Live: The Cross Media Attribution Battle

Oct 6, 2009 - 4:40 pm 0 by
Filed Under SMX East 2009

Below is live coverage of the The Cross Media Attribution Battle from the SMX East 2009 conference.

This coverage is provided by Justin Davy of

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

The Cross Media Attribution Battle(10/06/2009) 
4:47 Justin Davy:  The Cross Media Attribution Battle:


Roger Barnette, Founder and President, SearchIgnite
Dax Hamman, Vice President of Display Media, iCrossing
Kevin Lee, CEO, Didit
Alan Osetek, Managing Director, iProspect Boston, iProspect
Tony Wright, CEO/Founder, WrightIMC
4:47 Justin Davy:  Dax is up first
4:50 Justin Davy:  Dax is sharing different challenges including cookies, analytics, post-click vs post impression and internal agreement
4:51 Justin Davy:  If you can overcome the challenges, the benefits worthwhile. Papers can be downloaded at
4:52 Justin Davy:  Effects of Display Media on Search Traffic Study:

13.7% increase in natural search visitors
2.5% increase in unique visitors
14.8% increase in paid search click thru rate
11.2% decrease in paid search cpc
4:53 Justin Davy:  Alan is now up
4:54 Justin Davy:  Key questions you should be asking before putting toegther a program
4:55 Justin Davy:  What type of attribution analysis program will I conduct? Ex. Online exposure only - Display vs Search. Or something more complicated with Online vs Offline.
4:55 Justin Davy:  Why are you wanting to conduct an attribution analysis?
4:55 Justin Davy:  Is it for media optimization, or frequency capping etc..
4:56 Justin Davy:  How? Provide complete visibility into inter-connected Advertising, Respose and Customer Data
4:56 Justin Davy:  Important to look at customer data and the lifetime value of customers as opposed to just frontend cost.
4:57 Justin Davy:  Some challenges include:

  • Universal Tagging
  • Volume of Data
  • Stack of Engagement Touch Points
  • Assigning Appropriate Levels of Credit
4:59 Justin Davy:  Various types of attribution analysis include Channel, Publisher, Placement, Creative, Keyword, Offer, Product & Web page Attribution
5:00 Justin Davy:  One of the most important things to think about is how much of the data set is included in the model. Many are just doing sampling which is about 15% of the data.
5:01 Justin Davy:  You need actionable reporting, not a giant stack of confusing documents
5:02 Justin Davy:  The girl next to me liked that last one :)
5:02 Justin Davy:  Moving on
5:03 Justin Davy:  Attribution Issues:

1. De-duplication
Are you double-counting the same action multiple times

2. Getting beyond last click attribution
5:06 Justin Davy:  Its critical that you get all the data in one location not just a sample to make wise decisions
5:06 Justin Davy:  How:
Centralized tracking and exposure sequencing
Channel prioritization and weighting
Mulitiple exposure attribution
Real time dashboard
5:07 Justin Davy:  Sharing an example between organic search and paid inclusion
5:08 Justin Davy:  Revenue per click was tracked by channel
5:08 Justin Davy:  Paid was receiving to much credit
5:10 Justin Davy:  Proper attribution settings will depend on each unique client situation and marketing mix
5:10 Justin Davy:  Be sure to optimize using both inter and intra-channel data
5:11 Justin Davy:  Tony promises to keep this simple
5:12 Justin Davy:  Fact is that your wasting your advertising dollars and always have. It's also a fact that recouping even a little bit of those wasted dollars is a huge win.
5:12 Justin Davy:  Fiction: With proper attribution you won't be wasting any of your advertising dollars
5:12 Justin Davy:  Don't spend inordinate amounts of time analyzing where the click came from
5:13 Justin Davy:  If you are lead generation - utilize sales force, call tracking and ASK people
5:13 Justin Davy:  Periodic surveys with incentives can provide statistically valid samples
5:14 Justin Davy:  Look at things holistically - what is the overall effect of a shift?
5:14 Justin Davy:  Don't be afraid to move things around and test...
5:14 Justin Davy:  Look for macro trends - not the magic bullet in the haystack. It's different for each business.
5:14 Justin Davy:  Take your time, its a marathon, not a sprint
5:16 Justin Davy:  Built attribution into the campaign from the start
5:16 Justin Davy:  Work your campaigns in this order
  1. Set your goals
  2. Budget
  3. Tracking
  4. Choose your media
  5. Estimate your effectiveness
  6. Execute w/confidence
5:16 Justin Davy:  Something will go wrong. Not everytime but it will
5:17 Justin Davy:  Go back and check estimates - where did u miscalculate
5:17 Justin Davy:  Look for other outside influencers
5:17 Justin Davy:  Get back on the horse!
5:17 Justin Davy:  Call tracking is cheap - and listening to calls can really tell you something
5:17 Justin Davy:  Incentivized surveys are great for finding out what went wrong
5:18 Justin Davy:  Search is not the final answer. TV, Display, Print etc all work together with online
5:20 Justin Davy:  Kevin is up now
5:20 Justin Davy:  SEMPO survey says branding is nearly always an objective
5:20 Justin Davy:  Yet brand lift was rarely a measured metric
5:21 Justin Davy:  Four days after a person gets to a site, their overall awareness lift was much higher. (via Google Study)
5:23 Justin Davy:  Are you taking into account all the non-media marketing attribution. What is the cause and affect
5:24 Justin Davy:  Be honest with yourself. Are you willing to cut a TV budget by 30% in a particular market in order to test?
5:26 Justin Davy:  Consider using viewthroughs
5:26 Justin Davy:  8 percent of users generate 85% of clicks on display
5:27 Justin Davy:  PIggy-back off your competitions media buy
5:28 Justin Davy:  Ex. Your competitor is doing a homepage takeover on Yahoo
5:33 Justin Davy:  Very small % of companies are currently doing this. It's still early but now is the time to at least do more than you were.
5:33 Justin Davy:  Focus on getting data and making smart decisions on that
5:34 Justin Davy:  You could begin small by doing a small survey



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