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Digital Marketing: Multi-channel Attribution
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Digital Marketing: Multi-channel Attribution

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  • Analytics software
  • Before > obvious partAdserving,Analytics packages
  • OwnfunctionalitiesOwnreportingPersonnaly i prefer DC
  • In new Doubleclick Digital Marketing thiswillbeimplemented in Q1 2013
  • Before > obvious partAdserving,Analytics packages
  • In this process all you’re doing is simply figuring out how many clicks it takes to convert
  • ROIUnderstandingInsights audiencesInteraction between offline/online
  • Flexibility = the evolution of attributionLast Interaction The Last Interaction model attributes 100% of the conversion value to the last channel with which the customer interacted before buying or converting. This model is extremely common – most likely you’re already using some version of it – so it’s a great baseline for comparison with other models.First Interaction The First Interaction model attributes 100% of the conversion value to the first channel with which the customer interacted. This model can help you understand which campaigns create initial awareness. For example, if your brand is not well known, you may value keywords or channels that first exposed customers to the brand.Linear The Linear model gives equal credit to each channel interaction on the way to conversion. This model might be used if your campaigns are designed to maintain contact and awareness with the customer throughout the entire sales cycle. In this case, each touchpoint is equally important during the consideration process.Position Based The Position Based model allows you to assign credit based on position in the customer journey. The first position highlights campaigns that introduce customers, while the last emphasizes those that close conversions. This model can be used to give more credit to those interactions, or to assign customized weights according to position.Time DecayThe Time Decay model assigns the most credit to touchpoints that occurred nearest to the time of conversion. If the sales cycle involves only a short consideration phase – for example if you’re running a one or two-day promotion – then interactions that occurred a week earlier would have less value than those during the promotion window.CustomizedA Customized model allows you to more accurately reflect your marketing programs. With Attribution Modeling in Google Analytics, you can easily create custom credit weightings based on position (first, last, middle, assist), touchpoint type (click or direct visit), and campaign or traffic source (campaign, keyword, and more).
  • Like any analysis tool, Attribution Modeling is most effective when you have a clear goal: Start by identifying your marketing goals. Are you focused on branding and awareness, lead generation, developing new business, or repeat business? Are your current campaigns meeting these objectives?2. Develop a basic outline for your customer journey, including path length, time to conversion, and the relevant marketing channels. You can find this information in the Multi-Channel Funnels reports in Google Analytics. Look for key details: does the path differ based on the first touchpoint? Does it differ by order size or product category?3. Think about how you assign credit to these interactions today – even if you’re new to attribution modeling, you surely have some sort of intuitive model. What would happen if you valued interactions in the path differently?4. Define the role and expected impact of each campaign element. When you start modeling, check whether the models match or contradict your expectations.5. Plan your next steps. If you learn that a certain campaign, source, or interaction is performing differently than expected, will you be able to take action to change it?Once you’ve identified your analysis questions, you should explore different attribution models and determine which are best suited to your marketing goals. It’s important to compare multiple models to learn about different aspects of your marketing program.

Digital Marketing: Multi-channel Attribution Digital Marketing: Multi-channel Attribution Presentation Transcript

  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850How to measure multi-channels digital marketingperformanceTom Rijsbrack (Digital Manager Performance - ZenithOptimedia) 1
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850 Multichannels +250 Source / Medium Visits Pages / Visit % New Visits Bounce Rate metrics google / cpc 178017 7,77 17,51% 14,11% google / organic 160658 10,05 11,13% 1,13% (direct) / (none) 12631 10,11 31,34% 16,31% SubscriberMail / email 11246 8,7 8,85% 14,68% bing / organic 1007 10,01 11,41% 1,05% dpa / banner 8611 1,81 71,80% 71,43% search-results / organic 8041 10,81 11,38% 7,31% corelio / banner 7018 1,53 73,57% 71,14% babylon / organic 6381 1,4 7,61% 11,41% himedia / cpc 5668 1,45 71,34% 71,86% skynet / banner 4734 1,73 76,17% 61,56% pebble / banner Unlimited 3856 3,08 76,58% 68,34% rossel / banner 387 1,61 80,60% 61,06% sources or channelsSource : all this data is just false demo data and doesn’t reflect any exiting campaign 2
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Measure Data 3
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Measure the right way: Adserving Use professional Adserving technology – Doubleclick Digital Marketing (DFA/DPF) – Mediamind (Rich Media) – OpenX – Weborama’s AdPerf – Atlas –… 4
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Measure the right way: Analytics Use professional Analytics software which will pass the test of time – Google Analytics – Webtrends – Coremetrics (IBM) – SiteCatalyst (Adobe) – Clicky –… 5
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Measure the right way: campaign parametershttp://www.youtube.com/watch?v=CkAyk0koQmg 6
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Measure the right way: campaign parametersIn order to analyse and optimise a campaign up to the creative level youneed to manually add parameters to each landing page URL. This way youwill have additional onsite information like Bouncerate, TimeOnSite, etc. How does it work? – Tag all your campaigns with the same naming convention by developping an internal tool – Capture variables from the landing page URL to identify you media sources – Get in depth information and start Act-ing, Convert-ing & Engag-ing 7
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850 Measure the right way: campaign parameters  Simple example UTM parameter Banner Ad E-mail Campaign Pay Per Click Keywords Campaign Source citysearch newsletter1 overture Campaign Medium banner email cpc Campaign Term Boston July the keyword you purchased Campaign Content Campaign Name productxyz productxyz productxyz  Advanced example DIGITAL ADS - GA ANALYTICS URLs CLIENT Landingpage Campagne example MEDIU CONTENT- CONTENT- CONTENT- CONTENT- CONTENT- CONTENT- SOURCE M CAMPAGNE TAAL TARGET FORMAT AGE GEO VAR LINK GENERATED URL Example- LargeLeaderboar http://www.landin http://www.landingpage.be?utm_source=DPA&utm_medium=CPM&utm_campaign=Example- DPA CPM campaign be-nl sports d 18-24 antwerpen gpage.be campaign&utm_content=be-nl_sports_LargeLeaderboard_18-24_antwerpen Example- http://www.landin http://www.landingpage.be?utm_source=DPA&utm_medium=CPM&utm_campaign=Example- DPA CPM campaign be-nl sports HalfPage 18-24 brussel gpage.be campaign&utm_content=be-nl_sports_HalfPage_18-24_brussel Example- http://www.landin http://www.landingpage.be?utm_source=DPA&utm_medium=CPM&utm_campaign=Example- DPA CPM campaign be-nl sports LargeIMU 18-24 luik gpage.be campaign&utm_content=be-nl_sports_LargeIMU_18-24_luikSource: mediamash.be (advanced example) 8
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Measure the right way: examples no tagging http://www.goudengids.be/ http://www.lampiris.be/nl/ 9
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Measure the right way: examples with tagging https://www.binck.be/? utm_source=Corelio1bBB& utm_medium=banner& utm_content=1000euro& utm_campaign=november2012 http://www.jbc.be/nl/anlemmens/? utm_source=banner& utm_medium=url& utm_content=anlemmens& utm_campaign=feest2012 10
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Measure the right way: internal tagging http://www.lavenir.net/extra/mkt/lego? utm_source=lavenir& utm_medium=banner& utm_campaign=banner_page_concours_lego_ 112012 11
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Attribution 12
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Attribution: understanding the customer journey Analysing the channel attribution will give us insights into which channel actually drives conversions and which channels are playing an important role in assisting conversion Attribution proves that no one size fits all. Lessons from one company, product or campaign don’t necessarily port over to others. Factors change significantly over time, so monitoring is an ongoing process – yet a process that an increasing number of companies have deemed to be worth the effort. 13
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850 Attribution use Q: Do you (or your clients) carry out any type of marketing attribution? yes 31% 41% yes, but only last click no 28%Source: smartinsights.com 14
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850 Attribution Benefits 100% 80% 60% 72% 63% 58% 40% 54% 44% 20% 0% Better able to Better Provided Marketing is Better allocate budget understand insights into better understand the across how digital audience positioned to role of channels and channels work makeup and obtain budget online/offline ROI is together. behaviors due to higher media improved. accountability. interactionsSource: Econsultancy - Marketing Attribution: Valuing the Customer Journey 15
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850AttributionWho get’s the conversion credit in most Analytics packages?1. Referral from indeed.be2. Organic search ‘jobs vandaag’3. Referral from facebook.com4. Direct5. Paid Search6. (not provided)7. Branded search ‘jobs bedrijf X’8. Direct 16
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Attribution: Example Organic is the more important channel role in driving completion of sales and conversions Paid plays an important assist role in the sales funnel 17
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Attribution: Example 18
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850 Attribution Modelling Last interaction First interaction Linear Position based Time decay CustomizedSource: Google 19
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Attribution Modelling Many companies start with a narrow last-click approach across channels, or by examining one channel across multiple touchpoints. Easily perform attribution modelling on your marketing campaigns to understand the full value of all the channels in your media mix. Each model has different characteristics. The best results will come from a comparison of multiple models and experimentation to confirm your findings 20
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850 21
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Multi-Channel Funnelshttp://www.youtube.com/watch?v=Cz4yHOKE5j8 23
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Attribution Technology Attribution is a combination of technologies and processes that require knowledge and skill from marketers or their agencies. Some organizations use nothing more than spreadsheets, while others leverage sophisticated tools that assemble and analyze data. 24
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Attribution Technology Doubleclick Digital marketing Ignition One Digital Marketing Suite Adobe Marketing Cloud Acquisio… 25
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850 Attribution Technology: Google Analytics/ DoubleclickSource: Google 26
  • Tom Rijsbrack – Digital Performance Manager - tom.rijsbrack@zenithoptimedia.be - +32(0)477 883.850Attribution Technology: Ignition One 27