ATTRIBUTION IN ACTION

Rakuten AttributionMEASUREMENT & ATTRIBUTION

Measured SuccessFounded in 2004, Rakuten Attribution (formerly DC Storm) delivers cutting edge marketing performance measurement solutions for leading online retailers.

‘Measured Success’ encapsulates what we deliver for our customers. It enables businesses that participate and compete in a multichannel world to make winning decisions through measuring their business performance and progressively move towards data driven marketing and trading.

Accurate marketing performance measurement is crucial to business success and attribution is a key part of that measurement – an accurate attribution model will inform the most effective decisions.

The Modern ShopperThe ‘modern shopper’ encounters endless messages through a wide range of online and offline marketing channels, they use multiple browsing devices and transact wherever and whenever it suits them. This creates a complex challenge to understand what marketing activities are actually working and in what combination.

Measuring the Complete User JourneyRakuten Attribution tracks each user’s complete journey across all channels and devices, including search, affiliate, display, social and mobile and incorporates offline marketing and sales touchpoints. This joined-up view of individuals is used to create a bespoke attribution model that reflects the real behaviour of prospects and customers, their exposure to marketing and their ongoing activity and profitability.

The application of the attribution model uncovers the true performance of marketing and enables more effective budgeting decisions and channel optimisation. With true measurement of performance optimisation becomes logical and straightforward.

Rakuten AttributionMEASUREMENT & ATTRIBUTION

Marketing PerformanceATTRIBUTION IN ACTION

resorthoppa.comNEW MODEL BOOSTS AFFILIATE CAMPAIGNS

Revitalising Affiliate Commercial TermsCompromised or inappropriate commercial terms have long been the ‘elephant in the room’ for the performance marketing industry.

Affiliate payments based on the existence of a cookie and taking no account of the overall purchase journey result in gross under and over valuation of individual affiliates.

Path to ConversionFor many years, Rakuten Attribution has delivered ‘path to conversion’ and attribution solutions that expose the extent of the issue.

We have now used this insight, partnered with the leading affiliate networks and delivered a ground breaking affiliate payment system that enables affiliate commissions to reflect the ‘purchasers path to conversion’.

Merchants are now able to align commissions with their valuation of the affiliate contribution.

resorthoppa.comNEW MODEL BOOSTS AFFILIATE CAMPAIGNS

The ResultThe new commercial structure immediately resulted in a small reduction in overall affiliate commission payments but a significant increase in payments to the most valuable affiliate partners.

After only two weeks the volume of visits and conversions relating to the program began to grow, as the alignment of objectives between resorthoppa.com and their affiliates became clear.

Maintaining TrustThe great news is that by transparently aligning the interests of all parties (merchants, affiliates and networks) campaigns grow significantly and commercial relationships blossom.

resorthoppa.com were early adopters of the new model and have seen their affiliate sales grow by 200%.

RESORTHOPPA

200%

INCREASE IN

AFFILIATE SALES

Rakuten’s Play.comATTRIBUTION DRIVES 62% MORE REVENUE

Looking Beyond the CookieRakuten’s Play.com is the third largest e-commerce marketplace in the UK. They have partnered with Rakuten Attribution (formerly DC Storm) for over six years and have been pioneers in the use of attribution modelling and ‘path to conversion’ analysis.

However, tracking and attribution has been on a ‘cookied’ basis where the user journey and attribution only consider the device used for purchase.

Introducing Cross-Device TrackingWith Rakuten’s Play.com seeing growth in device numbers (and types) that far outstripped growth in visits, the logical assumption was that their customers were using multiple devices in their path to conversion.

Rakuten’s Play.com commissioned us to implement our unique cross-device tracking solution, Universal User, and to create an attribution model based on the full, multi-device path to conversion.

The ResultThe new tracking revealed that 35.5% of purchase journeys included the use of multiple devices. The attribution model based on the complete purchase journeys identified significant valuation changes for key marketing channels.

“The new attribution model has given us a better understanding of the performance of our digital channels and how our users interact with them. By moving budget to the channels that are most effective we have seen an increase in performance and we are working hard to continually improve the model to ensure this continues.”

These insights led to a radical but confident change in their budget allocation and resulted in a sales growth of 62% whilst margins and marketing ROI were maintained.

Chris Howard – Head of Online Marketing, Rakuten’s Play.com

House of FraserCONSOLIDATE DATA FOR ACCURATE ATTRIBUTION

Multichannel AmbitionsHouse of Fraser are committed to becoming an elite multichannel retailer. They knew that the most successful modern retailers are those that use their customer insight data most effectively, so committed to the goal of creating a first class data platform to uncover the true performance of their marketing.

Building a RoadmapThey chose Rakuten Attribution as a partner and together built a roadmap for integrating a series of data sources to build a complete database of all user touchpoints. House of Fraser had data from

House of FraserCONSOLIDATE DATA FOR ACCURATE ATTRIBUTION

several key sources that they wanted to consolidate in this database and include in the attribution model, including multi-device website tracking data, TV advertising and in-store sales.

Attribution Driving Budget DecisionsRakuten Attribution carried out a series of projects where each data source went through a structured integration process. The accuracy of the attribution model improved with each of the incremental improvements in data accuracy as each new source was added. Although there are still channels to be integrated, House of Fraser can now optimise each of their channels and make high level budgeting decisions based on more accurate data than ever before.

Dashboards for Your BusinessOnce you’ve collated all of your marketing performance data, Rakuten Attribution allows you to create bespoke dashboards to visualise the data, making it easier to analyse and understand not only the value of your channels but also your paths to conversion.

Attribution VisualisationsRAKUTEN ATTRIBUTION INTERFACE

ATTRIBUTION IN ACTION

Discover what Rakuten Attribution can do for you:Phone: +44 1273 807272 | Email: rm-salesuk@rakuten.com

rakutenmarketing.co.uk/attribution