Check out Dan Golden's presentation for Internet Summit 2015 to learn more about attribution.

1. PRACTICAL ATTRIBUTION

2. 2
TWEET WITH ME
@TheGoldenDan
#ISUM15
#PracticalAttribution

3. 3
BFO is an award winning, analytically-
driven digital marketing agency
obsessed with helping advertisers drive
more revenue, more cost effectively
through a broad offering of solutions.
• Avg. 7 years experience
• 40 Team Members & Growing
• Offices in Chicago, Miami,
Raleigh & London (Next Month)

4. 4
BEEN
THERE
DONE
THATBFO has extensive
experience working with a
variety of medium to large
clients, and a track record of
success in many verticals and
executing against multiple
marketing goals.

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MY ATTRIBUTION STORY

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THE
HOSPITAL
?

7. 7
THE
MUSIC?

8. 8
THE
INSPIRATION
?

9. 9
THE
WEDDING?

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THE
FIRST
DATE?

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THE
INTRODUCER
?

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THE
GRANDMA?

13. SHOW OF HANDS
13

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WHY
CROSS-
CHANNEL
ATTRIBUTIO
N
Source: Emarketer survey of 179 analytics managers.

15. 15
MOST
COMMON
ATTRIBUTIO
N METHODS

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WHAT
ACTIONS
DO YOU
TAKE?

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WHICH
CHANNELS
BENEFIT
FROM
ATTRIBUTIO
N?

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MEME
TIME

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MEME
TIME
Still using last click only attribution?
#MarketingSins #ISUM15
#PracticalAttribution

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BEFOR
E WE
BEGIN

21. Defining Attribution
• Online to Offline (MCA – O2S): In this model the goal is to understand which digital
marketing channels contributed to a particular offline conversion.
• Multi-Channel Attribution (MCA- AMS): Understanding attribution across multiple
screens and advertising channels (TV, Print, Digital)
• Multi-Channel Attribution (AMS - ADC): Understanding attribution across digital
channels and touchpoints (Search, Display, Social, Mobile)
• Post Conversion Attribution: Measuring phone calls and post-lead downstream sales
through CRM integration.
Source: Kaushik.net
21
Attribution is the science of using advanced analytics to allocate
proportional credit to each marketing touch point across all online and off-
line channels, leading to a desired customer action.
– Forbes.com 12/02/14

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ATTRIBUTIO
N
PLATFORMS
Large list of market-
leading customized
attribution
platforms.
#NoEndorsements

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THE
GOOGILY
FOCUS
#1 digital analytics
platform by a long
shot.
Sometimes I’m biased… but it doesn’t
mean I’m not right! #ISUM15 #DataWins
#PracticalAttribution

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GOOGLE
ANALYTICS
PREMIUM
• Data Driven
Attribution in GA
Premium allows
us to determine
the best paths to
conversion.
• Integrating
DoubleClick with
GA Premium
allows for new
optimization
opportunities,
better attribution
reporting by
including view
through
conversions.
• Data Driven Attribution
• View Through Attribution

25. Attribution Defined: Sample Flow
With Multi-Channel-Attribution Across-Digital Channels (MCA-ADC) the
objective is to go beyond looking at the last click and get a stronger picture
of all activity prior to the conversion.
25
Google
Search
Client Site
Social/
Display
Landing
Page
Direct
Navigation
SEMConversion
What a conversion might look like across multiple channels:
The default models
give SEM 100% of
the credit.

26. Standard Attribution Models: GA/DFA
Models
First Interaction: 100% credit is applied to the first channel used prior to conversion.
Linear: 100% credit is applied equally to the all channels.
Position Based: 40% credit is applied to first interaction, 40% to last interaction & 20%
spread across all middle interactions.
Last Non-Direct Click: 100% credit is applied to the last channel used prior to
conversion, as long as that Channel is not Direct. This is the default attribution in Google
Analytics standard reports.
Time Decay: Credit is applied in descending percentages, depending on count of
channels.
Last AdWords Click: 100% credit is applied to the last known AdWords click. This will
most likely line up with Adwords pixel conversion tracking.
Last Interaction/Floodlight: 100% credit is applied to the last channel. (Default)
26

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Goals/KPIs: Conversion Growth (GA)
1. Email – Negative
changes in both
comparisons indicates
the need to move budget
elsewhere.
2. Social – Positive
changes indicate Social
is converting higher in
comparison models and
is worthy of additional
budget.
3. Paid Search – Similar to
Social in positive change,
but we see Paid Media is
a “Closer” so we might
invest in “Starters” and
see if Paid picks up more
conversions.
Comparisons to our base model, Last Interaction, show indications of
where we might Grow Total Conversions.

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KNOW THIS GUY?
Non-Brand keywords are the @JohnStockton
of digital marketing #Assists
#PracticalAttribution
#ISUM15

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What can you do with it?
• “Assisted Conversions”, or in between first and last, give the team the ability to know
where the help is coming from between “First Interaction” & “Last Interaction” without
studying thousands of click paths.
• Use bid rules to reward high “assist” keywords
• Tips for Using Assisted Conversions
• Non-Brand Keywords
• Social Ads
Assisted Conversions

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What will we learn?
• Including Path Length with Attribution will allow the team to study how media mix
impacts the number of steps to conversion.
Purchase Path Length

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Purchase Path Duration
How long is your customer buying cycle?

32. Attribution Pitfalls to Avoid
32
1. Multiple Measurement Platforms
2. Multiple Measurement Methods
• Mixing View Through & Click Through
3. Forgetting about The Real World
• Phone Calls
• Foot Traffic
• TV or Offline Driving to Online
4. Ignoring Secondary Actions
• Store Locator
• eBook Downloads
• Coupon Prints

33. Time to get started
33
1. Look At Your Own Data
2. Define Your Key Business Challenge
3. Ask The Right Questions
• Customer Acquisition?
• Growth vs Efficiency?
• Lead Quality Attribution?

34. Do This Tomorrow
34
1. Test Different Models!
2. Pick One!
3. Learn. Adjust. Repeat.
#LastClickLoses #NotReally but there’s more
to #attribution! Pick a model and get started
#PracticalAttribution
#ISUM15

35. STAY IN TOUCH
dan@befoundonline.com
http://www.linkedin.com/dangolden
@thegoldendan