Ad Attribution

Attribution 101: Full-Funnel Media Measurement !March 2011!

Confidential

2 Attribution 101: Online Measurement © Encore Media Metrics 2011

Digital is hard to characterize   Strategic + Tactical   Branding + Performance

Digital touches customers throughout!the funnel   Can’t win by simply harvesting demand   You must create it (display, social, etc.)

Digital is hard to measure   Traditional metrics no longer suffice

Yet, each buy must stand on its own

Awareness (Display, Email, Social, Mobile, Fat Tail Search)

Consideration(Display, Mid-Tail Search, Social)

Preference(Long-Tail

Search, Social Email)

Action (Social, Search, Email)

Media Measurement Today


We were initially taught to measure performance via:   Clicks   Click-through-rates (CTRs)   Directly attributable conversions

We now know these don’t tell the whole story   Keyword assists are important (Search)   Display Ads can be effective without clicks   Social contributes throughout the process

Clicks don’t matter for measuring Display   8% of users contribute 80% of Display clicks   Only 20% of post-imp conversions follow clicks

Measurement Challenges

“If all you have is a hammer, everything looks like a nail.” -Abraham Maslow


Attributing credit to the last click is still the norm   Rewards Search   Punishes Display, Email and Social

As an industry, we have to do better!

We need to:   Identify all interactions that precede !

conversions   Attribute value to each touch point !

that plays a supporting role

We Know It’s Wrong, but…


There are two primary methodologies for attribution:

1. Algorithmic modeling: analyzing data to correlate impact   Performed in batches, monthly, quarterly or annually

2. Operational Attribution: analyzing all touch points that precede a visit or conversion   Requires synching of ad server and site analytics data   Real-time or daily analysis   Requires new approach to measuring impact of social

Attribution Methodologies


Attribution Landscape*

Lower-Funnel (clicks only)

Full-Funnel (impressions + clicks)

Statistical Modeling Operational Attribution

Adometry Covario Marketshare Visual IQ X+1

ClearSaleing

Encore C3 Metrics

Convertro CoreMetrics Omniture TagMan

*Vendors listed in alphabetical order


Channel Attribution

  Most know display drives leads from direct and natural search   If you can quantify the impact, you can optimize spend   We do this by attributing credit for Assist impressions and clicks

The impact can be dramatic • Often see 50-150% lift in attributable results for Display • 30-60% drop in CPL is common


Vendor Level Attribution   Media may be performing much better than initially though (more winners)   Last-click “laggards” may actually be leaders

  Publisher #2 went from “Loser” to “Winner after getting credit for assists


Business Case for Attribution

Attribution optimize spend based on true performance of media (key to maximizing ROI)


About the Presenter Steve is the founder and CEO of Encore Media Metrics (http://encoremetrics.com), a leading provider of campaign measurement, attribution and reporting services for brands and agencies. Encore’s solution is delivered as an on-demand service, allowing clients to achieve deeper insights into campaign performance while lowering the cost and complexity of online measurement.

Prior to launching Encore, Steve founded, grew and sold Spur Interactive, a digital marketing agency that specialized in strategic planning and execution of integrated media campaigns. In this role, Steve planned and executed successful campaigns for leading brands, including FedEx Office, Continental Airlines, ConocoPhillips and The Scooter Store.

Steve is an accomplished industry lecturer and thought leader. Steve speaks frequently at industry events including OMMA, Search Engine Strategies, Online Marketing Summit, eMetrics Summit, Integrated Marketing Summit and others. Steve’s articles have been published by MediaPost, Online Media Daily, iMedia Connection, Marketing News and Bizjournals.com. Steve has been quoted in B2B Magazine, PR Week, Fortune and CNN.com.

Steve received an MBA from Harvard Business School and a BBA from the University of Oklahoma. You can read Steve’s blog at http://Attribution101.com.

http://facebook.com/slatham http://twitter.com/stevelatham www.linkedin.com/in/stevelatham


Additional Considerations

Defining the right attribution model   What is the value of an impression vs. a click?   How will that vary based on the type of media?   How far back should you look?   How do you isolate online impact?

Analytics platforms still miss a lot   Cookie deletion (still 30+%?)   Multiple devices (20%?)   Non-served ads (Google, Facebook)

Calculating offline impact from online marketing


Adjusting Your Data

Analytics platforms overstate % of New vs. Returning visitors   Cookie deletion (30%)   Multiple devices (?%)

How do we adjust?   Quantify the data that !

was lost   Adjust results accordingly

176% adjustment?   How does this impact how!

we measure media?


Some Things You Can Do Today

1.  Market testing 2.  Customer surveys 3.  Online surveys


To isolate the impact of media, conduct a market test   Conduct a campaign targeting a Geo or Product   Define the test and the control groups   Measure lift in traffic and conversions (via G.A. filters)

Case study: regional campaign targeting Austin, TX   Results: 120% lift in traffic from Austin

Market Testing


Ask customers if they…   Visit your site, facebook page, YouTube channel, etc.

Define Test and Control groups Case study: Retailer asked customers how they heard about the

sale (comparing Austin to other markets) Internet was referenced 4x more in Austin vs. other markets

Survey Customers


Use 1-Question surveys to measure lift in awareness, consideration or preference from advertising

Compare results from Exposed vs. Control Group Case study: Awareness-building campaign for eCardio

  Used 1-Question survey to measure awareness vs. competitors   Exposed group showed 280% lift in awareness

Online Surveys

Ad Attribution

Education

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