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Attribution That Works
A Case Study With Kia Motors Australia
18 September 2013
Don’t worry about all the notes
Rhys WilliamsHead of Media Technology Solutions, AU/NZ, Google
@rhysmwilliams
Andrew HughesDirector : Innovation & Technology, Reprise Australia
@y0z2a
Shortcut to this presentation: http://goo.gl/otRUll
Questions on twitter: #atds
confidential
agenda1.The Problem
2.The Solution
3.The Results
4.What We Learned
5.Looking Forward
Our collective thought space
• Measurement is the foundation
• The technology is there
• We have the right smarts
• We want to increase digital investment
• A solid foundation is the solution
• Less conversation, more action
• So, where were we?
Image Credit – Frue : https://secure.flickr.com/photos/frue/2377169864/sizes/o/
Snapshot: Kia’s tech journey
2012
Many Many
Many Tags
Multiple Ad Networks
AdTech Ownership
Varied Success Metrics
Lack Of Agility
Discrepancies
Reliant on GA
Snapshot: Kia’s tech journey
2013
Digital Measurement
Focus
Tag Management
Consolidated 50 Tags
Platform agnostic
conversion
New CMS & Standardisation
Mobile Enabled
Clear Tech Roadmap
3 key problems to solve
1. Tech & Data in silos
SearchDSP
SearchAnalytics
SearchSearch
SearchDisplay
2. Conversion management
• Difficult to deploy• Tag management• Discrepancies • Duplication• Campaign Agility
3. Last Click Reporting
0%
0%
0%
100%
• Display recognition• Lack accountability
Many unanswered questions
This was leading to questions• What is the average path length of the user
journey?
• How often does upper-funnel activity drive last-touch Search Conversions?
• What display channels are the most effective in assisting other conversions?
• What are the leading paths to conversion?
Confidential
The Strategy
So what did we do?
c
Chefs don’t use blunt knives
And the best chefs invest in their knives, and are trained how to use them
Image Credit – Fruit Ninja
Consolidate measurement and tracking in a unified platformDFA
DBM
DFA/DBM
DS
Google Analytics
Premium Motoring sites
Trading Desk, RTB
YouTube, RTB
Google, Yahoo, Bing
On site analytics
Holistic view of audience
and cross-channel customer insights
True, deduplicated conversions
Unified reporting for
clear attribution
Data integrity from
a common source
Conversion tracking
with Floodlight
Developed a single view of the customer
Site Analytics
Search
Video
DSP
Display
Confidential
Developed a strategy for conversionsKia deployed a single floodlight tag
The most appropriate container tag solution
Map out all the conversion points
(take time to do this properly)
Have reporting in mind - this determines want to
track and where (natural + paid keywords, display
placements, site paths, order value)
Deploy tags and test
Confidential
Got the right resources onboardAnd appoint a central “owner”
Project Management
Overall vision, strategy, implementation
13
Creative Agency
Dynamic, data driven creative, on site tagging implementation, CMS
Ad Technology
Consulting, Support and implementation of
DoubleClick Digital Marketing suite
Client
Responsible for approval of approach, alignment to business objectives
Search and Analytics Ownership
Understand the meaning and relevance of each
page in real time
Exchange Buying
RTB, DSP buying, optimising
MBW Ad Ops
Central AdOps team , responsible for
implementing
Datalicious
Container tag solution
Ask: How do my channels work together?Top Paths with Channel Grouping
Remarketing, Generic Search and Display consistently supported branded search
Confidential
Used the attribution tools availableAttribution modeling built right in to DoubleClick
Compare up to three models
simultaneously
See all your most important
channels
Select your baseline model
Simple metrics to quickly evaluate
differences between models
Moved beyond the “last click”Compare models simultaneously
Choose from six built-in models in DFA
100%100%
First Click or ImpressionAll value assigned to first interaction
Last Click or ImpressionAll value assigned to the last click
20% 20% 20% 20% 20%
LinearAll value assigned evenly across clicks
0%
10%15%
25%
50%
Time DecayValue assigned by how close in time click was to conversion
35%
10% 10% 10%
35%
Position-based Value earlier and later interactions more heavily
100%
FloodlightUse as a baseline for comparisonBased on “last-click” wins
Or create your own models
• Create granular modeling rules based on interaction type, position and time
• Instantly see the impact of changes
• Save and manage custom models
Confidential
Results
Enough theory – show me the numbers!
New tech launched: Nov‘12 – Jan ‘13
All driving to the new website
Top line results and insights; in summaryKey take-outs
• Half of all conversions came from 1 or 2 interactions
• Search delivered 87% of unassisted conversions
• Organic search contributed to 35% of unassisted conversions
• Display delivered 52% of assisted conversions
• Not all publishers are equal; Eg. 90% of one publisher’s assisted conversions were click-through
>50% of conversions are from 1-2 touches
• Path Length Report reveals the number of interactions a user had with KIA ads before converting.
• Interactions can be impressions (i.e. views of ad) or clicks.• An impression followed by a click is counted as 2 separate
interactions
1 2 3 4 5 6 7 8 9 10 11 12+0.00%5.00%
10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00% 42.60%
13.10%
% Conversions
87% of unassisted conversions were from search
By Channel
Display Natural Search Paid Search0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
12.10%
35.10%
51.40%
% Unassisted conversions
• 51.4% of Total Paid Search Conversions were unassisted by other channels
• i.e. 1 interaction clicked paid search ad and converted• Natural Search drives 35.1% unassisted conversions
Note – paid search impressions are excluded from the model by default
52% of assisted conversions were from displayBy Channel
• Display (Image and Simple Flash) drove over 51.8% of total assisted conversions
• Natural Search (SEO) – 13.0% of total assisted conversions• Paid Search – 35.2% of total assisted conversions• Evidence demonstrates the Display Channel playing a critical role in
assisting conversions
Display Natural Search Paid Search0%
10%
20%
30%
40%
50%
60%52%
13%
35%
Assisted Conversions
90% of one publisher’s assisted conversions are click through
• Publisher #1 drove the most click-through assisted conversions (14% more than Publisher #9)
• Publisher #1 also performed well in (last interaction model) generating clicks which may lead to conversions
Publisher #1
Publisher #2
Publisher #3
Publisher #4
Publisher #5
Publisher #6
Publisher #7
Publisher #8
Publisher #9
65%70%75%80%85%90%95%
90% 88% 88% 88%84% 84%
79%77% 76%
Click Through Assisted Conversions
Results differ significantly by model
Summary by channel
Performance summary by channel
• Overall display results all under 1.0, which could result in a loss of <0.49% conversions if we spend 1% less in that channel
• Natural Search marked the highest return in all models
• Performance of Paid Search return exceeds investment in three models and breaks even in the other three
Site Floodlight Last Interaction First Click First Interaction Linear Time Decay
Publisher #1 1.28 1.28 1.24 1.45 1.17 1.12Publisher #2 0.99 0.87 0.92 0.78 1.02 1.06Publisher #3 1.22 0.98 0.91 0.69 0.96 1.01Publisher #4 0.80 0.77 0.82 0.82 1.30 1.33Publisher #5 0.74 0.81 0.78 0.71 0.75 0.76Publisher #6 1.43 0.99 1.17 1.07 1.29 1.33Publisher #7 2.09 2.00 1.69 1.69 2.95 3.06Publisher #8 1.71 1.49 3.59 2.08 2.04 2.12
ROAS
Performance by publisher (Display)
Channels Not Performing
Publisher #2
Publisher #3
Publisher #4
Publisher #5
Channels Performing Well
Publisher #1
Publisher #6
Publisher #7
Publisher #8
We are also able to conduct this level of analysis at a site, pan-campaign or creative level
Confidential
What we learned
Key learnings
1. Define The scope
Start simple, then iterate
Create a roadmap and stick to it
Timing is important
3. Tagging strategy is critical to success
Don’t just whack tags on the site
Do plan the conversion strategy
4. Understand the tech
Invest resource to understand the capabilities
Tech moves fast
Test and Iterate
2. There are many stakeholders
Assign an owner
Get buy-in from stakeholders
Set expectations – its an ongoing process
OVERALL: it will take longer than you think, but its worth it!
AH Review
“It was worth the effort just to get a better view into what was really happening off the back of our digital investment.
Everything in this space is measurable, we just had to decide what was important to our business and align everything to discover what we wanted to know.”
Gerrit Walters – Brand and Advertising Manger, Kia Motors Australia
What do we differently now? Reliable, data informed decision making
• Viewing the whole picture
• Consider substantiated alternatives
• Apportioning appropriate credit
• Incorporating these learnings ongoing
• Campaign tracking tweaks
• We’ve moved beyond last click
Confidential
We’re Looking Forward…
Next steps from here
• A custom digital attribution model
• Deep dive into individual conversion events
• Apply weighting and value to events and conversions
• Re-define the customer purchase funnel
• Incorporate creative performance
• Ad-Visibility to conversion
• Cross device conversion??
• We will carry on testing & learning…Image Credit: http://takingtheyoke.blogspot.com.au/2011/04/guest-post-leaving-our-home-church.html
confidential
Thank You
Questions?
• Presentation: http://goo.gl/otRUll
• Questions on twitter: #atds | @rhysmwilliams | @y0z2a