USER JOURNEY PRESENTATION

A New World Order - The Attribution Value Equation

Lewis Lenssen

SVP Strategic Initiatives, Rakuten Marketing

LONDON SYMPOSIUM

5 June 2015

The year of attribution.

• What is attribution?

• The history of attribution

• The challenge of the modern shopper

• The time for attribution is now

• The Rakuten Marketing proposition

Agenda

About me

• 5 years leading and building a search agency

• 1 year consulting on social media and online PR

for retail brands

• 4 years as Commercial Director of Rakuten

Attribution (formerly DC Storm)

Background

Attribution

What activity has driven new customers in the last 3 months?

How many customers saw my facebook ads?

How do I sell this stock?

Within click channels

All/multiple click channels

Online Impressions

Offline and O2O

Non user identifiable

2005

2015

One click wins

Rules based attribution

Statistical attribution

Journey analysis

Segmentation analysis

Budget planning and forecasting

Growth planning

Journey Data

Analysis

Measuring The Modern Shopper

In-store Sales

In-store Sales

Joe.blogs@hotmail.co.uk

Quote ID: 1837847

Delivery: BN1 6JF

Call Centre Sales

Call Centre Sales

Call Tracking

ProviderUnique ID

IMPSEO

“Brand”

PPC

“Storage”

Multi Device

Multi Device - Deterministic

Multi Device - Probabalistic

Display Advertising

Click through

Immediate response

Increased awareness

Display Advertising

• Impression tracking

• Impressions drive contributing visits

• Include touch points where an immediate response is identified

Display – Immediate Response

Current Adoption

13% of Total Market

Chasm

Tornado

Rakuten Attribution