TagMan & Attribution

Adrian Nash, Head of Analytics & InsightLogan Tod & Co9th November 2011

Logan Tod & Co: Europe’s leading online optimisation & analytics consultancy

Retail & Consumer

Finance & Utilities

Travel & Leisure

Technology, Media

& Telecom

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70%purchases completed

Consider the consumer purchasing journey time

3

Source: Google/Nielsen NetView – Beyond Last Click

Standard cookie window (30 days)

30%purchases not completed

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The current measurement model is very simplistic

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The real Single View is very complex indeed

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So what now?

• Danger of diminishing returns seeking ‘perfect’ attribution models

• Objective should be reducing uncertainty enabling better decision making

• Actionable & repeatable insights are the real goal

Is a single ‘best’ attribution model the right goal ?

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“...given a choice, it’s more important to be precise than accurate – reproducibility is more important (especially to management) than getting the exact number right.”

Jim Novo - 2007

What does best practice look like?

Chart source – Omniture blog

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High level attribution framework

Evaluation Discovery

AttributionTesting

Discovery• Workshop

• Objectives• Final

visualisation• Data preparation

• Accuracy• Integration

• Marketing Classification

• Forecasting

Attribution modelling• Credit allocation• Scorecards• Advanced models• Visualisation• Insight

Testing• Hypothesis

generation• Test design• Success criteria• Test execution

Evaluation & Iteration• Hypotheses• Performance• Model ‘precision’• Knowledge sharing

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TagMan data > attribution insight

TagMan Customer data

Behavioural data (WA)

Context data

ETL

Quantivo

Visualisation

Modelling

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Questions, comments or thoughts?

Adrian Nash, Head of Insight and Analytics

@logantodAdrian.nash@logantod.com

28th March 2011 Page 23© 2011 103 May 2023