Your SlideShare is downloading. ×
  • Like
Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03

  • 1,048 views
Published

This presentation was given at the Think with Google event held in Jakarta on 3 July 2013. This presentation walks through moving beyond last-click attribution and harnessing Google Analytics' …

This presentation was given at the Think with Google event held in Jakarta on 3 July 2013. This presentation walks through moving beyond last-click attribution and harnessing Google Analytics' Attribution Modeling Tool to establish your ideal digital media mix. In it we cover the basics of multi-touch attribution, getting started with the Google Analytics Attribution Modeling Tool, and Custom Models. We also walk through a case study where Amari Hotels were able to increase sales by 45% simply by reallocating their digital marketing budgets based on insights gained from the Attribution Modeling Tool.

Published in Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,048
On SlideShare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
12
Comments
0
Likes
3

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
  • Show of handshow many people here practice multi-touch attribution? How many people have no idea what I’m talking about?72% marketers agree attribution is important44% marketers not using attribution
  • It’s OK if you’re new to multi-touch attribution, because getting started with it can help you see big results.Take, for example, Amari Hotels, a client of our’s. Actions taken from insights from GA’s AMT helped them increase sales by 45%Best of all – zero new resources required
  • They intuitively knew GDN worked, but how could they prove the case for more budget?
  • TODO: Foursquare slide
  • TODO: animate
  • TODO: animate
  • TODO: animate
  • TODO: animate
  • TODO: animate
  • TODO: animate
  • TODO: animate
  • Point out:Conversion typeTraffic typeLookback windowDefault model
  • Point out:Conversion typeTraffic typeLookback windowDefault model
  • TODO: animate

Transcript

  • 1. @vinoaj Amari Hotels 45%increase in sales 0%increase in resources required
  • 2. @vinoaj Paid Search Paid Display
  • 3. @vinoaj Paid Search Paid Display
  • 4. @vinoaj AMARI TOTAL MARKETING BUDGET Reallocating resources Display channels Non-Display channels 7% BEFORE 17% AFTER
  • 5. @vinoaj Hello
  • 6. @vinoaj
  • 7. @vinoaj Forming the perfect football team
  • 8. @vinoaj How do you form the perfect football team? The Striker: Player X The Defender: Player Y The Midfielder: Player Z
  • 9. @vinoaj What is the right combination?
  • 10. @vinoaj What does your most valuable team look like?
  • 11. @vinoaj What does your most valuable team look like?
  • 12. @vinoaj What does your most valuable team look like?
  • 13. @vinoaj Yes, a not-so-subtle analogy You Customers Your competitors Paid Search Displa y Ads Social Media
  • 14. @vinoaj Last-click attribution
  • 15. @vinoaj Last-click attribution
  • 16. @vinoaj Last-click attribution
  • 17. @vinoaj Last-click attribution
  • 18. @vinoaj Last-click attribution
  • 19. @vinoaj Last-click attribution
  • 20. @vinoaj Last-click attribution
  • 21. @vinoaj Last-click attribution tells you to do this
  • 22. @vinoaj Which is not this!
  • 23. @vinoaj Getting started with the Attribution Modeling Tool
  • 24. @vinoaj Coming soon to all accounts Pre-requisites: • Goals (preferably with values) • Ecommerce tracking • Campaign tagging (i.e. utm parameters) for non-AdWords campaigns
  • 25. @vinoaj
  • 26. @vinoaj Start modeling Select model(s) to compare against
  • 27. @vinoaj
  • 28. @vinoaj Amari revisited
  • 29. @vinoaj
  • 30. @vinoaj
  • 31. @vinoaj
  • 32. @vinoaj Amari revisited: comparing models
  • 33. @vinoaj The value of each channel according to the attribution models applied Amari revisited: comparing models
  • 34. @vinoaj The value of each channel according to the attribution models applied The difference in value of each channel between the last-click attribution model and applied attribution model. Amari revisited: comparing models
  • 35. @vinoaj AMARI TOTAL MARKETING BUDGET Reallocating resources Display channels Non-Display channels 7% BEFORE 17% AFTER
  • 36. @vinoaj The best type of impact 45%increase in sales 0%increase in resources required
  • 37. @vinoaj Custom Models
  • 38. @vinoaj Going Custom
  • 39. @vinoaj Name your model
  • 40. @vinoaj Choose a standard model to base your custom model on
  • 41. @vinoaj Input your parameters. In this example, weights for different positions in the funnel
  • 42. @vinoaj Add custom attribution rules – e.g. visits with bounces gets zero credit
  • 43. @vinoaj Your custom model is ready to be applied across your conversions
  • 44. @vinoaj What Else?
  • 45. @vinoaj Digest Google’s Attribution Playbook http://vnjv.co/amplaybook
  • 46. @vinoaj Compare: Customer Journey to Online Purchase http://vnjv.co/amcjtop
  • 47. @vinoaj Now it’s your turn
  • 48. @vinoaj 5 things to do today Define goals & values. (Optional) Implement e-commerce tracking.1 Select 2 standard models and compare to the last-click model. Which channels are undervalued? And overvalued? 2 Redistribute resources from overvalued to undervalued channels. Test, observe, and refine resource allocation.3 Experiment with custom models.4 Last, but definitely not least, integrate attribution model metrics into your reporting framework.5