Downloaded 88 times
Uploaded byDistilled
SearchLove Boston 2013_Annie Cushing_Take Credit where Credit's Due
The document discusses various ways that analytics data from websites can be misleading due to issues with attribution. It identifies scenarios where last-click attribution may not accurately capture conversions from desktop apps, files, secure sites, and mobile apps. The document then recommends strategies for campaign tagging and customizing attribution models to better understand multi-channel interactions and attribute conversions across different marketing channels and sources.
More Related Content
Similar to SearchLove Boston 2013_Annie Cushing_Take Credit where Credit's Due
![Getting Started with Apache Spark: Big Data Made Simple [Free Meetup]](https://cdn.slidesharecdn.com/ss_thumbnails/apachesparkgettingstarted-260203175547-8361bcc3-thumbnail.jpg?width=640&height=640&fit=bounds)
SearchLove Boston 2013_Annie Cushing_Take Credit where Credit's Due
- 2.
- 3.
- 4.
- 7. 2. VISITS FROMDESKTOP APPS, WORD FILES, & PDFs
- 8. THESE FILES AREHEADLESS
- 10. 3. VISITS FROMSECURE SITES
- 15.
- 16. 4. VISITS FROMMANY (MOST?) MOBILE APPS
- 17. 5. VISITS FROMiOS6
- 20. LEARN MORE FROMTHIS POST (includes custom report)
- 21. NO LOCK GOOGLE.COM IS FINE.REFERRAL DATA PASSES!
- 22. LAST-CLICK ATTRIBUTION VISITS FROMDESKTOP APPS VISITS FROM WORD FILES VISITS FROM PDFs VISITS FROM SECURE SITES VISITS MANY MOBILE APPS iOS6 MOBILE DEVICES
- 23. HOW TO STRIKEBACK
- 24. OPT 1: CAMPAIGNTAGGING
- 26. WHAT MAKES AVISIT DIRECT? MEDIUM: NONE SOURCE: NONE
- 27. HOW DOES TAGGINGHELP? MEDIUM: NONE YOU CHOOSE SOURCE: NONE YOU SET
- 29.
- 30.
- 31.
- 32.
- 35. Quick Aside … Howcan you track print, billboard, TV, and radio in GA?
- 36.
- 38. BUT ANYWAY … BACKTO OUR REGULARLY SCHEDULED PROGRAM
- 39.
- 40. SOURCE = WHERETHE URL LIVES
- 41. SOURCE = RESOURCE THATPROVIDED THE CLICK GOOGLE SAYS …
- 42.
- 43. SOURCE = TWITTER SOURCE= FACEBOOK SOURCE = MASHABLE SOURCE = PINTEREST
- 44.
- 45. NOT GOOD CHOICESFOR MEDIUM
- 46. WHAT IS CAMPAIGNNAME?
- 47. NAME = (UMM)CAMPAIGN NAME
- 49. A few tips fromthe trenches
- 50.
- 51.
- 52. 3. Separate w/+ sign
- 53.
- 54. Translation: Goog, insteadof looking for utm_content, look for mkt_tok, kthx! Learn more here
- 55.
- 60. LET THE GAMESBEGIN
- 61. EMAIL VS SOCIAL COMPAREMEDIUMS
- 62. BANNER VS CPC COMPAREMEDIUMS
- 63. TWITTER VS FACEBOOK COMPARESOURCES FOR A MEDIUM
- 64. AFFILIATE A VSAFFILIATE B COMPARE SOURCES FOR A MEDIUM
- 65.
- 66. MOTHERS+DAY VS FATHERS+DAY COMPARECAMPAIGNS
- 67. CREATE TAGGED URLs (TWOOPTIONS)
- 68.
- 69. OR A GOOGLEDOC I CREATED (YEAH, AGAIN …)
- 71.
- 72. A PEEK UNDERTHE HOOD
- 73.
- 74. If you usethe by month report beware of formatting drama
- 75.
- 76.
- 77. 3. Fix funkyformats bit.ly/convert-dates
- 78.
- 79. A FEW IMPORTANTNOTES
- 81. 2. Only useon an unfiltered profile bit.ly/filtered-profiles
- 82. 3. Only goesback 30 days
- 84. 5. MCF datalags by up to two days
- 85. 6. If lastclick is direct, it counts as direct
- 86.
- 90. SAMPLE CLIENT WHODOES EMAIL
- 92. Last Click AssistTotal $3 $4 $7 133% LIFT IN REPORTED REVENUE FOR EMAIL
- 94. Last Click AssistTotal $3 $6 $9 200% LIFT IN REPORTED REVENUE FOR ORGANIC
- 96. Last Click AssistTotal $3 $8 $11 267% LIFT IN REPORTED REVENUE FOR PAID SEARCH
- 97. CREATE YOUR OWN CONVERSIONSEGMENTS (MUCH LIKE TRADITIONAL ADVANCED SEGMENTS)
- 99. OUT OF THEBOX ONES YOU CREATE
- 100.
- 107. 3. CHANGE ATTRIBUTIONMODEL CHANGE ATTRIBUTION MODEL
- 108. 1ST CLICK: $02ND CLICK: $0 3RD CLICK: $0 LAST CLICK: $100 LAST INTERACTION MODEL
- 109. 1ST CLICK: $1002ND CLICK: $0 3RD CLICK: $0 LAST CLICK: $0 FIRST INTERACTION MODEL
- 110. 1ST CLICK: $252ND CLICK: $25 3RD CLICK: $25 LAST CLICK: $25 LINEAR MODEL
- 111. 1ST CLICK: $102ND CLICK: $20 3RD CLICK: $30 LAST CLICK: $40 TIME DECAY MODEL
- 112. 1ST CLICK: $402ND CLICK: $10 3RD CLICK: $10 LAST CLICK: $40 POSITION BASED MODEL
- 113. HERE’S WHERE TOFIND IT
- 114. LEARN MORE ABOUT ATTRIBUTIONMODELING HERE
- 115.
- 116.
- 117. E: ANNIE@ANNIELYTICS.COM T: @ANNIECUSHING L:LINKEDIN.COM/IN/ANNIECUSHING