways” from this session
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Pro
pri
eta
ry +
Co
nfi
de
nti
al
3
Ask me anything:
goo.gl/WAH3AS
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We need to kill a myth:
Attribution is nothing new!
We’ve been doing it all along.
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This is how these consumers make buying decisions.
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And only do “tests” and “flights” in the upper funnel?
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The reason: our (in)ability to measure and attribute!
Hard to measure
Easy to measure
Hard to attribute
Easy to attribute
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What’s the result of this?
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What’s the result of this?
This is not how you get people to buy and it makes the internet a
horrible place.Please stop.
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Chapter 2
How can we use this knowledge
to increase revenue?
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So how can we align our strategy with how people buy?Acknowledge this process!
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75%of consumers start transactions on one device and finish on another
5touch points on average for any given transaction
1. Know how important Attribution is for your business:
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12
100%12 conversions
Last ClickMODEL:
No data!No data!
With a “one-touch”-model, all data is aggregated in one point. Here, it’s the last interaction:
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Invest here!
Keywords/Campaigns
GlobalMaximum Local
Maximum
...so we invest in the last interaction that got the most conversions. Most likely brand or remarketing.
This area is invisible due to the “one-touch model!
ROI
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It’s basically this.
Only more expensive.
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12
20%2.4 conversions
MODEL:
...since we want to invest with both eyes open, we need to look at all touch-points and attribute value fairly:
Data-Driven
70%8.4 conversions
10%1.2 conversions
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Invest here!
Keywords/Campaigns
GlobalMaximum Local
Maximum
...so we no longer invest in the last interaction - but in the second one. Here we have the biggest impact!
ROI
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Source: Direct Marketing Association (DMA) and Winterberry Group, “Quarterly Business Review Q1 2016,” June 13, 2016
81.4%of Marketers are likely to increase prioritisation on attribution this year.
Pssst….It’s still early! Use the competitive advantage!
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Proprietary + Confidential
Proprietary + Confidential
What’s ahead in Attribution:Google Attribution
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Proprietary + Confidential
Your new attribution data is only powerful when you acton it
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Proprietary + ConfidentialProprietary + Confidential
Use insights from your new attribution model to drive strategic decisions in your account
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Proprietary + Confidential
Multi-touch models often reveal a shift in credit to mobile devices and upper-funnel targeting
Conversions shift from desktop to
mobile devices
Conversions shift from branded
to generic terms
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Proprietary + ConfidentialProprietary + Confidential
Spending too much time and energy managing your bids?
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Proprietary + Confidential
Let us handle the work for you with Smart Bidding
70 Million Variables
We consider 70 million
variables when
determining the bid - both
individually and the
intersection of those
variables
Real-Time Bidding
Google sets a bid for
every auction based on a
user’s likelihood to
convert
Precision at Scale
Scale globally, across all
devices and millions of
publishers while achieving
your business goals
More Conversions,
Less Time
Drive more conversions
for your business at the
same or better ROI and
save time on manual
optimization
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Q&A___________________________________
Slides & Feedback:goo.gl/KZ2s7r
Justus M. MallachConnect on LinkedIn!
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1. Make sure your measurement works
2. Change your Attribution model. Today!
3. Start using automation for investing.
Thank you! And remember: