How krunch.co reduced cost for Cisco by 56% using Attribution

Adnan Khan, Head of Innovation, krunch.co

Storytelling & Content

Digital MediaAttribution

DATA

Marketing Automation

Offline Media

MARKETING SCIENCE

Mixing data, technology andcontent at scale, to drive measurable business results

WHAT krunch.co DOES

Do you know if you're getting the most value from your marketing investments?

Attribution is more valuable

than ever before

We've gone from being exposed to about 500 ads a day back in the 1970s to 5,000 a day today. That’s a 10x increase in 50 years.

Source: Datalicious, "Mobile advertising now drives over half of all campaign conversions," Dec 2017.

For every 1 person, there is an average of 3+ different cookies

*39% of Australians regularly delete their cookies from their browser.*Cookies expire after 30 days

Cookie based measurement misses

40%of digital touchpoints,

which understates impact

Source: Datalicious, "Mobile advertising now drives over half of all campaign conversions," Dec 2017.

Source: Facebook Internal Data, Conversion Lift Studies, Feb 2017. Based on 2,177 Facebook Conversion Lift studies with online sales-based objectives.

91%of people who could

buy your product don’t click on your

ads

A negative pattern exists between Sales Lift per Household and Click Through Rate (as CTR increases, sales decrease)

There is no statistically significant relationship between CTR and Sales

Comscore, 2017

Clicks are a false proxy for business success

WHY? BECAUSE CONSUMERS LIVE IN A CROSS-EVERYTHING WORLD94% of transactions still happen in the real world (not e-commerce)

Source: Retail’s Main Event: Brick & Mortar vs. Online, RetailNext, 2016

• Measurement technology which counts you as 3+ people instead of one

• Tracking technology which expires after one month (or is deleted manually before that month)

• Clicks from people who don’t end up buying your product

More than $100bn worth of digital marketing globally is spent based on cookie data insights:

People data is more accurate than cookie data

• People data is persistent (phone numbers and emails don’t expire)

• People data allows us to match purchases made offline attributed previously digital touchpoints

• Match your offline customer data to the largest database in the world (Facebook, Messenger, Instagram)

• 18M people data in Australia• 2BN+ people data Worldwide

People-based attribution allows granular, accurate measurement in real-time

Facebook Search Website Display ad Email Offline Purchase

(People data)

Assign conversion credit to touchpoints and channels

LAST CLICK MODEL Search gets credit

Facebook Search Website Display ad Email Offline Purchase

(People data)

Accurately understanding the impact of your ads requires a full view of the customer path to

conversion

What touchpoints and channels deserve conversion credit?

• Most marketers still use a cookie-based, last-touch measurement model.

• To measure offline business outcomes from digital marketing you need to use people data.

• Adopting people-based attribution helps us map business impact from the entire digital customer journey

Attribution allows us to move from marketing metrics to business metrics

FOR 20 YEARS CISCO HAS BEEN CHANGING WORLDSREACHING OVER 7 .8 MILL ION STUDENTS IN 180 COUNTRIES , C ISCO NETWORKING ACADEMY IS CHANGING CAREERS , EDUCATION, BUSINESS , AND THE WORLD

T HE LARGER GOAL O F C ISCO N E T WO R K AC ADE M Y :

P O S I T I V E LY I M PA C T 1 B I L L I O N L I V E S B Y 2 0 2 5 W I T H T H E B E N E F I T S O F D I G I T I Z AT I O N

K R U N C H.CO BU SIN ESS O BJEC T IV ES :T O B U I L D A F U N N E L O F S T U D E N T S

U S I N G O N L I N E , E N T R Y- L E V E L C O U R S E S W H O T H E N P R O G R E S S O N T O C A R E E R - R E A D Y

C O U R S E S AT A P H Y S I C A L L E A R N I N G I N S T I T U T I O N S

DOMO implementation process

Attribution against 2BN People Data

pointsMarketing Automation Domo Dashboard

Website Analytics

Digital Advertising

Offline Course Enrollment

People Data

Collaborative Optimisation Sessions

Business Insights from Marketing Data

Attribution + DOMO opened up a whole new way to optimise

● $1.31 Cost Per Attributed Institutional Enrolment

● $0.07 cost per click

● $10.47 Cost Per Attributed Institutional Enrolment

● $0.04 cost per click

● $5.09 Cost Per Attributed Institutional Enrolment

● $0.04 cost per click

What drove the best CPC, didn’t drive the best institutional enrolments

RESULTS

* 9 0 0 , 0 0 0 P EO P L E V I S I T E D T H E W E B S I T E

* 7 5 , 0 0 0 + N E W S T U D E N T E N R O L M E N T S

* 5 6 % D EC R E A S E Q O Q I N C O S T P E R E N R O L L M E N T

* 1 . 1 M I L S T U D E N T S O V E R A L L , 6 8 % B R A N D N E W & 1 5 % P R O G R E S S TO A D D I T I O N A L

C O U R S E S

Your journey to attribution can look like this

A U D I T & D I S C O V E RUnderstand the results from your current marketing measurement and identify the gaps. Is it truly delivering insights that drive business value?

1

T E S T & L E A R NTest different touch attribution models to understand incremental business outcomes – find the model that works for you

2

I M P L E M E N TImplement people-based attribution as a powerful insight tool into DOMO. Understand the journey people take across device and platform in addition to other data.

3

O P T I M I S ELook beyond marketing, to the whole customer journey. Apply your new insights to how to optimise investment.

4

Thank youlinkedin.com/in/adnan4

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