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Attribution Models: The secret ways guests discover your hotel

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As digital marketing gets more sophisticated, the topic of attribution models has come up over and over in conversations with clients: every hotel wants to know what, where and how their guests are booking online. When you fully understand your online conversions, you can make better decisions when doing something as complex as allocating budgets, or as simple as going through a report.

Attribution is one of the trickiest aspects of the industry: in a world where each and every user is interacting with your brand through a multitude of channels, it becomes very difficult to properly assign the correct value to each channel.

So, most of the time, we end up using the simplest attribution model available in order to at least have something to base our conclusions on.

We aim to clarify some of the concepts behind successful attribution models.

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Attribution Models: The secret ways guests discover your hotel

  1. 1. The Secret Ways Guests Discover Your Hotel ATTRIBUTION MODELS
  2. 2. As digital marketing grows more sophisticated, Attribution Models have come up over and over again.
  3. 3. Attribution Models allow you to see: hotel guests are booking online. When Where How
  4. 4. When you understand your online conversions, you can make better decisions when allocating budgets or simple going through a report.
  5. 5. However...
  6. 6. Attribution is tricky. In a world where every user interacts with brands on dozens of channels, it becomes very difficult to assign the correct value to each channel.
  7. 7. We'll try to clarity some of the concepts behind successful attribution models, and go through a few reasons some are better than others.
  8. 8. WHAT IS AN ATTRIBUTION MODEL?
  9. 9. At the most basic level: An attribution model is a set of rules that determines how credit for a conversion is assigned to a touchpoint on a conversion path.
  10. 10. TOUCHPOINT = A point of contact or interaction in the user journey. For example, Paid Search becomes a touchpoint when a user clicks one of your ads.
  11. 11. THE MOST POPULAR ATTRIBUTION MODEL IS...
  12. 12. This model attributes to the last interaction before the conversion.   L A S T C L I C K M O D E L 100% OF CONVERSIONS
  13. 13. PROS CONS It's the simplest model, and gives somewhat accurate results. It doesn't consider the effect of assisted conversions It oversimplifies by giving all importance only to the last interaction
  14. 14. ASSISTED CONVERSION = A user has perhaps seen your listing on Trivago, visited your site a few times, compared prices on different channels, and a few days later clicked one of your remarketing ads to finally book.
  15. 15. Which stage of that interaction is most important? In a Last Click model, only the remarketing ad counts.
  16. 16. HERE'S ANOTHER TYPE OF ATTRIBUTION MODEL...
  17. 17. This model attributes to the first interaction the user has with you.   F I R S T I N T E R A C T I O N   M O D E L 100% OF CONVERSIONS
  18. 18. First Interaction models only consider the channel that brought the user into the funnel. Any other interactions that might have assisted in the booking get no credit.
  19. 19. Linear Time Decay Position Based Last Non-Direct Click Last AdWords click Personalized M O D E L S B E T W E E N T H E S E E X T R E M E S Do some research on each model to find which most accurately reflects the reality of the journey your hotel's guests take to book.
  20. 20. UNDERSTANDING THE USER JOURNEY ISN'T THE PURPOSE OF AN ATTRIBUTION MODEL. Attribution models only attribute conversion value based on a set of rules. Instead, try to select a model that reflects the reality of the user journey.
  21. 21. MULTI-CHANNEL ATTRIBUTION: THE USER JOURNEY RABBIT HOLE
  22. 22. THE USER JOURNEY IS MORE THAN WHAT THEY DO ON YOUR WEBSITE. Think of the user journey as a quest. For example, a quest to find the perfect hotel!
  23. 23. Here's a sample user journey:
  24. 24. Each step involves a different channel:
  25. 25. The complexity and survival rate can feel like Game of Thrones. And, like Game of Thrones, anyone can 'drop off' from the funnel at any minute...
  26. 26. It can feel like a desperate quest to survive the time and cognitive distance required to get from “I want a vacation” to “I’m ready to book.” So it’s important to try to understand the nuances involved, and how to interpret them.
  27. 27. DISCOVERING YOUR HOTEL'S USER JOURNEY
  28. 28. YOU MAY HAVE SOME QUESTIONS.
  29. 29. How do you find out which channels are involved in your user journey? How long is your user journey?
  30. 30. THE ANSWER IS IN YOUR GOOGLE ANALYTICS ACCOUNT.
  31. 31. Click on "Multi-Channel Funnels" in your Analytics' left hand menu.
  32. 32. In the Overview section, you'll be able to see how many conversions involved more than 1 channel* and how they overlap: *The data here is based on which attribution model you have set for your account, so data may be skewed
  33. 33. The Path Length report shows you how many interactions users had with different channels before converting:
  34. 34. Finally, the Top Conversion Paths report shows the most common channel combinations that resulted in a booking.
  35. 35. TOP CONVERSION PATHS ARE A GOOD WAY TO GAUGE IF YOUR STRATEGY FOR CHANNEL MANAGEMENT WORKS FOR YOUR HOTEL.
  36. 36. IN CONCLUSION... USER JOURNEYS ARE COMPLICATED.
  37. 37. However, taking the time to understand attribution models opens a window to your guests' worldviews. The more you understand them, the better you can serve them.
  38. 38. AT NET AFFINITY, WE'RE EXPERTS IN HOTEL TECHNOLOGY AND CONVERSION RATE GROWTH FOR HOTELS. IF YOU'VE GOT QUESTIONS, EMAIL US AT SALES@NETAFFINITY.COM THANK YOU!

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