#SMX  #21C   @EmergentDigital

Moving Toward a Smarter Model

LAST-CLICK ATTRIBUTION: GETTING OVER IT

#SMX  #21C   @EmergentDigital

§   Start  At  The  Beginning  

§   Baby  Steps  

§   More  Complex  Models  

§   Stories  

What are we talking about?

#SMX  #21C   @EmergentDigital

Shameless Self-Promotion Slide

Emerging,  Digital  Media   Social  Enterprise  

NonProfits  §  Google  Ad  Grants  §  Social  Fundraising  §  Education  

Mission-­‐Driven  Companies  §  Sustainable  Energy  §  Social  Change  §  B-­‐Corps  

#SMX  #21C   @EmergentDigital

§     Deep  Understanding  of  the  Customer  Lifecycle  –  From  Banner  to  Buy  and  Beyond  

§     Data  Analysis  &  Number  Crunching  –  Solid  technology  and  Math  

§     Close  the  loop  –  Informing  and  optimizing  the  buy  

Attribution – Key Ingredients

#SMX  #21C   @EmergentDigital

Players in the Attribution Space

#SMX  #21C   @EmergentDigital

§     The  Need  to  Start  Somewhere  

§     Get  Your  Ducks  in  a  Row  

–  Single  Source  of  Truth  

–  Gather  Data  

§     Start  Building  The  Narrative  

Last Click/Last Touch – Not (quite) as dumb as it looks Image + Bullets Sample Slide:

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*source:  blog.datalicious.com  

#SMX  #21C   @EmergentDigital

§     Keys  To  The  Racecar  §     You’re  Not  Qualified!  

§     Try  a  rules  -­‐  based  model  

–  Random  or  based  on  frequency    

§     Advantage:  in  real  time    

§     Doesn’t  address  issue  of  causality    

Assigning The Credit – You’re Doing it Wrong

Image + Bullets Sample Slide:

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#SMX  #21C   @EmergentDigital

GA Attribution Choose  different  models  

#SMX  #21C   @EmergentDigital

§     Lookback  window  

§     Adjust  based  on  Engagement  

§     Add  parameters  

–  Position  in  Path  

–  Page  Depth  

–  Placement  Type  

Google Analytics – Custom Models Image + Bullets Sample Slide:

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#SMX  #21C   @EmergentDigital

§  If  you’re  buying  lots  of  Display  §  Sophisticated  Algorithms  §  90  days  of  data  §  Crunch  and  move  on    §  Reliant  on  data  quality,  reliability    §  Can  be  expensive    §  Not  Real-­‐time    §  need  to  rebuild  model  when  data  

changes    

Media Mix Models Bullet Point Sample Slide:

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#SMX  #21C   @EmergentDigital

§  Cooperative  Game  Theory  

§  Logistic  Regression  

§  Other  Rules  -­‐  Based  §  First  Interaction  

§  Linear  

§  Time  Decay  

§  Position  based  

Other Models Bullet Point Sample Slide:

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Cooperative Game Theory §  When  players  are  cooperating  

together  to  create  value  §  Used  in  medical  research  and  

blackjack  §  New  to  digital  marketing    §  Looks  at  every  scenario  and  

compares  the  value  of  the  conversion  versus  a  baseline  for  that  period  

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§  Executive Sponsor §  Open Your Mind §  Want To Change §  Core Team §  Data Sheriff  

Engagement of the Corporate Kind

§  Onsite Visits §  1x/month for a year §  Stakeholder meetings §  Individual and group §  BI Dashboards

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§  Promotional Period §  14-day lifecycle §  Start with Generic Search §  Hit with Remarketing §  Targeted Promotion §  Increase conversion rate

by 50%  

What Success Looks Like

#SMX  #21C   @EmergentDigital

•  Start  Small  

•  Use  the  Free  Stuff  

•  How  Much  Display?  

•  Make  The  Case  

•  Data  Sheriff  

Summary

#SMX  #21C   @EmergentDigital

Dave Roth, Emergent Digital

THANK YOU!