The Attribution Value Equation
21
USER JOURNEY PRESENTATION A New World Order - The Attribution Value Equation Lewis Lenssen SVP Strategic Initiatives, Rakuten Marketing LONDON SYMPOSIUM 5 June 2015
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Transcript of The Attribution Value Equation
USER JOURNEY PRESENTATION
A New World Order - The Attribution Value Equation
Lewis Lenssen
SVP Strategic Initiatives, Rakuten Marketing
LONDON SYMPOSIUM
5 June 2015
The year of attribution.
• What is attribution?
• The history of attribution
• The challenge of the modern shopper
• The time for attribution is now
• The Rakuten Marketing proposition
Agenda
About me
• 5 years leading and building a search agency
• 1 year consulting on social media and online PR
for retail brands
• 4 years as Commercial Director of Rakuten
Attribution (formerly DC Storm)
Background
Attribution
What activity has driven new customers in the last 3 months?
How many customers saw my facebook ads?
How do I sell this stock?
Within click channels
All/multiple click channels
Online Impressions
Offline and O2O
Non user identifiable
2005
2015
One click wins
Rules based attribution
Statistical attribution
Journey analysis
Segmentation analysis
Budget planning and forecasting
Growth planning
Journey Data
Analysis
Measuring The Modern Shopper
In-store Sales
Call Centre Sales
Call Centre Sales
Call Tracking
ProviderUnique ID
IMPSEO
“Brand”
PPC
“Storage”
Multi Device
Multi Device - Deterministic
Multi Device - Probabalistic
Display Advertising
Click through
Immediate response
Increased awareness
Display Advertising
• Impression tracking
• Impressions drive contributing visits
• Include touch points where an immediate response is identified
Display – Immediate Response
Current Adoption
13% of Total Market
Chasm
Tornado
Rakuten Attribution
