Adobe Analytics Premium Attribution

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1 Adobe Analytics Premium: Attribution 1 Adobe Analytics Premium Attribution Adobe Analytics

2 2 Adobe Analytics Premium: Attribution Adobe Analytics Premium: Attribution 3 Proving your marketing effectiveness just got easier. The days of saying, I know 50% of my marketing budget is working, just not which 50%, are over. Attribution not only helps Executives Business Users Understanding how customers interact with all of an organization s properties gives marketers accurate measures of metrics, such as: customer lifetime value, which lets organizations strategically align around ultimate success. This allows for better cross-functional support and execution. Our attribution workflow was designed to save time and resources, freeing marketers and analysts from focusing so much of their time on past results, and allowing them to start focusing on influencing future customer decisions. Drive strategic initiatives with data. One of the biggest obstacles an organization faces when trying to better understand how its marketing is performing is getting different groups within the organization to agree upon the definition of success. In addition, different groups have different KPIs, so you to know which marketing vehicles are driving business, but reporting can get confusing and convoluted. Algorithmic also helps you share the impact of increasing or decreasing your budget with others. Understanding the impact of each touchpoint along a buyer s journey to conversion gives you the power to use ROI as the driving force of your organization. Analysts/Data Scientists Without having to rely on constant consultant guidance, marketers and analysts can run attribution on the channels that they own, as well as see how other channels impact their team s success. attribution helps address many of these issues. It allows your business to understand the driving factors that lead to success from a strategic, executive, tactical or operational perspective.

3 4 Adobe Analytics Premium: Attribution Adobe Analytics Premium: Attribution 5 Understand the journey from start to finish Today, customers can interact with brands in more channels than ever. This means there are endless possibilities for marketers to reach their target audience. The explosion of touchpoints can seem overwhelming, but it provides you with an opportunity: to break through the barrage of marketing campaigns and reach your target audiences. And when you do this, you can gain a big advantage over your competition. The timeline to the right shows how an Adobe Creative Cloud Photography plan customer interacted with Adobe s paid and owned channels at several touchpoints along the buyer journey. A prospect sees an Adobe No brand Photoshop banner ad (1) on interaction. a favorite photography blog, clicks on it and visits the landing page as well as the product information pages for Photoshop (2) and Photoshop Lightroom (3). The prospect searches for Lightroom on Bing, comes to the site naturally (4), watches a product video (5) and signs up to receive special offers over (6). Adobe sends the prospect an (7), which includes a link to try the free Photoshop Express app. The prospect opens the on a smartphone, downloads the app and uses it (8). The prospect is served a display ad (9) on another site that goes ignored. No brand interaction. The prospect clicks an ad on Twitter (10), which then redirects to adobe.com. The prospect finds and calls (11) the contact number and speaks with an Adobe sales rep to get some questions answered. The prospect decides to add the bundle to his or her cart on adobe.com (12).

4 6 Adobe Analytics Premium: Attribution Adobe Analytics Premium: Attribution 7 Algorithmic attribution: the un-model model. Traditionally, rules-based models have been the most popular way to track attribution credits. These simple models predetermine credits based on a first or last click. Other companies have developed more advanced models that assign credit based on custom needs. While these models still have a place in understanding how prospects interact during the buying journey, they are basic in their methods of assigning credit and are prone to user bias. This causes the results to fit into preconceived beliefs on how channels should be weighted. Rules-based model Starter Player Closer Algorithmic attribution model Best fit Algorithmic attribution uses machine learning and advanced statistics to more objectively assign credit across thousands of different buyer journeys. This data-driven method allows marketers to take advantage of big data, giving them a consistent method of assigning credit to the right marketing vehicles.

5 8 Adobe Analytics Premium: Attribution Adobe Analytics Premium: Attribution 9 Channel Total spend Revenue generated Cost per $1 of closed business Social $8,000 $8,542 $0.94 SEM Call center Display $20,000 $30,000 $50,000 $30,000 $76,522 $98,453 $85,005 $95,234 $0.26 $0.30 $0.59 $0.32 Discover your true ROI on your marketing investment. Campaign: Display Ads Lightroom focused $4,420 1 free month $6,465 Professional photographers $9,288 Weekend photographers $9,827 Creative: Weekend photographers $9,864 $9,238 $26,899 $50,233 $0.45 $0.70 $0.35 $0.20 Adobe Analytics Premium: Attribution gives you the ability to look at your marketing effectiveness in a new way. It allows you to gain data-driven insights by exploring your marketing from different angles. Cost-per-dollar of closed business By understanding how your marketing works, you can effectively improve your ROI. An important measure of this is your cost-per-dollar of closed business. Outdoors Candids Ease of use Get creative $2,094 $2,630 $2,383 $2,720 $7,406 $8,673 $4,492 $29,662 $0.28 $0.30 $0.53 $0.09 Attribution by channel or campaign You can compare how your marketing is doing holistically across marketing channels, or by digging into each channel and seeing which campaigns are more effective.

6 10 Adobe Analytics Premium: Attribution Adobe Analytics Premium: Attribution 11 Break down silos to understand your customer s path to success. The sheer number and combination of different ways your customers get information about your products can seem endless. In order to accurately assess the impact of any single marketing activity, the activity needs to be understood within the context of the rest of the customer journey. Take control of your analysis. Integrating different channels into one solution allows you to truly see how all of your different properties are driving your prospects journeys. The solution focuses on your owned and paid properties to allow for granular analysis. This allows different teams within your organization to work together toward one goal. A common frustration we heard while designing our attribution solution was the need for algorithmic models that didn t rely on extensive consulting and allowed marketers to better understand their own data. Browsers Video Social Our attribution solution reduces the dependency on consultants, so you can source your own insights quickly and take immediate action on them. Adobe Analytics Premium: Attribution gives you an unbiased view into your marketing performance and puts the power back into your hands with simple, but powerful, attribution models. Mobile apps Call center Direct mail In-store

7 12 Adobe Analytics Premium: Attribution Adobe Analytics Premium: Attribution 13 Use data science to power smarter marketing decisions. With the influx of customer data, marketing organizations suddenly have the need for advanced tools that have historically only been productive in the hands of a data scientist with a Ph.D. Integrating all owned and paid channels into one system then allows the solution to apply complex algorithms to process and analyze these millions of data points and identify which customer touchpoints are driving conversions. The four key capabilities that drive customers to buy Adobe Analytics Premium: Attribution for more accurate decision-making on their marketing ROI are: Unified customer process Best-fit, logistic regression model Retroactive event processing Cross-channel marketing interactions Using the unified customer process, you can tie together customer experiences for cross-device and cross-channel analysis. The resulting enriched customer profiles take your attribution analysis to the next level, giving you further insight and the ability to take immediate action on insights. The retroactive event processing capability allows you to tie historical customer data to your current customer data, providing a more comprehensive look at your customer journey. Our algorithmic attribution model uses a best-fit, logistic regression to determine the incremental impact of each marketing touchpoint during each individual customer experience. Adobe Analytics Premium: Attribution connects paid, owned and earned media to understand how cross-channel marketing interactions impact the customer journey both before and after conversion.

8 14 Adobe Analytics Premium: Attribution Adobe Analytics Premium: Attribution 15 Computer Science Corporation An Adobe Analytics customer case study. Shifting to an attribution model was the first step to mature analytics. In the past, sales representatives had relationships with the contact and controlled everything in the CRM system. Adobe Analytics helps us bridge the gap between marketing and sales to understand the impact of content, channels and campaigns on conversion. - Chris Marin Senior Principal, Digital Marketing Platform & Analytics, CSC CSC is a global leader of next-generation information technology (IT) services and solutions. With their buyer journey shifting to more online research, CSC needed to get a clear cross-channel view of all pre-conversion events, including what ads a prospect saw, what content they looked at and what actions they took. Adobe Analytics lets CSC marketers drill down deep into customer behavior to see how their specific marketing campaigns are driving conversion. Now marketers can identify who visitors are, what they re viewing and where they come from. We can now measure how specific marketing actions are driving business outcomes in order to procure funding for those activities, Marin says. We didn t have this level of visibility previously, especially for social media. Adobe Marketing Cloud provides a complete picture of actions and results across social channels, telesales activity and online ads, so that we can make informed allocations of headcount and resources. By understanding this data, they can slowly paint a big picture of the customer journey. Correctly identifying the steps to conversion helps CSC determine what s working to reach customers and what isn t.

9 16 Adobe Analytics Premium: Attribution Copyright 2015 Adobe Systems Incorporated. All rights reserved. Adobe, the Adobe logo, Adobe Analytics, the Adobe Analytics logo, Adobe Creative Cloud, Adobe Photoshop, the Adobe Photoshop logo, Adobe Photoshop Lightroom, the Adobe Photoshop Lightroom logo, Adobe Photoshop Express and the Adobe Photoshop Express logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries.