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Online Measurement and Attribution !
The New Imperative for Interactive Marketing
Steve Latham
Encore Media Metrics
@SteveLatham
A long time ago…
There were two types of advertisers
     Brand marketers (ATL)
                                                   Strategic
      Direct Response (BTL)
  
                                                                                 Tactical
Brand marketers bought display
     Metrics: reach, frequency and cost per impression 
     Measured by: Ad Server 
        Assumed premium inventory = more qualified reach 
                                                                                              Display
        View-through was interesting but not important

Direct marketers bought PPC and 3rd party email 
     Metrics: Leads / Sales, Cost Per Click, Cost Per Action
     Measure by: Site Analytics (crediting source of last click) 
                                                                                              Search
Everyone knew the rules and everyone was happy 

                    Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Today…
Digital goes through the line 
     Strategic and tactical 
                                                           Awareness 

                                                                                  (Display, Email, Social,
     Branding and DR are merging
                                                Mobile, Fat Tail Search)
     Social spans all channels 
                                                                                       Consideration

Integrated campaigns target all stages !                                               (Display, Mid-Tail
                                                                                        Search, Social)
of the funnel
     Can’t win by harvesting demand (search)
                                           Preference

                                                                                           (Long-Tail
     Must create demand (display, social, mobile)
                                      Search, Social
                                                                                             Email)
Focus on ROI is greater than ever 
                                                            Action

     Each investment must stand on its own
                                                   (Social,
                                                                                               Search,
                                                                                                Email)
Yet… metrics and tools are not sufficient


                     Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Marketing Conversation #1
   How is our online
  advertising working?
                                                Great Boss!



   Wonderful! How do
    the results look?
                               CTRs are up and CPCs are
                                                        down! Engagement is
                                                   increasing and conversion rates
                                                      are improving! We’re also
 What the *#^@*! are you                               nominated for a Webby!
     talking about?


              Online Measurement and Media Attribution. © Encore Media Metrics 2010 
                                                                                        4
Marketing Conversation #2
   How is our online
  advertising working?
                                               Great Boss!



   Wonderful! How do
    the results look?
                                                  We’re generating $7 in sales for
                                                  every $1 spent while increasing
                                                    brand awareness by 75%.
 Can you handle a bigger
        budget?



             Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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The Unrealized Opportunity
Goal: Effective and Efficient Measurement and Reporting

The Reality: 
       Reports rarely meet client needs 
            How is our paid media performing? 
            How is our social media contributing?
            What is the ROI? 
            What is working (and what is not)? 
       Few have integrated cross-channel view of results
          Most view results in silos 
          Few can see beyond clicks, CTRs and last-click attribution
          Very few can measure impact of social media 
       Media ops are complicated, challenging and expensive 
          Data planning, coding, trafficking, ad serving, reporting



                         Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Challenges
We now know…
   Awareness matters 
   Clicks aren’t very important 
        8% of users contribute 80%
        Ads are effective without clicks
     Can’t give credit to the last click
        Assists are just as important 
     Site analytics miss a lot
        Cookie deletion & multiple devices
   Tools are still lacking 
   Calculating offline sales is hard!

 Yet… measuring impact and showing
 ROI is critical
                    Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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The Solution (?)

There is no silver bullet

Roadmap for success:
1.  Define specific objectives
2.  Define campaign actions and metrics 
3.  Measure the right results
4.  Translate results into value
5.  Communicate results in terms CXOs understand (ROI)

Here’s how to do it with digital media 



                Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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1. Define Specific Objectives

Objectives must be SMART
     Specific: awareness, transactions and sales
     Measureable actions: transactions and revenue
     Attainable: 20% increase over last year
     Relevant: tie directly to CXO’s objectives
     Time-bound: will take place this month

Tips:
     Think from CXO’s perspective 
     Document them
     Communicate them 


                                                                                           9
                 Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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2. Define Actions and Metrics
Campaign actions and metrics (e.g.) 
   Primary: registrations, sales
   Secondary: goal pages,!
    long visits, downloads, etc.
   Online vs. Offline: coupons,!
    survey results

Assign Value to Actions (e.g.)
     Average sale = $1,500
     Conversions = $150 (assuming 10% of conversions close)
     Visitors = $3.00 (assuming 2% of visitors “engage”)



                 Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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3. Measure the Right Results




                 Direct KPIs
                 Attributable results 




                                                                                     11
           Online Measurement and Media Attribution. © Encore Media Metrics 2010 
                                                                                      11
Direct KPIs
Basic Metrics
                                           Engagement metrics
    Impressions 
                                           Pages viewed per visit
    Clicks 
                                                Time on site 
    Visits
                                                 Goal Pages 
    Page views 
                                            Registrations 

                                                             Transactions


                                                         Social Media Metrics
                                                             Follows / Fans 

                                                             Likes / Comments 

                                                             Mentions 

                                                             Viewing content 

                                                             Sharing / Posting

                                                                                         12
               Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Sample Report: Campaign Summary 




      Look at:
      1. Campaign KPIs by Vendor and Source
      2. Graphical overview of visits and conversions by source 

             Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Day-Parting




                     Look at:
                     1. Performance by day
                     2. Performance by time of day




           Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Sample Report: Paid Search




      Look at:
      1. Comparative performance each search engine
      2. KPIs: clicks, impressions, spend, CTR, CPC, actions, CPA




              Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Sample Report: Keyword Performance




       Look at:
       1.  Comparative performance for top 20 keywords
       2.  Traditional KPIs: clicks, spend, impressions, CTR,
           CPC

            Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Sample Reports: Display Metrics




           Look at:
           1. Comparative stats for each vendor & creative
           2. KPIs: spend, impressions, clicks, CTRsAds




           Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Social Media KPIs




           Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Attribution 101




Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Attributing Credit: The New Imperative
    Decision cycles are not linear
       Only 20% of post-impression !
        conversions follow clicks (see chart)
       Conversions follow numerous!
        interactions, e.g.:
         •  5-7 impressions precede a visit 
         •  2-3 visits precede an action 
    Credit is usually attributed to last click
       Rewards Search
       Punishes Display, Email and Social
    The Goal: 
       Identify all interactions that precede!
        each conversion
       Attribute value to those touch points (“Attribution Analysis”)
                      Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Sample Engagement Path

 What we can measure via ad server and site analytics:

   Impression   Impression Impression Impression                      Visit               Visit      Visit / Action




   Display      Display        E-Mail            Display            Paid               Organic       Direct Nav
   Vendor #1    Vendor #2      3rd   party       Vendor #3         Search              Search
                                                                Category term          Brand / Geo


Day: 0
                                                  15
                                                      30

   The “direct nav” lead was preceded by 4 ads and 2 searches

   Without these insights, you can’t make informed media decisions
                       Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Attribution Methodologies

There are two primary methodologies for attribution:
                                                   

     Algorithmic modeling: analyzing log files and other data
      to correlate impact)
        Typically done after the fact in batches 


     Operational Attribution: analyzing all interactive touch
      points that precede a visit or conversion
        Requires synching of ad server and site analytics data
        We like to look at Attribution for Visitors as well as Conversions 




                   Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Attribution via Visitor Records

Step 1 - Recast Actions* by Source (*actions = visit, conversion etc.)
      Quantify the number of touches that preceded each action
      Assign value to each touch point (e.g. 7 impressions = 1 click)
      Recast the number of touches and assign credit proportionally
      See a more accurate picture of Display’s impact on results




                    Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Attributing Cost Per Action (CPA)

Step 2 – Based on Recast Actions, calculate revised Cost Per
Action for each Source




               Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Attribution for Visitors




                                            Takeaways 
                                            •  Direct and Natural get lift from Display
                                               advertising
                                            •  Key Insight: 12% of Organic visitors
                                               influenced by Ads




             Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Attribution for Conversions



                                           Takeaways:
                                           •  Direct and Natural get lift from Display
                                           •  Key Insight: 6.5% of Organic conversions
                                              exposed to Ads (6.4 touchpoints)




            Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Sample Report: Attribution by Vendor




         Key Takeaways
         •  Some vendors were more effective in creating
            demand than last-click CPA would indicate 
         •  More accurate comparison of the impact of
            each display media buy
         •  Some “dogs” were actually top performers

              Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Attribution Recency




Takeaways:
•  60% of visits occurred within 1 day
•  Took 9 days to reach same % of Conversions

                      Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Social Media Attribution!

(How is it done today?)
                      




Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Advertising Equivalency Value (AEV)
Borrowing from playbook of PR firms…
     Estimates value of by comparing to cost of an ad
        Size of the mention
        Reach of the post 
        CPM grossed up for “editorial value” 
     Has some shortcomings:
        It’s hard to gauge true reach 
        All mentions are not equal 
            •  Sentiment / Tone 
            •  Length / depth 
            •  Credibility of the writer
     When to use it: 
        When client is already used to this approach 
        When you have no other means  



                     Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Market Testing 
To isolate the impact of social media, conduct a test
     Define strategy for a test campaign:
        Geographic market
        Specific product, service or offer 
     Define the test and the control groups 
     Execute campaign and measure relative lift:
        Site traffic: visitor geos, site sections, specific pages
        Conversions, leads, sales, etc.




                   Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Use Surveys
Ask customers if they have:
     Been to your web site?
     Been to your Facebook page?
     Followed you on Twitter?
Compare results to control group




                 Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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                                                                                            32
How We Should Measure Social ROI

In a perfect world, we would:
   Connect the dots between results and social interactions
      Within Twitter stream and on Facebook pages
      Blog and related social mentions 
      ReTweets, Mentions, Likes, Favorites, Shared Content 
   Integrate social engagements into !
    campaign reports 
   Attribute credit for social assists

   Assign economic value 
   Calculate ROI



Many have tried.
Not many have succeeded.
               Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Measuring Social Media’s Impact




                                          351 (9.4%) of visits
                                          previously interacted on
                                          social media sites




           Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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The Goal: Cross-Channel Attribution




                                                                                      Social




         The Holy Grail: Measure Attribution of
           Paid, Owned and Earned Media     

            Online Measurement and Media Attribution. © Encore Media Metrics 2010 
                                                                                               35
4. Translate Results Into Value
To measure ROI, you first have to calculate the value
Determine how Actions  Intent (offline purchase) 
        Action
                             Value
        Site Visits
                        Indicates awareness
        Goal Page Views
                    Indicates consideration
        Long Visits
                        Indicates consideration
        Conversions
                        Indicates preference


Forecast how Intent  $$$
      Some % of those who show Intent will buy
      Do the math and apply across each set of actions
      Use common sense to normalize results

                Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Engagement ROI Methodology

                                                      Project                         Normalize          Divide by
   Define                 Assign
                                                     Value for                        (average)           Cost or
   Metrics 
          Close Rates
                                                    each action
                        Values 
        investment

Such as:
             Forecast:
                    Project Values:
                Strengthen by:
   Net it out:

•  Impressions
       For each Metric:
             For each Metric:
               •  Eliminate      •  Return on
                                                                                       outliers 
        Spend (ROS)
•  Visits
            •  What % will buy?
 •  Revenue 
                                                                                                      •  Return on
•  Returning Visitors
 •  What % will               •  Margin
                                           Investment
                          influence a                                                                     (ROI)
•  Goal Page Views
       purchase?
                •  NPV

•  Conversions 




                           Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Engagement Funnel / ROI Model
                                 AWARENESS

                                   (Visits)

                           CONSIDERATION

                        (Long Visits, Goal pages)

                                PREFERENCE

                                  (Register)




          Online Measurement and Media Attribution. © Encore Media Metrics 2010 
                                                                                    38
5. Communicate Results 
Effective Communication is a Must
     Communicate results that matter
     Communicate them in a way CXOs will understand
     Use terms they use 
        Leads, Opportunities, Sales, Customers, Margin
        ROS, ROI, NPV
     Use Charts and Dashboards 
        But have supporting data




                    Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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Case Studies
 B2C Regional Furniture Retailer
        Integrated media campaign (15 million impressions and 145,000 visits per month)
            Display attribution resulted in 98% lift vs. last-click analysis (46% drop in CPA)
            PPC attribution resulted in 14% lift (16% drop in CPA)




 B2B Service Provider
        Integrated media campaign (*10 million impressions and 15,000 visits per month)
            Display attribution resulted in 88% lift over last-click reporting (47% drop in CPA)
            PPC attribution resulted in 6% lift over last-click report (6% drop in CPA)




                        Online Measurement and Media Attribution. © Encore Media Metrics 2010 
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More Case Studies
 Client: Local Community College
        8-week display media campaign
            Display Attribution produced in 280% lift in Actions vs. last-click reporting
            Cost per conversion fell from $95 (last-click) to $18 (attributed)




 Client: Provider of Regional Energy Services
        10-week campaign using display and 3rd party email
            Display Media cost per conversion fell from $147 (Last-click) to $28 (attributed)
            Email cost per conversion fell from $50 (last-click) to $33 (attributed)




                        Online Measurement and Media Attribution. © Encore Media Metrics 2010 
                                                                                                  41
In Closing…
    The bar is being raised… we have to do better.
    If you do it right, you’ll see much higher ROI
    Employ this 5-step approach and your budgets will grow!

Let’s stay in touch!
       Facebook.com/slatham
       Twitter @spurinteractive

       LinkedIn.com/in/stevelatham




                                                                                           42
                 Online Measurement and Media Attribution. © Encore Media Metrics 2010 
                                                                                            42
About the Presenter
A thought leader in digital media, Steve Latham is the founder of Encore Media
Metrics which provides advanced measurement, attribution and reporting of
online media as a service. 
Prior to launching Encore, Steve founded Spur Interactive, a digital marketing
agency that specialized in strategic planning and execution of integrated media
campaigns. In this role, Steve planned and executed successful campaigns for
leading brands, including FedEx Office, Continental Airlines, ConocoPhillips and
The Scooter Store.
Steve is an accomplished industry lecturer and thought leader. Steve speaks
frequently at industry events including Search Engine Strategies, Online Marketing
Summit, Integrated Marketing Summit and Interactive Strategies. Steve’s articles
have been published by MediaPost, Online Media Daily, iMedia Connection,
Marketing News and Bizjournals.com. Steve has been quoted in B2B Magazine,
PR Week, Fortune and CNN.com.
Steve received an MBA from Harvard Business School and a BBA from the
University of Oklahoma. You can read Steve’s articles at blog.spurinteractive.com
and at OnlineMarketingConnect.com. 




      http://facebook.com/slatham           http://twitter.com/stevelatham             
 www.linkedin.com/in/stevelatham

                            Online Measurement and Media Attribution. © Encore Media Metrics 2010 
                                                                                                                            43

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Online Measurement and Attribution

  • 1. Online Measurement and Attribution ! The New Imperative for Interactive Marketing Steve Latham Encore Media Metrics @SteveLatham
  • 2. A long time ago… There were two types of advertisers   Brand marketers (ATL) Strategic Direct Response (BTL)   Tactical Brand marketers bought display   Metrics: reach, frequency and cost per impression   Measured by: Ad Server   Assumed premium inventory = more qualified reach Display   View-through was interesting but not important Direct marketers bought PPC and 3rd party email   Metrics: Leads / Sales, Cost Per Click, Cost Per Action   Measure by: Site Analytics (crediting source of last click) Search Everyone knew the rules and everyone was happy Online Measurement and Media Attribution. © Encore Media Metrics 2010 2
  • 3. Today… Digital goes through the line   Strategic and tactical Awareness 
 (Display, Email, Social,   Branding and DR are merging Mobile, Fat Tail Search)   Social spans all channels Consideration
 Integrated campaigns target all stages ! (Display, Mid-Tail Search, Social) of the funnel   Can’t win by harvesting demand (search) Preference
 (Long-Tail   Must create demand (display, social, mobile) Search, Social Email) Focus on ROI is greater than ever Action
   Each investment must stand on its own (Social, Search, Email) Yet… metrics and tools are not sufficient Online Measurement and Media Attribution. © Encore Media Metrics 2010 3
  • 4. Marketing Conversation #1 How is our online advertising working? Great Boss! Wonderful! How do the results look? CTRs are up and CPCs are down! Engagement is increasing and conversion rates are improving! We’re also What the *#^@*! are you nominated for a Webby! talking about? Online Measurement and Media Attribution. © Encore Media Metrics 2010 4
  • 5. Marketing Conversation #2 How is our online advertising working? Great Boss! Wonderful! How do the results look? We’re generating $7 in sales for every $1 spent while increasing brand awareness by 75%. Can you handle a bigger budget? Online Measurement and Media Attribution. © Encore Media Metrics 2010 5
  • 6. The Unrealized Opportunity Goal: Effective and Efficient Measurement and Reporting The Reality:   Reports rarely meet client needs   How is our paid media performing?   How is our social media contributing?   What is the ROI?   What is working (and what is not)?   Few have integrated cross-channel view of results   Most view results in silos   Few can see beyond clicks, CTRs and last-click attribution   Very few can measure impact of social media   Media ops are complicated, challenging and expensive   Data planning, coding, trafficking, ad serving, reporting Online Measurement and Media Attribution. © Encore Media Metrics 2010 6
  • 7. Challenges We now know…   Awareness matters   Clicks aren’t very important   8% of users contribute 80%   Ads are effective without clicks   Can’t give credit to the last click   Assists are just as important   Site analytics miss a lot   Cookie deletion & multiple devices   Tools are still lacking   Calculating offline sales is hard! Yet… measuring impact and showing ROI is critical Online Measurement and Media Attribution. © Encore Media Metrics 2010 7
  • 8. The Solution (?) There is no silver bullet Roadmap for success: 1.  Define specific objectives 2.  Define campaign actions and metrics 3.  Measure the right results 4.  Translate results into value 5.  Communicate results in terms CXOs understand (ROI) Here’s how to do it with digital media Online Measurement and Media Attribution. © Encore Media Metrics 2010 8
  • 9. 1. Define Specific Objectives Objectives must be SMART   Specific: awareness, transactions and sales   Measureable actions: transactions and revenue   Attainable: 20% increase over last year   Relevant: tie directly to CXO’s objectives   Time-bound: will take place this month Tips:   Think from CXO’s perspective   Document them   Communicate them 9 Online Measurement and Media Attribution. © Encore Media Metrics 2010 9
  • 10. 2. Define Actions and Metrics Campaign actions and metrics (e.g.)   Primary: registrations, sales   Secondary: goal pages,! long visits, downloads, etc.   Online vs. Offline: coupons,! survey results Assign Value to Actions (e.g.)   Average sale = $1,500   Conversions = $150 (assuming 10% of conversions close)   Visitors = $3.00 (assuming 2% of visitors “engage”) Online Measurement and Media Attribution. © Encore Media Metrics 2010 10
  • 11. 3. Measure the Right Results   Direct KPIs   Attributable results 11 Online Measurement and Media Attribution. © Encore Media Metrics 2010 11
  • 12. Direct KPIs Basic Metrics Engagement metrics   Impressions   Pages viewed per visit   Clicks   Time on site   Visits   Goal Pages   Page views   Registrations   Transactions Social Media Metrics   Follows / Fans   Likes / Comments   Mentions   Viewing content   Sharing / Posting 12 Online Measurement and Media Attribution. © Encore Media Metrics 2010 12
  • 13. Sample Report: Campaign Summary Look at: 1. Campaign KPIs by Vendor and Source 2. Graphical overview of visits and conversions by source Online Measurement and Media Attribution. © Encore Media Metrics 2010 13
  • 14. Day-Parting Look at: 1. Performance by day 2. Performance by time of day Online Measurement and Media Attribution. © Encore Media Metrics 2010 14
  • 15. Sample Report: Paid Search Look at: 1. Comparative performance each search engine 2. KPIs: clicks, impressions, spend, CTR, CPC, actions, CPA Online Measurement and Media Attribution. © Encore Media Metrics 2010 15
  • 16. Sample Report: Keyword Performance Look at: 1.  Comparative performance for top 20 keywords 2.  Traditional KPIs: clicks, spend, impressions, CTR, CPC Online Measurement and Media Attribution. © Encore Media Metrics 2010 16
  • 17. Sample Reports: Display Metrics Look at: 1. Comparative stats for each vendor & creative 2. KPIs: spend, impressions, clicks, CTRsAds Online Measurement and Media Attribution. © Encore Media Metrics 2010 17
  • 18. Social Media KPIs Online Measurement and Media Attribution. © Encore Media Metrics 2010 18
  • 19. Attribution 101 Online Measurement and Media Attribution. © Encore Media Metrics 2010 19
  • 20. Attributing Credit: The New Imperative   Decision cycles are not linear   Only 20% of post-impression ! conversions follow clicks (see chart)   Conversions follow numerous! interactions, e.g.: •  5-7 impressions precede a visit •  2-3 visits precede an action   Credit is usually attributed to last click   Rewards Search   Punishes Display, Email and Social   The Goal:   Identify all interactions that precede! each conversion   Attribute value to those touch points (“Attribution Analysis”) Online Measurement and Media Attribution. © Encore Media Metrics 2010 20
  • 21. Sample Engagement Path What we can measure via ad server and site analytics: Impression Impression Impression Impression Visit Visit Visit / Action Display Display E-Mail Display Paid Organic Direct Nav Vendor #1 Vendor #2 3rd party Vendor #3 Search Search Category term Brand / Geo Day: 0 15 30 The “direct nav” lead was preceded by 4 ads and 2 searches Without these insights, you can’t make informed media decisions Online Measurement and Media Attribution. © Encore Media Metrics 2010 21
  • 22. Attribution Methodologies There are two primary methodologies for attribution:   Algorithmic modeling: analyzing log files and other data to correlate impact)   Typically done after the fact in batches   Operational Attribution: analyzing all interactive touch points that precede a visit or conversion   Requires synching of ad server and site analytics data   We like to look at Attribution for Visitors as well as Conversions Online Measurement and Media Attribution. © Encore Media Metrics 2010 22
  • 23. Attribution via Visitor Records Step 1 - Recast Actions* by Source (*actions = visit, conversion etc.)   Quantify the number of touches that preceded each action   Assign value to each touch point (e.g. 7 impressions = 1 click)   Recast the number of touches and assign credit proportionally   See a more accurate picture of Display’s impact on results Online Measurement and Media Attribution. © Encore Media Metrics 2010 23
  • 24. Attributing Cost Per Action (CPA) Step 2 – Based on Recast Actions, calculate revised Cost Per Action for each Source Online Measurement and Media Attribution. © Encore Media Metrics 2010 24
  • 25. Attribution for Visitors Takeaways •  Direct and Natural get lift from Display advertising •  Key Insight: 12% of Organic visitors influenced by Ads Online Measurement and Media Attribution. © Encore Media Metrics 2010 25
  • 26. Attribution for Conversions Takeaways: •  Direct and Natural get lift from Display •  Key Insight: 6.5% of Organic conversions exposed to Ads (6.4 touchpoints) Online Measurement and Media Attribution. © Encore Media Metrics 2010 26
  • 27. Sample Report: Attribution by Vendor Key Takeaways •  Some vendors were more effective in creating demand than last-click CPA would indicate •  More accurate comparison of the impact of each display media buy •  Some “dogs” were actually top performers Online Measurement and Media Attribution. © Encore Media Metrics 2010 27
  • 28. Attribution Recency Takeaways: •  60% of visits occurred within 1 day •  Took 9 days to reach same % of Conversions Online Measurement and Media Attribution. © Encore Media Metrics 2010 28
  • 29. Social Media Attribution! (How is it done today?) Online Measurement and Media Attribution. © Encore Media Metrics 2010 29
  • 30. Advertising Equivalency Value (AEV) Borrowing from playbook of PR firms…   Estimates value of by comparing to cost of an ad   Size of the mention   Reach of the post   CPM grossed up for “editorial value”   Has some shortcomings:   It’s hard to gauge true reach   All mentions are not equal •  Sentiment / Tone •  Length / depth •  Credibility of the writer   When to use it:   When client is already used to this approach   When you have no other means  Online Measurement and Media Attribution. © Encore Media Metrics 2010 30
  • 31. Market Testing To isolate the impact of social media, conduct a test   Define strategy for a test campaign:   Geographic market   Specific product, service or offer   Define the test and the control groups   Execute campaign and measure relative lift:   Site traffic: visitor geos, site sections, specific pages   Conversions, leads, sales, etc. Online Measurement and Media Attribution. © Encore Media Metrics 2010 31
  • 32. Use Surveys Ask customers if they have:   Been to your web site?   Been to your Facebook page?   Followed you on Twitter? Compare results to control group Online Measurement and Media Attribution. © Encore Media Metrics 2010 32 32
  • 33. How We Should Measure Social ROI In a perfect world, we would:   Connect the dots between results and social interactions   Within Twitter stream and on Facebook pages   Blog and related social mentions   ReTweets, Mentions, Likes, Favorites, Shared Content   Integrate social engagements into ! campaign reports   Attribute credit for social assists   Assign economic value   Calculate ROI Many have tried. Not many have succeeded. Online Measurement and Media Attribution. © Encore Media Metrics 2010 33
  • 34. Measuring Social Media’s Impact 351 (9.4%) of visits previously interacted on social media sites Online Measurement and Media Attribution. © Encore Media Metrics 2010 34
  • 35. The Goal: Cross-Channel Attribution Social The Holy Grail: Measure Attribution of Paid, Owned and Earned Media Online Measurement and Media Attribution. © Encore Media Metrics 2010 35
  • 36. 4. Translate Results Into Value To measure ROI, you first have to calculate the value Determine how Actions  Intent (offline purchase) Action Value Site Visits Indicates awareness Goal Page Views Indicates consideration Long Visits Indicates consideration Conversions Indicates preference Forecast how Intent  $$$   Some % of those who show Intent will buy   Do the math and apply across each set of actions   Use common sense to normalize results Online Measurement and Media Attribution. © Encore Media Metrics 2010 36
  • 37. Engagement ROI Methodology Project Normalize Divide by Define Assign Value for (average) Cost or Metrics Close Rates each action Values investment Such as: Forecast: Project Values: Strengthen by: Net it out: •  Impressions For each Metric: For each Metric: •  Eliminate •  Return on outliers Spend (ROS) •  Visits •  What % will buy? •  Revenue •  Return on •  Returning Visitors •  What % will •  Margin Investment influence a (ROI) •  Goal Page Views purchase? •  NPV •  Conversions Online Measurement and Media Attribution. © Encore Media Metrics 2010 37
  • 38. Engagement Funnel / ROI Model AWARENESS
 (Visits) CONSIDERATION
 (Long Visits, Goal pages) PREFERENCE
 (Register) Online Measurement and Media Attribution. © Encore Media Metrics 2010 38
  • 39. 5. Communicate Results Effective Communication is a Must   Communicate results that matter   Communicate them in a way CXOs will understand   Use terms they use   Leads, Opportunities, Sales, Customers, Margin   ROS, ROI, NPV   Use Charts and Dashboards   But have supporting data Online Measurement and Media Attribution. © Encore Media Metrics 2010 39
  • 40. Case Studies B2C Regional Furniture Retailer   Integrated media campaign (15 million impressions and 145,000 visits per month)   Display attribution resulted in 98% lift vs. last-click analysis (46% drop in CPA)   PPC attribution resulted in 14% lift (16% drop in CPA) B2B Service Provider   Integrated media campaign (*10 million impressions and 15,000 visits per month)   Display attribution resulted in 88% lift over last-click reporting (47% drop in CPA)   PPC attribution resulted in 6% lift over last-click report (6% drop in CPA) Online Measurement and Media Attribution. © Encore Media Metrics 2010 40
  • 41. More Case Studies Client: Local Community College   8-week display media campaign   Display Attribution produced in 280% lift in Actions vs. last-click reporting   Cost per conversion fell from $95 (last-click) to $18 (attributed) Client: Provider of Regional Energy Services   10-week campaign using display and 3rd party email   Display Media cost per conversion fell from $147 (Last-click) to $28 (attributed)   Email cost per conversion fell from $50 (last-click) to $33 (attributed) Online Measurement and Media Attribution. © Encore Media Metrics 2010 41
  • 42. In Closing…   The bar is being raised… we have to do better.   If you do it right, you’ll see much higher ROI   Employ this 5-step approach and your budgets will grow! Let’s stay in touch!   Facebook.com/slatham   Twitter @spurinteractive   LinkedIn.com/in/stevelatham 42 Online Measurement and Media Attribution. © Encore Media Metrics 2010 42
  • 43. About the Presenter A thought leader in digital media, Steve Latham is the founder of Encore Media Metrics which provides advanced measurement, attribution and reporting of online media as a service. Prior to launching Encore, Steve founded Spur Interactive, a digital marketing agency that specialized in strategic planning and execution of integrated media campaigns. In this role, Steve planned and executed successful campaigns for leading brands, including FedEx Office, Continental Airlines, ConocoPhillips and The Scooter Store. Steve is an accomplished industry lecturer and thought leader. Steve speaks frequently at industry events including Search Engine Strategies, Online Marketing Summit, Integrated Marketing Summit and Interactive Strategies. Steve’s articles have been published by MediaPost, Online Media Daily, iMedia Connection, Marketing News and Bizjournals.com. Steve has been quoted in B2B Magazine, PR Week, Fortune and CNN.com. Steve received an MBA from Harvard Business School and a BBA from the University of Oklahoma. You can read Steve’s articles at blog.spurinteractive.com and at OnlineMarketingConnect.com. http://facebook.com/slatham http://twitter.com/stevelatham www.linkedin.com/in/stevelatham Online Measurement and Media Attribution. © Encore Media Metrics 2010 43