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Ophir cohen web analytics attribution Presentation 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