Houston Interactive Marketing Association - Multiscreen Attribution with Video - IS13
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Unfortunately, I had accidentally deleted many awesome multi-screen slides without making a backup just before giving my presentation which included a video crowdfunding case study. Lesson: Make a backup. Nonetheless, HiMA was a great learning experience!
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Houston Interactive Marketing Association - Multiscreen Attribution with Video - IS13
- 1. SMX Source: Popular Science, June 1970 Multi-screen Attribution With Video Thomas Ciszek Co-founder, Products Twitter @t1c1 #houstonima Wednesday, October 2, 13
- 2. #houstonima @t1c1 : So Source: Yahoo: Tablet Universe: Consumption Across Devices | August 2012 Thomas Ciszek TarHeel in CA Information Science Quantitative Researcher Search Marketer and Analyst Co-founder, Products Partner Santa Monica, California Wednesday, October 2, 13
- 3. #houstonima @t1c1 : Video killed the radio star. Wednesday, October 2, 13
- 4. Why is 2013 Getting Weird and Different? Source: Reddit /r/battlestations, May 2013 Screens and devices People online Searches Videos Measurement, data products and tools Websites catching up MOAR! @t1c1#houstonima Wednesday, October 2, 13
- 5. #houstonima @t1c1 Agenda : Overview of Attribution Definitions Why is it important? Data processing for attribution Attribution Model Comparison Actionable Insight Vendors and Resources Wednesday, October 2, 13
- 6. #houstonima @t1c1 : Attribution Defined An attribution model determines how credit for conversions is assigned to touch points in the conversion path. Why is attribution important? Accurately assignes revenue credit to channels and campaigns Plan an optimal marketing mix for future campaigns Determine investment for marketing programs Achieve a sales objective based on marketing investment A foundation for optimized marketing Wednesday, October 2, 13
- 7. #houstonima @t1c1 Who’s using the multi-screen? : Wednesday, October 2, 13
- 8. #houstonima @t1c1 : SmartphoneDesktopTV Laptop Screens uage occurs at specific points in time - leaving gaps for “Life” Source: Yahoo: Tablet Universe: Consumption Across Devices | August 2012 Wednesday, October 2, 13
- 9. #houstonima @t1c1 : Now, multiple mobile devices are filling in the gaps. Consumers no longer access single devices at specific points in time for specific activities or occasions. Source: Yahoo: Tablet Universe: Consumption Across Devices | August 2012 Wednesday, October 2, 13
- 10. #houstonima @t1c1 : Source: Screen Jumping - Jumptap and Comscore Study (2013) Wednesday, October 2, 13
- 11. #houstonima @t1c1 : How does attribution work? Major Attribution Types: Channels, Devices or Online to Offline Focus on channels: Organic search, Social media, Display, Paid Search Cookies placed on machines Tracking code / Analytics Attribution platform servers collect data Raw data is processed Attribution can be calculated Wednesday, October 2, 13
- 12. #houstonima @t1c1 : Wednesday, October 2, 13
- 13. #houstonima @t1c1 : Attribution Model Comparison Wednesday, October 2, 13
- 14. #houstonima @t1c1 : Lookback Window Ad 1 Ad 2SocialSearch Search Conversion Nov. 3 Dec. 3 Dec. 4 Dec. 9 Dec. 12 Dec. 13 Wednesday, October 2, 13
- 15. #houstonima @t1c1 So Multi-Channel Attribution in One Session Wednesday, October 2, 13
- 16. #houstonima @t1c1 So Source: Webinar Deliver Smarter Cross-Channel Online Marketing Opportunities with Attribution Modeling (2013) Wednesday, October 2, 13
- 17. #houstonima @t1c1 So Linear Model Wednesday, October 2, 13
- 18. #houstonima @t1c1 So Attribution in Google Analytics Position Based Setup Wednesday, October 2, 13
- 19. #houstonima @t1c1 : Wednesday, October 2, 13
- 20. Multi-Screen Attribution Digital Advertising Video Search E-CommerceDemographic Profiles Behavioral Profiles Analytics Television Games Phone Tablets Points of Sale Infrastructure Desktop/ Laptop Attribution Source: Bootstrap Master, 2013 #houstonima @t1c1 Wednesday, October 2, 13
- 21. Multi-Screens Conditions •Wifi and Ethernet •Battery and Outlet •Data Plan Marketing email, news, radio, TV, word of mouth, billboards, magazines, stores, etc. Apps, Sites, Chat, Call, Maps, Photos Video @t1c1#houstonima Wednesday, October 2, 13
- 22. Devices and Screens: A Finite Universe Source: Flurry Analytics, 2013; NBC Sabre Corp (The Office) @t1c1#houstonima Wednesday, October 2, 13
- 23. Source: Microsoft Cross-Screen Engagement:, 2013@t1c1 Multi-screen usage is about context, and ultimately about convenience. : #houstonima Wednesday, October 2, 13
- 24. The number of smartphones sold in Q4 2012 (Gartner, 2013).207.7M Average time a U.S. consumer spent per day on smartphones and tablets (Flurry, 2103) 2.5+ hours Little Screen Numbers CPCs and MAUs by SCRN U.S. Q1 2013 $0 $0.15 $0.30 $0.45 $0.60 Computer Tablet Phone 53% more cost than phone Source: Kenshoo Global Search Advertising Trends, 2013 221 Million MAUs 224 Million MAUs CPC: cost per click (avg. US) MAU: monthly active user SCRN: screen The number of tablets sold in Q4 2012, includes 22.9 million iPads (IDC, 2013)52.5M @t1c1#houstonima Wednesday, October 2, 13
- 25. Big Screen Numbers Source: IAB - The Multiscreen Marketer, 2012 Impact of Features Expected in Future Televisions Source: Boston College Flickr: http://www.flickr.com/photos/bc-burnslibrary/6766005689/ @t1c1#houstonima Wednesday, October 2, 13
- 26. Integration of Data Makes it Happen Even if you are integrating messy multi-channel data: email, call center data, in-store, computer and mobile conversions to calculate a marketing cost per goal... There is not an easy way to identify the most profitable combinations of screens! Video is a common denominator across screens. @t1c1#houstonima Wednesday, October 2, 13
- 27. Screens and Video Go Hand-in-Hand Sources: Morgan Stanley via Business Insider (1/31/2013); YouTube; www.reddit.com/r/hockey@t1c1 reddit YouTube #houstonima Wednesday, October 2, 13
- 28. #houstonima @t1c1 : YouTube Analytics By Device Wednesday, October 2, 13
- 29. #houstonima @t1c1 : YouTube Analytics By Operating System Wednesday, October 2, 13
- 30. Even if you have rock solid abs, Universal Analytics, mobile segmentation, MCFs, integrated data, AND you’re making awesome videos... Source: Avinash Kaushik, ‘Multi-Channel Attribution: Definitions, Models and a Reality Check’, April 2012; Google Universal Analytics, Google Analytics@t1c1 NOTE: Mobile Traffic INCLUDES Tablet Traffic No one said figuring out ROI would be easy. Multi-Channel Attribution :: Across Multiple Screens (MCA-AMS) Multi-Channel Conversion VisualizerNeed for Custom Segments Universal Google Analytics Organic Search Direct Referral Social Network #houstonima Wednesday, October 2, 13
- 31. @t1c1 Acquisitions, Customers, Engagement, Outcomes Translated: Traffic, Visitors, Visitors/Traffic, Conversions What can we measure right now? Source: Xbox Live Streaming, May 2013; Omniture; Google Analytics Monitor Resolutions Unique Visitors %Unique Visitors Visits % Visits Units %Units Not Specified 108,386 37% 127,417 39% 9,965 42% 1024 x 768 42,528 15% 44,669 14% 1,795 8% 1366 x 768 36,946 13% 40,085 12% 3,554 15% 1280 x 800 15,925 5% 17,675 5% 1,097 5% 1280 x 1024 14,874 5% 16,108 5% 1,142 5% 1600 x 864 14,282 5% 15,536 5% 1,597 7% 1400 x 864 10,513 4% 11,555 4% 902 4% 1920 x 1080 9,630 3% 10,553 3% 632 3% 1280 x 768 7,886 3% 8,484 3% 793 3% 1680 x 1050 5,183 2% 5,505 2% 354 2% 800 x 600 5,255 2% 5,425 2% 154 1% Monitor Resolutions Report MCF - Assisted Conversions 8.4 million people streamed the Xbox unveiling #houstonima Wednesday, October 2, 13
- 32. #houstonima @t1c1 : Google’s Databoard for Multiscreen Insights http://www.google.com/think/tools/databoard.html Wednesday, October 2, 13
- 33. #houstonima @t1c1 : Virool.com Platform for Video Advertising Wednesday, October 2, 13
- 34. Source: http://asp.arkansas.gov A large portion of searches tend are consumptive rather than aspirational. Consider action, context, location, and mood. What is a multi-screen searcher doing right now? What’s channels are most important? Segment everything to build models, and then execute and experiment within and across channels and screens. @t1c1 Become one with the data! Embed intent in messaging Keep the multi-screen in mind #houstonima Wednesday, October 2, 13
- 35. @t1c1#smx #11C Source: http://cdn.ndtv.com/tech/images/gadgets/youm-windows-phone%20.jpg@t1c1#smx #11C Let’s talk and connect all the data. Thomas Ciszek Co-founder, Products Twitter @t1c1 #houstonima Wednesday, October 2, 13
- 36. #houstonima @t1c1 : Attribution Resources To Learn More Attribution Modeling: http://www.google.com/analytics/features/attribution.html Multi-channel Funnels: http://www.google.com/analytics/features/multichannel-funnels.html Analyzing cost data with Attribution Modeling: https://support.google.com/analytics/answer/2909452?hl=en&ref_topic=3205717 Avinash Kaushik's blog: http://kaushik.net/ How-to Videos: http://www.youtube.com/googleanalytics Wednesday, October 2, 13