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HOW DOES DATA-DRIVEN ATTRIBUTION FIT INTO MY ANALY TICS TOOLSET?Bottom Line: While ad servers and search managementsystems allow spot-checking within a channel, their focusis too narrow to offer data-driven attribution.4. WEBSITE ANALYTICSSite Analytics is a critical tool for improving yourwebsite and mobile apps. The measurement, collection,analysis and reporting of on-site activities allow youto understand user needs and fine-tune your siteto meet those needs. Website analytics typicallyprovide only a “last-touch” or rules-based view ofcampaign performance as they measure only the clicksimmediately prior to a website visit. Upper-funnel touchpoints (such as display and social) are going to be highlydisadvantaged when held to this analysis.Bottom Line: Website analytics are a complement, nota replacement, for data-driven attribution, which offers amore comprehensive view of what brought users to yourwebsite.5. CUSTOMER RELATIONSHIPMANAGEMENT (CRM)As customers roll in, your CRM is there to capturetransaction, contact and segment data, and that’s a goodthing. But, CRMs are primarily focused on customerservice and support, not marketing. Though CRMs cantrack multiple channels, they look mainly at lower-funnelactivities, offering limited visibility into acquisition andcross-channel marketing in “non-direct” channels such associal, display or affiliate.6. CROSS-CHANNEL CAMPAIGNMANAGEMENT (CCCM)CCCM systems are similar to CRMs, but with a greaterfocus on marketing than on customer service. Thesemarketing databases contain contact information —names, addresses, emails and SMS data — for bothcustomer and prospects. This aids you in determiningwhich audiences to target and where to find them. WhileCCCMs may help with selection and execution, they areunable to tell you how that audience responded, offeringlittle or no performance analytics.Bottom Line: CCCM data is a valuable input for datadriven attribution. Once attributed performance isknown, these insights can be fed back to your CCCM foreven better selection.7. DATA MANAGEMENT PLATFORMS (DMPS)DMPs are unified technology platforms that intakedisparate first, second, and third-party data sets, providenormalization and segmentation on the data, and allowmarketers to push the resulting segmentation intolive interactive channel environments. While DMPs areexcellent data collection tools that can provide inputto data-driven attribution solutions, they do not inthemselves provide insights or recommendations tomarketers regarding optimal channel mix.Bottom Line: Data-driven attribution solutionscomplement DMPs. DMPs collect valuable segment data,allowing attribution solutions to provide a deeper level ofactionable insights.Bottom Line: CRM data is an input that can feed yourdata-driven attribution solution to yield a more completepicture of customer behavior.T H E DEFI NI TIVE GUID E TO DATA - DR IV E N ATTR IB U T I O N12

HOW DOES DATA-DRIVEN ATTRIBUTION FIT INTO MY ANALY TICS TOOLSET?ADVERTISING AGENCIESLet’s suppose you start with developing a creativecampaign and detailed targeting recommendationsdesigned to catch the eye of your audience — in additionto all these tools. A good ad agency is an invaluableasset, from recommending strategy, to creativedevelopment, and on to tactical execution. Keep inmind that an agency’s viewpoint is often limited to thechannels they manage, and includes a vested interestin justifying their own value. While most agencies dooffer analytics — and some are even building in-houseattribution capabilities — they often lack the data,machine learning and mathematical expertise to tacklein-depth analysis.Bottom Line: Augment your agency’s understandingwith third-party, data-driven attribution insights youprovide to inform, guide and inspire agency teams.Next Up: To propel the organizational conversation about data-driven attribution,let’s take a closer look at the questions that marketing performance managementplatforms can answer.T H E DEFI NI TIVE GUID E TO DATA - DR IV E N ATTR IB U T I O N13

What Questions Does Data-DrivenAttribution Answer?THE DEFINITIV E GUIDE TO DATA-DRIVEN ATTRIBUTIONSummaryGet ready to guess less and know more. Data-driven attributionoffers a range of unique benefits both within and across channels,including the insights you need to make fact-based budget planningand investment decisions.

WHAT QUESTIONS DOES DATA-DRIVEN ATTRIBUTION ANSWER?What Questions Does Datadriven Attribution Answer?BudgetPlanningWondering how to set your display budget? Ifyou learn that display offers a 30% lift to searchconversion rates, it makes sense to increase yourdisplay budget. It could also inform an overallmarketing budget increase — increasing displaywill generate more search traffic and give you moreoverall reach.BudgetPlanningOptimizationOptimizationTo improve your in-flight campaign, do you investmore in that top performing ad? If you’re saturatedwith a publisher, it may be the the wrong move.Data-driven attribution reveals the value of eachincremental dollar, so you can make fact-baseddecisions. As a result you, you may decide to allocateadditional budget to email or search instead.T H E DEFI NI TIVE GUID E TO DATA - DR IV E N ATTR IB U T I O NData-driven attribution offers a clear, comprehensiveview of the customer journey. This clarity allows youto both build better campaigns and optimize thosethat are in-flight. Before implementing a solution, it isimportant to both understand — and set stakeholderexpectations around — the three main benefits of datadriven attribution.Data-driven attribution allows you to look back, forwardand act on-the-fly to improve marketing performance.Marketers that leverage a full data-driven attributionsolution can measure benefits within and acrosschannels in these key areas of return.INTRA-CHANNEL BENEFITS Brand Safety. Ensure that ads are not served onnegative websites or next to inappropriate or branddamaging content.1 Intra-Channel Performance. See exactly whichelements of your marketing programs are workingwithin each channel — to a high degree of granularity— so you can identify top-performers and takeadvantage of the best opportunities. Viewability. Ensure that impressions are actuallyviewed and not served off the viewable area ofthe page.2 Cross-Channel Performance. Get clarity acrossall channels, so you can compare performance andcorrect both over and under-spending. Breakingdown silos allows your organization to unifyaccountability and plan holistically to drive morestrategic marketing success. Frequency Capping. Ensure that the optimal dailyfrequency caps are in place and operating properly.3 Efficiency and Cohesion. Replace time-consumingdata comparison and report pulling with easy-tounderstand dashboards. This means that teamsacross your organization can move faster and makebetter decisions based on a cohesive set of actionableinsights. The best solutions can even push out realtime insights to ensure cohesion with external partnersworking on your behalf. Monitoring. Ensure that geotargeting, pacing andother campaign goals are being met. Geo and Time of Day. Ensure that audiencesare targeted geographically and at the right timeof day with the appropriate message based ontheir responses. Creative Messaging and Placement. Identify bestand worst performing ads to ensure that the bestcreative, messaging, sequencing, targeting andplacements are in the media plan. Overlap Reduction. Ensure that overlaps betweensites — that do not increase conversion — arereduced to eliminate wasted ad spend and guardagainst overexposure.15

WHAT QUESTIONS DOES DATA-DRIVEN ATTRIBUTION ANSWER?CROSS-CHANNEL BENEFITS Budget Planning. Data-driven attribution insightsallow you to have a clear understanding of thecontribution that each channel has on your end goal,which can aid you in finding the optimal budget. Optimization. Non-linear modeling allows you totweak and improve the performance of in-flightcampaigns in a more holistic and accurate way. Impact Analysis. Lift and funnel stage reports provideyou with a view into how each channel is impactingother channel’s performance to give you a fullunderstanding of the true value of each channel. Campaign Strategy. Evaluating creative andplacements across all channels will show you whichtactics within your campaigns are working and whichneed to be tweaked so that you can reach consumerswith a consistent message.EFFICIENCY AND COHESION BENEFITS Unified Metrics. By evaluating all channels through asingle system, you will start measuring all channels by acommon set of metrics that are based on the businessrather than by the individual channel which cuts downon the time spent “translating” metrics across channelsfor one view of performance. Unified Reporting. Similarly, by utilizing one systemfor all reporting and metrics, it will cut down on thetime required to pull reporting from multiple systemsand minimize confusion across the organization as towhat actual results look like. Flexible Reporting. Data-driven attributionplatforms generally allow you to view reporting in anumber of different ways as well as export resultsinto your internal business intelligence tools so youdon’t have to scrutinize a “one-size fits all” reportbut can instead spend the time improving yourcampaigns based on findings. Ecosystem Integrations. Programmatic connectorsinto the marketing ecosystem allow you to havefractional attribution metrics pushed directly to RTBpartners for automatic optimization, cutting down onthe time you have to manually pass reporting backand forth.Now that we’ve explored the definition, uses andbenefits of how attribution fits into the space today,we’re going to walk you through how you go aboutselecting an attribution solution.Next Up: Now that you’ve made your stakeholders aware of the purpose andbenefits of data-driven attribution, it’s time to get serious about selecting the rightsolution for your organization. Let’s look at the 5-step selection process that will helpdrive success with data-driven attribution.T H E DEFI NI TIVE GUID E TO DATA - DR IV E N ATTR IB U T I O N16

Five Steps to Your Data-DrivenAttribution StrategyTHE DEFINITIV E GUIDE TO DATA-DRIVEN ATTRIBUTIONSummaryData-driven attribution offers a strategic viewpoint. Ensure that yourbusiness goals are defined to connect marketing metrics back tovaluable business outcomes so that data-driven attribution will helpyou drive business success.

FIVE STEPS TO YOUR DATA-DRIVEN ATT RIBUTION STRATEGYFive Steps to Your Data-Driven Attribution StrategyAs with any emerging discipline, data-driven attribution solutions differ widely. To get the benefits of data-drivenattribution for your organization, you must ask the right questions, solidify the right budgets and motivate the rightresources. Here are five key steps you can take, right now.“We like to help our clients1get away from channel-onlythinking. Bragging rights in theform of “my channel gets morethan 50% credit” doesn’t helpincrease sales in a vacuum.2The metrics must connectback to business goals.”1Define Goals2Justify Budget33Be Selective44Get Prepared55Evaluate Success- Paul Pellman, Head of Adometry, GoogleT H E DEFI NI TIVE GUID E TO DATA - DR IV E N ATTR IB U T I O N18

FIVE STEPS TO YOUR DATA-DRIVEN ATT RIBUTION STRATEGYStep 1Define Goals1Define Goals2233Be Selective44Get PreparedJustify BudgetTHE DEFINITIV E GUIDE TO DATA-DRIVEN ATTRIBUTION

FIVE STEPS TO YOUR DATA-DRIVEN ATT RIBUTION STRATEGYStep 1: Define GoalsIn order to choose the right measurement andanalytics tools for your business, consider your currentpain points and business goals. It isn’t enough to findout how much ”credit” each channel deserves — youmust determine how attributed credit drives value forthe business.ExampleIs your goal to get more “likes” or to get more sales?While Facebook likes may be a goal for your socialcampaigns, the ultimate goal for your clothingbrand is to sell jeans. Avoid “soft” goals and focus onfinding a solution that allows you to see the lift socialprovides to sales — regardless of likes.Begin by determining the value all your marketingactivities must deliver for the business and prepareto take a holistic view of data-driven changes you willmake to meet those goals. Once you do, you will beable to determine marketing’s impact on revenue, andtherefore, formulate budgets that will yield high returnfor the business.Here are some of the questions you should answerinternally before beginning any data-driven attributionselection process.Pro TipAdopting data-driven attribution strategies canmean overhauling your internal measurementmechanisms. Do not undertake this task withoutclarifying and gaining consensus on businessobjectives.T H E DEFI NI TIVE GUID E TO DATA - DR IV E N ATTR IB U T I O NWHAT ARE YOUR OBJECTIVES AND MEASUREMENTGOALS? DO THEY ALIGN ACROSS YOUR BUSINESS?Data-driven attribution requires a common, unifiedsuccess metric, and knowledge of your long-term goals.Define objectives and KPIs that align across channelsand departments. Attribution doesn’t work overnightand it won’t work if various business units or channelsmeasure success differently.WHAT ARE YOUR TACTICAL CONVERSION EVENTS?Your attribution solution will credit touch points alongthe way to your defined conversion events. If you aredoing any website optimization, you have probablyalready thought about how to guide consumers tospecific actions on your site. Whether a sale, a contentdownload or a lead form submission, determine whatdigital conversions you will “attribute” towards. Ensurethat these conversion events are agreed upon acrossyour organization and are the main goal across theentire business (not just for a specific channel).WHAT DOES MARKETING SUCCESS LOOK LIKE?Now, let’s take your success events one step furtherin order to understand what marketing will attemptto accomplish for your company as a whole. If you areaccountable to help increase sales, is there a way to tierevenue or margin to your website or digital elements?Often, goals are not just about revenue — but they mustbe something actionable.Don’t succumb to “shiny new object syndrome” bypurchasing a solution just because of the buzz. Instead,carefully examine the questions you’d like to answer,clearly define success metrics based on facts andensure that your goals are in line with vendor abilities.20

FIVE STEPS TO YOUR DATA-DRIVEN ATT RIBUTION STRATEGYPro TipIdentify a strong program owner who can set andmanage stakeholder expectations throughout theprocess, and who will be able to resolve roadblocksto drive organizational success.Ready, Set, Go!Once you’ve laid out your goals, you are ready to startyour data-driven attribution selection process. Onthe road to a great solution, you will need to recruitcross-company involvement. Don’t overwhelm yourteam or other resources all at once. Taking on morethan your organization can handle could sabotageyour chance at success.Alternatively, avoid the “we’re not there yet,” mentality.Change isn’t easy, but you will never be ready if youdon’t take the plunge. The results are well worth theeffort but you have to take a leap!“The optimizations we wereable to make paid off thesolution within a quarter.”Drew McKenzie, Senior Manager,Digital Media at LuxotticaT H E DEFI NI TIVE GUID E TO DATA - DR IV E N ATTR IB U T I O NWith all of this in mind, think about what you’d like yourtimeline to look like. Knowing that it will take time towalk before you run, pick a provider that will act as along-term partner, and that shows potential for growthin the future.Bottom Line: Data-driven attribution offers a strategicviewpoint to your marketing campaigns. Ensure that yourbusiness goals are defined to connect marketing metricsback to valuable business outcomes so that data-drivenattribution will help you drive business success.21

FIVE STEPS TO YOUR DATA-DRIVEN ATT RIBUTION STRATEGY11Define GoalsStep 2Justify Budget2Justify Budget33Be Selective44Get Prepared55Evaluate SuccessTHE DEFINITIV E GUIDE TO DATA-DRIVEN ATTRIBUTION

FIVE STEPS TO YOUR DATA-DRIVEN ATT RIBUTION STRATEGYStep 2: Justify BudgetThe Current SpendAttribution requires thinking outside the silo — and thatmeans finding the dollars to pay for the analytics thatbreak down those silos. Before engaging a provider,set yourself up for success by earmarking a crossdepartmental budget.In this simple example, we’ll assume Display, Search,Email and Affiliate are the primary digital marketingchannels, with the following monthly spend, revenuesand conversions.Since the analytics portions of your budget may alreadybe allocated, guide the conversation by promoting thebenefits of data-driven attribution to key stakeholders.The right solution will pay for itself by creating crossdepartment efficiencies and increasing the return oneach marketing investment.Bottom Line: To determine your budget threshold fordata-driven attribution, consider its overall value to thebusiness. Then, consider real-world returns of 5% - 15%.A Real-WorldBudgeting ExerciseSetting expectations around the potential resultsof data-driven attribution is critical. Account for anyexpense of your attribution program (whether externalor internal) with realistic analysis for your organization inorder to gain support for cross-departmental budgeting.Channels and Current SpendAllocation Per MonthCHANNELSPENDDisplay Impressions 375,000Search Clicks 325,000Emails Delivered 75,000Affiliate 225,000Online Spend 1MMCurrent Digital Returnon Ad Spend (ROAS) 2.50Current Online MonthlyConversions345,366Current AnnualConversions4.14MMCurrent eCPA 2.90Current Yearly Revenue 30MMTotal Yearly Spend 12MMLet’s walk through a budgeting exercise that typifiesreturns you can expect with data-driven attribution.Though no two businesses are alike, and there isno way to predict actual results, this outline — fromcurrent cross-channel marketing budget distributionto quantified results — offers realistic proportions. Thefollowing low, average and high yields can help youestimate your expected returns.T H E DEFI NI TIVE GUID E TO DATA - DR IV E N ATTR IB U T I O N23

FIVE STEPS TO YOUR DATA-DRIVEN ATT RIBUTION

from a stand-alone enterprise level data-driven attribution solution. LOW DATA MATURITY Full cross-channel data-driven attribution may not be a fit for organizations that have lower levels of data maturity due to having little data or low data quality. Low Data. Organizations that do little measurable marketing, leverage few channels and as a .