Channel

 A)ribu.on:  Where,  
What,  How  and  Why  
Grace  Chu  
Alex  Crompton  
Leila  Seith  Hassan  
Duplica.on  across  channels    

Paid     Bid    
Search   Mgmt   $  

Banner     Ad    
Ads   Server   $  

Email     Email  
Blast   Pla8orm   $  

Organic   Google  
Search   Analy<cs   $  
Success  a)ribu.on  models    

Banner     Paid    
Organic   Success   Last  channel  
Search  
Ad   Search  
$100   $100   gets  all  credit  

Banner    
Paid     Email     Success   First  channel  
Ad  
$100  
Search   Blast   $100   gets  all  credit  

Paid     Banner     Affiliate     Success   All  channels  get  

Search   Ad   Referral  
$100   $100   $100   $100   equal  credit  

Print     Social     Paid     Success   All  channels  get  

Ad   Media   Search  
$33   $33   $33   $100   par<al  credit  
First  and  last  click  a)ribu.on    
Chart shows
percentage of
channel touch
points that
Paid/Organic Search lead to a
conversion.

Neither first
Emails/Shopping Engines nor last-click
measurement
would provide
true picture
Indirect  display  impact    
Campaign  flow  and  calls  to  ac.on    
=  Paid  media  
Organic     PR,  WOM,  
search   events,  etc  
=  Viral  elements  

=  Coupons,  surveys  

YouTube,     Home  pages,   Paid     TV,  print,    

blog,  etc   portals,  etc   search   radio,  etc  

Direct  mail,     Landing  pages,   Display  ads,  

email,  etc   offers,  etc   affiliates,  etc  
C1   C2  

CRM   Facebook  
program   TwiNer,  etc  
C3  

POS  kiosks,   Call  center,    

loyalty  cards,  etc   retail  stores,  etc  
Where  to  collect  the  data    

Ad Server Web Analytics

Banner impressions Referral visits
Banner clicks Social media visits
+ Organic search visits
Paid search clicks Paid search visits
Email visits, etc

Lacking banner
Lacking organic visits impressions
More granular & complex Less granular & complex
Inhibitors  to  Channel  A)ribu.on  

•  Data  in  siloed  plaJorms  –  no  single  source  of  

truth  
•  Inadequate  Tracking  
•  Communica.on  between  agencies  /  teams  
•  Offline  channels  are  ignored  
•  Perceived  cost  /  .me  /  skill  barriers    
•  Cookie  expira.on  
 Research  Online  Purchase  Offline  
business  models  define  a.ribu0on    
Product purchase/arrange channels for consumers who conducted research online
High Interest Transaction Credit Personal Home
Savings Account Card Loan Loan
Online  &  offline  marke.ng  complement  

37%  of  online  search  

are  triggered  by  TV  Ad  

30%  of  online  

search  are  triggered  
by  Newspaper  Ads  

17%  of  online  

search  are  triggered  
by  Radio  Ads  

Source:  iProspect  “Offline  channel  influence  on  Online  Search  Behaviour  (Q.  Which  of  the  following  
prompted  you  to  use  an  internet  search  engine  to  look  for  informa.on  on  a  certain  product,  
service,  company  or  slogan?  Select  all  that  apply  ;  Google;  T&S  
CPA  differs  by  channel  over  .me  

Key variables: budget, campaign efficiency, web functionality

Source: FirstClick client case study, 2009
 CPA  differs  by  products  

Key variables: product, budget, campaign efficiency, web functionality

Source: FirstClick retail banking analysis, 2009
 Framework  and  Considera.ons  
1.  Business  Models   3.  Capabili.es  Requirement  
–  Lifecycle:  Acquisi.on  v.s.   –  Tracking/Analy.cs  
Reten.on   –  Repor.ng  and  Analysis  
–  Consumer  sales  life  cycle   –  Op.misa.on  &  Tes.ng  
–  Value  per  customer  life  stage  

2.  Value  by  Channels   Addi.onal:    Business  Processes  

–  ROI  (Margin)  v.s.  cost  per   –  Top-­‐  down  buy-­‐in  
channel   –  Stakeholder  Management  
–  Online  v.s.  Offline   –  Decision  –making  process  
–  Time-­‐lag  impact  
A  real  world  example  -­‐  Aussie  

•  A  home  is  the  most  

expensive  thing  you’ll  
ever  buy  

•  The  2nd?  Your  mortgage!  

•  The  ul.mate  high  

considera.on  purchase  
 Last  click  shouldn’t  win  

Introducer   Influencer   Influencer   Closer  

LAST  CLICK   0%   0%   0%   100%  

“Last  Click”  model  is  fundamentally  flawed  in  a  high  considera.on  purchase  -­‐  
Each  channel  cannot  be  isolated  and  measured  separately.  
 
 
 Start  with  even  a)ribu.on  

Introducer   Influencer   Influencer   Closer  

EVEN   25%   25%   25%   25%  

 Then  get  really  smart    

Get a macro view of exactly what each of your channels is doing for you at each
stage of the funnel and what its ROI is
 So  what?  
Customise  your  messaging  to  the  
Plan  your  media  spend  be)er  and  
posi.on  it  occupies  it  plays  within  the  
make  it  more  effec.ve  without  
sales  funnel  to  make  it  more  relevant  
increasing  your  budgets  
and  effec.ve  

A  real  focus  on  

channel  a)ribu.on  
allows  you  to  

Take  your  CPAs  down  to  a  more   Shut  down  the  subjec.ve  
granular  level  and  finally  look  at   conversa.ons  with  data!  
channel  based  ROI     Maybe  even  keep  Finance  happy!