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 …

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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  • 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. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Amari Hotels45%increase in sales0%increase inresourcesrequired
  • 3. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!PaidSearchPaidDisplay
  • 4. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!PaidSearchPaidDisplay
  • 5. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!AMARI TOTAL MARKETING BUDGETReallocating resourcesDisplay channels Non-Display channels7%BEFORE17%AFTER
  • 6. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!Hello!
  • 7. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!AU, NZ
  • 8. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!SG, MY, TH, ID, PH, VN
  • 9. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!A/B & MVTTestingActionableInsightsUserExperienceGoogleAnalyticsImplementationAdWords APIAutomationWhat I did (and still do)ConversionRateOptimisation
  • 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. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!Attributing the right way!
  • 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. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!What is the right combination?
  • 14. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!What does your most valuable team look like?
  • 15. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!What does your most valuable team look like?
  • 16. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!What does your most valuable team look like?
  • 17. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Yes, a not-so-subtle analogyYouCustomersYourcompetitorsPaidSearchDisplayAdsSocialMedia
  • 18. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution
  • 19. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution
  • 20. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution
  • 21. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution
  • 22. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution
  • 23. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution
  • 24. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution
  • 25. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Last-click attribution tells you to do this
  • 26. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Which is not this!
  • 27. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!Getting started with the Attribution ModelingTool!
  • 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. @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. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Attribution Modeling Tool
  • 31. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!What needs to get attributedSelect the conversionevent(s) to attribute against
  • 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. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Start modelingSelect model(s) tocompare against
  • 34. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!
  • 35. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Amari revisited
  • 36. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!
  • 37. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!
  • 38. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!
  • 39. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Amari revisited: comparing models
  • 40. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!The value of each channelaccording to the attributionmodels appliedAmari revisited: comparing models
  • 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. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!AMARI TOTAL MARKETING BUDGETReallocating resourcesDisplay channels Non-Display channels7%BEFORE17%AFTER
  • 43. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!The best type of impact45%increase in sales0%increase inresourcesrequired
  • 44. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!Custom Models!
  • 45. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Going Custom
  • 46. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Name your model
  • 47. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Choose a standard model tobase your custom model on
  • 48. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Input your parameters. In thisexample, weights for differentpositions in the funnel
  • 49. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Toggle furthercustomisationson & off
  • 50. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Set your lookback window(days prior to a conversion)
  • 51. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Breaking News!
  • 52. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Modeling on GDN Impressions
  • 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. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Vary weights based on engagement:how much time spent on site or ondepth of visit
  • 55. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Add custom attribution rules – e.g.visits with bounces gets zero credit
  • 56. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Add custom attribution rules – e.g.visits from competitor brand termsget 5x credit
  • 57. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Your custom modelis ready to beapplied across yourconversions
  • 58. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!What next?!
  • 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. @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. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!Now it’s your turn!
  • 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. @vinoaj@vinoaj #GAUC2013!Google Analytics User Conference 2013!Compare: Customer Journey to Online Purchasehttp://vnjv.co/amcjtop
  • 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!