ROI Attribution at Vistaprint
We all know that we need to be data driven marketers and that data driven companies are the ones that succeed. New technologies are coming out every day that help marketing organization capture more data. The challenge is no longer focused solely on getting the data but knowing what to do with it once you have it. How do you analyze and understand what it means for your business? The good news is that we are not in this alone. Every company from small to large is working to answer these important questions and to find their way through the data to true value. Join us for a dynamic half-day event where some of the regions of the best marketers will dive in and share how they are optimizing data to drive more value. These experts will share their data strategies, executive dashboards, the technologies they find most effective and how they are using data to move the needle. You'll leave this session armed and dangerous with ideas and techniques for turning data actionable and driving results to the bottom line. Topics include: • What data matters most? • The marketing and sales analytics tool box – the technologies that companies are using for maximum results. • What is the data telling me? How to analyze, understand and make decisions. • How to build a data-savvy team
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ROI Attribution at Vistaprint
- 1. ROI Attribution at Vistaprint Dan Malone Senior Director, Marketing April 26, 2012
- 2. Overview Spend Spend Acquire Acquire Predict Predict Evaluate Evaluate NPV • Buy media • Acquire • Predict • Calculate and run ads new each Net Present • Track customers customer’s Value everything • Attribute 5-year • If positive, you can them to value based continue and media on their first seek to placements order scale Company Confidential Vistaprint © 2011 4/26/2012 2
- 3. Our Attribution model differs by channel Online Display Print Centrally Integrated TV Search Company Confidential Vistaprint © 2011 4/26/2012 3
- 4. How we measure Online Display Exposed Non-Exposed The ad served Total impressions 10,000 10,000 Total orders 100 60 Incremental orders 100 - 60 = 40 Orders via click-through 10 Attribution Multiplier 40 ÷ 10 = 4x Assumes Incremental Orders is proportional to Click-through Orders Company Confidential © 2009 4/26/2012 4
- 5. How we measure TV’s impact Direct Halo Type-In Total Lift Multiplier Lift Company Confidential Vistaprint © 2011 4/26/2012 5
- 6. TV – First measure the lift on “Direct Type-In” and Branded Search Company Confidential Vistaprint © 2011 4/26/2012 6
- 7. TV – We used our local market test results to estimate halo impact Low Mean High Halo Multiplier Company Confidential Vistaprint © 2011 4/26/2012 7
- 8. Principles to follow • Accuracy over precision • Be flexible (but also wary of complexity) • Continually revise and improve Company Confidential Vistaprint © 2011 4/26/2012 8
- 9. Thank you… and we’re hiring! Dan Malone danm@vistaprint.com Company Confidential Vistaprint © 2011 4/26/2012 9
Notas del editor
- Opening - For every dollar we spend on advertising, what’s the true return we’re getting back - Quick overview - Channel-specific challenges -Online Display -TelevisionOverview - Quick overview of our end-to-end process - Let’s focus on Attribution pieceChannels - Each channel has unique challenges - Integrate in a way that doesn’t double-count credit for acquiring a customerDisplay - We never did Display because it looked like our tests never paid back, but we realized we weren’t measuring it right - We decided on a hold-out group approach—show VP ads to some users; PSAs to others - We saw that the non-exposed group still placed orders, because they’re hearing about Vistaprint from other sources - Incremental orders – This is great! We have a clear causal relationship. Spent this, got this back. But this hold-out methodology is complex and expensive. - One thing that’s easy to track is how many orders we got from people who clicked the ad, so we looked at the ratio between that and Incremental Orders, and called that our Attribution Multiplier - There are some dangers with using this approach. We’ve found that different types of placements and different types of offers can impact the ratio. But on the whole, it’s relatively easy to do, and it gives a fairly accurate picture of an ad placement’s performance.TV - We’re an online pure play, and our marketing had always been purely digital. TV presented new measurement challenges. - We drove people right to vistaprint.com. We call that traffic “direct type-in”. That’s where we expected the majority of the impact to hit, but we also wanted to measure the halo effect on the rest of our channels. - To measure the lift on our Direct Type-in and Branded Search channels, we first developed a baseline using an ARIMA time-series model. - That’s actually the most difficult part of this step, because once you have that, you simply look at where Actuals come in, and the delta is your lift. - This works really well when your marketing activity has a big impact, which we had here. The trailing part of the campaign can be trickier, as the impact fades. Something we’ve tried to look at in other ways. - Now for Halo effect. Before our national TV campaign, we had run local market tests. From these we could measure overall lift in the market, as well as lift in the Direct Type-in channel. So we looked at that ratio for all our tests, and used that to help estimate halo effect for our national campaign.Questions - What’s the biggest mistake you’ve made in developing your attribution model? - What’s your best piece of advice for someone building an attribution model? - How did you gain buy-in from the organization to adopt the attribution model?