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Practical Attribution On A Budget By Adam Proehl

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Attribution Beyond The Last Click. PRESENTATION: Practical Attribution on a Budget - Given by Adam Proehl, @adamproehl, Partner - NordicClick. #SMX #24B

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Practical Attribution On A Budget By Adam Proehl

  1. 1. #SMX #24B @adamproehl Hacks & Tips for Diving Deeper Than Last Click Practical Attribution on a Budget
  2. 2. #SMX #24B @adamproehl §  Digital Marketer since 1998 §  Specialize in Complex & Omni-Channel sales §  Partner at NordicClick Interactive – a Minneapolis based agency §  Past Instructor at Online Marketing Institute, University of San Francisco, and Instant Training §  Hopeless MN sports fan About Me
  3. 3. #SMX #24B @adamproehl §  Attribution – A practical approach §  What you CAN do with what you ALREADY have §  Testing your way there §  Lessons learned from an 18 year vet Topics
  4. 4. #SMX #24B @adamproehl and I am a recovering last click marketer… Hi, my name is Adam - 34:1 ROAS!…on branded keyword phrases (for one of the most recognized software products in history)
  5. 5. #SMX #24B @adamproehl GA Today – 7 Default Attribution Models 100% of credit to a single click First Four
  6. 6. #SMX #24B @adamproehl GA Today – 7 Default Attribution Models Unearned equality Increasing Importance 40% First & Last Last Three
  7. 7. #SMX #24B @adamproehl Attribution Model: What does any of this actually mean?
  8. 8. #SMX #24B @adamproehl GA Today – Other Options Build Your Own Choose from Gallery
  9. 9. #SMX #24B @adamproehl Attribution – Plethora of Tools & Resources Not to Mention…. Big Data & Predictive Analytics
  10. 10. #SMX #24B @adamproehl Attribution: What are you REALLY after? § What gets credit? § How much? § Why bother?
  11. 11. #SMX #24B @adamproehl With what you already have? What can you do… Token 80’s icon photo
  12. 12. #SMX #24B @adamproehl §  Do not track settings §  Multiple devices §  Regulatory Cookies…just not what they used to be
  13. 13. #SMX #24B @adamproehl Think: Touchpoints Starting Point Source: Forrester
  14. 14. #SMX #24B @adamproehl Build Your Own Start with Today Evolve over Time
  15. 15. #SMX #24B @adamproehl Tactics in Google Analytics Top Conversion Paths
  16. 16. #SMX #24B @adamproehl Tactics in Analytics §  Tagging §  Campaign Tracking §  Offline Asset Tracking
  17. 17. #SMX #24B @adamproehl §  Cross Domain Tracking Attribution Challenges
  18. 18. #SMX #24B @adamproehl Attribution Challenges 19% of referral traffic was actually their own sub domains. MAJOR attribution challenge
  19. 19. #SMX #24B @adamproehl Attribution How To’s § Assigning Credit? § What actually does work? § How?!?!?!?!?
  20. 20. #SMX #24B @adamproehl Attribution – Simple How To #1: §  Custom Audience & Email A/B Testing &
  21. 21. #SMX #24B @adamproehl Attribution – Simple How To #1: §  Custom Audience & Email A/B Testing Metric 20k  email  list  A (Also  targeted  on   facebook) 20k  email  list  B (No  additional   targeting) Orders 200 150 Revenue 20,000$                               13,500$                             AOV 100$                                         90$                                           Difference of $6,500 (= 32.5% of $20k)
  22. 22. #SMX #24B @adamproehl Attribution – Simple How To #2: Marketing 101: Geo Control Tests §  In Market Audience Display Advertising §  Offline Advertising §  Similar Markets
  23. 23. #SMX #24B @adamproehl Attribution – Simple How To #2: Marketing 101: Geo Control Tests Direct Traffic – Ad period Test Market Direct Traffic – Ad period Control Market
  24. 24. #SMX #24B @adamproehl Attribution – Brief Word on Testing §  Perform multiple tests §  One variable and one only §  Document & Save
  25. 25. #SMX #24B @adamproehl Attribution – Simple How To #3: Ad Network Data Analytics Export &
  26. 26. #SMX #24B @adamproehl Attribution – Simple How To #3: Excel Magic Type First  Action   Tme  Stamp Order  Confirm   Time  Stamp Time  Lag Last  Click   Source Action Order  ID QC.View 4/11/2014  22:55 4/12/2014  23:37 1  day  00:41:47 (direct) Purchase+Plus+Order+Confirmatio989745 QC.View 4/11/2014  23:33 4/12/2014  23:22 23:49:06 google Purchase+Plus+Order+Confirmatio989740 QC.View 4/8/2014  21:22 4/12/2014  23:08 4  days  01:46:18 google Purchase+Plus+Order+Confirmatio989738 QC.View 4/10/2014  0:06 4/12/2014  22:31 2  days  22:24:42 (direct) Purchase+Plus+Order+Confirmatio989719 QC.View 4/1/2014  23:24 4/12/2014  21:44 10  days  22:19:47 (direct) Purchase+Plus+Order+Confirmatio989699 QC.View 4/12/2014  11:31 4/12/2014  21:17 9:46:07 google Purchase+Plus+Order+Confirmatio989680 QC.View 4/4/2014  21:06 4/12/2014  21:10 8  days  00:04:35 (direct) Purchase+Plus+Order+Confirmatio989675 QC.View 4/4/2014  16:28 4/12/2014  20:23 8  days  03:54:25 (direct) Purchase+Plus+Order+Confirmatio989659 QC.View 3/14/2014  22:22 4/12/2014  19:21 28  days  20:59:04 moreware.se Purchase+Plus+Order+Confirmatio989645 QC.View 4/11/2014  19:28 4/12/2014  18:55 23:26:57 (direct) Purchase+Plus+Order+Confirmatio989632 QC.View 3/21/2014  11:34 4/12/2014  18:17 22  days  06:43:40 moreware.se Purchase+Plus+Order+Confirmatio989624 QC.View 4/12/2014  12:22 4/12/2014  18:03 5:41:32 moreware.se Purchase+Plus+Order+Confirmatio989621 QC.View 3/23/2014  15:31 4/12/2014  17:18 20  days  01:47:18 (direct) Purchase+Plus+Order+Confirmatio989606 Not Foolproof Just Potential Actionable Trends
  27. 27. #SMX #24B @adamproehl Attribution – Simple How To #4: Email Analysis §  Email platform data §  Analytics data §  Backend data
  28. 28. #SMX #24B @adamproehl Attribution – Simple How to #5 Remember this? Business Card with Coupon Code Retail
  29. 29. #SMX #24B @adamproehl Attribution on a Budget – What it means NOT ABOUT: §  Canned formula fractions §  Drowning in data §  Being perfect or precise
  30. 30. #SMX #24B @adamproehl Attribution on a Budget – What it Really Means IS ABOUT LEARNING: §  Your Customer’s Journey §  How tactics fit together §  Where to Focus
  31. 31. #SMX #24B @adamproehl Attribution: The “Marketing Fluff” Charge DOCUMENT: §  What can be measured §  “Known Unknowns” §  Assumptions
  32. 32. #SMX #24B @adamproehl §  Bad Data §  Assumptions made in a vacuum §  Trying for Perfection Attribution: Gotcha’s It’s a Trap! Image Credit: Starwars.com
  33. 33. #SMX #24B @adamproehl §  Forget complicated models §  Start with blank slate – draw the journey §  A/B test your way to actionable trend data Takeaways – Attribution on a Budget
  34. 34. #SMX #24B @adamproehl THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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