Are you ready for Marketing Attribution?

@jeffalytics

Hi, I’m Jeff and I live out of a suitcase

I just got back from Estonia

@jeffalytics

It’s a very small country in Europe

@jeffalytics

The Alleged birthplace of Encino Man

@jeffalytics

Just how small is it?

HowsmallisEstonia?

@jeffalytics

This small!

ActuallyEstonia

I saw this sign in Estonia…

Who gets credit for my patronage?

Who gets credit?

Free Beer?

Who gets credit?

Topless Servers?

Who gets credit?

False Advertising?

So I went in and bought

this beer… it wasn’t free

@jeffalytics

Wedding in Oregon

@jeffalytics

That’s me

@jeffalytics

Beautiful venue for a wedding

@jeffalytics

Attribution question: Who gets credit for the conversion (sale)?

@jeffalytics

I asked that question to my friend

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From the owner

Is the Product all that matters?

@jeffalytics

Their wine sells out every year

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5 weddings booked for 4th of

July weekend (‘Merica)

@jeffalytics

Growing like crazy. Don’t care

about attribution.

@jeffalytics

This is how small businesses treat their marketing

@jeffalytics

To him, assigning attribution is bullshit

@jeffalytics

Attribution is

Bullshit

@jeffalytics

Or is it?

@jeffalytics

Let’s investigate

Four Phases of Attribution

1) No Conversion Tracking

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Having no goals at all

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No goals means no conversion reports!

@jeffalytics

Let’s not even go there

2) Analog Attribution

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LastClickAttributionforConversion

Web Analytics uses a ‘last click’ model

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AKA The Glengarry Model

@jeffalytics

Many companies follow this blindly

@jeffalytics

The problem? Device Fragmentation

@jeffalytics

Direct gets too much credit!

@jeffalytics

Especially when compared to other models

@jeffalytics

And yet this is the default in every single tool!

@jeffalytics

Even Google wants to kill this model

https://support.google.com/adwords/answer/7002713

@jeffalytics

Don’t put too many eggs in one basket!

3) Digital Attribution

@jeffalytics

51% 51% of companies over 100 employees are using digital attribution models in 2016. Source: eMarketerOct, 2015

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FirstClickAttributionforConversion

If last click is so bad, what about ‘first click’?

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The First Internet commenter of models

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Not necessarily an achievement

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LinearAttributionforConversion

Ok, make everything equal!

@jeffalytics

This is like the millennials of attribution

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PositionBasedAttributionforConversion

Ok, then let’s compromise

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The non-offensive approach

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TimeDecayAttributionforConversion

The time-based approach

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This is boring, but makes logical sense

@jeffalytics

CustomAttributionModel

You can even create a custom model

@jeffalytics

Test these models in Google Analytics

@jeffalytics

Start by understanding common visitor paths

@jeffalytics

Then compare multiple attribution models

@jeffalytics

Does the model make a difference?

@jeffalytics

Do you have a major tracking problem?

@jeffalytics

Is paid search accurately credited?

@jeffalytics

Campaign Tagging is Vital!

GA Campaign URL Builder: https://ga-dev-tools.appspot.com/campaign-url-builder/

@jeffalytics

Have fun with it!

@jeffalytics

Customize your channel definitions

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Create new groupings in real time

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Now we’re talking

@jeffalytics

Remember: there is no one perfect

model

@jeffalytics

Coming Soon: Google Attribution (Data Driven)

Google Attribution Announcement: http://bit.ly/GoogleAttribution2017

@jeffalytics

Warning: This represents a Google-

heavy world

@jeffalytics

But it is free!

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In addition to Google…

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Tune for Mobile Attribution

https://www.tune.com/

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Bizible for B2B Attribution

https://www.bizible.com/

@jeffalytics

Bright Funnel for Sales Organizations

http://www.brightfunnel.com/

@jeffalytics

Convertro for Online and Offline Attribution

https://www.convertro.com/

4) Multi Channel Attribution

@jeffalytics

84% 84% of marketers list associating conversions with marketing as a top digital prioritySource: Econsultancy, September 14, 2016

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10% 10% of companies have this capabilitySource: Econsultancy, September 14, 2016

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In other words, attribution is

hard!

@jeffalytics

Complexity of attribution strategy

= complexity of marketing strategy

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What do you have to gain

from attribution?

@jeffalytics

“Half the money I spend on advertising is wasted;

the trouble is I don't know which half.”- John Wanamaker (1838-1922)

@jeffalytics

10-50% more media

efficiency

@jeffalytics

Custom attribution = Mining for answers

@jeffalytics

Should you develop a custom

attribution program? Maybe.

@jeffalytics

How custom attribution works

(Case Study)

ObjectiveOptimize Marketing Spend to Grow Profit

Marketing StrategyStrategic multi-channel

media buys

IndustryRetail

Company size~$80MM in Revenue

@jeffalytics

2014Sales 2015Sales SalesChangeTotalRevenue $73,000,000 $86,600,000 $13,600,000MarketingDrivenSales $21,973,000 $32,388,400 $10,415,400

Sales Increased by $13MM, with $10MM coming from marketing attribution

Goal 3Increase ROI on all marketing programs

Model UsedCustom attribution

model

Goal 2Only spend in the most

efficient mediums

Goal 1Increase sales through

targeted media

@jeffalytics

AllMarketing Television Promotions Online Print Radio2014SalesContribution 30.1% 15.0% 7.0% 4.2% 0.9% 3.0% 2015SalesContribution 37.4% 17.9% 9.0% 6.8% 2.7% 1.0%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Acting on Attribution data to grow sales %

@jeffalytics

2014Marketing 2015MarketingMarketingBudget $11,500,000 $12,500,000MarketingRevenue $21,973,000 $32,388,400ROI 191% 259%

Slight budget increase, ROI soared!

@jeffalytics

Attribution lift can be your single

biggest ROI

@jeffalytics

My favorite attribution resource

Kevin Hillstrom’s MineThatData - http://blog.minethatdata.com/

Back to the Wedding

@jeffalytics

Caleb WineryTour Jeff'sReco Salesperson

Thesalespersongetslastinteractioncredit

Who gets credit for the sale?

Caleb WineryTour Jeff Salesperson

Jeffgetscreditinalastnon-directworld

Caleb WineryTour Jeff Salesperson

Calebgetscreditinafirstclickworld

Caleb WineryTour Jeff Salesperson

EveryonegetssomecreditwithaLinearmodel

@jeffalytics

If I built a custom model, it would be…

Caleb WineryTour Jeff Salesperson

Custommodeltoassigncredit

@jeffalytics

But really - it’s the bride, of course!

@jeffalytics

See… Attribution is bullshit.

But is it worth your time anyway?

@jeffalytics#adwexp

NOLess than $100k in

revenue / year

Is attribution worth your time?

@jeffalytics#adwexp

MAYBEMore than $100k in

revenue & online focus

NOLess than $100k in

revenue / year

Is attribution worth your time?

@jeffalytics#adwexp

YESMore than $10 million in revenue

each year & online / offline channels

MAYBEMore than $100k in

revenue & online focus

NOLess than $100k in

revenue / year

Is attribution worth your time?

@jeffalytics

Do you need attribution? Take the quiz:

jeffalytics.com/attribution

Thank You!

Jeff SauerAnalytics Teacher and Consultant Email: jeff@jeffalytics.com

Links to resources & quiz: bit.ly/jeffmn17