TagMan and Attribution

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Presentation by Adrian Nash, head of analytics, at Logan Tod at the TagMan client event TagMeet 2

Tecnología Deportes

TagMan & Attribution
Adrian Nash, Head of Analytics & Insight
Logan Tod & Co
9th November 2011

Logan Tod & Co: Europe’s leading online optimisation
& analytics consultancy
Retail Finance Travel Technology, Media
& Consumer & Utilities & Leisure & Telecom

© 2011 29/11/2011 2

Consider the consumer purchasing journey time

70%
purchases completed

Standard cookie window (30 days)
30%
purchases not completed

Source: Google/Nielsen
NetView – Beyond Last Click

© 2011 29/11/2011 3

The current measurement model is very simplistic

© 2011 29/11/2011 4

The real Single View is very complex indeed

© 2011 29/11/2011 5

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

• Danger of diminishing returns seeking ‘perfect’ attribution
models

• Objective should be reducing uncertainty enabling better
decision making

• Actionable & repeatable insights are the real goal

© 2011 29/11/2011 6

What does best practice look like?

“...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
Chart source – Omniture blog

© 2011 29/11/2011 7

High level attribution framework

Evaluation & Iteration Discovery
• Hypotheses • Workshop
• Performance • Objectives
• Model „precision‟ • Final visualisation
• Knowledge sharing • Data preparation
• Accuracy
• Integration
Evaluation Discovery • Marketing Classification
• Forecasting

Testing Attribution
Testing Attribution modelling
• Hypothesis generation • Credit allocation
• Test design • Scorecards
• Success criteria • Advanced models
• Test execution • Visualisation
• Insight

© 2011 29/11/2011 8

TagMan data > attribution insight

Customer Behavioural
TagMan Context data
data data (WA)

ETL

Quantivo

Modelling

Visualisation

© 2011 29/11/2011 9

Questions, comments or thoughts?

Adrian Nash, Head of Insight and Analytics

@logantod
Adrian.nash@logantod.com

© 2011 28th March 2011
29 November, 2011 Page 23
10

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TagMan and Attribution

1. TagMan & Attribution Adrian Nash, Head of Analytics & Insight Logan Tod & Co 9th November 2011

2. Logan Tod & Co: Europe’s leading online optimisation & analytics consultancy Retail Finance Travel Technology, Media & Consumer & Utilities & Leisure & Telecom © 2011 29/11/2011 2

3. Consider the consumer purchasing journey time 70% purchases completed Standard cookie window (30 days) 30% purchases not completed Source: Google/Nielsen NetView – Beyond Last Click © 2011 29/11/2011 3

4. The current measurement model is very simplistic © 2011 29/11/2011 4

5. The real Single View is very complex indeed © 2011 29/11/2011 5

6. Is a single ‘best’ what now? So attribution model the right goal ? • Danger of diminishing returns seeking ‘perfect’ attribution models • Objective should be reducing uncertainty enabling better decision making • Actionable & repeatable insights are the real goal © 2011 29/11/2011 6

7. What does best practice look like? “...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 Chart source – Omniture blog © 2011 29/11/2011 7

8. High level attribution framework Evaluation & Iteration Discovery • Hypotheses • Workshop • Performance • Objectives • Model „precision‟ • Final visualisation • Knowledge sharing • Data preparation • Accuracy • Integration Evaluation Discovery • Marketing Classification • Forecasting Testing Attribution Testing Attribution modelling • Hypothesis generation • Credit allocation • Test design • Scorecards • Success criteria • Advanced models • Test execution • Visualisation • Insight © 2011 29/11/2011 8

9. TagMan data > attribution insight Customer Behavioural TagMan Context data data data (WA) ETL Quantivo Modelling Visualisation © 2011 29/11/2011 9

10. Questions, comments or thoughts? Adrian Nash, Head of Insight and Analytics @logantod Adrian.nash@logantod.com © 2011 28th March 2011 29 November, 2011 Page 23 10