Marketing attribution is a proven winner when it comes to managing large cross-channel campaigns. With so many variables influencing the consumer's purchase journey, it's a necessity to suss out the credit each touch-point is due. This hasn't gone unnoticed to CMOs or marketing departments and in the last few years a multitude of vendors have emerged, each with their own of flavor of attribution. Many of these attribution models worked great when there were fewer media outlets but fall to pieces with today's ever-expanding variety of channels. Last-click attribution dates back almost 10 years ago when there weren't massive amounts of data available or the infrastructure to handle it. With big-data comes big opportunity, but to take full advantage of all your data you first need the proper model. Attribution modeling isn't a one-sentence concept though and frankly, it's easy to get lost in the details. This is complicated science, modeling a very dynamic landscape and HEY....it wouldn’t be Internet marketing if the game didn't completely change every two or three years, right? Everyone knows that marketing is equal parts art and science, and since Adometry provides the best attribution science available we thought a little art would be in order too.

1. THE
OF
ADVANCED
The Rise of
Data-Driven Attribution
AND CHANNELS YOU CAN MEASURE
Online advertising has revolutionized our marketing world in the last ten years, and for good reason; it offers incomparable
amounts of data to track effectiveness and ROI. Until recently only a handful of channels were available and tracking them
wasn’t nearly as difficult. Times have changed though…
1875 1897 1920 1944 1967 1989 2012
1875 “CATALOGUE” DIRECT MAIL
1920 MODERN PRINT ADVERTISING
1922 RADIO
1941 TV
EMAIL 1978
AFFILIATE MARKETING 1989
ONLINE DISPLAY 1995
ORGANIC SEARCH 1998
COMPARISON SHOPPING 1998
MOBILE & MOBILE SEARCH 2001
PPC 2002
SOCIAL 2003
ONLINE VIDEO 2005
Marketing is a metrics-driven business at heart, and any data-rich channel will continue to win a bigger budget simply
because it offers more accurate insights. Your marketing efforts aren't limited to a single channel though, so let’s look at the
big picture. By combining all available channel data you start to get a holistic view of your marketing efforts, letting you
see the forest for the trees.
Paid
Search
E
Email
Display
Organic
Search
Affiliate
Mobile
Video
Social
Mobile
Search
Offline
$ $
Comparison
Shopping Direct Mail
DATA MINE
ENTER
HERE
Attribution Models
At A Glance AGENCIES SAY
IMPORTANT
THE MOST
FACTOR
ENABLING EFFECTIVE
Big data is only useful when you can make sense of it, and companies are always seeking a better CROSS-CHANNEL
approach to mine their data for actionable information. The first attribution models were simple and MARKETING IS...
usually focused on only a few channels.
15%
36%
SINGLE
SIMPLE ATTRIBUTION
A CLEARLY
CUSTOMER DEFINED
VIEW STRATEGY
16%
OTHER JOINED-UP
TECHNOLOGY
AND SYSTEMS
All credit goes to
Last Click the last click
All credit goes to
First Click the first click
54
of marketers who still use
Last channel to show
Post View an ad gets the credit
LAST CLICK
AT T R I B U T I O N
As digital channels proliferated and analogue channels became digitized, fractional attribution
models emerged that attempted to divvy up the credit. But then there were even more channels, and
no longer just impressions and clicks, but also likes, tweets, bumps and c(K)lout.
FRACTIONAL ATTRIBUTION
TO ASSIGN CREDIT TO
Attempts to share the YOUR INTERACTIVE
Equal Weights credit for 1 click across MARKETING CHANNELS
complete path CONTRACTS OR PARTNERS
OACH DO
PPR
Allocates credit across
YO
A
path based on past 44%
Custom Credit
WHAT
U USE
experience, or maybe
NONE
a hunch
30% 9%
FIRST OTHER
OR LAST
CLICK 17%
First and last touches EVEN-
U-Curve get the credit
WEIGHTED
A new model was needed that accounted for all touch-points across all channels, one that would work
equally well for any business by relying on its own data. Advanced Attribution had finally arrived.
ADVANCED ATTRIBUTION
Algorithmic Let the data
decide where
Attribution to assign credit.
Frequency capping allowed an
online retailer to save 15% in
monthly ad-spend, and when
reallocated elsewhere they
realized an additional $200,000
in incremental revenue
$200,000
Data Driven
Advanced Attribution
At Adometry®, we let the data decide. Adometry AttributeTM uses advanced algorithmic attribution
modeling, allowing the data to determine the credit due based on all available inputs. Adometry uses a
WHICH
bottom-up approach to attribution by first assigning fractional credit at the most granular impression OFFLINE INTEGRATE INTO
CHANNELS
level. Weights are then combined by grouping such as placement, site or channel as reporting DO YOU
DIGITAL MARKETING?
granularity is decreased, allowing the data to point out the hidden correlations and insights within 53% 53% 30% 28% 25% 23% 0
your marketing efforts.
COMPONENTS OF ADOMETRY ATTRIBUTE
TELEMARKETING
NEWSPAPERS
ADVERTISING
DIRECT MAIL
TELEVISION
OUTDOOR
RADIO
Capture The Complete Click-Stream
Combine tags and ad server logs to capture more data and
dramatically increase modeling accuracy.
Cross-Channel Insights & Optimization
Advanced attribution allows you to view your marketing efforts
holistically, understand the nuanced connections and optimize
accordingly with dramatic savings. WHAT TYPES
OF
MOBILE
ADVERTISING
Funnel Stage Analysis IS
YOUR
Accurately assign any touch-point to its funnel stage and
COMPANY
ENGAGED IN
discover the true conversion paths your customers take.
Frequency Capping MOBILE SEARCH MARKETING
35%
Know exactly when you’ve saturated your market and when to
PUSH NOTIFICATIONS
pull back without risking lost conversions. 27% MOBILE DISPLAY ADVERTISING
(BANNERS)
ADVERTISING ON APPS
25%
Exclusive Reach 22% LOCATION-BASED TARGETING
Advanced verification and cross-channel analytics show you MOBILE DISPLAY ADVERTISING 22%
exactly who you’re reaching on any level of granularity, from
(VIDEO)
12%
placement up to channel, and where the overlap is.
Audience Data
Leverage geographic and demographic data, audience
segmentation, purchasing intent and more at any level of your
marketing campaigns.
Scenario Planning & Media Modeling
Plan your campaigns with data-driven models to maximize ROI.
Complete Data Integration
THE
MOST PROMINENT
CHALLENGES
Merge all data sources for seamless integration and plug in
your media plans for instant execution.
CMOs FOR
1 Data Explosion
2 Social Media
3 Growth of channel and device choices
Since all events – converting and non-converting – on a path are evaluated, Attribute provides more 4 Shifting Consumer Demographics
accurate attribution results than any other model.
How Does
Advanced Attribution
Improve Marketing?
With the right attribution model, BIG DATA can yield BIG INSIGHTS. Adometry Attribute can
ingest any data stream to build a comprehensive, bottom-up attribution model allowing you to
59%OF COMPANIES SAY THAT
LESSCOLLECTED DATA
THAN HALF
run more agile and profitable campaigns. OF
IS USEFUL
BENEFITS OF ADOMETRY ATTRIBUTION
Intelligently Measure Value And
Reallocate Performance Of
Budget Your Channels
Adjust Measure How
$$ $ Affiliate
Payments
One Channel
Affects Another
Revise CPA
Make Campaign
$ Figures (Cost
Changes In-Flight
Per Action)
Get a Bigger
Reduce Time
$ Budget With
To Conversion ONE OF THE WORLD’S
Accountability LARGEST AUTOMAKERS IS USING
ADVANCED ATTRIBUTION
Improved Deduplicate TO INCREASE THE NUMBER
OF CONVERTED USERS BY OVER
Campaign Conversions
Timing Across Channels 40%
Advanced attribution starts at the event level and analyzes both converting and non-converting
paths across all channels. With extremely accurate event-level attribution, the model is then scaled up
to give you an accurate and complete view of you marketing efforts. Instead of arbitrarily weighing
touch-points, Attribute uses the data to decide where the credit is due.
IN ITS NATIONAL ADVERTISING CAMPAIGN
Sources: Adometry “Ditching ‘Last-click’ for Advanced Attribution Helps Leading Auto Company Drive Digital Marketing Performance
Improvements”, Adometry “Top 10 Retailer Realizes Incremental Revenue Through Attribution”, Econsultancy “Marketing Attribution:
Valuing the Customer Journey”, Econsultancy Lynchpin “Online Measurement and Strategy Report 2012”, eMarketer “US Online
Advertising Spending to Surpass Print in 2012”, Forrester Research “Interactive Marketing Executive Panel survey (Q2 2012)”,
Econsultancy “Cross-Channel Marketing Report 2012”, Nielsen “Global AdView Pulse Light (Q1 2012)”. © Adometry 2012.