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

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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.

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  • 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
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  • Point out:Conversion typeTraffic typeLookback windowDefault model
  • Point out:Conversion typeTraffic typeLookback windowDefault model
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  • 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

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