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?
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  • 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