Increasing the Performance of Digital Media Spend through Click Attribution

Increasing the Performance of Digital Media
Spend through Click Attribution
The Challenge SearchIgnite works with a variety of marketers across all online channels including email, display, social media and search, along with creative and website development. One client in particular has enjoyed incremental success with its online bookings, increasing from 14-20% before 2006 to 70% at present. However, a key element that was missing from their strategy was an understanding of the contribution each channel makes across the entire click path, with a specific focus on understanding generic keywords that initiate or assist a conversion and using these insights to maximize ROI. This client faced a number of key challenges and partnered with SearchIgnite in order to find a solution. MULTIPLE PLATFORMS TO TRACK ALL MEDIA CHANNELS Marketers often report the same conversion multiple times as a result of using separate tools for tracking across different channels, e.g. an analytics tool for post-click conversions and DART for Advertisers (DFA) for display post-view conversions. Our client's conversions were being tracked multiple times and with no ability to "de-dupe." It was therefore difficult to get an accurate depiction of the contributions of each channel and took a drawn out process to identify their real marketing ROI. This made it challenging to allocate budgets most effectively across channels. UNDERSTANDING THE CONSUMER JOURNEY ACROSS ALL CHANNELS Most online marketers give all credit to the last click or exposure that lead to the conversion - the approach known as "last click attribution." When using this method, multiple clicks may occur from a user across the same or multiple channels, but only the last one that resulted in the action or booking gets credit - this is common practice because most technologies do not offer the ability to track and optimize multiple clicks across channels.
NEW YO RK | ATLANTA | LONDON | TOKYO | info@searchignite.com | +1.888.744.6483 | © 2010 SearchIgnite. All Rights Reserved June 2010 When all credit is given to the last click that resulted in a conversion, marketers run the risk of moving budget away from channels and keywords that may have actually been critical in moving the consumer to convert, earlier in the decision process. FINDING THE CORRECT ATTRIBUTION MODEL It is very difficult to pinpoint the correct attribution model to each media discipline. To do this many different scenarios needed to be run to see the impact it would have had on the number of conversions and revenue on each channel, down to keyword level. GENERATE INSIGHTS THAT ALLOW REAL-TIME OPTIMIZATION Most analytics tracking tools provide the data, but don't give insights on cross-channel interactions or use it to optimize paid search keywords effectively using bid management rules in real time. Additionally, many tools do not provide the consultative service, support and client based analysis needed to use this data effectively. After a thorough technology audit of its marketplace, the client opted to engage with SearchIgnite. This selection was particularly due to advanced attribution technology to meet these challenges and optimize their online spend across all channels. Other key reasons for selecting SearchIgnite were: . Advanced search, email and digital media tracking platform . Cross-channel media insights on exposures which assist sales to understand user exposure paths . Use of insights and ability to perform attribution analysis based on marketing goals upon request . Use of data for budget allocation and optimization . Ability to use combination of rules based and portfolio bid optimization SearchIgnite's advanced search and digital media attribution platform allows marketers to see the entire click path across all channels leading to the conversion and uses this data for optimization. When considering allocation of online budget, clients using SearchIgnite are able to see multiple clicks across their paid search, natural search, display, affiliates, and email. In addition, SearchIgnite provides support to perform attribution analysis and recommend a custom weighting method specific to individual clients and marketing goals.
Page 2 of 6 NEW YO RK | ATLANTA | LONDON | TOKYO | info@searchignite.com | +1.888.744.6483 | © 2010 SearchIgnite. All Rights Reserved June 2010
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