Logic Magic Attribution Modelling with Chuck Sharp November 2010 (iCrossing US)
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Transcript of Logic Magic Attribution Modelling with Chuck Sharp November 2010 (iCrossing US)
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Attribution MeasurementConnecting the dotsbetween clicks
ICA London12 Nov 2010
Chuck SharpSenior Vice President, AnalyticsiCrossing
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“...the market is poised to embrace a fundamental shift away from last-click
measurement and towards a more robust form of attribution
measurement.”
- Forrester ResearchSource: The Forrester Wave™: Interactive Attribution, Q4 2009, Forrester Research, Inc., October 20, 2009
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Data Warehouse
Co
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Ad
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Degree of Intelligence
Channel Specific Fundamentals
Cross-Channel Insights
Marketing Mix Optimization
Forecasting
Attribution Measurement
Evolution of an analytics function
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Attribution measurement defined
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Allocation of credit across all touchpoints not just last click
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Attribution measurement defined
Measure the quality of the conversion not just quantity
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Attribution measurement defined
Measure the QUALITY of the conversion not just quantity
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Things to consider
+ Offline channels
+ Multiple devices
+ Cookie deletion
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Implementation
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Implementation
Phase 1
• Inform marketing mix allocation planning• Analysis done on a periodic basis• Last click model still used for tactical execution• Organization not fully invested in attribution measurement
Phase 2
• Organization trusts attributed results more than last click• Attributed results available to media buyers daily• Last click phased out
Phase 3
• Integrate offline data• Integrate data from multiple devices
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4 best practices
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Use attribution to improve forecasting
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Make the most out of existing technology investments
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Research first
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Tight integration between LOGIC & MAGIC
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Clear? Ask away.
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Attribution POV www.icrossing.com/research
Twitter @chucklsharp / @icrossing
Email [email protected]
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