Pre čo?
10 rokov dozadu
Iba  log  súbory
Surové dáta
Žiadna  interpre tácia
Stat counter
Slovenský nástroj
Google Analytics
Posledné kliknutie
Nestačí!!!
Potrebujete 3+ touchpoints    na predaj
 
 
Niečo chýba
Nestačí
50% ? ?
 
Big 4
Rozhodovanie: Funkcionalita Cena Z ákaznícky servis
Coremetrics
Cieľ: 1. Redizajn webu 2. Efektívna reklama
Pla t i či vs neplatiči
The Advanced Attribution Model
A Session Jan 15 $30 Direct Load A  Session  has… <ul><li>Activity </li></ul><ul><ul><li>Page views </li></ul></ul><ul><ul...
Attribution Jan 15 $30 Direct Load This is   Same Session  Attribution $30 Activity  can be attributed to a  source. 1 2 3...
Attribution Window Jan 15 $30 Direct Load The  Attribution Window  has … Paid Search Referring Site This window is  7 days...
Attribution Schemes Jan 15 $30 Direct Load This activity can be attributed to sources up to 4 different ways. 1. First Cli...
First Click Jan 15 $30 Direct Load First Click  attributes the activity to the first attributable source.  Paid Search Ref...
Last Click Jan 15 $30 Direct Load Last Click  attributes the activity to the last attributable source.  Direct Load is exc...
Average Jan 15 $30 Direct Load Average  divides the activity among all attributable sources.  Direct Load is excluded. Pai...
Custom Jan 15 $30 Direct Load Custom  attributes a percent to the first click and a percent to the last click. The remaind...
 
Oplatí sa?
Ak máte  na to  zamestnanca
Kniha  1
Kniha  2
www.etarget.sk/blog [email_address]
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Prečo Coremetrics v Etargete

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Prezentácia z druhého Web Analytics Wednesday v Bratislave. Témou bola pokročilá webová analytika.

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Prečo Coremetrics v Etargete

  1. 1. Pre čo?
  2. 2. 10 rokov dozadu
  3. 3. Iba log súbory
  4. 4. Surové dáta
  5. 5. Žiadna interpre tácia
  6. 6. Stat counter
  7. 7. Slovenský nástroj
  8. 8. Google Analytics
  9. 9. Posledné kliknutie
  10. 10. Nestačí!!!
  11. 11. Potrebujete 3+ touchpoints na predaj
  12. 14. Niečo chýba
  13. 15. Nestačí
  14. 16. 50% ? ?
  15. 18. Big 4
  16. 19. Rozhodovanie: Funkcionalita Cena Z ákaznícky servis
  17. 20. Coremetrics
  18. 21. Cieľ: 1. Redizajn webu 2. Efektívna reklama
  19. 22. Pla t i či vs neplatiči
  20. 23. The Advanced Attribution Model
  21. 24. A Session Jan 15 $30 Direct Load A Session has… <ul><li>Activity </li></ul><ul><ul><li>Page views </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><li>Etc. </li></ul></ul><ul><li>and a Source </li></ul><ul><ul><li>Direct Load </li></ul></ul><ul><ul><li>Paid Search </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Ads </li></ul></ul><ul><ul><li>Referring Sites </li></ul></ul><ul><ul><li>Natural Search </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>… and an Attribution Window. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 21 25 23 27 24 26 28 29 30 31 Jan
  22. 25. Attribution Jan 15 $30 Direct Load This is Same Session Attribution $30 Activity can be attributed to a source. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 21 25 23 27 24 26 28 29 30 31 Jan
  23. 26. Attribution Window Jan 15 $30 Direct Load The Attribution Window has … Paid Search Referring Site This window is 7 days long. It can be from 1 to 120 days long. Natural Search Sources that lie outside the attribution window are excluded. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 21 25 23 27 24 26 28 29 30 31 Jan … sources from other session by the same visitor.
  24. 27. Attribution Schemes Jan 15 $30 Direct Load This activity can be attributed to sources up to 4 different ways. 1. First Click 2. Last Click 3. Average 4. Custom Paid Search Referring Site 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 21 25 23 27 24 26 28 29 30 31 Jan
  25. 28. First Click Jan 15 $30 Direct Load First Click attributes the activity to the first attributable source. Paid Search Referring Site $30 This is the icon for First Click Attribution 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 21 25 23 27 24 26 28 29 30 31 Jan
  26. 29. Last Click Jan 15 $30 Direct Load Last Click attributes the activity to the last attributable source. Direct Load is excluded. Paid Search Referring Site $30 This is the icon for Last Click Attribution 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 21 25 23 27 24 26 28 29 30 31 Jan
  27. 30. Average Jan 15 $30 Direct Load Average divides the activity among all attributable sources. Direct Load is excluded. Paid Search Referring Site $15 This is the icon for Average Attribution $15 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 21 25 23 27 24 26 28 29 30 31 Jan
  28. 31. Custom Jan 15 $30 Direct Load Custom attributes a percent to the first click and a percent to the last click. The remainder is divided among all attributable sources. In this example. First click 20% Last click 50% 30% is divided between Paid Search and Referring Site. Paid Search Referring Site $19.5 This is the icon for Custom Attribution $10.5 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 21 25 23 27 24 26 28 29 30 31 Jan
  29. 33. Oplatí sa?
  30. 34. Ak máte na to zamestnanca
  31. 35. Kniha 1
  32. 36. Kniha 2
  33. 37. www.etarget.sk/blog [email_address]
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