uncovering the true marketing impact through attribution measurement
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Uncovering The True
Marketing Impact Through Attribution
Tina Moffett Analyst, Customer Intelligence
But which interaction should get credit for my transaction?
Attribution measurement is a source of the truth
The multifaceted customer journey-and the measurement of it-is complex
Marketers struggle to unify customer data across marketing channels
Source: Q4 2010 Global Technology Benchmark Online Survey
Cross-channel attribution is one approach to help marketers make sense of their data
The practice of allocating proportional credit to all marketing communications, across all channels, that ultimately lead to the desired customer action.
Various measurement approaches calculate the value of interactions in different ways
Simplistic Model gives 100% credit to the last (or first) exposure First/Last Touch
Rules-based Model assigns credit
to each interaction
based on specific
business rules
Even/Customized Weights
Time Decay
Positioned Based
Algorithmic Model assigns
credit to each
interaction based on a
statistical approach
Regression Model
Probabilistic Model
Type
Approach
100% Display
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term
33% 33% 33%
Display
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50% 30% 20%
Basic Advanced
Each measurement approach has it’s pitfalls that marketers must consider
Simplistic
Ignores the bulk of the
customer journey,
overvaluing the first or
last touch
Undervalues other
influencers (and
interactions)
Rules-based
Assigns arbitrary values to
each specific marketing
tactic
Subjective and lacks
analytics rigor to
determine weights
Algorithmic
Marketers feel
uncomfortable with a
black box approach to
attribution
Type
Pitfall
100% Display
Ad E-Mail
Search
term
33% 33% 33%
Display
Ad E-Mail
Search
term
50% 30% 20%
Basic Advanced
Attribution provides marketers with multiple benefits
Place smarter marketing
and media bets
Be flexible and precise
Consolidate data and
reporting capabilities
Uncover the ultimate
customer purchase path
Marketers must consider everything for attribution to work
Attribution requires adapting best practices across the business to ensure success
Attribution Strategy
Organization and
Resources
Strategic
Technology
Data
Operational
Analysis and
Insights
Optimization
Actionable
Identify the attribution goals and align with overall
business objectives
Assign supporting attribution resources to manage and
drive insights
Socialize benefits with the organization
Collaborate with partners on measurement plans
Create roadmap for attribution implementation and
management
Attribution Strategy
Organization and
Resources
Strategic
Marketers must align attribution objectives with the business strategy
Marketers must know and ensure their house is in working order
Assess your current data and technology
Identify the data needed for attribution approach
(digital, CRM, offline, mobile)
Create data collection and management standards
and processes
Establish security and privacy standards
Technology
Data
Operational
Marketers must use attribution to provide clear insights and recommendations
Create attribution metrics and analysis plans
Devise scenario plans to determine impact of shifting
budgets
Test the attribution model
Change your media buying (i.e. programmatic buying and
in-flight optimization) and marketing planning (budget
reallocation)
Analysis and
Insights
Optimization
Actionable
The attribution vendor landscape is a mix of new….and familiar….measurement players
The attribution measurement landscape is saturated with new-and familiar-faces
Attribution measurement requires all hands on deck
Embrace core best practices to ensure attribution success
DO be the attribution advocate
DO NOT exclude internal and external partners (like agencies) when developing an
attribution strategy
PROVIDE attribution insights in terms of revenue generating and cost savings
language
MEASURE the ROI of attribution
REWARD partners based on attributed results
Thank you! Tina Moffett Analyst, Customer Intelligence Forrester Research +1 212.857.0769
@vmoffett
www.forrester.com