Put Your Money Where It Counts: Marketing Attribution

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"How did you hear about us?" It's not as easy to answer as you think, but marketers have more tools that ever to help them understand how their efforts are working.

This presentation explores a typical apartment search process and identifies some tips and tools to help marketers get a better handle on proper attribution of their various marketing sources, as well as ways to pinpoint how well your website and overall online presence is performing.

Originally presented by Mike Whaling at the Multifamily Brainstorming Conference, November 2013.

Published in: Business, Technology
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Put Your Money Where It Counts: Marketing Attribution

  1. 1. Mike Whaling, 30 Lines Put Your Money Where It Counts: Marketing Attribution #MFBSConf
  2. 2. #MFBSConf Half the money I spend on advertising is wasted. The trouble is, I don’t know which half. John Wanamaker
  3. 3. #MFBSConf This is not 1911.
  4. 4. 10.7 #MFBSConf The average shopper uses 10.7 sources of information to make a buying decision.
  5. 5. #MFBSConf Digital is measurable.
  6. 6. GOOD QUESTION, BUT IT’S NOT GOOD ENOUGH: #MFBSConf “How did you hear about us?”
  7. 7. #MFBSConf What is attribution? Attribution is a process for assigning/crediting a lead or conversion to a specific set of marketing activities or touchpoints.
  8. 8. For today: #MFBSConf • How are people finding us? • How are visitors using our site? • Are visitors taking the desired actions? • What marketing sources are working best?
  9. 9. #MFBSConf How are people finding us?
  10. 10. #MFBSConf “Time to start looking for an apartment.”
  11. 11. #MFBSConf Actually, it looks more like this…
  12. 12. 1. #MFBSConf Organic search: “apartments in Las Vegas”
  13. 13. 2. Paid ad on search engine #MFBSConf
  14. 14. 3. Search ILS. #MFBSConf
  15. 15. 4. Check Craigslist. #MFBSConf
  16. 16. 5. Logged-in organic search: “Tivoli apartments Las Vegas” #MFBSConf
  17. 17. #MFBSConf Keyword: “Not provided”
  18. 18. 6. Visit website. #MFBSConf
  19. 19. 7. Check reviews. #MFBSConf
  20. 20. 8. Ask friends. #MFBSConf
  21. 21. 9. Branded organic search (or Direct link): “Tivoli apartments Las Vegas” #MFBSConf
  22. 22. 10. #MFBSConf Contact property to schedule tour!
  23. 23. The Path to Conversion Organic Search > PPC > ILS > Craigslist > Organic Search (Logged In) > Property Website > ApartmentRatings.com > Facebook > Direct traffic to website > Guest Card #MFBSConf
  24. 24. #MFBSConf Which source gets the credit?
  25. 25. Attribution Models • Linear (All equal) • Last Touch • First Touch • “Funnel Position”-Weighted • Custom #MFBSConf
  26. 26. Linear: All sources get equal credit #MFBSConf 1 0.75 0.5 0.25 0 Search ILS Search AptRatings Direct
  27. 27. Last Touch: Last source gets all credit 9 6.75 4.5 2.25 0 Organic Search > PPC > ILS > Craigslist > Search Search Organic Search (Logged In) > Property Website > ApartmentRatings.com > Facebook > Direct traffic to website > Guest Card #MFBSConf Direct
  28. 28. First Touch: First source gets all credit 9 6.75 4.5 2.25 0 Organic Search > PPC > ILS > Craigslist > Search Search Organic Search (Logged In) > Property Website > ApartmentRatings.com > Facebook > Direct traffic to website > Guest Card #MFBSConf Direct
  29. 29. #MFBSConf Funnel-Weighted: Closer to conversion = more credit 9 6.75 4.5 2.25 0 Organic Search > PPC > ILS > Craigslist > Search Search Organic Search (Logged In) > Property Website > ApartmentRatings.com > Facebook > Direct traffic to website > Guest Card Direct
  30. 30. #MFBSConf Tweet it! #MFBSConf Know the value of a customer to understand the value of visits and leads.
  31. 31. #MFBSConf Your Attribution Toolkit
  32. 32. #MFBSConf google.com/analytics
  33. 33. What to measure: #MFBSConf • How are people finding us? • How are visitors using our site? • Are visitors taking the desired actions? • What marketing sources are working best?
  34. 34. #MFBSConf Is our website working? Set goals. Is your site working?
  35. 35. #MFBSConf What sources are working?
  36. 36. Potential Conversion Goals: • Guest card completed • Application started • Signed up for e-newsletter • Spent 5 minutes on site • Watched property video • Shared floor plan #MFBSConf
  37. 37. #MFBSConf Google URL Builder
  38. 38. #MFBSConf Track campaigns, know what’s working Track campaigns. Know what’s working.
  39. 39. #MFBSConf URL Shortener + Tracking Bit.ly bit.ly URL Shortener + Tracking
  40. 40. #MFBSConf URL Shortener + Tracking Add + to see stats bit.ly Try it: bit.ly/mfbsconf13+
  41. 41. #MFBSConf Dynamic Number Insertion
  42. 42. #MFBSConf Know how they get to your site.
  43. 43. #MFBSConf Customize your offer.
  44. 44. #MFBSConf Tweet it! Use landing pages to keep visitors focused.
  45. 45. #MFBSConf Understand your social reach Facebook Insights Understand your social reach.
  46. 46. #MFBSConf Craig killed links. What now?
  47. 47. Dig deeper: #MFBSConf • Audience segmenting/targeting • Remarketing • Split (A/B) testing • Social reach/influence/sentiment • Ad forecasting • Lifecycle marketing #MFBSConf
  48. 48. #MFBSConf What now?
  49. 49. Do these next week: #MFBSConf • Identify one trend in Google Analytics • Develop a landing page for your offer • Create/update your email responder • Send Tami a thank you note #MFBSConf
  50. 50. #MFBSConf How do we use the data to get better?
  51. 51. #MFBSConf Want more tools and resources? 30lines.com/li
  52. 52. #MFBSConf Let’s talk.
  53. 53. Mike Whaling ! apartments.30lines.com mike@30lines.com @30lines

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