The Challenges of Attribution

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THE CHALLENGES OF ATTRIBUTIONANGUS HAMILTON

WHAT’S ALL THE FUSS ABOUT?

PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD

A (NOT SO) LONG TIME AGO…


TODAY…

THIS RAISES SOME QUESTIONS…


WHICH CHANNELS ARE DRIVING SALES?


WHICH CHANNELS ATTRACT NEW CUSTOMERS?


WHAT IS THE ROI PER CHANNEL?


WHICH CUSTOMERS ARE MOST VALUABLE?

ATTRIBUTION HAS BECOME CRITICAL


DO I NEED ATTRIBUTION?


WHAT IS THE PURPOSE OF YOUR CAMPAIGN?


DO YOUR CUSTOMERS USE MANY DEVICES?

THE ATTRIBUTION JOURNEY


STEPS TO ATTRIBUTION

Gather data

• Clicks

• Impressions

• Conversions

• Costs

• Revenue

Identify your goal

• Awareness

• ROI

• Etc.

Build customer journeys

• All touch points

• Cross-device?

Apply a model

• Which model?

Test

• Make amendments

• Repeat

• Refine


DON’T WAIT FOR PERFECTION

“Have no fear of perfection, you’ll never reach it.”Salvador Dali


EVERY MODEL IS FLAWED – PICK THE BEST


ANALYSE AND TAKE ACTION ON RESULTS

Optimise

TestRepeat


HOW?

One size does not fit all!


PROS AND CONS


BEST OF BOTH WORLDS…


WHY?

DOUBLECLICK INTEGRATION

DATA-DRIVEN ATTRIBUTION


DATA-DRIVEN ATTRIBUTION

2%

3%

Search

Search Display Email

Email Likelihood of

Purchase

Likelihood of

Purchase

Increased likelihood of purchase by 50%


23% increase in attributed conversions

https://static.googleusercontent.com/media/www.google.com/en/us/analytics/customers/pdfs/home-away.pdf

BIGQUERY INTEGRATION


CRM

NEXT STEPS


NEXT STEPS

Data collection

CRM

Email

Social media

Offline sales

PPC

Organic

Display


NEXT STEPS


NEXT STEPS

Optimise

TestRepeat

QUESTIONS?

The Challenges of Attribution

Marketing

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