Attribution Modeling with Google Analytics - #MozCon

Attribution Modeling with Google Analytics - #MozCon @MikeCPAttribution Modeling with Google Analytics Mike Pantoliano Lead SEO Consultant distilled distilled.net @MikeCP

Attribution Modeling with Google Analytics - #MozCon @MikeCPCast Of Characters http://bit.ly/excel-ninja

Attribution Modeling with Google Analytics - #MozCon @MikeCP

Attribution Modeling with Google Analytics - #MozCon @MikeCPAnd Introducing...

@SpaceTheShiba

@geoffkenyon @SpaceTheShiba

@SpaceTheShiba

Attribution Modeling with Google Analytics - #MozCon @MikeCPLet’s follow a conversion path

Attribution Modeling with Google Analytics - #MozCon @MikeCP 1Referral from searchengineland.com

Attribution Modeling with Google Analytics - #MozCon @MikeCP 2Organic Search - “SEO conference”

Attribution Modeling with Google Analytics - #MozCon @MikeCP 3Referral from Twitter

Attribution Modeling with Google Analytics - #MozCon @MikeCP 4 Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCP 5Paid Advertisement

Attribution Modeling with Google Analytics - #MozCon @MikeCP (not provided) 6

Attribution Modeling with Google Analytics - #MozCon @MikeCP 7Branded Organic Search - “seomoz conference”

Attribution Modeling with Google Analytics - #MozCon @MikeCP 8 Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCP $ Purchase

Attribution Modeling with Google Analytics - #MozCon @MikeCP Who Gets the Credit?1Referral from searchengineland.com2Organic Search - “SEO conference”3Referral from Twitter4Direct5Paid Advertisement6(not provided)7Branded Organic Search - “seomoz conference”8Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCPAttribution Modeling is about trying to solve this problem

Attribution Modeling with Google Analytics - #MozCon @MikeCP True(r) ROI

Attribution Modeling with Google Analytics - #MozCon @MikeCP Why It’s Hard

Attribution Modeling with Google Analytics - #MozCon @MikeCP Primary Key Sergey Brin Brand impressions in last 30 days 1,301 Brand mentions in last 30 days 24 Purchases 1

Let’s do some modeling

Attribution Modeling with Google Analytics - #MozCon @MikeCP 1. Organic$1,000 2. Direct 3. Social 4. Referral 5. Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCP Last Non-Direct100%75%50%25% 0% Organic Direct Social Referral Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCP Last Non-Direct100% Organic $0 Direct $075%50%25% Social $0 Referral $1,000 0% Organic Direct Social Referral Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCP Last Touch - The Closer100%75%50%25% 0% Organic Direct Social Referral Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCP Last Touch - The Closer100% Organic $0 Direct $1,00075%50%25% Social $0 Referral $0 0% Organic Direct Social Referral Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCP First Touch - Like A Virgin100%75%50%25% 0% Organic Direct Social Referral Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCP First Touch - Like A Virgin100% Organic $1,000 Direct $075%50%25% Social $0 Referral $0 0% Organic Direct Social Referral Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCP Linear - The Oprah100%75%50%25% 0% Organic Direct Social Referral Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCP Linear - The Oprah100% Organic $200 Direct $40075%50%25% Social $200 Referral $200 0% Organic Direct Social Referral Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCPU-Curve - The Beavis and Butthead100%75%50%25% 0% Organic Direct Social Referral Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCPU-Curve - The Beavis and Butthead100% Organic $400 Direct $46775%50%25% Social $67 Referral $67 0% Organic Direct Social Referral Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCP Time Decay - Cell Phone Bars100%75%50%25% 0% Organic Direct Social Referral Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCP Time Decay - Cell Phone Bars100% Organic $67 Direct $46775%50%25% Social $200 Referral $267 0% Organic Direct Social Referral Direct

Attribution Modeling with Google Analytics - #MozCon @MikeCP Last Last First Time Non- Linear U-Curve Touch Touch Decay DirectOrganic $0 $0 $1,000 $200 $400 $67 Direct $0 $1,000 $0 $400 $467 $467Social $0 $0 $0 $200 $67 $200Referral $1,000 $0 $0 $200 $67 $267

Attribution Modeling with Google Analytics - #MozCon @MikeCP Custom100%75%50%25% 0% Organic Direct Social Referral Direct

@rebeccabridgeThe First Step to Recovery

Attribution Modeling with Google Analytics - #MozCon @MikeCPPath Length Report

Attribution Modeling with Google Analytics - #MozCon @MikeCPLike Advanced Segments - But Awesomer

Attribution Modeling with Google Analytics - #MozCon @MikeCPAssisted Conversions Reports

Attribution Modeling with Google Analytics - #MozCon @MikeCPTop Conversion Paths

Go Costume Custom!

Attribution Modeling with Google Analytics - #MozCon @MikeCP OMG DO THIS!

Attribution Modeling with Google Analytics - #MozCon @MikeCP Distilled’s Channels

Attribution Modeling with Google Analytics - #MozCon @MikeCP Tool Time!

Attribution Modeling with Google Analytics - #MozCon @MikeCPbit.ly/mozmodeling

Attribution Modeling with Google Analytics - #MozCon @MikeCP Step 1bit.ly/mozmodeling

Attribution Modeling with Google Analytics - #MozCon @MikeCP Step 2 & 3bit.ly/mozmodeling

Attribution Modeling with Google Analytics - #MozCon @MikeCP Step 4 Optional, But Highly Recommended!!bit.ly/mozmodeling

Attribution Modeling with Google Analytics - #MozCon @MikeCP Step 5 & 6bit.ly/mozmodeling

Attribution Modeling with Google Analytics - #MozCon @MikeCP Voila!bit.ly/mozmodeling

Attribution Modeling with Google Analytics - #MozCon @MikeCP Shortcomings

True(r) ROI

Do Some Mini-Modeling

Attribution Modeling with Google Analytics - #MozCon @MikeCPSmarter Budget Allocation

Attribution Modeling with Google Analytics - #MozCon @MikeCPSource: http://bit.ly/O0I7gd

Attribution Modeling with Google Analytics - #MozCon @MikeCPSmarter Decision Making

Attribution Modeling with Google Analytics - #MozCon @MikeCPSmarter Online Marketing

Attribution Modeling with Google Analytics - #MozCon @MikeCP Now Go Play!@aaron_wheeler

Photo Credits: Jacob Henry (@kleinja) and Rebecca Bridge (@rebeccabridge)

Attribution Modeling with Google Analytics - #MozCon @MikeCP Mike Pantoliano Lead SEO Consultant distilled distilled.net @MikeCP

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Attribution Modeling with Google Analytics - #MozCon

by Mike P. on Jul 27, 2012

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