Attributing beyond the last click
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Attributing beyond the last click 14 September 2012 – Presented by Tom Lewis
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No one values SEO!...
As highly as they should
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Typical conversion models reward unfairly
Branded
SEO & PPC
Generic SEO & PPC
Social Email
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Accurate distribution of revenue
Purchase Confirmation Research Suppliers Choice
Sale IMP IMP IMP
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Accurate distribution of revenue
Purchase Confirmation Research Suppliers Choice
Sale IMP IMP IMP
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Accurate distribution of revenue
Purchase Confirmation Research Suppliers Choice
Sale IMP IMP IMP
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Attribution needs to evolve
7
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Re-defining the approach to attribution
We believe the approach to attribution needs to
change in one key way:
• It should NOT be limited by Cookie window
• It should focus on clustering visits based on
delay between interactions
• Session Clusters
• Booking Clusters
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Re-defining the approach to attribution
Purchase Confirmation Research Suppliers Choice
Sale IMP IMP IMP
30 Day Cookie Window
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Re-defining the approach to attribution.
Purchase Research Suppliers Choice
Sale IMP IMP IMP IMP
30 Day Cookie Window
Lag Lag Lag Lag Lag Lag
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Re-defining the approach to attribution.
Purchase Suppliers Choice
Sale IMP IMP IMP IMP
Research
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Re-defining the approach to attribution.
Purchase Suppliers Choice
Sale IMP IMP IMP IMP
Research
![Page 13: Attributing beyond the last click](https://reader035.fdocuments.in/reader035/viewer/2022062308/55876bd0d8b42ac90b8b4663/html5/thumbnails/13.jpg)
Re-defining the approach to attribution.
Purchase Suppliers Choice
Sale IMP IMP IMP IMP
Research
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Re-defining the approach to attribution.
Suppliers Choice
IMP IMP
Research
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Key concepts of Clustering
• Not limited by Cookie window
• Defined by
• Session Cluster – gap between visits
(typically mins)
• Booking Cluster – gap between sessions
(typically days)
• Revenue attributed across clusters