attribution: weaving the red thread of marketing by gary verster
TRANSCRIPT
Attribution Weaving the Red Thread of Marketing
Gary Verster Marketing Technologist & Senior Marketing Operations Manager
Trend Micro EMEA
The Red Thread of Fate
2
Design Inspiration for Presentation We create power point templates based on new visual trends that’s fresh, relevant and always on the cutting edge.
An invisible red thread connects those who are destined to meet, regardless of time, place or circumstance. The thread may stretc
h or tangle, but it will never break.
OBJECTIVES
01. Redefine marketing!
03. Why does it matter to you?
02. Attribution in context
01. Let’s redefine marketing!
4
Objective vs subjective decision-making Confidence in results!
Let the data be your guide 01
01 Objective vs subjective decision-making Confidence in results!
Let the data be your guide
01. Let’s redefine marketing!
5
Ingrained in everything you do Culture of optimization
It’s a mindset! 02
02 Ingrained in everything you do Marketing culture
It’s a mindset!
01 Objective vs subjective decision-making Confidence in results!
Let the data be your guide
01. Let’s redefine marketing!
6
Informs tactical decisions Guides technology infrastructure
Implications on strategy 03
02. Attribution in context
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“Attribution is still a difficult topic for many companies as there isn’t one set way to attribute and this can be an extremely unsettling discussion point for any business.”
- Sophia Evgeniou, Head of Customer Acquisition at House of Fraser
02. Attribution in context
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First Average Last Coeff.
Traditional approach is not enough Relevant to entire lifecycle
More than acquisition! 01 Attribution models
02. Attribution in context
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First Average Last Coeff.
‘Connected’ attribution 02
Attribution models Traditional approach is not enough Relevant to entire lifecycle
More than acquisition! 01
Low cost acquisition, high lifetime value Using end-to-end lifecycle data to inform acquisition
02. Attribution in context
10
First Average Last Coeff.
Attribution models Traditional approach is not enough Relevant to entire lifecycle
More than acquisition! 01
Technology connectedness is vital
Relevance to infrastructure 03
Using end-to-end lifecycle data to inform acquisition
02 ‘Connected’ attribution
03. Why does it matter to you?
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Operations that hum Internalised technologies
Data visibility
Technologist
03. Why does it matter to you?
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Operations that hum Internalised technologies
Data visibility
Technologist
Strategic intelligence Focus on maximizing delivery Justifiable, forward planning
Marketing Director
03. Why does it matter to you?
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Operations that hum Internalised technologies
Data visibility
Technologist
Strategic intelligence Focus on maximizing delivery Justifiable, forward planning
Marketing Director
Bottom line Marketing validation Alignment with vision
CMO
The Red Thread of Fate
14
Design Inspiration for Presentation We create power point templates based on new visual trends that’s fresh, relevant and always on the cutting edge.
An invisible red thread connects those who are destined to meet, regardless of time, place or circumstance. The thread may stretc
h or tangle, but it will never break.
THANK YOU Gary Verster
Marketing Technologist & Senior Marketing Operations Manager Trend Micro EMEA
https://uk.linkedin.com/in/garyverster