Russell specialises in analytics, search marketing (SEO and PPC), digital strategy and digital management. As Managing Director at Deliver Insight, a data led digital marketing agency, Russell has experience working closely with clients at all levels both in Europe and worldwide.

1. Moneyball Marketing Attribution
Answering Queries, Adding Value, Brad Pitt and Jonah Hill

3. Basic Principles of Baseball
The Field Bases Runs

4. Whats the problem?

5. Whats the problem?
“The process of
quantifying the impact of
multiple marketing
exposures and touch-
points preceding a desired
outcome”

6. Lets talk models
Last Click
First Click
Distributed
Bathtub
Time Decay
Random (Custom)

7. The full journey
Display Impressions
Display Clicks
Campaign IDs
Aggregator Referrals
1st party cross-
domain tracking
Brochureware
Applications
Sales
Revenue
Transaction IDs
Products

8. People are using more than one device to visit us!

9. How to Sync “people”
Potential sync IDs
Email Address
Mobile Number
Postcode + House Number
GA Cookie ID
Adobe Cookie ID
DFA Cookie ID

10. We have another problem!!

11. We have another problem!!
20%
Technology
80%
People
20%
Dirt
80%
Clouds

12. Lets talk Display Media

13. How we can show Display media value
 Display turned into a channel that has value irrespective of interaction type (click /
impression)
 Each network / creative / creative size is calculated as part of the algorithm and therefore its
value at driving impressions and clicks can be shown in the context of the entire user value
 Per all other channels, other weighting calculations are utilised for every consumer interaction
within a customer journey flow
PPC
Click
Impression
Display
Click
SEO
Click
Re-
Targeting
Impression
SEO
Click
Sale

14. How we can show Display media value
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Month 1 Month 2 Month 3 Month 4 Month 5
Value of Display Click vs Impression
Click Impression
 Understanding frequency and recency capping is key to
understanding the value of future display activity
 Segmentation of this dataset can lead to insight to drive
tactical adjustments to campaign structure and bidding rules
0
20
40
60
80
100
120
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Impression Frequency Value
Impression Frequency Value

15. Lets talk PPC

16. What can be done in PPC
PPC Activity
• 100% Impression
Share
• High CTR and
CVR
• Best Performing –
cant scale
Brand Activity
PPC Attribution
• What drives brand
PPC
• Manage Cross
channel CPA

17. The future

18. Predictive Modelling & Forecasting
 We use a top down and bottom up approach to
predictive modelling.
 Our intelligent models use historic data coupled
with numerous rules to predict future performance
under numerous 'What if?' assumptions.
 Functionality to answer important business
questions, including:
 Where should I spend my additional
budget?
 How do I achieve a set number of
additional sales?
 What is the capacity of my individual sales
channels?

19. Understand Geographic Data
 We use IP based geographic information
out-of-the-box, which can be supplemented
with known postcodes.
 Understand ATL activity like TV using
geographic overlays.
 Overlay custom geographic information like
store locations and general population
statistics.
 Use localised consumer data for advanced
segmentation.

20. How do I turn on VisScore?

22. How do I turn on VisScore?

23. Thanks for Listening!
Russell McAthy
@therustybear