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Multi-Touch Attribution!
What (Search) Marketers Need to Know!
August 2012!



                                          Steve Latham, ceo
                                        Encore Media Metrics
                                               @stevelatham
The Problem
Since early days, we’ve measured performance via:
  q    Clicks and Click-through-rates (CTRs) 
  q    Direct conversions and Cost Per Action (CPA)
  q    Credit given to Last-Click and Last-View

We now know these are no longer sufficient
  q     Customers utilize numerous channels 
  q     Keywords often play an Assist role
  q     Display Ads create awareness
        §  Success is NOT correlated to clicks
        §  A small % of post-view conversions !
            involve display clicks!
            




                       Information is confidential and may not be shared. © Encore Media Metrics 2012
                                                                                                        2!
The Solution: Multi-Touch Attribution
Attribution Glossary
  q    Two Approaches:
        §  Statistical – analyzing disparate sets of data 
        §  Operational – analyzing conversion paths for each visitor


  q    Scope:
        §  Lower-funnel: click-based 
        §  Full-funnel: clicks + impressions
                             Awareness 

                                                                               "


  q    Types of weighting
        §    Last-click
                                                Consideration"


        §    Equal weighting 
        §    Subjective weighting 
                                       Preference"

        §    Algorithmically weighted 
                                                                             Action

                                                                                "




                           Information is confidential and may not be shared. © Encore Media Metrics 2012
                                                                                                            3!
Operational Attribution (Steps 1 and 2)
1 Aggregate and characterize site
                                     2 Integrate impression and click
     of visits and conversions!                                              data to see engagement paths!
      ►    Display ads !                                                     ►    Synch ad server log files with site
      ►    Search (paid and natural)!                                             visitor records!
      ►    Email!                                                            ►    Create record of all interactions
      ►    Affiliate, CSE!                                                         that precede visit or conversion!

 !                                                                      !

                                                                                                            Site       Display
                                                                                        Display             Vist 

                                                                                                                       Imp: #4!
      SEM!      Display!       Email!        Affiliate!                                  Imp: #1!            #1!




                                                                                                             Site
                                                                                       Display               Vist 
    Display
                                                                                       Imp: #6!              #2!       Imp: #5!



                  Master DB!                                                            Site
                                                                                        Vist           Display
                                                                                                                      Conversion!
                                                                                        #3!            Imp: #7!




                           Information is confidential and may not be shared. © Encore Media Metrics 2012
                                                                                                                                    4!
Operational Attribution (Steps 3 and 4)
3                                                                 4
    Attribution modeling!                                                    Produce Insightful reports!
    ►  Statistical   modeling !                                                    ►             Engagement paths !
    ►  Weigh impressions vs. clicks!                                               ►             Attributed Actions & CPA!
    ►  Frequency analysis!                                                         ►             Optimal Frequency!

                                                                                                  Ac#ons'By'Channel'
                                                                  4,000                                                                                                     CPA - Last Last Click CPA -
                                                                                                                                                               Vendor!
                                                                                        3,526&                    Last Click        Attributable                              Click!    Rating! Attributed! Rating!
                                                                  3,500
                                                                  3,000                      2,904& 2,679&
                                                                          2,504&                                                                            Social Net 1!    $   0.90 !   Winner!   $   0.84 !   Winner!
                                                                  2,500                                  2,207&
                                                                               2,062&                                                              2,002&   Ad Net 1!        $   3.48 !   Winner!   $   1.02 !   Winner!
                                                                  2,000
                                                                                                                                                            Publisher 1!     $   4.45 !   Bubble!   $   2.10 !   Bubble!
                                                                  1,500
                                                                                                                                                            Ad Net 2!        $   6.41 !   Bubble!   $   1.32 !   Winner!
                                                                  1,000
                                                                                                                   256& 307&     436& 423&    504&          Publisher 4!     $   9.22 !   Loser!    $   3.31 !   Bubble!
                                                                   500
                                                                     0
                                                                                                                                                            Publisher 3!     $   9.96 !   Loser!    $   7.09 !   Loser!
                                                                          Direct Nav Org Search     Referrals       Email      Paid Search    Display       Ad Net 3!        $ 13.11 !    Loser!    $   2.43 !   Bubble!
                                                                                                                                                            Publisher 2!     $ 13.56 !    Loser!    $   1.81 !   Winner!
                                                                                                                                                            Totals!          $   5.36 !     !
                                                                                                                                                                                                    $   1.88 !     !
                                                                                                                                                                                                                    




                      Information is confidential and may not be shared. © Encore Media Metrics 2012
                                                                                                                                                                                                                           5!
Channel Attribution




      The impact can be dramatic (last-click vs. attributable) 
      •  Display: often see 30-60% drop in CPA
      •  SEM: often see 10-15% drop in CPA 



              Information is confidential and may not be shared. © Encore Media Metrics 2012
                                                                                               6!
Keyword Performance
                   How Most View Keyword Reports
                                               
                                                                            (%-51<"&1
                                     .+/%0-1 .+/%0-                                   (<.1234-51
       !"#$%&'          ()*+,-                                   :;"0'        ()*+,1
                                   234-51()*+,6 2.7&*896                                ()*+,6
                                                                             2(<(61
       !"#$%&'()           *+),-            -.          ./0         1-2/       103./     1..3/.
       !"#$%&'(..          *+4*2            -.           2,         1/42       103*-     1./32/
       !"#$%&'(*2          *+,))            -2           2.         1)*0       1035,     1.)3,2
       !"#$%&'(.           /+..,            --          .0*         142.       103.-     1.)340
       !"#$%&'(5.          .+.*4            *,          .0,         122*       103/4     150344
       !"#$%&'(*4          2+.-)            -0          .//        1.+*-0      103.2     15.300
       !"#$%&'(.2          .+424            ,0          .2-        1.+2./      103).     15-35*
       !"#$%&'(.*          *+-4,            50          .-4        1.+*4)      103,*     1-*3)2
       !"#$%&'(.)          5+4-2            5*          ..2        1.+-),      1035)     1-/32*
       !"#$%&'(*/          .+5)0            -/          ..0        1*+*5*      1.3/.     1-43,*
       !"#$%&'(-           )+0//            -,          .-0        1*+*.4      103*-     1-)3*)
       !"#$%&'(/           -+50,            .4           )-         1)/2       103**     1,532*
       !"#$%&'(./          5+*.-            -*          ...        1*+*)-      1032.     1,-3/*
       !"#$%&'(5-         ..+/40            ,0          .-5        1*+4-4      103*-     1,/3)/
       !"#$%&'(*.          2+./-            *4          .5,        1.+4.)      103*,     1/-3)/
       !"#$%&'(.-          -+5,2            .)          .--        1.+*-2      103*)     1/,3/5
       !"#$%&'(.4          ,+0-0            50           ).        1*+042      103-.     1/)3,2
       !"#$%&'(5*          .+*4)            .5           2,         1)/0       1032-     12534,
       !"#$%&'(*,          -+,24            .*          .0/         1)4/       103**     14*3.2
       !"#$%&'(4           )+20,            */          .-4        1*+552      103*-     14)344
       !"#$%&'(50          5+4)-            *4          .-.        15+.55      10340 1...34)
           Information is confidential and may not be shared. © Encore Media Metrics 2012
                                                                                                   7!
Keyword Attribution
                             How We Should View Keyword Performance

                       .+/%0-1            .'78-5"'1           .<&:;1                           (%-51A"&1
                                  ()*+,1             .+/%0-            >"+4-51                           (A.1234-51   (A.1   (A.12=1   ()%-"&1D1
!"#$%&'      ()*+,-     234-51              ()*+,1            .+/%0-1               ?@"0'        ()*+,1
                                 .--*-5-             2.9&*:;6          .+/%0-                              ()*+,6   2.9&*:;6 (B40C"6 (%05&*:85%&
                        ()*+,6             .--*-5-              2=6                             2(A(61
!"#$%&'()      *+),-          -.      ..)       ..)       ./0     -1-2     -3          4-3/       401./     4..1/.    4.010/    5.,2       67%8"&
!"#$%&'(*9     3+.-)          -0      .*/       .*/       .//     -1/2     -)         4.+*-0      401.3     4:.100    4*,1*3    5*:2       67%8"&
!"#$%&'(.      /+..,          --       ,9         ,9      .0*     *192     :0          493.       401.-     4.)190    4*9199     :.2       67%8"&
!"#$%&'(.-     -+:,3          .)      .*,       .*,       .--     -102     -:         4.+*-3      401*)     4/,1/:    4*)1*)   5.*-2 (%05&*:85%&
!"#$%&'(.*     *+-9,          :0      ..9       ..9       .-9     -1.2     --         4.+*9)      401,*     4-*1)3    4*)1-/    5-/2 (%05&*:85%&
!"#$%&'(..     *+9*3          -.       :-         :-       3,     *1.2     **          4/93       401*-     4./13/    4:01)9     -/2       67%8"&
!"#$%&'(*,     -+,39          .*       )-         )-      .0/     *1)2     :.          4)9/       401**     49*1.3    4:.1-/   5./.2 (%05&*:85%&
!"#$%&'(.3     .+939          ,0      .*-       .*-       .3-     -192     ,.         4.+3./      401).     4:-1:*    4::1:/      5:2      67%8"&
!"#$%&'(/      -+:0,          .9       3/         3/       )-     *1/2     *9          4)/3       401**     4,:13*    4:-190    5,-2 (%05&*:85%&
!"#$%&'(.)     :+9-3          :*       9,         9,      ..3     :1:2     :,         4.+-),      401:)     4-/13*    4-:1**      592      67%8"&
!"#$%&'(:*     .+*9)          .:       /*         /*       3,     *1.2     **          4)/0       4013-     43:19,    4-:1:0    53.2 (%05&*:85%&
!"#$%&'(*3     *+,))          -3       *-         *-       3.     *102     *.          4)*0       401:,     4.)1,3    4-:19:     ,,2       67%8"&
!"#$%&'(*.     3+./-          *9      .03       .03       .:,     :192     -0         4.+9.)      401*,     4/-1)/    4-,1,9    5-:2 (%05&*:85%&
!"#$%&'(9      )+30,          */      .**       .**       .-9     -1.2     --         4*+::3      401*-     49)199    4,:1-.    5/92 (%05&*:85%&
!"#$%&'(-      )+0//          -,       ),         ),      .-0     :1)2     -.         4*+*.9      401*-     4-)1*)    4,:1,)       92      67%8"&
!"#$%&'(.0     /+*0)          ..       3/         3/       93     *1-2     */         4.+,9,      401*/ 4.--10)       4/.1/*   5.:-2 (%05&*:85%&
!"#$%&'(:-    ..+/90          ,0       ):         ):      .-:     -102     -*         4*+9-9      401*-     4,/1)/    4/31:3     .,2       67%8"&
!"#$%&'(*/     .+:)0          -/       /-         /-      ..0     :1.2     ::         4*+*:*      4.1/.     4-91,*    4/91/:     *)2       67%8"&
!"#$%&'(./     :+*.-          -*       /)         /)      ...     :1.2     ::         4*+*)-      4013.     4,-1/*    4/)1).     **2       67%8"&
!"#$%&'(:0     :+9)-          *9      ..:       ..:       .-.     :1)2     -*         4:+.::      40190 4...19)       43,1./    5-)2 (%05&*:85%&
!"#$%&'(.9     ,+0-0          :0       /.         /.       ).     *1,2     *3         4*+093      401-.     4/)1,3    4331,3     .02       67%8"&
!"#$%&'(.,     /+3-.          *,       3:         3:       )9     *132     *)         4*+:,-      401:,     4)-1./    49.1*,    5./2       ()%-"&
!"#$%&'(::     /+,93          .-       ,,         ,,       /)     .1)2     *0         4.+//*      401*, 4..913.       49.1-3    5-/2 (%05&*:85%&


                               Information is confidential and may not be shared. © Encore Media Metrics 2012
                                                                                                                                              8!
Where We Are in the Adoption Curve

Using Geoffrey Moore’s model from Crossing the Chasm…
q    2008-2010 Innovators
q    2011-2012 Early Adopters
q    2013-2014 Early Majority
q    2014-2015 Late Majority




                 Information is confidential and may not be shared. © Encore Media Metrics 2012
                                                                                                  9!
Why This Matters to You

q    Attribution is (finally) a priority
      §  Display media is playing catch-up

q    Will impact how results from Search are viewed
      §  Creating demand?
      §  Harvesting demand?

q    How YOU respond will impact client relationships
      §  Transparency and openness will prevail 
      §  Be supportive, not prohibitive 


                  Information is confidential and may not be shared. © Encore Media Metrics 2012
                                                                                                   10!
Takeaways
1. It’s Time to Revisit how we Measure Media 
  q  Take a holistic (and realistic) view

  q  Position yourself as a thought leader, not a laggard



2. Don t Fear Attribution. Embrace it! 
  q  Recognize that Search plays an important role but it works best as

      part of an integrated approach 

3. Choose approach that fits your strategy
  q  Lower-funnel (SEM, SEO, Facebook ads, email)

  q  Full-funnel (Display, Rich media, video, etc.


For more on this topic:
  q    POV: ”Which Approach is Best?” (Adotas): http://bit.ly/L1eLty 
  q     Attribution 101 http://bit.ly/p0lQrv 
  q    Watch video interview on Attribution (via creatorbase) http://bit.ly/nyakk6

                       Information is confidential and may not be shared. © Encore Media Metrics 2012
                                                                                                        11!
Contact Info



     Encore Media Metrics 
                                                                    Steve@EncoreMetrics.com
     Steve Latham, Founder and CEO
                                                                    
     1633 Broadway, 5th Floor
                                                                    @SteveLatham
     New York, NY 10019
                                                                    @EncoreMetrics
     W: 646.820.1006
                                                                    
     M: 646.919.1809
                                                                    http://Attribution101.com 
     http://EncoreMetrics.com
     




              Information is confidential and may not be shared. © Encore Media Metrics 2012
                                                                                                  12!
About the Presenter
Steve is the founder and CEO of Encore Media Metrics (http://encoremetrics.com),
which helps marketers optimize spend through better analytics. Serving leading
brands and agencies around the globe, Encore s on-demand solution enables
clients to achieve deeper insights into campaign performance while lowering the
cost and complexity of online measurement. 
Prior to launching Encore, Steve founded, grew and sold 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 speaker and thought leader, speaking frequently at
industry events including Ad-Tech, OMMA Global, Search Engine Strategies, IAB
Mixx, eMetrics Summit and others. Steve s articles have been published by
Adotas, 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 blog at http://Attribution101.com. 




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


                           Information is confidential and may not be shared. © Encore Media Metrics 2012
                                                                                                                                       13!

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Attribution SESsf 2012 by @stevelatham - Encore Media Metrics

  • 1. Multi-Touch Attribution! What (Search) Marketers Need to Know! August 2012! Steve Latham, ceo Encore Media Metrics @stevelatham
  • 2. The Problem Since early days, we’ve measured performance via: q  Clicks and Click-through-rates (CTRs) q  Direct conversions and Cost Per Action (CPA) q  Credit given to Last-Click and Last-View We now know these are no longer sufficient q  Customers utilize numerous channels q  Keywords often play an Assist role q  Display Ads create awareness §  Success is NOT correlated to clicks §  A small % of post-view conversions ! involve display clicks! Information is confidential and may not be shared. © Encore Media Metrics 2012 2!
  • 3. The Solution: Multi-Touch Attribution Attribution Glossary q  Two Approaches: §  Statistical – analyzing disparate sets of data §  Operational – analyzing conversion paths for each visitor q  Scope: §  Lower-funnel: click-based §  Full-funnel: clicks + impressions Awareness 
 " q  Types of weighting §  Last-click Consideration" §  Equal weighting §  Subjective weighting Preference" §  Algorithmically weighted Action
 " Information is confidential and may not be shared. © Encore Media Metrics 2012 3!
  • 4. Operational Attribution (Steps 1 and 2) 1 Aggregate and characterize site
 2 Integrate impression and click of visits and conversions! data to see engagement paths! ►  Display ads ! ►  Synch ad server log files with site ►  Search (paid and natural)! visitor records! ►  Email! ►  Create record of all interactions ►  Affiliate, CSE! that precede visit or conversion! ! ! Site Display Display Vist 
 Imp: #4! SEM! Display! Email! Affiliate! Imp: #1! #1! Site Display Vist 
 Display Imp: #6! #2! Imp: #5! Master DB! Site Vist Display Conversion! #3! Imp: #7! Information is confidential and may not be shared. © Encore Media Metrics 2012 4!
  • 5. Operational Attribution (Steps 3 and 4) 3 4 Attribution modeling! Produce Insightful reports! ►  Statistical modeling ! ►  Engagement paths ! ►  Weigh impressions vs. clicks! ►  Attributed Actions & CPA! ►  Frequency analysis! ►  Optimal Frequency! Ac#ons'By'Channel' 4,000 CPA - Last Last Click CPA - Vendor! 3,526& Last Click Attributable Click! Rating! Attributed! Rating! 3,500 3,000 2,904& 2,679& 2,504& Social Net 1! $ 0.90 ! Winner! $ 0.84 ! Winner! 2,500 2,207& 2,062& 2,002& Ad Net 1! $ 3.48 ! Winner! $ 1.02 ! Winner! 2,000 Publisher 1! $ 4.45 ! Bubble! $ 2.10 ! Bubble! 1,500 Ad Net 2! $ 6.41 ! Bubble! $ 1.32 ! Winner! 1,000 256& 307& 436& 423& 504& Publisher 4! $ 9.22 ! Loser! $ 3.31 ! Bubble! 500 0 Publisher 3! $ 9.96 ! Loser! $ 7.09 ! Loser! Direct Nav Org Search Referrals Email Paid Search Display Ad Net 3! $ 13.11 ! Loser! $ 2.43 ! Bubble! Publisher 2! $ 13.56 ! Loser! $ 1.81 ! Winner! Totals! $ 5.36 ! !   $ 1.88 ! !   Information is confidential and may not be shared. © Encore Media Metrics 2012 5!
  • 6. Channel Attribution The impact can be dramatic (last-click vs. attributable) •  Display: often see 30-60% drop in CPA •  SEM: often see 10-15% drop in CPA Information is confidential and may not be shared. © Encore Media Metrics 2012 6!
  • 7. Keyword Performance How Most View Keyword Reports (%-51<"&1 .+/%0-1 .+/%0- (<.1234-51 !"#$%&' ()*+,- :;"0' ()*+,1 234-51()*+,6 2.7&*896 ()*+,6 2(<(61 !"#$%&'() *+),- -. ./0 1-2/ 103./ 1..3/. !"#$%&'(.. *+4*2 -. 2, 1/42 103*- 1./32/ !"#$%&'(*2 *+,)) -2 2. 1)*0 1035, 1.)3,2 !"#$%&'(. /+.., -- .0* 142. 103.- 1.)340 !"#$%&'(5. .+.*4 *, .0, 122* 103/4 150344 !"#$%&'(*4 2+.-) -0 .// 1.+*-0 103.2 15.300 !"#$%&'(.2 .+424 ,0 .2- 1.+2./ 103). 15-35* !"#$%&'(.* *+-4, 50 .-4 1.+*4) 103,* 1-*3)2 !"#$%&'(.) 5+4-2 5* ..2 1.+-), 1035) 1-/32* !"#$%&'(*/ .+5)0 -/ ..0 1*+*5* 1.3/. 1-43,* !"#$%&'(- )+0// -, .-0 1*+*.4 103*- 1-)3*) !"#$%&'(/ -+50, .4 )- 1)/2 103** 1,532* !"#$%&'(./ 5+*.- -* ... 1*+*)- 1032. 1,-3/* !"#$%&'(5- ..+/40 ,0 .-5 1*+4-4 103*- 1,/3)/ !"#$%&'(*. 2+./- *4 .5, 1.+4.) 103*, 1/-3)/ !"#$%&'(.- -+5,2 .) .-- 1.+*-2 103*) 1/,3/5 !"#$%&'(.4 ,+0-0 50 ). 1*+042 103-. 1/)3,2 !"#$%&'(5* .+*4) .5 2, 1)/0 1032- 12534, !"#$%&'(*, -+,24 .* .0/ 1)4/ 103** 14*3.2 !"#$%&'(4 )+20, */ .-4 1*+552 103*- 14)344 !"#$%&'(50 5+4)- *4 .-. 15+.55 10340 1...34) Information is confidential and may not be shared. © Encore Media Metrics 2012 7!
  • 8. Keyword Attribution How We Should View Keyword Performance .+/%0-1 .'78-5"'1 .<&:;1 (%-51A"&1 ()*+,1 .+/%0- >"+4-51 (A.1234-51 (A.1 (A.12=1 ()%-"&1D1 !"#$%&' ()*+,- 234-51 ()*+,1 .+/%0-1 ?@"0' ()*+,1 .--*-5- 2.9&*:;6 .+/%0- ()*+,6 2.9&*:;6 (B40C"6 (%05&*:85%& ()*+,6 .--*-5- 2=6 2(A(61 !"#$%&'() *+),- -. ..) ..) ./0 -1-2 -3 4-3/ 401./ 4..1/. 4.010/ 5.,2 67%8"& !"#$%&'(*9 3+.-) -0 .*/ .*/ .// -1/2 -) 4.+*-0 401.3 4:.100 4*,1*3 5*:2 67%8"& !"#$%&'(. /+.., -- ,9 ,9 .0* *192 :0 493. 401.- 4.)190 4*9199 :.2 67%8"& !"#$%&'(.- -+:,3 .) .*, .*, .-- -102 -: 4.+*-3 401*) 4/,1/: 4*)1*) 5.*-2 (%05&*:85%& !"#$%&'(.* *+-9, :0 ..9 ..9 .-9 -1.2 -- 4.+*9) 401,* 4-*1)3 4*)1-/ 5-/2 (%05&*:85%& !"#$%&'(.. *+9*3 -. :- :- 3, *1.2 ** 4/93 401*- 4./13/ 4:01)9 -/2 67%8"& !"#$%&'(*, -+,39 .* )- )- .0/ *1)2 :. 4)9/ 401** 49*1.3 4:.1-/ 5./.2 (%05&*:85%& !"#$%&'(.3 .+939 ,0 .*- .*- .3- -192 ,. 4.+3./ 401). 4:-1:* 4::1:/ 5:2 67%8"& !"#$%&'(/ -+:0, .9 3/ 3/ )- *1/2 *9 4)/3 401** 4,:13* 4:-190 5,-2 (%05&*:85%& !"#$%&'(.) :+9-3 :* 9, 9, ..3 :1:2 :, 4.+-), 401:) 4-/13* 4-:1** 592 67%8"& !"#$%&'(:* .+*9) .: /* /* 3, *1.2 ** 4)/0 4013- 43:19, 4-:1:0 53.2 (%05&*:85%& !"#$%&'(*3 *+,)) -3 *- *- 3. *102 *. 4)*0 401:, 4.)1,3 4-:19: ,,2 67%8"& !"#$%&'(*. 3+./- *9 .03 .03 .:, :192 -0 4.+9.) 401*, 4/-1)/ 4-,1,9 5-:2 (%05&*:85%& !"#$%&'(9 )+30, */ .** .** .-9 -1.2 -- 4*+::3 401*- 49)199 4,:1-. 5/92 (%05&*:85%& !"#$%&'(- )+0// -, ), ), .-0 :1)2 -. 4*+*.9 401*- 4-)1*) 4,:1,) 92 67%8"& !"#$%&'(.0 /+*0) .. 3/ 3/ 93 *1-2 */ 4.+,9, 401*/ 4.--10) 4/.1/* 5.:-2 (%05&*:85%& !"#$%&'(:- ..+/90 ,0 ): ): .-: -102 -* 4*+9-9 401*- 4,/1)/ 4/31:3 .,2 67%8"& !"#$%&'(*/ .+:)0 -/ /- /- ..0 :1.2 :: 4*+*:* 4.1/. 4-91,* 4/91/: *)2 67%8"& !"#$%&'(./ :+*.- -* /) /) ... :1.2 :: 4*+*)- 4013. 4,-1/* 4/)1). **2 67%8"& !"#$%&'(:0 :+9)- *9 ..: ..: .-. :1)2 -* 4:+.:: 40190 4...19) 43,1./ 5-)2 (%05&*:85%& !"#$%&'(.9 ,+0-0 :0 /. /. ). *1,2 *3 4*+093 401-. 4/)1,3 4331,3 .02 67%8"& !"#$%&'(., /+3-. *, 3: 3: )9 *132 *) 4*+:,- 401:, 4)-1./ 49.1*, 5./2 ()%-"& !"#$%&'(:: /+,93 .- ,, ,, /) .1)2 *0 4.+//* 401*, 4..913. 49.1-3 5-/2 (%05&*:85%& Information is confidential and may not be shared. © Encore Media Metrics 2012 8!
  • 9. Where We Are in the Adoption Curve Using Geoffrey Moore’s model from Crossing the Chasm… q  2008-2010 Innovators q  2011-2012 Early Adopters q  2013-2014 Early Majority q  2014-2015 Late Majority Information is confidential and may not be shared. © Encore Media Metrics 2012 9!
  • 10. Why This Matters to You q  Attribution is (finally) a priority §  Display media is playing catch-up q  Will impact how results from Search are viewed §  Creating demand? §  Harvesting demand? q  How YOU respond will impact client relationships §  Transparency and openness will prevail §  Be supportive, not prohibitive Information is confidential and may not be shared. © Encore Media Metrics 2012 10!
  • 11. Takeaways 1. It’s Time to Revisit how we Measure Media q  Take a holistic (and realistic) view q  Position yourself as a thought leader, not a laggard 2. Don t Fear Attribution. Embrace it! q  Recognize that Search plays an important role but it works best as part of an integrated approach 3. Choose approach that fits your strategy q  Lower-funnel (SEM, SEO, Facebook ads, email) q  Full-funnel (Display, Rich media, video, etc. For more on this topic: q  POV: ”Which Approach is Best?” (Adotas): http://bit.ly/L1eLty q  Attribution 101 http://bit.ly/p0lQrv q  Watch video interview on Attribution (via creatorbase) http://bit.ly/nyakk6 Information is confidential and may not be shared. © Encore Media Metrics 2012 11!
  • 12. Contact Info Encore Media Metrics Steve@EncoreMetrics.com Steve Latham, Founder and CEO 1633 Broadway, 5th Floor @SteveLatham New York, NY 10019 @EncoreMetrics W: 646.820.1006 M: 646.919.1809 http://Attribution101.com http://EncoreMetrics.com Information is confidential and may not be shared. © Encore Media Metrics 2012 12!
  • 13. About the Presenter Steve is the founder and CEO of Encore Media Metrics (http://encoremetrics.com), which helps marketers optimize spend through better analytics. Serving leading brands and agencies around the globe, Encore s on-demand solution enables clients to achieve deeper insights into campaign performance while lowering the cost and complexity of online measurement. Prior to launching Encore, Steve founded, grew and sold 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 speaker and thought leader, speaking frequently at industry events including Ad-Tech, OMMA Global, Search Engine Strategies, IAB Mixx, eMetrics Summit and others. Steve s articles have been published by Adotas, 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 blog at http://Attribution101.com. http://facebook.com/slatham http://twitter.com/stevelatham www.linkedin.com/in/stevelatham Information is confidential and may not be shared. © Encore Media Metrics 2012 13!