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Jeff Sauer - Attribution is Bullshit
- 2. @jeffalytics Hi, I’m Jeff and I live out of a suitcase
- 3. I took this photo in Tallinn Last Year
- 4. 5 Minutes before that…
- 5. I also saw this sign in Tallinn…
- 6. Who gets credit for the conversion?
- 10. So I went in and bought this beer… it wasn’t free
- 13. @jeffalytics Beautiful venue for a wedding
- 14. @jeffalytics Attribution question: Who gets credit for the conversion (sale)?
- 15. @jeffalytics I asked that very question to Caleb
- 17. Is the Product all that matters?
- 18. @jeffalytics Their wine sells out every year
- 19. @jeffalytics 5 weddings booked for 4th of July weekend (‘Merica)
- 20. @jeffalytics Growing like crazy. Don’t care about attribution.
- 21. @jeffalytics This is how small businesses treat their marketing
- 22. @jeffalytics To him, assigning attribution is bullshit
- 26. Four Phases of Attribution
- 27. 1) No Conversion Tracking
- 28. @jeffalytics Let’s not even go there
- 30. @jeffalytics Having no goals at all
- 32. @jeffalytics Last Click Attribution for Conversion Web Analytics uses a ‘last click’ model
- 33. @jeffalytics AKA The Glengarry Model
- 34. @jeffalytics Many companies follow this blindly
- 35. @jeffalytics The problem? Device Fragmentation
- 36. @jeffalytics Direct gets too much credit!
- 37. @jeffalytics Especially when compared to other models
- 38. @jeffalytics And yet this is the default in every single tool!
- 39. @jeffalytics Even Google plans to kill this model http://bit.ly/2rgqW0Z
- 41. @jeffalytics Running one test, and assuming ”CRO is Done”
- 44. @jeffalytics First Click Attribution for Conversion If last click is so bad, what about ‘first click’?
- 45. @jeffalytics The First Internet commenter of models
- 46. @jeffalytics Not necessarily an achievement
- 48. @jeffalytics This is like the millennials of attribution
- 52. @jeffalytics This is boring, but makes logical sense
- 53. @jeffalytics Custom Attribution Model You can even create a custom model
- 54. @jeffalytics Test these models in Google Analytics
- 55. @jeffalytics Compare multiple models in Google Analytics
- 56. @jeffalytics Customize your channel definitions
- 57. @jeffalytics And see what model fits you best
- 58. @jeffalytics Each website will have different results
- 59. @jeffalytics There is no perfect model
- 60. @jeffalytics Coming Soon: Google Attribution (Data Driven) Google Attribution Announcement: http://bit.ly/GoogleAttribution2017
- 62. @jeffalytics But it is free!
- 64. @jeffalytics Tune for Mobile Attribution https://www.tune.com/
- 65. @jeffalytics Bizible for B2B Attribution https://www.bizible.com/
- 66. @jeffalytics Bright Funnel for Sales Organizations http://www.brightfunnel.com/
- 67. @jeffalytics Convertro for Online and Offline Attribution https://www.convertro.com/
- 69. @jeffalytics CRO Equivalent: Segmentation Peep talks about the importance of Segmentation: https://youtu.be/7K5IJ_Uv5qQ
- 70. 4) Multi Channel Attribution
- 73. @jeffalytics In other words, attribution is hard!
- 74. @jeffalytics Complexity of attribution strategy = complexity of marketing strategy
- 75. @jeffalytics Should you develop a custom attribution program? Maybe.
- 77. Objective Optimize Marketing Spend to Grow Profit Marketing Strategy Strategic multi-channel media buys Industry Consumer Goods Company size $140MM in Revenue
- 78. @jeffalytics 2014 Sales 2015 Sales Sales Change Total Revenue $146,000,000 $173,200,000 $27,200,000 Marketing Driven Sales $43,946,000 $64,776,800 $20,830,800 Sales Increased by $27MM, with $20MM coming from marketing attribution
- 79. Goal 3 Increase ROI on all marketing programs Model Used Custom attribution model Goal 2 Only spend in the most efficient mediums Goal 1 Increase sales through targeted media
- 80. @jeffalytics All Marketing Television Promotions Online Print Radio 2014 Sales Contribution 30.1% 15.0% 7.0% 4.2% 0.9% 3.0% 2015 Sales Contribution 37.4% 17.9% 9.0% 6.8% 2.7% 1.0% 0% 5% 10% 15% 20% 25% 30% 35% 40% Acting on Attribution data to grow sales %
- 81. @jeffalytics 2014 Marketing 2015 Marketing Marketing Budget $23,000,000 $25,000,000 Marketing Revenue $43,946,000 $64,776,800 ROI 191% 259% Slight budget increase, ROI soared!
- 82. @jeffalytics Attribution lift can be as big as CRO
- 83. @jeffalytics My favorite attribution resource Kevin Hillstrom’s MineThatData - http://blog.minethatdata.com/
- 85. @jeffalytics Investing in a CRO agency partner
- 86. Back to the Wedding
- 87. @jeffalytics Caleb Winery Tour Jeff's Reco Salesperson The salesperson gets last interaction credit Who gets credit for the sale? Caleb Winery Tour Jeff Salesperson Jeff gets credit in a last non- direct world Caleb Winery Tour Jeff Salesperson Caleb gets credit in a first click world Caleb Winery Tour Jeff Salesperson Everyone gets some credit with a Linear model
- 88. @jeffalytics If I built a custom model, it would be… Caleb Winery Tour Jeff Salesperson Custom model to assign credit
- 89. @jeffalytics But really - it’s the bride, of course!
- 90. @jeffalytics See… Attribution is bullshit. But is it worth your time anyway?
- 91. @jeffalytics#adwexp NO Less than 100 conversions Is attribution worth your time?
- 92. @jeffalytics#adwexp MAYBE More than 100 conversions and strong online focus NO Less than 100 conversions Is attribution worth your time?
- 93. @jeffalytics#adwexp YES More than 10,000 conversions + online and offline data sources MAYBE More than 100 conversions and strong online focus NO Less than 100 conversions Is attribution worth your time?
- 94. @jeffalytics Do you need attribution? Take the quiz: jeffalytics.com/attribution
- 95. Aitäh! Jeff Sauer Analytics Teacher and Consultant Email: jeff@jeffalytics.com Links to resources & quiz: bit.ly/elitecamp17