Web Analytics                           Attribution Modelinghttp://www.usearch.co.il                                    Op...
Standard Marketing Funnel                           Branding                                      Drive Awareness         ...
The Solution is Multi Channel                             Mobilehttp://www.usearch.co.il                              Ophi...
How We measure Conversions?         Media Network Pixel                              AdWords Conversion Code             I...
This is my typical day at the office..                                                               9:00 am              ...
Search Funnel - Travelhttp://www.usearch.co.il                                Ophir Cohen, CEO                            ...
Who Gets the Credit?•   1/1/2013 – Visit (AdWords Click, category Keyword)•   2/1/2013 – Visit (Organic Search, product ke...
Attribution Modelinghttp://www.usearch.co.il                                Ophir Cohen, CEO                             U...
Purposes and UsesDifferentiate between convertersand initiatorsAssign values to multiple sourcesinvolved in a conversionsh...
Google Analytics Attribution ModelsLast Click                 First Click                 Custom                          ...
Google Analytics Attribution Tool                           Want it? Get it Here:       http://bit.ly/TQTPO4http://www.use...
Here’s how it looks like!                           Want it? Get it Here:   http://bit.ly/TQTPO4http://www.usearch.co.il  ...
Take it a bit further..                            Want it? Get it Here:   http://bit.ly/TQTPO4http://www.usearch.co.il   ...
Even for Keywords:http://www.usearch.co.il                                    Ophir Cohen, CEO                            ...
Key TakeawaysMainstream conversion tracking is NOT enoughWe are now on a multi-screen environmentWe must understand our co...
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Ophir cohen web analytics attribution

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Ophir cohen web analytics attribution

  1. 1. Web Analytics Attribution Modelinghttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  2. 2. Standard Marketing Funnel Branding Drive Awareness Opinion Consideration Preference Purchasehttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  3. 3. The Solution is Multi Channel Mobilehttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  4. 4. How We measure Conversions? Media Network Pixel AdWords Conversion Code In-House Systems Analytics Goal ConversionsAffiliate Marketing Platforms 3rd Party Tools http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  5. 5. This is my typical day at the office.. 9:00 am 8:00 am What’s on the Read my FB news? Feed 10:00 am 5:00 pm SMS 4:00 pm Read through Research on B2B 6:00 pm some industry Marketing Spend some websites time on my facebook 7:30 pm Where are my friends? Waze my way to a restaurant 10:30 pm Search Google and place a leadhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  6. 6. Search Funnel - Travelhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  7. 7. Who Gets the Credit?• 1/1/2013 – Visit (AdWords Click, category Keyword)• 2/1/2013 – Visit (Organic Search, product keyword)• 3/1/2013 – Visit (AdWords Click, brand Keyword)• 4/1/2013 – Visit (Affiliate Banner Ad)• 5/1/2013 - Visit – (Retargeting) Conversion http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  8. 8. Attribution Modelinghttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  9. 9. Purposes and UsesDifferentiate between convertersand initiatorsAssign values to multiple sourcesinvolved in a conversionshttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  10. 10. Google Analytics Attribution ModelsLast Click First Click Custom Position Decay Linear Basedhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  11. 11. Google Analytics Attribution Tool Want it? Get it Here: http://bit.ly/TQTPO4http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  12. 12. Here’s how it looks like! Want it? Get it Here: http://bit.ly/TQTPO4http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  13. 13. Take it a bit further.. Want it? Get it Here: http://bit.ly/TQTPO4http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  14. 14. Even for Keywords:http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  15. 15. Key TakeawaysMainstream conversion tracking is NOT enoughWe are now on a multi-screen environmentWe must understand our consumers’ journeyWe can implement attribution models FREEWe can understand our spend ROI better!http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

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