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Last Kick Attribution – England Through The 6 Nations4 min read

4 min read

One of the biggest challenges faced by digital marketers today is attribution

Although the concept is relatively simple, implementing a solution presents challenges for every business.

Some questions the savvy marketer should always ask themselves:

  • Are you recording the online activity that resulted in an offline action (e.g posting a catalogue) and is the resulting lifetime value being assigned back to that channel?
  • How is CRM data being integrated into channel performance?
  • Do you feed in cancellations or item returns?
  • Do you have a solution that allows for brand impressions to determine its value in the purchase funnel?
  • Can you accurately monitor the user that watched your video on YouTube and then immediately searched on Google to find you?

Then there’s mobile. How are you rewarding the impact of mobile in the research phase? If you’re not running mobile typically your desktop conversion rates or in store visits are likely to decline, but is this part of your attribution model?

Hopefully many of you will have solved a lot of the above issues, but still, a huge number of marketing folk look at last click attribution as a measure of rewarding channel performance.

Pictures tell a thousand words, and for something as complex as attribution it’s often the only way to make this easily digestible.

To which end we have decided to produce a simple infographic taking the 6 nations as our muse – to help you convince the internal powers that be that last click, is a little bit 2003 which although a great year for rugby (well English rugby anyway) is a little bit lacking in attribution terms.

Rugby like the 3 musketeers is built on the premise of “all for one and one for all” it’s a sport of tactics, passes, assists, strategy and a liberal dabble of brute force.

Management and strategy for rugby starts and ends with attribution.

Rugby is all about scoring points – points win games – so why not pick a team of Jonathan Josephs – points win games right? But picking a team of Josephs would be an awful decision.

Essentially rugby, as with digital, isn’t about picking just point scorers – a team of point scorers won’t win games or allow you to hit your acquisition targets – if you have a team of full backs you will not win a scrum, lineout or ruck and as a consequence you will not win the game.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5854″][text_output]So as with digital, the “manager” has to think of the contribution of each position to overall team success.

Forwards, second rows, the fly half and wingers are representative of your available digital channels – so when picking your ‘team’ you need to evaluate the contribution of each; be that winning the match, making more sales or building awareness.

In rugby  – in the form of Paul O’Connell with 24 lineout takes, Thierry Dusautoir making 363 successful tackles (13 per game and 1.4 jackals per games) or Sergio Parisse responsible for 51 turnovers (showoff) the manager need’s to constantly think about the assist metrics, and contribution to the team performance. The same is true of digital.

Looking at this from a digital point of view, its important to appraise a multitude of variables (through your analytics set up) to know which are important . The rugby comparisons being – was this a solo try?, did the kick 2 minutes ago make the try happen?, who assisted?, was it an own goal by the other team? – making the decision as a human on rugby appears easy, we all do it – but decisions in rugby are powered by data.

I recently spent a time at a seminar listening to Sir Clive Woodward talking about his time in charge of the England setup and took away 3 key points:

“The success of every team is dependant on the levels of coaching/training given – this is based on data and your understanding of this data.

“Winning moves – the key – evaluate everything you did brilliantly – understand what makes you brilliant as a team.

“Evaluate your performance – measure everything – work on how you measure it”

So how to perfect your team? 

Love the data!!

Make sure you have the right attribution system in play – are you going with first or last click, are you looking at even reward throughout the journey? Are you rewarding the journey throughout but crediting the initial player or digital component and last player or channel used with higher reward?

Do voucher affiliates ever create a sale or just get rewarded for it once all the hard work is done? Is price comparison strong in both the middle and defence pushing play towards the try line.

The options are endless.

From experience, success is contingent to successfully analysing all of the components in the journey – don’t just take the easy option by rewarding the point of sale!

Whichever team you support we wish you the best of luck for this weekend’s grand slam show downs.[/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]