Baby Steps to Attribution: A Primer3 Day Blinds

Dan WilliamsChief Revenue Officer

LinkedIn/in/conversion

• 40 year old custom window treatment manufacturer and direct to consumer retailer

• Provide design, measurement, manufacturing, support & installation of custom window treatments

• In-home model only, at one point had 200 retail locations

Marketing Challenges• Higher ticket considered purchase

• Not a consumed product

• No retail stores

• Not e-commerce

• Not nationwide

• Capacity is not static

• Many variables impact Marketing even the Weather…

• On top of everything we use every channel possible

The good news is we don’t target Millennials !

F

Attribution Defined

Or perhaps attribution is coming to an understanding on how we will make decisions with regards to the best manner in which to grow the business

One of the most important decisions a company can make is to agree on how Attribution is defined in it’s organization

And promise not to change it every week….

Marketing is EASY!

Maybe Not Straight Forward

Why attribution is important

• The consumer path to conversion is not linear, and with expanding media fragmentation and increased marketing across all devices, the consumer path to conversion has become more….interesting

• Consumers are exposed to more ads than ever, and no one single channel contributed to that conversion with your brand

•Things change over time

What Marketers Say

• 39% of Marketers said they will be using more channels in the future

• Over half of companies surveyed list site Data Collection and Centralization and Reporting Accountability and Accuracy as the biggest struggle areas

• The most important attribute in marketing measurement is ease of use, the least important, by quite a bit, is “strong reporting”

• Half of companies surveyed sited cost as a barrier to engaging with an attribution partner

• The next biggest challenge was staff skills…hmmm

(IDG Connect / Conversion Logic study)

• Act of setting up attribution correctly might actually uncover inconsistencies in data management or measurement or a complete disconnect between what is actually happening and how decisions are made

• You have to build the culture, systems, attitudes, organization and processes FIRST

• Attribution is hard work

Considering Attribution?

10

SEM Case Study

P er W eek Bef o r e C L P er W eek A fter C L

Revenue

Using Conversion Logic data to optimize to attributed conversions vs. last touch:

• Reliable data as to which channels impact the business and in what ways

• Understanding the consumer path across touchpoints

• Ensuring a strategy to engage the consumer across all touchpoints

• Setting budgets and optimization for highest conversion (or spend more money and feel good about it)

• Deeper understanding of consumer journey

• Using last touch for actionable “now” decisions making

Why attribution is important:

3 Day Blinds Keys to Success• Build a winning foundation

– Process, Procedure & Culture

• Analytics – demand actionable, meaningful data• Attribution – agree to disagree• Consistency and disciplined approach to data and decision

making. – Get everyone on the same page from C level executives to interns.– Test yourself periodically to see if you are following your own rules– There is no “cruise control” and by no means is this “self driving”