Attribution Playbook Webinar 1

© 2013 Adometry, Inc. All rights reserved. 1

Webinar #1Establishing Your Game PlanTuesday, December 10, 2013

@caseycarey


First a Word from Our Sponsor

•What we do…We power more intelligent marketing

•How we do it…By providing advanced marketing attribution and optimization solutions

•Our customers…For 75+ brands and their agency partners primarily in the auto, telecom, technology, travel & leisure, FSI, and retail verticals


Attribution 2014 Webinar Series

DIRECTION RESULTS

TRUST

ACTION

CLARITY


today’s

AGENDA

The Opportunity

Layout Your Game Plan

Script Your Plays

The Potential Payoff

Q&ADIRECTION


Casey CareyChief Marketing Officer

A Bit About Me


“I invented attribution.”


I Have Lived in “Last Click Hell”


Its time to Move Marketing Performance Management Forward

become data-driven,

but there is a data deluge.

understand the customer journey,

but it is becoming more

complex.

be multi-channel in our

approach,

but we organize and measure in

silos.


…a better understandingof the connection between marketing and results.

The opportunity…


today’s

AGENDA

The Opportunity

Layout out Your Game Plan

Script Your Plays


Q&ADIRECTION


Start with the End in Mind

What are my Primary Objectives?

Who are the Stakeholders?

What Does Success Look Like?


Challenges& Questions


The Marketing Executive – “I need to see the whole picture.”

What actions would I take if budget changes +/- 20%.

My channels are in silos, I need to see all my results in one place.

I need a better understanding of the customer journey and

marketing’s influence.

I’m not sure which social and mobile investments

are winners.

Are we reaching the right audiences across

channels?

What are my top performing

investments?

How can I be more accountable for marketing’s

contribution to growth?


The Marketing Manager – “I need to improve performance.”

What other actions can I take to improve performance?

We need consistency in how various channels are

measured.

Our approach to attribution is limited and doesn’t provide a full

funnel view of performance.

How does my channel impact offline and

partner conversions?

I need performance results I can trust.

How does my channel interact with

other channels?


The Analyst – “I need access to the data to drive actionable insights.”

My needs vary widely from key metrics to deep

analysis.

Our data is in silos, it is time consuming to bring it

together.

We need to have a unified view of performance across all of our

marketing channels.

How can we bridge the gap between online and offline media?

The business is moving fast, I need to be more

agile.

Today’s tools are data extracts, Excel,

and time.

Measuring paid and owned media in the new channels

is hard.


today’s

AGENDA

The Opportunity


Script Your Plays

The Payoff

Q&ADIRECTION


Six Pillars of Marketing PerformanceManagement


Assess Your Current Mindset in Each Area

CurrentMindset

Data Collection and Integration

Marketing data in silos

Performance Metrics

Disparate, channel-centric performance metrics

Budgeting and Objectives

Channel-focused plans based on channel performance

Data Analysis and Insights

Individual channel analysis using arbitrary attribution

Ongoing Optimization

Focused on optimizing individual channels

Adoption and Operationalization

Increasing maturity and sophistication is not a priority

As a result, we plateau earlyand achieve less than possible.


Establish Your Vision – Data

CurrentMindset

AspirationalMindset


Marketing data in silosSingle view of marketing data across channels

Performance Metrics












Establish Your Vision – Metrics/KPIs

CurrentMindset

AspirationalMindset



Performance Metrics


Unified metrics and value-based KPIs tied to business outcomes











Establish Your Vision – Budgeting

CurrentMindset

AspirationalMindset



Performance Metrics





Cross-channel objectives and budgets based on maximizing overall results









Establish Your Vision – Attribution and Analysis

CurrentMindset

AspirationalMindset



Performance Metrics








Full-funnel, cross-channel analysis of performance based on true attribution







Establish Your Vision – Leveraging the Results

CurrentMindset

AspirationalMindset



Performance Metrics











Optimization within and across all channels and media





Establish Your Vision – Organizational Adoption

CurrentMindset

AspirationalMindset



Performance Metrics














Key component of marketing strategy and fully operational



Pillars of Marketing Performance Management

CurrentMindset

AspirationalMindset



Performance Metrics














Key component of marketing strategy and fully operational


As a result, we reachnew levels of marketingperformance.


today’s

AGENDA

The Opportunity


Script Your Plays


Q&ADIRECTION


Achieving a Greater ROMI

Value Drivers Areas of Impact

Display eCPA 20% - 30% decrease in effective CPA for display and retargeting

Optimization Within Channels10% - 20% improvement by optimizing channel performance including PPC, Affiliate, Email, and Social

Optimization Across Channels 15% - 30% improvement in performance by optimizing spend across various channels

Reduction in Analysis and Reporting Costs

25% - 50% decrease in effort required to pull, aggregate, and report on marketing performance across channels

Overall Marketing ROI 20% - 40% improvement in overall performance of marketing investments


Key Takeaways

•Clearly define your objectives and scope

•Assess each pillar of the model• What is your aspired level?• What are the barriers to achieving it? • What road map makes sense to establish

upfront wins?

•Create your business case for the investment• What improvements are likely?• What is the cost (internal & external)?


Building a Data Foundation for Marketing Performance MeasurementThursday, January 9, 2014www2.adometry.com/data_foundation


Casey [email protected]

@caseycarey

Attribution Playbook Webinar 1

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