ATTRIBUTION
IN ACTION
Rakuten Attribution MEASUREMENT & ATTRIBUTION Rakuten Attribution delivers cutting edge marketing performance measurement solutions for leading advertisers. We provide a customized approach to measurement and attribution which empowers our clients with complete marketing performance transparency and actionable insights. Rakuten Attribution also provides the single source of truth across all your marketing channels, both online and offline which powers effective, data driven budgeting decisions.
Marketing Performance ATTRIBUTION IN ACTION The Modern Shopper Accurate marketing performance measurement is crucial to business success and attribution is a key part of that measurement – an accurate attribution model will inform the most effective decisions. The ‘modern consumer’ encounters endless messages through a wide range of online and offline marketing channels, they use multiple browsing devices and transact wherever and whenever it suits them. This creates a complex challenge to understand what marketing activities are actually working and in what combination.
Measuring the Complete User Journey Rakuten Attribution tracks each user’s complete journey across all channels and devices, including search, affiliate, display, social and mobile and can even incorporate offline marketing touchpoints such as catalog, TV and radio advertising. This combined view of individuals is used to create a bespoke attribution model that reflects the real behavior of prospects and customers, their exposure to marketing and their ongoing activity and profitability. The application of the attribution model uncovers the true performance of marketing and enables more effective budgeting decisions and channel optimization. With true measurement of performance, optimization becomes logical and straightforward.
resorthoppa.com
NEW MODEL BOOSTS AFFILIATE CAMPAIGNS
Revitalizing Affiliate Commercial Terms Compromised or inappropriate commercial terms have long been the ‘elephant in the room’ for the performance marketing industry. Affiliate payments based on the existence of a cookie and not taking into account the overall purchase journey result in gross under and over valuation of individual affiliates.
Path to Conversion For many years, Rakuten Attribution has delivered ‘path to conversion’ and attribution solutions that expose the extent of the issue. We have now used this insight, partnered with the leading affiliate networks and delivered a ground breaking affiliate payment system that enables affiliate commissions to reflect the ‘purchasers path to conversion.’ Merchants are now able to align commissions with their valuation of the affiliate contribution. The great news is that by transparently aligning the interests of all parties (merchants, affiliates and networks) campaigns grow significantly and commercial relationships blossom. Resorthoppa were early adopters of the new model and have seen their affiliate sales grow by 200%.
RESORTHOPPA
200
%
INCREASE IN
AFFILIATE SALES
Rakuten’s Play.com
ATTRIBUTION DRIVES 62% MORE REVENUE Rakuten’s Play.com is the third largest e-commerce marketplace in the UK. Play.com has partnered with Rakuten Attribution for over five years and has been a pioneer in the use of attribution modeling and ‘path to conversion’ analysis. However, tracking and attribution has been on a ‘cookied’ basis where the user journey and attribution only consider the device used for purchase. With Play.com seeing growth in device numbers (and types) that far outstripped growth in visits, the logical assumption was that their customers were using multiple devices in their path to conversion. Play.com commissioned Rakuten Attribution to implement our unique cross-device tracking, Universal User reporting and to create an attribution model based on the full, multi-device ‘path to conversion.’ The new tracking revealed that 35.5% of purchase journeys included the use of multiple devices. The attribution model based on the complete purchase journeys identified significant valuation changes for key marketing channels. These insights led Play.com to radically but confidently change their budget allocation and resulted in a sales growth of 62% while margins and marketing ROI were maintained.
House of Fraser
CONSOLIDATE DATA FOR ACCURATE ATTRIBUTION
Multichannel Ambitions House of Fraser is committed to becoming an elite multi-channel retailer. They knew that the most successful modern retailers are those that use their customer insight data most effectively, so committed to the goal of creating a first class data platform to uncover the true performance of their marketing.
Building a Roadmap They chose Rakuten Attribution as a partner and together built a roadmap for integrating a series of data sources to build a complete database of all user touchpoints. House of Fraser had data from several key sources that they wanted to consolidate in this database
and include in the attribution model, including multi- device website tracking data, TV advertising and in-store sales.
Attribution Driving Budget Decisions Rakuten Attribution carried out a series of projects where each data source went through a structured integration process. The accuracy of the attribution model improved with each of the incremental improvements in data accuracy as each new source was added. Although there are still channels to be integrated, House of Fraser can now optimize each of their channels and make high level budgeting decisions based on more accurate data than ever before.
Attribution Visualizations RAKUTEN ATTRIBUTION INTERFACE
Dashboards for Your Business Once you’ve collated all of your marketing performance data, Rakuten Attribution allows you to create individual dashboards to visualize the data, making it easier to analyze and understand not only the value of your channels but also your paths to conversion.
Discover what Rakuten Attribution can do for you: Email: rm-salesus@mail.rakuten.com rakutenmarketing.com/attribution