P r o p r i e t a r y & C o n f i d e n t i a l

Marketing de
Atribuio

P r o p r i e t a r y & C o n f i d e n t i a l
O QUE ATRIBUIO?
Atribuio a prtica de alocar valor parcial para cada
touch point (jogadores) durante a jornada do
consumidor at a converso (gol).

- Econsultancy
P r o p r i e t a r y & C o n f i d e n t i a l
ButHow do you determine
what the RIGHT attribution
for your business looks like?
VALOR DA ATRIBUIO
Usurios no consumem mdia de forma exclusiva
Mltiplas exposies e/ou mltiplos canais esto
frequentemente envolvidos em uma nica
converso
A atribuio, fundamentalmente, otimiza o seu
plano de mdia
Atribuio bem feita maximiza ROI
P r o p r i e t a r y & C o n f i d e n t i a l
Qual problema a atribuio vem resolver?
A pergunta fundamental que todo marketer deve (ou
deveria) perguntar:

Como e onde
deveramos gastar nosso
budget para conseguir o
maior retorno?
Dom
10
P r o p r i e t a r y & C o n f i d e n t i a l
O Que Causou a Converso?
Channel Publisher Keyword Click Time Conversion
Time
Action Type Revenue Attributed
Exposure
Exposure
Sequence
Action
Credit
Paid Search Google Extra cellulares samsung 28th July 28th July Sale 125 R$ 4 4 100%
Channel Publisher Keyword Click Time Conversion
Time
Action Type Revenue Attributed
Exposure
Exposure
Sequence
Action
Credit
Paid Search Google Celulares 17th July 28th July Sale ? 4 1 ?
Social Facebook Ad1 - M25-35 retail 21st July 28th July Sale ? 4 2 ?
Display Adjug DCT - Remarketing 23rd July 28th July Sale ? 4 3 ?
Paid Search Google Extra cellulares samsung 28th July 28th July Sale ? 4 4 ?
Channel Publisher Keyword Click Time Conversion
Time
Action Type Revenue Attributed
Exposure
Exposure
Sequence
Action Credit
Paid Search Google Celulares 17th July 28th July Sale R$ 31,25 4 1 25%
Social Facebook Ad1 - M25-35 retail 21st July 28th July Sale R$ 31,25 4 2 25%
Display Adjug DCT - Remarketing 23rd July 28th July Sale R$ 31,25 4 3 25%
Paid Search Google Extra cellulares samsung 28th July 28th July Sale R$ 31,25 4 4 25%
Channel Publisher Keyword Click Time Conversion
Time
Action Type Revenue Attributed
Exposure
Exposure
Sequence
Action Credit
Paid Search Google Celulares 17th July 28th July Sale R$ 12,50 4 1 10%
Social Facebook Ad1 - M25-35 retail 21st July 28th July Sale R$ 25,00 4 2 20%
Display Adjug DCT - Remarketing 23rd July 28th July Sale R$ 37,50 4 3 30%
Paid Search Google Extra cellulares samsung 28th July 28th July Sale R$ 50,00 4 4 40%
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P r o p r i e t a r y & C o n f i d e n t i a l
Behavioral Attribution

P r o p r i e t a r y & C o n f i d e n t i a l
CTR
Tempo
Page Views
Recncia
Frequncia
ou um algoritmo que use todas as mtricas acima
COMO MEDIR ENGAJAMENTO?
P r o p r i e t a r y & C o n f i d e n t i a l
IgnitionOne - Scoring de Audincia
Burton Sale
Channel Publisher Keyword Click Time Conversion
Time
Action Type Entrance
Score
Exit Score Score
Change
Paid Search Google Burton Suede Shoes 17th July 28th July Sale 0 80 80
Social Facebook Ad1 - M 25-35 Shoes 21st July 28th July Sale 70 195 125
Display Adjug DCT - Remarketing 23rd July 28th July Sale 188 287 99
Paid Search Google Burton Suede Shoes 28th July 28th July Sale 282 352 Convert (70)
Action
Credit
21%
33%
26%
19%
Atribuio Baseada em Engajamento
Dom
ENTRANCE:
0
EXIT:
80
(+80)
EXIT:
195
(+125)
ENTRANCE:
70
EXIT:
287
(+99)
ENTRANCE
:
188
EXIT:
352
(+70)
ENTRANCE:
282
20
P r o p r i e t a r y & C o n f i d e n t i a l
O Que Causou a Converso?
Channel Publisher Keyword Click Time Conversion
Time
Action Type Revenue Attributed
Exposure
Exposure
Sequence
Action
Credit
Paid Search Google Extra cellulares samsung 28th July 28th July Sale 125 R$ 4 4 100%
Channel Publisher Keyword Click Time Conversion
Time
Action Type Revenue Attributed
Exposure
Exposure
Sequence
Action
Credit
Paid Search Google Celulares 17th July 28th July Sale ? 4 1 ?
Social Facebook Ad1 - M25-35 retail 21st July 28th July Sale ? 4 2 ?
Display Adjug DCT - Remarketing 23rd July 28th July Sale ? 4 3 ?
Paid Search Google Extra cellulares samsung 28th July 28th July Sale ? 4 4 ?
Channel Publisher Keyword Click Time Conversion
Time
Action Type Revenue Attributed
Exposure
Exposure
Sequence
Action Credit
Paid Search Google Celulares 17th July 28th July Sale R$ 31,25 4 1 25%
Social Facebook Ad1 - M25-35 retail 21st July 28th July Sale R$ 31,25 4 2 25%
Display Adjug DCT - Remarketing 23rd July 28th July Sale R$ 31,25 4 3 25%
Paid Search Google Extra cellulares samsung 28th July 28th July Sale R$ 31,25 4 4 25%
Channel Publisher Keyword Click Time Conversion
Time
Action Type Revenue Attributed
Exposure
Exposure
Sequence
Action Credit
Paid Search Google Celulares 17th July 28th July Sale R$ 12,50 4 1 10%
Social Facebook Ad1 - M25-35 retail 21st July 28th July Sale R$ 25,00 4 2 20%
Display Adjug DCT - Remarketing 23rd July 28th July Sale R$ 37,50 4 3 30%
Paid Search Google Extra cellulares samsung 28th July 28th July Sale R$ 50,00 4 4 40%
P r o p r i e t a r y & C o n f i d e n t i a l
Copyright IgnitionOne 2012
Last Click
Atribuio baseada em exposio e sequencia
Atribuio dinmica baseada na experincia do usurio
P r o p r i e t a r y & C o n f i d e n t i a l
Atribuio de Engajamento

23
P r o p r i e t a r y & C o n f i d e n t i a l
ANLISE DE MDIA INTER CHANNEL
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P r o p r i e t a r y & C o n f i d e n t i a l
ANLISE PATH TO CONVERSION
P r o p r i e t a r y & C o n f i d e n t i a l
SAMPLE ATTRIBUTION REPORT:
INTERCHANNEL MEDIA ANALYSIS
P r o p r i e t a r y & C o n f i d e n t i a l
SAMPLE DE REPORT DE ATRIBUIO:
EXPOSURE NUMBER, TIPO, & SEQUENCIA
PATH SIZE ANALYSIS


EXPOSURE SEQUENCE ANALYSIS


P r o p r i e t a r y & C o n f i d e n t i a l
SAMPLE DE REPORT DE ATRIBUICO:
DISTRIBUTION SCENARIOS
P r o p r i e t a r y & C o n f i d e n t i a l
Organic
Brand
Non Brand

Paid Search
Brand
Non Brand

Remarketing
HV
LV

Facebook
Earned
Paid

Display
AE (LAL)
Behavioral
Run of Network

Total Spend
T
o
t
a
l

R
e
v
e
n
u
e

3,900%
13,200%
16,000%
7,200%
27,000%
9,000%
16,400%
3,100%
4,300%
Estimated Spend
MEDIA MIX MODELING
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P r o p r i e t a r y & C o n f i d e n t i a l
Reporte
30
Obrigado


Edmardo Galli

Rua Funchal, 411 - 4 andar
So Paulo
+55 (11) 3588-4005
edmardo.galli@ignitionone.com