Cross channel marketing attribution by CACI
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Neolane Breakfast Seminar David Sealey 27 th November 2013 Attribution across all channels
Transcript of Cross channel marketing attribution by CACI
Neolane Breakfast Seminar
David Sealey
27th November 2013
Attribution across all channels
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Agenda
1. The challenges• Increasing channel choice
• Dimensions and metrics
• Attribution models
• Technology
2. Example in practice
3. Why it matters• More than digital
• Budget allocation
4. How CACI are solving the issues
David [email protected]
@sealeyd
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Typical CACI Clients
Technology Integration and Managed Services
Customer and Capability Strategy
LocationOptimisation
Digital Design & Build
Multi-ChannelCampaigns
Analysis, Insight& Knowledge
Data
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ROI EfficiencyTime to hold our marketing to account
• Are affiliates cannibalising profit
• Is paid search costing more than it should
• Is remarketing truly getting repeat visits?
Why care about attribution?
Budget AllocationHow do we slice marketing budgets
across channels?
• Should be a push decision rather than pull?
• Where should you increase budgets?
• Which methods will add incremental sales?
• If you had another pound to spend where would
you spend it?
“I know half the money I spend on advertising is wasted,
but I can never find out which half.”
Attribution will improve the overall efficiency of marketing spend
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The Challenges
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Channel growthInbound Outbound
Call Centre Branch PoS
Call Centre Direct Mail SMS
SEO Web Social service Mobile app
Email PPC Affiliates Social Mobile SMS/Push
messages Advertising
Customer
TV Radio Print advertising PR
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Dimensions
Each channel’s reports will contain multiple dimensions & metrics
Metrics Time (year, month, day, time of day)
Agent (call centre) or Marketer
Channel
Campaign
Programme (e.g. welcome, churn)
Customer Segment or Customer Life Stage
Offer
Language
Product Category & Product
Territory
Keyword
Creative
Revenue
Profit (Gross / Net)
Count
Received / Opened / Clicked / Bounced
Influence / Retweets
Unique Visitors
Net Present Value
Customer Lifetime Value
Customer satisfaction
Cost to serve
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Disparate and varied technology capabilities involved
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Not to mention the actual tools themselves…
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Illustration of the attribution models
First Click• The first channel gets all of the
credit
• Not a true reflection of each channel’s role in converting the sale
Last Click• The last click or channel gets all the
credit for the sale
• Reflects the channel that converted but doesn’t recognise each channels contribution
First and Last Click• Recognition split between the
acquiring channel and the converting channel
Time Delay• Channels are given an increasing
share in run up to conversion
• Does not recognise the channel that may have acquired the customer
Linear• All channels given an equal split of
the revenue
• Doesn’t recognise channel costs or likely engagement in acquiring or converting customers
Algorithmic/Custom • Based on bespoke business rules
• Each channel recognised on their own merits
• Difficult to setup
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The attribution challenges combined
Channel Choice Attribution ModelsDimensions and Metrics Technology
Value
Hard v inferred response
Balance control group/hold-out versus selling
Brand awareness v direct response
So many campaigns, no response to measure result
Technology – immature, channel specific
Double-counting
Organisation and politics
Identifying the customer Anonymous v known
Multiple ids
Not enough time / skilled resource
So many technologies
Data Capture quality
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A real life example
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Illustration of the complexity of a customer journey
Phase Awareness Purchase Post-Purchase Retention
Affiliate blog
PPC (Search)
Website
Store
Phone
Direct mail
Mobile
First Purchase
£100
Second Purchase
£100
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Attribution models appliedFirst Click Last Click First & Last Linear Time Decay Custom
£100
£100
£100
£100
£50
£50
£50
£50
£25
£25
£25
£25
£17
£17
£17
£17
£17
£17
£50
£15
£35
£35
£15
£50
£25
£30
£10
£35
£20
£10
£25
£20
£20
£5
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Why integrating off-line and on-line really matters
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Why integrating offline and online really matters
Are you chasing the hype of marketing fashion or do you have the data to make smart marketing investments?
TV advertising is dead. You should be doing social…
Snail mail? Seriously? The
future is in mobile apps
Email marketing to segments is so
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Customers view all communications as part of the relationship with the organisation
Whilst offline channels are typically more expensive they can be more effective per contact
Advanced attribution tracking allows you to see the affect of marketing on your ultimate aims
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How CACI solves it
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CACI’s answer: There’s no silver bullet – think holistically
There is no simple answer No one technology is going to
solve this
Our advice is: Don’t aim too high “Big Picture done OK” is more
important than “One Channel done well”
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Finding an attribution model that works
Understand the business requirements
Map out the current media-mix and planning process.
Questions to ask: What type of buyer
behaviour do you value? What are you currently
spending on channel marketing efforts?
What is the length of the conversion window?
Start with a standard attribution model Tweak the model to
your requirementsTime decay is often a good starting point. Compare it against last click attribution to identify the scale of the differences.
It may also be worth trialling a position based model (first and last) as a further comparison.
What are the problems with the model?
Alter the dimensions that may affect the outcome: Downgrade brand based traffic Alter the attribution time
window Magnify the cost of channels
that delivered poor traffic Apply weightings to expensive
or highly engaging channels
AB
C
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CACI’s answer: Design & build a reporting sub-system
Gather data from all channels:
1. Use channel-specific technology (e.g. Adobe Campaign, Adobe Site Catalyst) to identify respondents, and indication of value
2. Capture this into sub-system, with all relevant dimensions
3. Apply SCV where necessary
4. Apply chosen attribution model (bespoke)
5. Reporting presentation layer
Let’s see an example…
1. Neolane / Adobe Campaign:a) Defines campaign detailsb) Executes campaigns to customerc) Has additional flowcharts to identify
and record responses2. Data holds communication data, response
data and “campaign meta data” i.e. data about the campaign
3. Data flows in from other sources and is combined in a marketing Data Warehouse
4. Dedicated new process consolidates all this data into data ready for reporting
5. Report-writer provides presentation layer for attribution reporting and modelling
Report Data
Report Processing
Single Customer VIew
Marketing Data Warehouse
Campaign History Response Data
New Campaigns
EPOS Data Web Analytics
Social ListeningMobile App
Reports
How CACI solves it
AttributionModel
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Conclusion
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Conclusion: Start small and think big
1. Focus on capturing everything rather than doing one channel with precision• Broadly understanding attribution across all of your channels will
do more for you than understanding one digital channels with precision
3. Don’t expect the answer from one technology• To get the best out of attribution you will need to gather all of
your channel data and combine with customer data to produce insights that will improve budget allocation
2. Make attribution insights part of your budget planning activities• Marketing budgets should be set by how well channels are serving
your business objectives. It should be possibly to model changes in the marketing budget and their affect on the customer.
