Building A Conversion Attribution Model

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Information about Building A Conversion Attribution Model
Business & Mgmt

Published on March 24, 2009

Author: fuordigital

Source: slideshare.net

Description

"Search and Attribution for Marketers: From Spray & Pray to Performance & Profit", from Fuor Digital's Director of Media Technology and Analytics, Josh Dreller's OMMA Hollywood 2009 Presentation: Search advertising delivers a solid return on investment, with full economic visibility -- important characteristics in tough economic times. But as marketers increasingly jump to performance-based strategies, accountability and profitability lies in assigning monetary value of all media contributions to goals. That includes not only a laser-like understanding of search, but search’s interplay with other formats such as display, mobile and video. Disciplined cross-channel management enables marketers to coordinate numerous campaign initiatives, while understanding the when, where and why of success. To drive efficiency and visibility into effectiveness, marketers must identify and capture the relevant metrics, while leveraging modern optimization techniques like multivariate testing -- and loop all optimization back to goal-setting. In this session, you’ll learn best practices for attribution, including: how to set up an attribution model to work towards your advertising goals; the best technologies and tools to enable tracking and acting; and the necessary skills required, either in-house or externally with your agency.

BUILDING A CONVERSION ATTRIBUTION MODEL 25 March 2009

TRACK EVERYTHING Track as much as you can through one system Display Search Email Affiliate Sponsorships Video Links Other Conversion Tags or Pages of Your Site

Track as much as you can through one system

Display

Search

Email

Affiliate

Sponsorships

Video Links

Other Conversion Tags or Pages of Your Site

EXAMPLE CONVERSION PATH

EXAMPLE CONVERSION PATH: In Tracking System

SIMPLE WEIGHTING SYSTEMS Last Ad Click = 100% Even Credit Simple Models Last Ad gets 50%, remaining events split 50%

Last Ad Click = 100%

Even Credit

Simple Models

Last Ad gets 50%, remaining events split 50%

BASIC ATTRIBUTION APPLIED

CUSTOM MODEL: Variables to Consider Clicked vs. Viewed Type of Ad Ad Size Messaging Time Lag/Recency Event Path Engagement inside unit Engagement on advertiser’s site

Clicked vs. Viewed

Type of Ad

Ad Size

Messaging

Time Lag/Recency

Event Path

Engagement inside unit

Engagement on advertiser’s site

EXAMPLE WEIGHTING SYSTEM

WEIGHTING APPLIED

KNOWN ISSUES Tracking everything takes time and requires a process Tracking everything in one system may be difficult based on your current setup Cookie tracking discrepancies Deletion User behavior An accurate weighting system will take time to develop Inability to track offline influencers

Tracking everything takes time and requires a process

Tracking everything in one system may be difficult based on your current setup

Cookie tracking discrepancies

Deletion

User behavior

An accurate weighting system will take time to develop

Inability to track offline influencers

[email_address] Q&A

[email_address]

Q&A

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