Tom Lewis – Head of Professional Services, DC Storm presents "Attributing Beyond The Last Click"

1. Attributing beyond the last click
14 September 2012 – Presented by Tom Lewis

2. No one values SEO!...
As highly as they should

3. Typical conversion models reward unfairly
Branded Social Generic Email
SEO & PPC SEO & PPC

4. Accurate distribution of revenue
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5. Accurate distribution of revenue
Research Suppliers Choice Confirmation Purchase
IMP IMP IMP
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6. Accurate distribution of revenue
Research Suppliers Choice Confirmation Purchase
IMP IMP IMP
Sale

7. Attribution needs to evolve
7

8. Re-defining the approach to attribution
We believe the approach to attribution needs to
change in one key way:
• It should NOT be limited by Cookie window
• It should focus on clustering visits based on
delay between interactions
• Session Clusters
• Booking Clusters

9. Re-defining the approach to attribution
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IMP IMP IMP
Sale
30 Day Cookie Window

10. Re-defining the approach to attribution.
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IMP IMP IMP IMP
Sale
Lag Lag Lag Lag Lag Lag
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11. Re-defining the approach to attribution.
Research Suppliers Choice Purchase
IMP IMP IMP IMP
Sale

12. Re-defining the approach to attribution.
Research Suppliers Choice Purchase
IMP IMP IMP IMP
Sale

13. Re-defining the approach to attribution.
Research Suppliers Choice Purchase
IMP IMP IMP IMP
Sale

14. Re-defining the approach to attribution.
Research Suppliers Choice
IMP IMP

15. Key concepts of Clustering
• Not limited by Cookie window
• Defined by
• Session Cluster – gap between visits
(typically mins)
• Booking Cluster – gap between sessions
(typically days)
• Revenue attributed across clusters

16. Contact us…
Tom Lewis, Head of Professional Services
tom.lewis@dc-storm.com