1. Measurement &
Proving ROI on a
Digital Campaign

2. Agenda
1. Brief Introduction to NetBooster
2. Why do we need attribution?
3. Collecting Data
4. Analysis, analysis, analysis!
5. What could the future hold?
6. Wrap up & questions

4. Who are NetBooster?
 International digital agency
 450 employees across 18 countries
 Running global campaigns for international clients
 All areas of digital covered
4 | Copyright NetBooster Group

5. Awards and accreditations
5 | Copyright NetBooster Group

6. Who is this bloke?
 International SEM Director
 Over 12 years in digital
 Experience with multi-channel campaigns across
multiple markets in multiple languages
 Proper geek
6 | Copyright NetBooster Group

7. Questions can be sent to:
Twitter: @NateWood
Email: nathan.wood@netbooster.com

8. Why do we need
attribution?

9. Historically poor understanding
 Channels managed
independently
 Last click model predominates
Display
Search
Mobile
Social
Email
 Very little understanding of full
interaction
 Budgets increasingly need to
generate more for less
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10. Digital behaviour
 Digital conversion paths are growing increasingly
complex
 Multi-touch points are increasing across channels and
devices
 Every point has value towards the final conversion
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11. Other
Social TV/Radio
Conversion
Phone News
Search
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12. User behaviour – a typical conversion funnel
Newsletter Content
Registration X Signup X Share X Donation
X - Soft conversion points:
engagement
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13. Attribution asks:
 How do soft and hard conversions interact?
 How do marketing channels influence soft and hard
conversions?
 How do these marketing channels interact?
 What is the most efficient way to increase conversions?
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14. Attribution modeling and full
path-to-conversion are a bit
like teenage sex…
Everyone says they’re doing
it but hardly anyone is and
most of those that are doing
it probably aren’t doing it
very well
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15. Gathering Data
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16. Tracking – it’s not easy
 Well planned tracking is
essential
 Add tracking to
whatever you can
 Google Analytics has
great features to assist
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17. Tracking shortfalls
 Most tracking only tracks clicks back to your website
 For fundraisers, presence on third party sites is important
 Tracking does not cross devices
 Logged in sessions are the only way to understand a user’s
full path, across channels and devices, and still falls short

18. Data gathering solutions – URL shortening
3rd Party Site A URL shortener
3rd Party Site B
points to pages
Website on a subdomain
Content is
content of your
displayed, perh
contains a LINK site, where GA
aps containing
to 3rd Party Site tracking can be
more links
B fired

19. Data gathering solutions – using images
 Tracking pixels are essentially tracked image requests
 On 3rd party websites where possible host imagery on your
domain
 Image requests can be tagged to show page impression data
 Soft conversion analysis on 3rd party website
 Can also iframe images where possible

20. Data gathering solutions – using Flash
HTML FILE
GA
Action
Script
JS
Tracking
Flash File

21. Data gathering solutions – logged sessions
 Logged in sessions provide the most robust data
 Requires strong encouragement
 Only reliable way to track across devices at the moment
 Also a good permission based approach to using
behavioural data

22. FaceBook Connect

23. The data cycle
Borrowed from: Kaushik.net

24. Some famous opinions
“It is a capital mistake to theorize before one has data.”
Sir Arthur Conan Doyle
“Errors using inadequate data are much less than those
using no data at all.”
Charles Babbage
“Experts often possess more data than judgement”
Colin Powell

25. Finding the value with
analysis

26. Analysis goals
Understand channel/conversion
interactions
Increase budget efficiency
Identify channel pairs

27. Typical attribution models
• Predominant model used by most analytics packages
Last Click • Finds the “true” conversion channels
• Good for engagement sensitivity
First Click • Hard to justify revenue attribution for long journeys
• All stages receive equal weighting in the journey
Linear • Very simplistic, looks purely at volume of interactions
• Assigns importance based on position in the journey
Position • Can adjust position weighting to suit
Time • Factors in journey length – older clicks have less value
Decay • Channels have equal standing
• Combine any of these models together
Custom • Could have U-shaped with time decay, or linear with channel focus

28. Google multi-channel reporting

29. Sensitivity analysis
 Sensitivity analysis shows how each channel performs
within different models
 Very useful for understanding the true balance within a
model
 Will always show more insights that applying a flat model

30. Sensitivity in action

31. 4D analysis
 4D – a 3D investigation over time
 3D – looking at the data from multiple angles using
sensitivity analysis and multiple attribution models
 Requires thinking flexibly about your data, and looking
for trends
September October November

32. Who owns attribution?
 Analysts?
 Marketing/Fundraising Managers?
 Marketing/Fundraising Directors?
 Operations Directors?
 Finance Directors?
 CEOs?

33. What does the future
hold?

34. In the future…
 Devices will talk to each other, sharing
behavioural information
 Offline increasingly digitised – real-time
bidding will prevail
 Only WOM will continue to be untrackable
 Litigation and self-regulation will need to
ensure correct data usage
 New tools will enter the market to assist
with analysis

35. Wrapping up

36. Superstring theory
 Superstring theory tries to explain everything in one
unified theory
 The smaller laws of physics still hold true
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37. Action points
 Track what you can, accept when you can’t
 A partial picture is better than no picture
 A series of small decisions will add up – don’t wait to start
making decisions
 Include the wider business – it’s about insight, not just data
 Don’t paralyse yourself with data

38. Thank you for listening!
www.kaushik.net
analytics.blogspot.com
blog.webanalyticsdemystified.com
www.webanalyticsworld.net