Exploring the Business Value of Cross-Channel Attribution and Optimization

August 26, 2013

for

Connecting the Dots Between Online Media and Offline Purchases

Casey CareyCMO

@caseycarey

2

today’s

AGENDA

The Challenge

The Solution

Case Study

Q & A

@caseycarey#iMediaSummit

3

And Now 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 70+ brands and their agency partners primarily in the auto, telecom, technology, travel & leisure, FSI, and retail verticals

•You should care because…Remarkable results – on average 20-40% improvement in marketing ROI

@caseycarey#iMediaSummit

4

5

“SOME THINGS I KNOW AND SOME THINGS I DON’T”

6

to succeed, modern marketers must increasingly…

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.

7

…understanding the true connection between marketing and results.

The business challenge…

8

How Does This Sequence of Events…

Impact This?@caseycarey#iMediaSummit

9

Attribution Model• Rules-based (event or fractional)

• Click-based• Digital-centric

Conversion Events• Online only

Actionability• Inconsistent metrics• Measures “What happened?”

Today’s Approach Has Limitations

10

Data-driven, probabilistic model

Leverages user-level interactions including impressions

Full-funnel view of media performance

Includes both online and offline conversion events

Advanced Attribution Provides Greater Clarity Into Performance

11

Simple v. Advanced Marketing Attribution

Simple

Advanced

12

Connecting Offline Conversions

to Online Media

CRM, POS, and Call-

Center Data

Offline to Online Match

Advanced Attribution

Optimization

@caseycarey#iMediaSummit

$

13

Case Study – Big Box Specialty Retailer

14

Case Study - Quick Facts

•Large Specialty Retailer• 2000+ stores• North America

•Digital Marketing Channels• Display • Organic Search• Paid Search• Email • Direct navigation• Social

•Offline Marketing• 4 page FSIs• In-store promos and events

•Analysis Timing• April 7 – May 4, 2013

•Online Conversion Events• Email sign-up• Coupon download/print• Store locator• Gift card purchase• Appointments

•Offline POS Data• Loyalty card• Credit-card look-up

15

Overall Attribution Results – 24% of 9.3MM Attributed to Online Media

16

Offline Attribution Results – 8.5% Attributed to Online Media

17

Channel Performance

•Conversion to Cost Index

•Display – 1.1

•PPC – 0.07

•Email – ???

Shift Budget from PPC to Display

Dis

pla

yP

aid

Se

arc

h

Org

an

ic

Se

arc

hD

ire

ct

Na

vig

ati

on

Em

ail

18

Display Geo Performance

Conversion to Cost IndexSFO – 0.51

NYC – 0.55

LA – 0.81

CHI – 1.18

ATL – 1.19

DC – 1.30

Re-Balance Display by Geo

Ch

ica

go

Atl

an

ta

Sa

n F

ran

cis

co

Ne

w Y

ork

Lo

s A

ng

ele

s

Wa

sh

ing

ton

DC

19

Paid Search Performance

Conversion to Cost IndexBrand – 2.35

General – 2.16

Category 1– 0.73

Category 2 – 0.20

Category 3 – 0.90

Adjust Bid Strategy Based on #s

Ca

teg

ory

1

Ca

teg

ory

2

Ca

teg

ory

3

ge

ne

ral

bra

nd

20

Display Lift Analysis

Display LiftOrganic Search – 23.3%

Paid Search – 23.3%

Email – 46.1%

Offline Sales– Assisted Channel: Paid Search

Offline Sales – Assisted Channel: Email Click

Offline Sales – Assisted Channel: Organic Search

21

Funnel Stage AnalysisChannel

Site

Adjust Creative Based on Site

22

23

Key Takeaways

•Adapt KPIs to purchase paths• Each vehicle has a unique role • Optimal use of each vehicle may require a

rethinking of metrics

•Leverage advanced attribution data in regular reporting/analysis• Attribution data can eventually replace

much reporting, but will always add insight into existing data sources

@caseycarey#iMediaSummit

24

Casey CareyCMO, Adometry

casey.carey@adometry.com