Your SlideShare is downloading. ×
Ophir cohen web analytics attribution
Ophir cohen web analytics attribution
Ophir cohen web analytics attribution
Ophir cohen web analytics attribution
Ophir cohen web analytics attribution
Ophir cohen web analytics attribution
Ophir cohen web analytics attribution
Ophir cohen web analytics attribution
Ophir cohen web analytics attribution
Ophir cohen web analytics attribution
Ophir cohen web analytics attribution
Ophir cohen web analytics attribution
Ophir cohen web analytics attribution
Ophir cohen web analytics attribution
Ophir cohen web analytics attribution
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Ophir cohen web analytics attribution

347

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
347
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Web Analytics Attribution Modelinghttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  • 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. The Solution is Multi Channel Mobilehttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  • 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. 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. Search Funnel - Travelhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  • 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. Attribution Modelinghttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  • 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. 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. 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. 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. 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. Even for Keywords:http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  • 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

×