Date post: | 22-Jan-2018 |
Category: |
Marketing |
Upload: | hanapin-marketing |
View: | 238 times |
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Navigating the
Complexities of
Attribution
HOSTED BY:
Presenters• Aaron Fletcher
– Network Operations Jedi at C3 Metrics
– @c3metrics
• Jacob Brown– Senior Account Analyst at Hanapin Marketing
– PPC Hero Blogger
– @jakebrownppc
– Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
Who is Hanapin?
Our Clients
HQ: PORTSMOUTHSAN DIEGO • ATLANTA
100+ CLIENTSWORLDWIDE
EST. 2010MEDIA AGNOSTIC
WINNERSRed Herring 100 (Global)
AlwaysOn (Global)
6© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
C3 MetricsLeaders in TV & Digital measurement
John Dimling
Fmr Chairman & CEO, NielsenJeffrey Silverman
Fmr President, DoubleClick
Jeff Greenfield
Founder, COO
Mark Hughes
Founder, CEO
7© 2017 C3 Metrics, Inc. All Rights Reserved.Machine-Learning • 15-44% ROI Improvement • www.C3Metrics.com
Leading BrandsSingle Source of Cross-Channel Truth for Marketing & Finance
MARKETING CHANNELS:DIGITAL - TV – RADIO – OOH – PRINT – MAGAZINE
PR – CONTENT – PRODUCT PLACEMENT
CONVERSION SOURCES:ONLINE – APP - CALL CENTER – CRM –
BRICK & MORTOR
THE C3 DIFFERENCE:SECURITY – 100% US BASED –
MACHINE LEARNING MODEL – 44% ROI
Additional Details:
C3 IS KNOWN FOR:DATA ACCURACY – OFFLINE/TRADITIONAL
CAPABILITY – BEST IN PROGRAMATIC –
INTEGRATED VIEWABILITY + CROSS-DEVICE
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
Live Poll Question #1
How long have you been in Online
Advertising?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
#thinkppc
Non Data-Driven Model
Options
Non Data-Driven Model
Options
Last Interaction:Giving full credit to the last
interaction the user had
(typically last click).
Good For: Customer retention and
continuing to put focus on
bottom funnel efforts. (Brand
Traffic, Direct Traffic, RLSA
Traffic)
First Interaction: Giving full credit to the first
interaction the user had.
Good For: Growth initiatives. Higher funnel
marketing (Display, High Funnel
Social efforts, Non-Brand keyword
targeting)
Linear: Giving equal credit to each
interaction up until the conversion.
Good For: Trying to create equal value
across funnels
Non Data-Driven Model
Options
Time Decay:The closer to the action of
converting the more credit the
touchpoint will receive.
Good For: Customer retention and
continuing to put focus on
bottom funnel efforts. (Brand
Traffic, Direct Traffic, RLSA
Traffic)
Position Based: Gives 40% credit to first and last
interactions and splits the other
20% to the middle
Good For: Gaining new customers and the
very bottom of the funnel (Brand,
Direct traffic).
Non Data-Driven Model
OptionsIssues with Non Data-Driven Models
● None of these models use extra levels of data to help prove what is
driving sales
● All of these models are ‘set’ models, meaning no machine learning is
occurring
● Most of these models (Last Interaction, First Interaction, Time
Decay, Position-Based) hurt certain levels of the funnel without any
proof that the level of the funnel isn’t helping the bottom line
Non Data-Driven Model
OptionsBayesian Theorum
● Thomas Bayes was thought to be the first person to write about how prior
information can help determine later outcomes.
● Its this same thinking that helped Alan Turing used break the Enigma code
during WW2. The Machine he built was also thought to be the start of modern
computers.
Non Data-Driven Model
OptionsHow C3 Metrics Uses Bayesian
● Time to conversion
● Viewability
● Consistency of Position
● Causality
All of these inputs can be used to analyze a funnel on a user by user basis,
giving us the ability to analyze all the previous models in one.
#thinkppc
Using Correlation Formulas
to Judge Upper Funnel
Efforts
Using Correlation Formulas
Process of Getting Correlation Formulas
● Get raw data from last 365 days on your lower funnel metric and higher funnel metric
you’re comparing
● Breakdown the data into 7 day averages rather than using day-by-day stats in an attempt
to remove daily outliers
● Use the correlation formula on the 7 day averages: correl(range1,range2) & create graphs
to visualize the trends
Using Correlation Formulas
Using Correlation Formulas
#thinkppc
Knowing Your Cycle,
Knowing Your Funnel
Knowing Your Cycle
● How long of a time range is there between different stages typically?
○ Awareness to Lead Form
○ Lead Form to Sale
● At what stage should your focus be?
○ Are you lacking growth (need more awareness)
○ Are you seeing traffic growth but no lead growth? (need better middle
funnel advertising)
○ Are you seeing leads but lacking sales? (need better nurturing efforts)
Knowing Your Funnel
● Video Advertising (YouTube or TV)
● Interests, Topic Targeting on Display
● Interest Targeting on Social Networks
● More broad keywords in Search
● Lookalike Audience Targeting in Display
& on Social Networks
● Long-Tailed or Brand keywords in
Search
● Display Remarketing, Social
Remarketing or RLSA Efforts
#thinkppc
Using C3 to Align Your
Cycle & Your Funnel
C3 Funnel Insights
OriginatorActivity receives credit for
originating a user's activity
with your brand which
helped lead to a conversion
or sale.
RosterActivity gets credited for
helping to build the base for
a user and educate a user
who eventually converted
AssisterActivity receives credit for
helping to directly assist a
user by getting them to the
conversion step
ConverterActivity gets credited for
being the last step in the
process that got the user to
convert directly
Aligning Your Cycle & Funnel
● Looking for YoY growth? Put more money in your advertising efforts that do well as
originators
● Looking to improve your sales or lead rates? Put more money in your advertising efforts or
similar efforts that project to do well as roster builders or assisters
● Looking to improve your account efficiency & direct conversion rates? Put more money
or more strategy into your remarketing or other efforts that have proven to have value as
converters
● Looking to improve sales rates off leads OR returning customer rates for eCommerce?
Put more into your lead nurturing efforts and/or your customer retention efforts. From RLSA to
Social remarketing to Email advertising.
#thinkppc
AVSR is ROI
AVSR is ROI
● AVSR = Attributed Value to Spend Ratio
● AVSR is C3 Metrics way of determining return on value
● Originator + Roster + Assist + Converter = Total Attributed Value
● TAV/Spend = AVSR or ROI
● Spend/TAV = ACPA or CPA
Offers!
A. I'd like to learn more about C3 & getting fees waived!
B. I'd like to be emailed more info on Excel
Extravaganza!
C. I’d like both!
D. No, thanks.
Live Q&A Time!
#thinkppc
Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: [email protected]
Contact C3 Metrics Directly: [email protected] Marketing | The PPC Agency of Experts that Produce PPC Hero and Hero
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