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The 4 Best Ideas From SES on Properly Attributing Sales in a Multichannel World

April 13, 2011 By Heather Fletcher
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One way to attribute sales to the proper channels in such a situation is by watching your welcome emails. If the consumer searches, then converts in another channel or offline by walking into a branch, the search attribution can be confirmed if the bank's welcome email is opened on the same computer that performed the search, says panelist Rosetta's Jason Tabeling, an associate partner in search and media.

2. In addition to paying attention to all channels, pay attention to all areas of the funnel. Don't be a last-click attributor, says Adam S. Goldberg, chief innovation officer at Columbus, Ohio-based marketing technology company ClearSaleing. He participated in the March 23 panel discussion "Channel Surfling: Measuring Profit & ROI Across Channels."

Almost all of his company's clients spend more money on search after properly attributing sales to, for instance, branded keywords that they'd dropped due to last click analytics, Goldberg says.  

"Brand is a closer," seconds panelist Thomas Bindl, founder of German-based marketing software provider Refined Labs.

3. Don't fly blind. Bindl and Goldberg say most of the companies without attribution models find that they've been wasting at least 30 percent of their ad spend.

4. Don't reinvent the wheel, says Anto Chittilappilly, chief technology officer and founder of Visual IQ, a Needham, Mass.-based marketing intelligence software provider, who spoke alongside Bindl and Goldberg during the March 23 panel discussion.

"Use the metrics for which you are already operationalized," Chittilappilly advises. Then, he says, adopt an attribution process that capitalizes on the metrics' impact cross-channel, cross-campaign and cross-attribute (an attribute is a data characteristic), and display the results side-by-side in an "apples to apples" comparison.

"You should insist on multidimensional attribution," he adds.

The next key step, according to Chittilappilly, is to "enable existing processes to capitalize on affinities." Affinities, or data patterns, between the performance of branded and unbranded keywords would be one area to explore, he says. Another would be the affinity between display creative and search keywords.

After all that, Chittilappilly advises companies to optimize based on the findings and measure again.


 
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COMMENTS

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Most Recent Comments:
me - Posted on April 20, 2011
Thanks for the clarification Anto! That makes a lot more sense. Remember that sometimes it helps a lot to dumb it down for us plebes. I appreciate the effort ;-)
Anto Chittilappilly - Posted on April 13, 2011
Hello "Me":
I understand your frustration about the clarity on the Operationalization part of this article. This article does not clearly articulate how to operationalize Attribution. Hope the following explanation clarifies it.

Most advertisers and agencies use metrics like Conversions, CPA, Profit and ROI regardless of whether they employ Attribution Management or not. If they don’t employ attribution, then all these metrics are based on last-click or last-action. Once you employ attribution, then you get new attribution-based insights and you still have your old metrics. Now we have a problem: The insights itself are not operational and the old metrics are not attribution-based. Visual IQ provides a unique solution called TrueMetrics™ that recalculate the advertisers’ KPIs like Conversion, CPA, Profit and ROI. TrueMetrics captures all the effects of attribution. Now, these new attribution-based True Metrics – e.g. TrueConversion, TrueCPA, TrueProfit and TrueROI – can be used to operationalize your existing processes the way you used to operationalize the old last-click based metrics in the past. Just replace the last-click-based metrics with these new TrueMetrics. You can also compare the metrics like TrueConversion and Conversion (attribution-based and last-click-based metrics) side-by-side and see what publisher or campaign brings more TrueConversions and how much we were blindsided by the old last-click-based metrics.

Hope that helps

Thanks you for your input.

Anto Chittilappilly
Me - Posted on April 13, 2011
All of these four points say pretty much nothing. But point number 4 takes the cake. Anto Chittilappilly has one of the most amazing ability's to spew nonsense and made up words without actually saying anything that I have ever read. So amazing that I wasted 5minutes of my life commenting on it. Pure rubbish.

Maybe someone can read it and pull a salient point for my feeble mind. I would bet good money that no one can!
Click here to view archived comments...
Archived Comments:
me - Posted on April 20, 2011
Thanks for the clarification Anto! That makes a lot more sense. Remember that sometimes it helps a lot to dumb it down for us plebes. I appreciate the effort ;-)
Anto Chittilappilly - Posted on April 13, 2011
Hello "Me":
I understand your frustration about the clarity on the Operationalization part of this article. This article does not clearly articulate how to operationalize Attribution. Hope the following explanation clarifies it.

Most advertisers and agencies use metrics like Conversions, CPA, Profit and ROI regardless of whether they employ Attribution Management or not. If they don’t employ attribution, then all these metrics are based on last-click or last-action. Once you employ attribution, then you get new attribution-based insights and you still have your old metrics. Now we have a problem: The insights itself are not operational and the old metrics are not attribution-based. Visual IQ provides a unique solution called TrueMetrics™ that recalculate the advertisers’ KPIs like Conversion, CPA, Profit and ROI. TrueMetrics captures all the effects of attribution. Now, these new attribution-based True Metrics – e.g. TrueConversion, TrueCPA, TrueProfit and TrueROI – can be used to operationalize your existing processes the way you used to operationalize the old last-click based metrics in the past. Just replace the last-click-based metrics with these new TrueMetrics. You can also compare the metrics like TrueConversion and Conversion (attribution-based and last-click-based metrics) side-by-side and see what publisher or campaign brings more TrueConversions and how much we were blindsided by the old last-click-based metrics.

Hope that helps

Thanks you for your input.

Anto Chittilappilly
Me - Posted on April 13, 2011
All of these four points say pretty much nothing. But point number 4 takes the cake. Anto Chittilappilly has one of the most amazing ability's to spew nonsense and made up words without actually saying anything that I have ever read. So amazing that I wasted 5minutes of my life commenting on it. Pure rubbish.

Maybe someone can read it and pull a salient point for my feeble mind. I would bet good money that no one can!