CAMPAIGN ATTRIBUTION MODEL – DIGITAL MEDIA A WORKSHOP BY UMAIR MOHSIN

GLOBAL DIRECTOR, MEDIA IDEE

About Media Idee

• Started in 2005.

• Is now Pakistan’s first

global agency with

offices in UK, Dubai and

Thailand.

• Serving clients in 5

countries.

• www.mediaidee.com

About Our Clients

LET’S START

Our World

“THE TRANSPARENCY IN ADVERTISING SPENDING IS

APPROACHING UNPRECEDENTED LEVELS, AND THE EXPECTATION

OF ACCOUNTABILITY AND PROVEN ROI IS COMING TO THE

FOREFRONT OF MARKETING DEPARTMENTS - FAR DIFFERENT FROM

THE DAYS OF MR. WANAMAKER, IN WHICH IT WAS ACCEPTABLE

FOR A SUCCESSFUL CAPITALIST TO WASTE ONLY HALF OF THE

ADVERTISING BUDGET.”

Conversion Example

1. Paid Search

2. Referral

3. Organic Search

4. Social - Twitter

4. Email Link

6. Direct

7. Display

SALE

Live Preview

The

Reality

Where We Are Today

The Reality Today We were initially taught to measure

performance via:

Clicks

Click-through-rates (CTRs)

Directly attributable conversions

We now know these don’t tell the whole story

Keyword assists are important (Search)

Display Ads can be effective without

clicks

Social contributes throughout the process

Clicks don’t matter for measuring Display

8% of users contribute 80% of Display clicks

In reality, conversions

take place over many

days and across

multiple channels.

Definition

Marketing attribution is the practice of

determining the role that channels play in

informing and influencing the customer

journey.

Should You Do It?

Faulty Logic

”Last Ad or Click” Model Attributes 100% of the credit for a conversion to the last ad

seen or clicked. Is based on only a single

engagement. Attribution to last click has

forced marketers to allocate more budget

to media that sit at the bottom of the

conversion funnel like search.

How can we visualise our customer path to purchase?

•The next level of detail is to understand how many touchpoints or interactions with a brand occur before conversion. There be some interactions on other sites, particularly display ads which aren’t recorded in the site analytics.

•The next stage of analysis is to consider the sequence of media and How do different channel’s journeys vary during the path to purchase?

•If, when you investigate the number of visits per purchase, you find that over three quarters convert on the first visit the need for a conversion attribution study is going to be relatively small.

•As a rule of thumb, if more than three quarters of your visitors convert on a single visit then channel interactions are less important.

•If customer journeys are relatively simple with the majority converting on the first visit, then it’s unlikely that attribution modelling will give you such a great return on investment.

•This is most likely where it’s a simple purchase such as flowers and where a trusted brand is involved with limited price or feature comparison.

Q1. How complex are our customer

journeys?

Q2. How many visits involve a single visit

before conversion?

Q3. Number of touchpoints

involved before

conversion?

Q4. What is the different sequence of

media prompting

conversion?

Question: . How complex are our customer journeys?

Is there a high amount of overlap between any channels

on the multi-channel funnels overview report?

Question: Number of touchpoints involved before conversion?

Are more than 20% of conversions multi-path?

Question: How many visits involve a single visit before conversion?

Are more than 20% of conversions multi-day?

Q. What is the different sequence of media prompting conversion?

Simple Media Sequences

Complex Sequences

HOW TO BUILD AN

ATTRIBUTION MODEL

Step 1

Start by identifying your

marketing goals. Are you focused

on branding and awareness,

lead generation, developing

new business, or repeat business?

Are your current campaigns

meeting these objectives?

Step 2

Develop a basic outline for your

customer journey, including path

length, time to conversion, and

the relevant marketing channels.

Look for key details: does the

path differ based on the first

touchpoint? Does it differ by

order size or product category?

Google Analytics

Step 3

Think about how you assign

credit to these interactions today

– even if you’re new to attribution

modeling, you surely have some

sort of intuitive model. What

would happen if you valued

interactions in the path

differently?

Step 4

Define the role and expected

impact of each campaign

element. When you start

modeling, check whether the

models match or contradict your

expectations.

NOW LET’S START WITH

THESE BASIC ATTRIBUTION

MODELS

Types Of Attribution

Models

First Touch

First Touch

Attributes 100% of the

conversion value to the first

channel with which the

customer interacted.

This model is appropriate if you

run ads or campaigns to

create initial awareness. For

example, if your brand is not

well known, you may place a

premium on the keywords or

channels that first exposed

customers to the brand.

First Touch

Attributes 100% of the

conversion value to the last

channel with which the

customer interacted before

buying or converting.

This model is extremely

common – most likely

you’re already using some

version of it – so it’s a great

baseline for comparison

with other models.

Last Interaction

Last Interaction

If your ads and campaigns are designed to attract people at the moment of purchase, or your business is primarily transactional with a sales cycle that does not involve a consideration phase, the Last Interaction model may be appropriate.

Linear

Gives equal credit to each channel interaction on the way to

conversion.

This model might be used if your

campaigns are designed to maintain contact and awareness

with the customer throughout the

entire sales cycle. In this case, each

touchpoint is equally important

during the consideration process.

Linear

Time Decay

Time Decay Assigns the most credit to

touchpoints that occurred

nearest to the time of

conversion.

If the sales cycle involves only a

short consideration phase – for

example if you’re running a one

or two-day promotion – then

interactions that occurred a

week earlier would have less

value than those during the

promotion window.

Time Decay

Position Based

Position Based

Instead of giving all the credit to

either the first or last interaction, you can split the credit between them.

The Position Based model allows you

to assign credit based on position in

the customer journey. The first position highlights campaigns that

introduce customers, while the last

emphasizes those that close

conversions. This model can be used

to give more credit to those interactions, or to assign customized weights according to position.

Position Based

Model Attribution Tool - GA

Example

Step 5

Plan your next steps when you go

back. If you learn that a certain

campaign, source, or interaction

is performing differently than

expected, will you be able to

take action to change it?

Questions To Take Home

• How long is my path to conversion?

• How many sales did a channel or keyword contribute to?

• Where in the path to conversion does a channel contribute (first, middle or

last)?

• When does a channel or keyword contribute in the path to conversion?

• What are the channel and keyword combinations that work best?

• Where are performance partners (affiliates, referrals, etc) contributing?

• How could I improve my performance partners commercials terms?

• How does display and remarketing impact the path to conversion?

Summary -

One attribution model does not fit all

•

Flexible allocation of sales across all or a subset of the visits.

Configurable rules for defining attribution period:-

• Fixed length of time.

• Period defined by visit gaps.

Configurable rules for weighting:-

• Control of channel weighting.

• Control of brand weighting.

• Control of chain position weighting.

Allocation of multiple sale related values (e.g. margin).

Email: Umair.mohsin@mediaidee.com

Twitter: @umairmohsin / @wearemidigital

Blog: http://www.umairmohsin.com

Company: www.midigital.co

Contact

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