This is our Analytics Director Adrian Vender's SMX East presentation. He talks about some of the standard reports that the multi-attribution platforms provide. He gives tips on how to export the data, along with other data sources, to create a report that is easier to understand and can lead to more intelligent decision making.

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Connect The Dots: Multi-Attribution
Reporting Tips
Adrian Vender
Director of Analytics
Internet Marketing Inc.
@adrianvender

2. @adrianvender#smx
Last Click Attribution
User goes to your site. Converts on that visit. Full credit goes to that source.
…
O RLY???

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Multi-Click, Multi-Device
In reality, user journeys are much more complex.

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How do we track across devices?

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Cross-Device Tracking with GA
With Universal Analytics, you can tie users across devices by sending a unique User ID in your UA hits.
Unfortunately, not all websites can identify users via logins, social authentications, etc.
userId: 4815162342
userId: 4815162342
@JustinCutronihttp://cutroni.com/blog/2014/04/10/understanding-cross-device-measurement-and-the-user-id/

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User-ID Reports in GA
When you CANsend a User ID...
The reports are great!
Device Overlap: Discover common device combos among your users.
Device Pathing: See the order of device usage on your site.
Acquisition Device: Compare revenue from originating device vs later-used devices.

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Cross-Device Tracking in Convertro
Pretty darn good.
Through a hybrid system of 1stand 3rdparty cookies, browser fingerprinting, 3rdparty data and other secret sauce, Convertrodoes somecross- device matching automatically.
Though, you can match by User ID, just to be certain.

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How & Why to pick an Attribution Model.

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Last-Click Attribution in GA Reports
Just say no.
If you have anycross-channel, multi-touch marketing... Last Click is a lie. Last Click is used for most standard GA reports.

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Attribution Modeling in GA
Selecting any multi- touch model may provide a significant lift of conversion credit to your marketing channels.
Link your AdWords, DoubleClick (GA Premium only), or import cost data for any source to get CPA and ROAS metrics.

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Conversion Segments
Use Conversion Segments with Attribution Models to answer questions like:
“What’s the revenue influence of Paid Search as an introducer?”
“How much credit does each channel get for long conversion journeys?”

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Choosing an Attribution Model
You can select pre-defined rule-based models, or you can create custom rule-based models.
With GA Premium, you can enable an algorithmic “Data-Driven” attribution model!
Learn more about selecting and creating attribution models from Avinash!
@Avinashhttp://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models/

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ConvertroAlgorithmic Attribution
Convertro’smagic is in the algorithmic attribution model, which involves a complex statistical analysis and regression learning to improve and assign conversion contribution by each channel, keyword, creative, etc.

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ConvertroAlgorithmic Attribution
Export Convertro’sDetailed Conversion Datareports to solve some fun Big Data challenges.
Convertro+ CRM = LTV contribution by source
Convertro+ GA = Algorithmic product-level contribution
Convertro+ Call-Tracking = Phone-order contribution
Tableauis our primary tool of choice.
You can also store/connect data with Google BigQuery. Visualize with Excel, Google Docs or Visualization API. http://www.programmableweb.com/news/three-techniques-visualizing-data-google-bigquery/how-to/2012/08/29

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Thank You
Adrian Vender
Adrian Vender
Director of Analytics
Internet Marketing Inc.
@adrianvender