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Attribution Modeling & Multi-Channel Funnels: Mazeberry-Express

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Attribution Modeling & Multi-Channel Funnels, 90 min workshop held at Conferintele Nationale de E-Commerce, Bucharest, 27-28 mai 2013

Attribution Modeling & Multi-Channel Funnels, 90 min workshop held at Conferintele Nationale de E-Commerce, Bucharest, 27-28 mai 2013

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  • 1. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/1Attribution Modeling&Multi-Channel FunnelsConferintele Nationale de E-CommerceBucuresti, 28.05.2013
  • 2. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/2LiviuTaloi.ro - timeline• 1994-1995 webmaster guild, online marketing• 2004-2006 @ eMAG.ro• 2005, consultant independent• 2012, August – ECOMpedia.ro• +100 magazine online, +10 lideri in nisa lor• training-uri, webinarii, workshop-uri etc
  • 3. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/3Agenda workshop-ului• De ce? Care este scopul?• /tabelROI.jpg + tracking basics• Multi-Channel• Attribution Modeling• De ce? si Cand? – Attribution Modeling• http://mazeberry-express.com/• Bibliografie• .
  • 4. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/4Prea putin timp alocat intrebarilor?Ai avut pe lista mai multe intrebari?Intra online pe ECOMpedia.rosi pune intrebarea la care vrei raspunsusability, marketing, seo/ppc, platforme ecommerceECOMpedia.ro – un partener “curios” al GPeC
  • 5. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/5
  • 6. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/6DE CE?
  • 7. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/7
  • 8. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/8
  • 9. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/9ROI(venituri – costuri / costuri)
  • 10. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/10John WanamakerHalf the money I spend onadvertising is wasted;the trouble is I don’t knowwhich half
  • 11. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/11Ecuatia Comertului OnlineProfitul brut =Traficul pe magazinx Rata de Conversiex Comanda Mediex Adaosul Comercial
  • 12. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/12Din Web Analytics an Hour a Day, Avinash Kaushik
  • 13. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/13http://LiviuTaloi.ro/tabelROI.jpg
  • 14. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/1414/74
  • 15. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/15e-commerce reportbasic analyticsCati dintre voi aveti ecommerce tracking-ul instalat si ati accesat azi acest raport?
  • 16. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/16
  • 17. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/17
  • 18. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/18
  • 19. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/19Multi-Channel AttributionIn continuare vom trata doar subiectul Multi-Channel Attribution Across Digital Channelssau MCA-ADC(via Avinash Kaushik)
  • 20. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/20Google Analytics - MCF» Multi-Channel Funnels (MCF)» Acces la toate “digital touchoints” care s-aufinalizat cu o conversie/comanda» Attribution Modeling Tool – free (acum un an eradoar pentru Premium Users)
  • 21. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/21
  • 22. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/22Google Analytics - MCF
  • 23. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/23http://www.google.com/think/tools/customer-journey-to-online-purchase.html
  • 24. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/24
  • 25. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/25
  • 26. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/26
  • 27. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/27
  • 28. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/28
  • 29. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/29
  • 30. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/3030/74
  • 31. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/3131/74
  • 32. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/32Attribution Modeling• First Click Model– Acest model considera ca intreg meritul pentruconversie e al primei campanii, “Daca nu am fiaparut in ochii clientului pentru prima data, nicimacar nu ne-ar fi bagat in seama”– Cons: Daca ar fi fost atat de puternica impresiafacuta de prima campanie, de ce a mai fostnevoie de inca 20 de touchpoints?
  • 33. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/33Attribution Modeling• Last (non-direct) Click Model– Acest model asuma ca intreg creditul pentruconversie e dat ultimei campanii de marketing(non-direct).– Cons:Trebuie dat credit campaniilor aflate imediatca perioada langa conversie, au un aport mare..Insa nu ne ajuta sa aflam cum cheltuim mai binebugetul.
  • 34. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/34Attribution Modeling• Linear Model– “Nu avem nicio idee de cum sa impartim credituldat de conversie, de ce sa nu-l impartim in modegal tuturor campaniilor de marketing?”– Cons: Daca ar fi avut vreo contributie majora laaccelerarea conversiei, primele touchpoint-uri, arfi reusit sa faca treaba fara tot lantul de X vizite..
  • 35. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/3535/74
  • 36. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/36Attribution Modeling• U-shape, Position based, Parabola Model– O formula populara de atribuire este pe regula luiPareto 80/20, anume 80% din credit e dat primeisi ultimei campanii de marketing, cu un plus peultima (30% first, 50% last), iar restul de 20% edistribuit uniform tuturor campaniilor din mijloc
  • 37. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/37Attribution Modeling• Time Decay Model– Cu cat canalul media e mai aproape de conversiecu atat primeste mai mult credit.– Pros: De folosit in campanii de scurta durata, cuorientare catre vanzari directe (mai putin asistate)
  • 38. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/38Custom Models
  • 39. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/39Custom Models
  • 40. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/40
  • 41. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/41Attribution Modeling Failures• 1) Path Analysis– Path Analysis turns out to be a terrible waste of time because theWeb is not structured; it is chaotic. There isn’t one path tosuccess; there are thousands. – Avinash Kaushik• 2) Definirea conversiei/succesului– Website owners define success on our site differently than ourcustomers. This mismatch makes path analysis even moreuseless for unstructured experiences – Avinash Kaushik
  • 42. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/42DE CE?
  • 43. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/43De ce fac Attribution Modeling?• Gresit: Cum pot distribui creditul/meritul lafiecare campanie?• Corect: Cum pot aloca in modoptim bugetul pe care il am pecanalele media de care dispunin acest moment?
  • 44. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/44Cand fac Attribution Modeling?• Ma uit in sectiunea de E-Commerce la raportul “Timeto purchase”• Daca am in prima zi (primele 1-2 vizite) 80-85% dincomenzi, nu am nevoie de Attribution Modeling!!!• Daca am sub 60%, 50% atunci s-ar putea sa am oproblema cu viteza cu care clientii iau decizia decumparare si sa am nevoie cu adevarat de attributionmodeling• QED!
  • 45. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/45
  • 46. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/46
  • 47. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/47http://mazeberry-express.com/
  • 48. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/48
  • 49. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/49
  • 50. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/50
  • 51. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/51
  • 52. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/52
  • 53. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/53
  • 54. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/54Matrice decizionala• Canal media (pe randuri)– Indicatori Cantitativi (prezenta, clasificare fctiede conversii si cost per sale) - coloane– Indicatori Calitativi (tipul de canal – discovery,closer, influencer, gradul de intercorelare cualte canale) – coloane
  • 55. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/55pt. RO = 125 / 200 / 500 €/luna
  • 56. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/56Thank You!Send me an email to receive this presentation.• http://slideshare.net/ltaloi/• http://LiviuTaloi.ro• Liviu.Taloi@SiteAudit.ro; Liviu@LiviuTaloi.ro• I am active on Twitter, Facebook, G+ etc.– http://twitter.com/ltaloi– http://www.facebook.com/ltaloi– Etc…
  • 57. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/57Prea putin timp alocat intrebarilor?Ai avut pe lista mai multe intrebari?Intra online pe ECOMpedia.rosi pune intrebarea la care vrei raspunsusability, marketing, seo/ppc, platforme ecommerceECOMpedia.ro – un partener “curios” al GPeC
  • 58. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/58
  • 59. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/59Bibliografie• http://analytics.blogspot.ro/search/label/Attribution• http://www.youtube.com/watch?v=JRTWNN2J6Jo• http://www.google.com/think/tools/customer-journey-to-online-purchase.html• http://www.kaushik.net/avinash/multi-channel-attribution-definitions-models/• http://www.kaushik.net/avinash/multi-channel-attribution-data-culture-analysis-faq/• http://www.kaushik.net/avinash/controlled-experiments-measuring-incrementality/• .
  • 60. http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/60About Liviu TALOI• Liviu Taloi was part of the team who worked for the most powerful Romanian online store –eMag.ro during the first years of existence, where he was a PR Manager for 3 years.• Since 2005-2006, Taloi founded the company WebAudit specialized in providingconsultancy in electronic-commerce for Romanian online shops. As a consultant, Taloi waspractically a Project Manager for each client, his main activities regarding: analyzing andsolving usability and functionality problems, growing and optimizing conversion rate, testingconsumers behavior with website optimizer tools, administrating all the departments of anonline shop and creating online advertising/marketing campaigns, measuring the return ofinvestment and other KPI’s.• Together with Andrei Radu, Liviu Taloi developed the methodology and organized theusability tests for Romanian eCommerce Awards Festival (GPeC) since 2007 until now (firstones held in Romania). Based on international standards, the purpose of usability tests wasto identify main problems faced by regular users when they are trying to buy somethingonline.• In the last years, Liviu Taloi offered consultancy to more than 50 Romanian online shops.Most of them are now leaders on their market niche.• Except consultancy and running usability tests, Taloi is also a speaker at conferences ande-commerce workshops, being very appreciated by audience. He also writes articles andmarket analysis for different online and printed publications. In 2008, Liviu Taloi was lecturerat the first Romanian E-Commerce workshop called “iSell” and also he was lecturer at thefirst Online workshops called “WebSell” – a series of 7 webinars regarding major problemsof an online shop.• Taloi was part of the team who developed the E-Commerce Study requested by ANCOM(government agency) in October 2008 and the Romanian E-Commerce Study in 2006 at therequest of MCTI (ministry of IT&C). He repeated the study with private funding in 2010.

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