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Attribution Modeling with Google Analytics - #MozCon

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The way we're calculating ROI is broken. Attribution modeling takes things a step further - closer to measuring true ROI. SEOs and other digital marketers should use attribution modeling to get a better understanding of the customer journey. I'll show you how to do attribution modeling in Google Analytics.

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Attribution Modeling with Google Analytics - #MozCon

  1. Attribution Modeling with Google Analytics - #MozCon @MikeCPAttribution Modeling with Google Analytics Mike Pantoliano Lead SEO Consultant distilled distilled.net @MikeCP
  2. Attribution Modeling with Google Analytics - #MozCon @MikeCPCast Of Characters http://bit.ly/excel-ninja
  3. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  4. Attribution Modeling with Google Analytics - #MozCon @MikeCPAnd Introducing...
  5. @SpaceTheShiba
  6. @SpaceTheShiba
  7. @geoffkenyon @SpaceTheShiba
  8. @SpaceTheShiba
  9. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  10. Attribution Modeling with Google Analytics - #MozCon @MikeCPLet’s follow a conversion path
  11. Attribution Modeling with Google Analytics - #MozCon @MikeCP 1Referral from searchengineland.com
  12. Attribution Modeling with Google Analytics - #MozCon @MikeCP 2Organic Search - “SEO conference”
  13. Attribution Modeling with Google Analytics - #MozCon @MikeCP 3Referral from Twitter
  14. Attribution Modeling with Google Analytics - #MozCon @MikeCP 4 Direct
  15. Attribution Modeling with Google Analytics - #MozCon @MikeCP 5Paid Advertisement
  16. Attribution Modeling with Google Analytics - #MozCon @MikeCP (not provided) 6
  17. Attribution Modeling with Google Analytics - #MozCon @MikeCP 7Branded Organic Search - “seomoz conference”
  18. Attribution Modeling with Google Analytics - #MozCon @MikeCP 8 Direct
  19. Attribution Modeling with Google Analytics - #MozCon @MikeCP $ Purchase
  20. Attribution Modeling with Google Analytics - #MozCon @MikeCP Who Gets the Credit?1Referral from searchengineland.com2Organic Search - “SEO conference”3Referral from Twitter4Direct5Paid Advertisement6(not provided)7Branded Organic Search - “seomoz conference”8Direct
  21. Attribution Modeling with Google Analytics - #MozCon @MikeCP Who Gets the Credit?1Referral from searchengineland.com2Organic Search - “SEO conference”3Referral from Twitter4Direct5Paid Advertisement6(not provided)7Branded Organic Search - “seomoz conference”8Direct
  22. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  23. Attribution Modeling with Google Analytics - #MozCon @MikeCPAttribution Modeling is about trying to solve this problem
  24. Attribution Modeling with Google Analytics - #MozCon @MikeCP True(r) ROI
  25. Attribution Modeling with Google Analytics - #MozCon @MikeCP Why It’s Hard
  26. Attribution Modeling with Google Analytics - #MozCon @MikeCP Primary Key Sergey Brin Brand impressions in last 30 days 1,301 Brand mentions in last 30 days 24 Purchases 1
  27. Let’s do some modeling
  28. Attribution Modeling with Google Analytics - #MozCon @MikeCP 1. Organic$1,000 2. Direct 3. Social 4. Referral 5. Direct
  29. Attribution Modeling with Google Analytics - #MozCon @MikeCP Last Non-Direct100%75%50%25% 0% Organic Direct Social Referral Direct
  30. Attribution Modeling with Google Analytics - #MozCon @MikeCP Last Non-Direct100% Organic $0 Direct $075%50%25% Social $0 Referral $1,000 0% Organic Direct Social Referral Direct
  31. Attribution Modeling with Google Analytics - #MozCon @MikeCP Last Touch - The Closer100%75%50%25% 0% Organic Direct Social Referral Direct
  32. Attribution Modeling with Google Analytics - #MozCon @MikeCP Last Touch - The Closer100% Organic $0 Direct $1,00075%50%25% Social $0 Referral $0 0% Organic Direct Social Referral Direct
  33. Attribution Modeling with Google Analytics - #MozCon @MikeCP First Touch - Like A Virgin100%75%50%25% 0% Organic Direct Social Referral Direct
  34. Attribution Modeling with Google Analytics - #MozCon @MikeCP First Touch - Like A Virgin100% Organic $1,000 Direct $075%50%25% Social $0 Referral $0 0% Organic Direct Social Referral Direct
  35. Attribution Modeling with Google Analytics - #MozCon @MikeCP Linear - The Oprah100%75%50%25% 0% Organic Direct Social Referral Direct
  36. Attribution Modeling with Google Analytics - #MozCon @MikeCP Linear - The Oprah100% Organic $200 Direct $40075%50%25% Social $200 Referral $200 0% Organic Direct Social Referral Direct
  37. Attribution Modeling with Google Analytics - #MozCon @MikeCPU-Curve - The Beavis and Butthead100%75%50%25% 0% Organic Direct Social Referral Direct
  38. Attribution Modeling with Google Analytics - #MozCon @MikeCPU-Curve - The Beavis and Butthead100% Organic $400 Direct $46775%50%25% Social $67 Referral $67 0% Organic Direct Social Referral Direct
  39. Attribution Modeling with Google Analytics - #MozCon @MikeCP Time Decay - Cell Phone Bars100%75%50%25% 0% Organic Direct Social Referral Direct
  40. Attribution Modeling with Google Analytics - #MozCon @MikeCP Time Decay - Cell Phone Bars100% Organic $67 Direct $46775%50%25% Social $200 Referral $267 0% Organic Direct Social Referral Direct
  41. Attribution Modeling with Google Analytics - #MozCon @MikeCP Last Last First Time Non- Linear U-Curve Touch Touch Decay DirectOrganic $0 $0 $1,000 $200 $400 $67 Direct $0 $1,000 $0 $400 $467 $467Social $0 $0 $0 $200 $67 $200Referral $1,000 $0 $0 $200 $67 $267
  42. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  43. Attribution Modeling with Google Analytics - #MozCon @MikeCP Custom100%75%50%25% 0% Organic Direct Social Referral Direct
  44. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  45. @rebeccabridgeThe First Step to Recovery
  46. Attribution Modeling with Google Analytics - #MozCon @MikeCPPath Length Report
  47. Attribution Modeling with Google Analytics - #MozCon @MikeCPLike Advanced Segments - But Awesomer
  48. Attribution Modeling with Google Analytics - #MozCon @MikeCPAssisted Conversions Reports
  49. Attribution Modeling with Google Analytics - #MozCon @MikeCPTop Conversion Paths
  50. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  51. Go Costume Custom!
  52. Attribution Modeling with Google Analytics - #MozCon @MikeCP OMG DO THIS!
  53. Attribution Modeling with Google Analytics - #MozCon @MikeCP Distilled’s Channels
  54. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  55. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  56. Attribution Modeling with Google Analytics - #MozCon @MikeCP Tool Time!
  57. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  58. Attribution Modeling with Google Analytics - #MozCon @MikeCPbit.ly/mozmodeling
  59. Attribution Modeling with Google Analytics - #MozCon @MikeCP Step 1bit.ly/mozmodeling
  60. Attribution Modeling with Google Analytics - #MozCon @MikeCP Step 2 & 3bit.ly/mozmodeling
  61. Attribution Modeling with Google Analytics - #MozCon @MikeCP Step 4 Optional, But Highly Recommended!!bit.ly/mozmodeling
  62. Attribution Modeling with Google Analytics - #MozCon @MikeCP Step 5 & 6bit.ly/mozmodeling
  63. Attribution Modeling with Google Analytics - #MozCon @MikeCP Voila!bit.ly/mozmodeling
  64. Attribution Modeling with Google Analytics - #MozCon @MikeCP Shortcomings
  65. True(r) ROI
  66. Do Some Mini-Modeling
  67. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  68. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  69. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  70. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  71. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  72. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  73. Attribution Modeling with Google Analytics - #MozCon @MikeCPSmarter Budget Allocation
  74. Attribution Modeling with Google Analytics - #MozCon @MikeCPSource: http://bit.ly/O0I7gd
  75. Attribution Modeling with Google Analytics - #MozCon @MikeCPSmarter Decision Making
  76. Attribution Modeling with Google Analytics - #MozCon @MikeCP
  77. Attribution Modeling with Google Analytics - #MozCon @MikeCPSmarter Online Marketing
  78. Attribution Modeling with Google Analytics - #MozCon @MikeCP Now Go Play!@aaron_wheeler
  79. Photo Credits: Jacob Henry (@kleinja) and Rebecca Bridge (@rebeccabridge)
  80. Attribution Modeling with Google Analytics - #MozCon @MikeCP Mike Pantoliano Lead SEO Consultant distilled distilled.net @MikeCP

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