Multi touch attribution & attribution modeling - GAUC Sydney Melbourne - 2013-06-19-21

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This presentation was given at the Google Analytics User Conferences held in Sydney & Melbourne in June 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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Multi touch attribution & attribution modeling - GAUC Sydney Melbourne - 2013-06-19-21

  1. 1. #GAUC2013!Google Analytics User Conference 2013!Multi-touch Attribution &Attribution Modeling !Vinoaj VijeyakumaarManaging Partner & Co-FounderSparkline Analytics@vinoaj / vinoaj@sparklineanalytics.com@vinoaj #GAUC2013!Google Analytics User Conference 2013!
  2. 2. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Amari Hotels45%increase in sales0%increase inresourcesrequired
  3. 3. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!PaidSearchPaidDisplay
  4. 4. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!PaidSearchPaidDisplay
  5. 5. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!AMARI TOTAL MARKETING BUDGETReallocating resourcesDisplay channels Non-Display channels7%BEFORE17%AFTER
  6. 6. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!Hello!
  7. 7. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!AU, NZ
  8. 8. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!SG, MY, TH, ID, PH, VN
  9. 9. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!A/B & MVTTestingActionableInsightsUserExperienceGoogleAnalyticsImplementationAdWords APIAutomationWhat I did (and still do)ConversionRateOptimisation
  10. 10. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Sparkline AnalyticsManaging Partners: A team of XoogliTimo5 yrs GoogleAnalytics /Partnerships/ AdWordsAleetza9 yrsAdWords /YouTube /DigitalSolutionsVinny5 yrs GoogleAnalytics /ConversionRateOptimisation
  11. 11. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!Attributing the right way!
  12. 12. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!How do you form the perfect soccer team?The Striker: Player XThe Defender: Player YThe Midfielder: Player Z
  13. 13. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!What is the right combination?
  14. 14. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!What does your most valuable team look like?
  15. 15. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!What does your most valuable team look like?
  16. 16. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!What does your most valuable team look like?
  17. 17. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Yes, a not-so-subtle analogyYouCustomersYourcompetitorsPaidSearchDisplayAdsSocialMedia
  18. 18. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution
  19. 19. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution
  20. 20. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution
  21. 21. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution
  22. 22. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution
  23. 23. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution
  24. 24. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution
  25. 25. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution tells you to do this
  26. 26. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Which is not this!
  27. 27. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!Getting started with the Attribution ModelingTool!
  28. 28. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Attribution in Google AnalyticsNov 2005Google AnalyticsLaunchLast-click attributionthrough goals & e-commerceNov 2012AttributionModeling Toolopen to all!True(r) multi-touch attributionOct 2008AdvancedSegmentsintroducedAbility to separateout sessions with &without conversionsAug 2011Multi-ChannelFunnelsVisibility intobehaviour pre-last-click. “Basic”attribution.
  29. 29. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Attribution Modeling ToolPre-requisites:
•  Goals (preferably with values)•  Ecommerce tracking•  Campaign tagging (i.e. utmparameters) for non-AdWordscampaigns
  30. 30. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Attribution Modeling Tool
  31. 31. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!What needs to get attributedSelect the conversionevent(s) to attribute against
  32. 32. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Parameters of attributionAssess alltraffic or onlyAdWords trafficSet length of lookbackwindow (ie no. days priorto a conversion)
  33. 33. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Start modelingSelect model(s) tocompare against
  34. 34. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!
  35. 35. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Amari revisited
  36. 36. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!
  37. 37. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!
  38. 38. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!
  39. 39. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Amari revisited: comparing models
  40. 40. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!The value of each channelaccording to the attributionmodels appliedAmari revisited: comparing models
  41. 41. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!The value of each channelaccording to the attributionmodels appliedThe difference in value of eachchannel between the last-clickattribution model and appliedattribution model.Amari revisited: comparing models
  42. 42. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!AMARI TOTAL MARKETING BUDGETReallocating resourcesDisplay channels Non-Display channels7%BEFORE17%AFTER
  43. 43. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!The best type of impact45%increase in sales0%increase inresourcesrequired
  44. 44. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!Custom Models!
  45. 45. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Going Custom
  46. 46. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Name your model
  47. 47. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Choose a standard model tobase your custom model on
  48. 48. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Input your parameters. In thisexample, weights for differentpositions in the funnel
  49. 49. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Toggle furthercustomisationson & off
  50. 50. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Set your lookback window(days prior to a conversion)
  51. 51. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Breaking News!
  52. 52. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Modeling on GDN Impressions
  53. 53. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Add different weightings (e.g. 50%) forimpressions (requires dc.js and onlyapplicable to DFA & Google activity)Add different weightings (e.g. 50%) forimpressions (requires dc.js and onlyapplicable to DFA & Google activity)
  54. 54. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Vary weights based on engagement:how much time spent on site or ondepth of visit
  55. 55. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Add custom attribution rules – e.g.visits with bounces gets zero credit
  56. 56. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Add custom attribution rules – e.g.visits from competitor brand termsget 5x credit
  57. 57. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Your custom modelis ready to beapplied across yourconversions
  58. 58. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!What next?!
  59. 59. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Attribution in Google AnalyticsNov 2005Google AnalyticsLaunchLast-click attributionthrough goals & e-commerceNov 2012AttributionModeling Toolopen to all!True(r) multi-touch attributionOct 2008AdvancedSegmentsintroducedAbility to separateout sessions with &without conversionsAug 2011Multi-ChannelFunnelsVisibility intobehaviour pre-last-click. “Basic”attribution.
  60. 60. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Attribution in Google AnalyticsJun 2013What next?All I want for Christmas (or sooner!):•  Integrate viewthrough data from any ad server•  Multi-device attribution (Universal Analytics!)•  Media mix modelingShow your support: #iwantmyunicorn #gauc2013
  61. 61. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!Now it’s your turn!
  62. 62. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!5 things to do today (OK, tomorrow)Define goals & values. (Optional) Implement e-commerce tracking.1Select 2 standard models and compare to the last-clickmodel. Which channels are undervalued? Andovervalued?2Redistribute resources from overvalued to undervaluedchannels. Test, observe, and refine resource allocation.3Experiment with custom models.4Last, but definitely not least, integrate attribution modelmetrics into your reporting framework.5
  63. 63. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Compare: Customer Journey to Online Purchasehttp://vnjv.co/amcjtop
  64. 64. #GAUC2013!Google Analytics User Conference 2013!Thank you! For follow-upquestions, I can be reached on:!Vinoaj Vijeyakumaar@vinoaj #iwantmyunicorn #gauc2013vinoaj@sparklineanalytics.com@vinoaj #GAUC2013!Google Analytics User Conference 2013!

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