This document discusses attribution modeling and going beyond last-click attribution to gain more insights. It notes that attribution is complex as customer journeys often involve multiple touchpoints over time. Effective attribution requires flexible rules to allocate sales across visits based on weighting of channels, brands, and visit position. While attributed sales provide one view, more questions around customer paths, partner contributions, and display impact remain unanswered. The document advocates going beyond sale attribution to model customer engagement and optimize all visits. Proper attribution requires both technology and expertise to understand a business's model and allocate credit appropriately across channels.

1. To Attribution and Beyond Lewis Lenssen – Commercial Director of DC Storm

5. What is Attribution?

7. Actions are frequently driven by multiple marketing channels.

9. Configurable rules for defining attribution period:-

10. Fixed length of time.

11. Period defined by visit gaps.

12. Configurable rules for weighting:-

13. Control of channel weighting.

14. Control of brand weighting.

15. Control of chain position weighting.

17. Attributed sales - Just one valuable data view Unanswered questions:- How long is the path to conversion? How many sales did a channel or keyword contribute to? Where in the path to conversion does a channel contribute (first, middle or last)? When does a channel or keyword contribute in the path to conversion? What are the channel and keyword combinations that work? Where are performance partners contributing? How could I improve my performance partners commercials terms? How does display and remarketing impact the path to conversion?

19. Combination of technology and expertise required to get the model right.

21. SEO and Social don’t get the credit they deserve

22. Can it really be true? Private & Confidential Copyright TagMan 2011 How does TagMan measure campaigns Last click Any click All clicks What is attribution really all about? The proof we have been waiting for

23. Going beyond the last click……TagMan tracks over £1bn in conversions every month Date Campaign Event Detail Site Pages visited Day 4 Day 6 Day 2 Day 1 Day 1 Click on a friend’s link; Direct to site www.interflora.co.uk www.findmeagift.co.uk PPC: “Valentine flowers” So who gets the credit for this sale? £125 SEO: ‘Interflora’

24. Awarding Vs Analysis Any Click Last Click Flat Attribution Day 4 Day 6 Day 2 Day 1 Day 1 Direct to site £25 £25 £25 £125 £125 £25 £25 £125 Deduplicating in real time

25. Looking at some real numbers A major retailer that generates over £20million a month Digital spend across all digital touch points: Email Display Affiliates PPC SEO Direct to site Tracking split campaigns by acquisition (generic terms) and retention (brand terms) across all channels Private & Confidential Copyright TagMan 2011

26. Definitions Assisted conversion – every click in the path to conversion gets the full credit of a sale Last click conversion – only the last channel the user clicked before buying gets the credit Attributed conversion – sharing the credit equally between all channels involved Private & Confidential Copyright TagMan 2011

27. The Proof Private & Confidential Copyright TagMan 2011

28. In Summary Don’t just analyse the data, consider how you technically award channels particularly performance channels! Speak to your agency and all stakeholders about how you change the rules Don’t just rely on the last click! Private & Confidential Copyright TagMan 2011

29. Thank youFollow us on Twitter @TagManadrian.hands@tagman.com

30. Credit where credit’s due—some useful techniques Dr Karl Blanks

32. Question: What persuaded you to come here today? 1

33. Question: What persuaded you to come here today? 1 2 How much of the pertinent information is in the clickstream?

34. Question: What persuaded you to come here today? 1 2 How much of the pertinent information is in the clickstream? To grow your business, you need to know what’s currently persuading your customers—so you can “amplify” those elements 3

35. How did you hear about us?

36. How did you hear about us? £ £ £ £ £ £ £ £ £ £ £ £

37. How did you hear about us? £ £ £ £ £ £ £ £ £ £ £ £

41. What elements persuaded you? Identify persuasion assets 1 2 List the highly persuasive elements your prospects never saw Create a wish-list of persuasive assets you need to acquire 3

42. Proof investment Media mentions Expert reviews Proof Proof Proof Proof Achievements Customer testimonials

43. Manual labour

44. wordle.net

47. Track phone orders

48. Get more business

49. Increase your conversion rate

50. Spot hidden opportunities in your business? ? ? Ask me how we use conversion attribution to…