Omni-Channel Attribution: Measuring ROI and improving results across channels

Transcription

1 Erin Jaeger Product Marketing Manager IBM Marketing & Merchandising Omni-Channel Attribution: Measuring ROI and improving results across channels UK User Group, March

2 Advanced analytics is top of mind Attribution 101 Components of omni-channel marketing attribution Case studies Q&A 2

3 Let s learn from the best 3

4 What is marketing attribution? The ability to identify marketing s influence on downstream objectives. 4

5 Advanced analytics is top of mind Attribution 101 Components of omni-channel marketing attribution Case studies Q&A 5

6 Business challenges addressed by attribution What influenced this conversion? Attributed Interactions And how do I divide credit? 6

7 Business challenges addressed by attribution What channel combinations drive the highest lift? How long should I wait between communications? What influences conversions? Attributed Journeys What drives Attributed Interactions And how do I customers through the conversion cycle? divide credit? 7

8 Business challenges addressed by attribution What is my optimal marketing mix? What channel combinations drive the highest lift? How long should I wait between communications? What influences conversions? Attributed Spend What channels Attributed Journeys What drives Attributed Interactions And how do I should we invest more in? customers through the conversion cycle? divide credit? 8

9 Advanced analytics is top of mind Attribution 101 Components of omni-channel marketing attribution Case studies Q&A 9

10 Marketing leader s pain ROI numbers that don t enable effective marketing planning Direct Mail - ROI - ROI Search - ROI Social - ROI Difficult to plan and optimize marketing mix Double counting No insight into overall marketing ROI 10

11 Understand effectiveness across channels Double counting Omni--Channel ROI Omni Optimized marketing mix based on aggregated channel performance Understand overall marketing ROI 11

12 How does IBM help you do this? Performance Reporting Data-driven driven insights Cross-channel attribution performance Intra-channel performance reporting Attribution Modeler Statistically inferred response modeling (SIRA) Cross-channel last touch, first touch, equal credit and direct attribution Interaction History Singular view of consolidated customer contacts and responses Structured for omni-channel reporting and advanced attribution PR 12 Contact and Response History Data

13 Business challenges addressed by attribution What is my optimal marketing mix? What channel combinations drive the highest lift? How long should I wait between communications? What influences conversions? What channels should we invest more in? What drives customers through the conversion cycle? And how do I divide credit? Interaction History 13

14 Interaction History: Unified repository of customer interactions across all channels * PR

15 Business challenges addressed by attribution What is my optimal marketing mix? What channel combinations drive the highest lift? How long should I wait between communications? What influences conversions? What channels should we invest more in? What drives customers through the conversion cycle? And how do I divide credit? Attribution Modeler 15

16 Attribution Modeler: Powers cross-channel response attribution & ROI measurement $30 Last First $10 $30 Ads Ads $10.50 $6 35% Custom Time Window SIRA $ % $10 Ads Time Window Time Window $10 Average $5.8 $15.3 $8.9 20% Ads Ads Time Window Time Window 16

17 Performance Reports help you visualize these insights 17

18 Performance reports drive better spend and planning Q1 Q2 Decrease budget Increase budget 18

19 Advanced analytics is top of mind Attribution 101 Components of omni-channel marketing attribution Case studies Q&A 19

20 Responses vs. relationships: what really drives retail conversions? Attribution Credit by Channel Volume % Responses might indicate more investment in SMS Purchase credit heavily skewed toward Statistical Attribution Modeling helps rationally optimize channel mix 20

21 Channel-based adjustments drive better spend % of Revenue attributed to Channel Marketing Mix prior to using Attribution Modeler and after 5 channel view 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Web Mail Search SMS SMS Baseline Statistical Model Baseline using equal credit rule 21

22 How does this drive better customer experience? 22

23 So what does this mean for Andrea and Rick? Analysis of digital interactions and multichannel data 23 Scoring with attribution modeling and statistical analysis Good candidate for: Good candidate for: Social media outreach Upsell promotions Affiliate marketing Social media outreach Last-minute deals Targeted messages

24 Advanced analytics is top of mind Attribution 101 Components of omni-channel marketing attribution Case studies Q&A 24

25 Learn More: Enterprise Marketing Management: IBM.com/marketing-solutions Follow us: IBMEMM Erin_Jaeger 25