How data analytics can help marketers to make fact-based decisions on investing their budget in digital channels generating the highest ROI.

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INVESTING IN THE RIGHT DIGITAL CHANNELS
Jan-Herm Maarleveld, Account Executive
Erwin Huizenga, Consultant Customer Intelligence
Version 1.0
September 2015
“How to get started with multi-touch attribution modeling in the travel industry and generate a higher ROI”

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A MARKETER'S
CHALLENGE
“WE WANT VALUE-FOR-MONEY FROM OUR DIGITAL MARKETING
CAMPAIGNS.”
• Step 1 – What is my optimal media mix (budget allocation)?
• TV
• Radio
• Print
• Digital
• Step 2 – Which (combination of) digital channels provide me the
optimum conversion in a customer journey?
• Organic search (Search Engine Optimization)
• Paid Search (Search Engine Advertising)
• Affiliate network
• Social media
• Email
• Display Advertising (app, websites etc.)

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ATTRIBUTION
MODELS
COMMONLY USED FOR DIGITAL MARKETING
• Media Mix modeling
• Budget allocation at highest level.
• Commonly used attribution models in “Digital”
• First Touch
• Last Touch
• Linear
• Position-based (40-20-40)
• Time Decay
• Pros & Cons of these commonly used models.
• “Having one attribution model is better than having no attribution model at all.”
• Assumption-Driven vs. Data-Driven.
• Easily implemented and applied.
• Predefined attribution models are easy to use (…but that may lead you to predefined
conclusions).
• Applicable for simple attribution paths (…but when you have a greater number of channels,
the more robust attribution model you need).

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MULTI-TOUCH
ATTRIBUTION
WHAT IS IT? AND HOW DOES IT WORK?
• What is it?
• “Multi-touch attribution is a data-driven method that enables organizations to determine the relative value of each impression or
click during the customer journey.”
• How does it work?
• A statistical analysis of historical customer data (e.g. touch point sequence, conversion rate, revenue, margin) provides input for
creating a statistical model.
• This model generates different “contribution factors” for the touchpoints, depending on their frequency and position in the
customer journey.
• The contribution factor determines the share of revenue allocated to that particular touch point.
Contribution factor Web App Mail Social
Position 1 0.25 0.00 0.45 0.15
Position 2 0,60 0.75 0.00 0.00
Position 3 0.30 0.00 0.25 0.00
Position 4 0.00 0.00 0.00 0.30
Allocation per journey Web App Mail Social Revenue
Customer Journey 1 0.25 0.00 0.45 0.15 € 925,00
Customer Journey 2 0,60 0.75 0.00 0.00 € 0,00
Customer Journey 3 0.30 0.00 0.25 0.00 € 450,00
Customer Journey 4 0.00 0.00 0.00 0.30 € 350,00
Sequence Web App Mail Social Revenue
Customer Journey 1 1 2 3 4 € 925,00
Customer Journey 2 1 2 - - € 0,00
Customer Journey 3 2 - 3 1 € 450,00
Customer Journey 4 3 2 - 1 € 350,00

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MULTI-TOUCH
ATTRIBUTION
ESTIMATE THE REAL EFFECT OF EACH TOUCHPOINT YOUR CUSTOMERS
JOURNEY
Organic
Search
Affiliate Social Media Purchase
61% 29% 10%
Example of 1-1 Customer Journey
€379

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MULTI-TOUCH
ATTRIBUTION
HOW TO GET STARTED
Collect & prepare
(new) data
Make data-driven
‘maps’ of customer
journeys
Build your analytical
model on data:
sequences, touch
points, contribution,
weights etc.
Apply your model to
new purchases
Create a dashboard
with the results
1
2
34
5

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6 KEY POINTS OF MULTI-TOUCH ATTRIBUTION MODELING
Travel organizations can now take fact-based decisions about
their digital marketing budget allocation, through
data-driven analysis and modeling of (historical and current) customer journeys, that
provide insights about touchpoints’ actual influence on conversion and contribution, to
generate the highest Return-on-Investment (ROI).
fact-based decisions
digital marketing
budget allocation
data-driven
analysis
and modeling
actual influence on
conversion and contribution
customer journeys
Return-on-Investment

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LEARN MORE ? PLEASE CONTACT US AT…
• SAS Institute Netherlands
• http://www.sas.com/nl_nl
• Jan-Herm Maarleveld
• Phone: +31(0)35 – 699 69 00
• E-mail: jan-herm.maarleveld@sas.com
• Erwin Huizinga
• Phone: +31(0)35 – 699 69 00
• E-mail: erwin.huizinga@sas.com
• Crystalloids
• http://www.crystalloids.com/
• Marcel van der Marck
• P: +31(0)20 – 888 4849
• E: m.vandermarck@crystalloids.com

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