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To Attribution and Beyond - Lewis Lenssen - DC Storm
1. To Attribution and Beyond
Lewis Lenssen – Commercial Director of DC Storm
2. Introduction and Context
Lewis Lenssen
• 5 years leading and building a search agency.
• 1 year consulting on social media and online PR for fashion
brands (focusing on measurement and valuation).
• 1 year Commercial Director for DC Storm.
DC Storm – Optimising Digital Marketing
• Delivering attribution for over 5 years.
• Over 1,000 tracked websites with configured attribution.
• Many fashion clients including Matches Fashion.
3. Agenda
• What is attribution?
• One attribution model does not fit all.
• Attribution model design.
• Attributed sales - Just one valuable data view.
• What’s the Toy Story? What can you find?
• Summary and Beyond.
5. Sale Attribution
Research Suppliers Choice Confirmation Purchase
IMP IMP IMP
Sale
‘Designer ‘PRPS Jeans ‘PRPS skinny ‘Matches’
Jeans’ jeans’
• Actions are rarely driven by a single website visit.
• Actions are frequently driven by multiple marketing channels.
• The journey to action often takes days or weeks.
6. One attribution model does not fit all
• Flexible allocation of sales across all or a subset of the visits.
• Configurable rules for defining attribution period:-
• Fixed length of time.
• Period defined by visit gaps.
• Configurable rules for weighting:-
• Control of channel weighting.
• Control of brand weighting.
• Control of chain position weighting.
• Allocation of multiple sale related values (e.g. margin).
7. Designing an attribution model
• There is no single right answer.
• Must be well understood.
• Must be fair to all channels and teams.
• Attribution workshop.
• Introduce the challenge and discuss the issues.
• Manually attribute ten paths to conversion.
• Aggregate and review the results.
• Build an attribution model that best fits the target results.
• Test and challenge the automated model.
8. Attributed Sales - Just one valuable data view
Questions answered by good sale attribution analysis:-
• Marketing budget allocation.
• Calculating channel and keyword ROI.
• Calculating the real value of brand.
9. 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?
10. What’s the Toy Story? What might you find?
PPC
• It’s not all about your brand.
• All clicks are far from equal.
Affiliate Programs
• Who are your key affiliates and why are they doing so well?
• What are cashback and voucher affiliates up to?
SEO
• My SEO agency are hitting all of their ranking targets – We must be
doing well!
11. To Attribution and Beyond
Summary
• Huge value in developing the right attribution
model for your business.
• Combination of technology and expertise
required to get the model right.
• Sale attribution is just one valuable view of the
data. You need the full picture.
Beyond
• Engagement modelling and scoring will enable
optimisation of all website visits, not just sale
related visits.
