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The way we're calculating ROI is broken. Attribution modeling takes things a step further - closer to measuring true ROI. SEOs and other digital marketers should use attribution modeling to get a …

The way we're calculating ROI is broken. Attribution modeling takes things a step further - closer to measuring true ROI. SEOs and other digital marketers should use attribution modeling to get a better understanding of the customer journey. I'll show you how to do attribution modeling in Google Analytics.

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- 1. Attribution Modeling with Google Analytics - #MozCon @MikeCPAttribution Modeling with Google Analytics Mike Pantoliano Lead SEO Consultant distilled distilled.net @MikeCP
- 2. Attribution Modeling with Google Analytics - #MozCon @MikeCPCast Of Characters http://bit.ly/excel-ninja
- 3. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 4. Attribution Modeling with Google Analytics - #MozCon @MikeCPAnd Introducing...
- 5. @SpaceTheShiba
- 6. @SpaceTheShiba
- 7. @geoffkenyon @SpaceTheShiba
- 8. @SpaceTheShiba
- 9. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 10. Attribution Modeling with Google Analytics - #MozCon @MikeCPLet’s follow a conversion path
- 11. Attribution Modeling with Google Analytics - #MozCon @MikeCP 1Referral from searchengineland.com
- 12. Attribution Modeling with Google Analytics - #MozCon @MikeCP 2Organic Search - “SEO conference”
- 13. Attribution Modeling with Google Analytics - #MozCon @MikeCP 3Referral from Twitter
- 14. Attribution Modeling with Google Analytics - #MozCon @MikeCP 4 Direct
- 15. Attribution Modeling with Google Analytics - #MozCon @MikeCP 5Paid Advertisement
- 16. Attribution Modeling with Google Analytics - #MozCon @MikeCP (not provided) 6
- 17. Attribution Modeling with Google Analytics - #MozCon @MikeCP 7Branded Organic Search - “seomoz conference”
- 18. Attribution Modeling with Google Analytics - #MozCon @MikeCP 8 Direct
- 19. Attribution Modeling with Google Analytics - #MozCon @MikeCP $ Purchase
- 20. 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
- 21. 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
- 22. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 23. Attribution Modeling with Google Analytics - #MozCon @MikeCPAttribution Modeling is about trying to solve this problem
- 24. Attribution Modeling with Google Analytics - #MozCon @MikeCP True(r) ROI
- 25. Attribution Modeling with Google Analytics - #MozCon @MikeCP Why It’s Hard
- 26. 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
- 27. Let’s do some modeling
- 28. Attribution Modeling with Google Analytics - #MozCon @MikeCP 1. Organic$1,000 2. Direct 3. Social 4. Referral 5. Direct
- 29. Attribution Modeling with Google Analytics - #MozCon @MikeCP Last Non-Direct100%75%50%25% 0% Organic Direct Social Referral Direct
- 30. 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
- 31. Attribution Modeling with Google Analytics - #MozCon @MikeCP Last Touch - The Closer100%75%50%25% 0% Organic Direct Social Referral Direct
- 32. 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
- 33. Attribution Modeling with Google Analytics - #MozCon @MikeCP First Touch - Like A Virgin100%75%50%25% 0% Organic Direct Social Referral Direct
- 34. 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
- 35. Attribution Modeling with Google Analytics - #MozCon @MikeCP Linear - The Oprah100%75%50%25% 0% Organic Direct Social Referral Direct
- 36. 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
- 37. Attribution Modeling with Google Analytics - #MozCon @MikeCPU-Curve - The Beavis and Butthead100%75%50%25% 0% Organic Direct Social Referral Direct
- 38. 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
- 39. Attribution Modeling with Google Analytics - #MozCon @MikeCP Time Decay - Cell Phone Bars100%75%50%25% 0% Organic Direct Social Referral Direct
- 40. 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
- 41. 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
- 42. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 43. Attribution Modeling with Google Analytics - #MozCon @MikeCP Custom100%75%50%25% 0% Organic Direct Social Referral Direct
- 44. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 45. @rebeccabridgeThe First Step to Recovery
- 46. Attribution Modeling with Google Analytics - #MozCon @MikeCPPath Length Report
- 47. Attribution Modeling with Google Analytics - #MozCon @MikeCPLike Advanced Segments - But Awesomer
- 48. Attribution Modeling with Google Analytics - #MozCon @MikeCPAssisted Conversions Reports
- 49. Attribution Modeling with Google Analytics - #MozCon @MikeCPTop Conversion Paths
- 50. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 51. Go Costume Custom!
- 52. Attribution Modeling with Google Analytics - #MozCon @MikeCP OMG DO THIS!
- 53. Attribution Modeling with Google Analytics - #MozCon @MikeCP Distilled’s Channels
- 54. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 55. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 56. Attribution Modeling with Google Analytics - #MozCon @MikeCP Tool Time!
- 57. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 58. Attribution Modeling with Google Analytics - #MozCon @MikeCPbit.ly/mozmodeling
- 59. Attribution Modeling with Google Analytics - #MozCon @MikeCP Step 1bit.ly/mozmodeling
- 60. Attribution Modeling with Google Analytics - #MozCon @MikeCP Step 2 & 3bit.ly/mozmodeling
- 61. Attribution Modeling with Google Analytics - #MozCon @MikeCP Step 4 Optional, But Highly Recommended!!bit.ly/mozmodeling
- 62. Attribution Modeling with Google Analytics - #MozCon @MikeCP Step 5 & 6bit.ly/mozmodeling
- 63. Attribution Modeling with Google Analytics - #MozCon @MikeCP Voila!bit.ly/mozmodeling
- 64. Attribution Modeling with Google Analytics - #MozCon @MikeCP Shortcomings
- 65. True(r) ROI
- 66. Do Some Mini-Modeling
- 67. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 68. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 69. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 70. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 71. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 72. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 73. Attribution Modeling with Google Analytics - #MozCon @MikeCPSmarter Budget Allocation
- 74. Attribution Modeling with Google Analytics - #MozCon @MikeCPSource: http://bit.ly/O0I7gd
- 75. Attribution Modeling with Google Analytics - #MozCon @MikeCPSmarter Decision Making
- 76. Attribution Modeling with Google Analytics - #MozCon @MikeCP
- 77. Attribution Modeling with Google Analytics - #MozCon @MikeCPSmarter Online Marketing
- 78. Attribution Modeling with Google Analytics - #MozCon @MikeCP Now Go Play!@aaron_wheeler
- 79. Photo Credits: Jacob Henry (@kleinja) and Rebecca Bridge (@rebeccabridge)
- 80. Attribution Modeling with Google Analytics - #MozCon @MikeCP Mike Pantoliano Lead SEO Consultant distilled distilled.net @MikeCP

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