digital attribution overview
TRANSCRIPT
It’s a Brave New World of Marketing Attribution
An Introduction to Attribution
Scott Arbeitman | Digital Manager | @friendofasquid
How Should We Allocate Credit?
$25 $5 $10
? ? ?Credit
Cost
Prospecting Branded Search Remarketing $100
Let’s Use an Attribution Model
$25 $5 $10
Credit
Cost
$10 $10 $80
Prospecting Branded Search Remarketing $100
And Then We Can Evaluate ROI
$25 $5 $10
Credit
Cost
$10 $10 $80
ROI -60% 100% 700%
Prospecting Branded Search Remarketing $100
So Remarketing is Awesome!
$25 $5 $10
Credit
Cost
$10 $10 $80
ROI -60% 100% 700%
Prospecting Branded Search Remarketing $100
Rules-Based Attribution
If your product is an impulse buy, consider last-click.
If your product requires consideration, consider linear.
Credit: Studio Syrup http://bit.ly/1JIa5Yt
If you only use one paid channel, consider first-click.
Building an Engagement Model
• Observe on-site engagement by medium.
• Create a score for different events.
• Assign a score to each medium.
Example Scoring System
Event Score
Landing Page / Content 1
Home Page 2
Category Page 3
Product Page 4
Add to Cart 5
Transaction 6
Prospecting
Branded Search
Remarketing
$100
7 $35 $25 40%
5 $25 $5 400%
8 $40 $10 300%
Scores Attributed Profit
Media Cost ROI
Incremental Value of Branded Search
• Ever day, randomly toggle branded search on and off.
• Check for differences in daily profit when on versus off.
• Infer ROI.
Incremental Value of Remarketing
• Use your A/B testing tool to run remarketing tag as a variant.
• Check for revenue lift in treatment versus control.
• Infer ROI.
Prospecting Branded Search Remarketing $100
Prospecting Branded Search $90
Prospecting $85
The Shapley value, like our intuition, suggests prospecting is awesome.
Prospecting
Branded Search
Remarketing
$100
$85 $25 240%
$5 $5 0%
$10 $10 0%
Attributed Profit Media Cost ROI
Prospecting Branded Search Remarketing $100
Prospecting Branded Search $90
Prospecting $85
$25(No Advertising)
Prospecting
Branded Search
Remarketing
$100
$60 $25 140%
$5 $5 0%
$10 $10 0%
Attributed Profit Media Cost ROI
Subtract $25 because of Baseline Sales
Attribution Isn’t Free
Cos
t
0%
25%
50%
75%
100%
125%
150%
Before Attribution Pilot Quick Wins Scale Up
Media Cost Attribution Cost
Suggested Roadmap
• Find an appropriate rules-based model.
• Run some simple experiments.
• Decide if algorithmic attribution is right for you.
• Validate.