Attribution modelling
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General Overview of attribution modelling process.
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Attribution modelling
- 3. Client Logo 3 Would you like to identify users across different devices? Turn on User-Id feature Can users be identified and stitched across different sessions despite cookie blocks and deletions ? Session Stitching DATA COLLECTION Pageview hit Event hit Transaction hit NEW V.S. RETURING USERS Users can be identified over multiple sessions as long as the session happens in the same browser on the same device * The figures in the table is for a random client extracted for a random period
- 6. Client Logo 6 Data Driven Attribution model (DDA) Online data Hourly / daily update User level data / by cookie I need measurements at hourly/daily frequency at the person- level that can measure an individual consumer’s engagement across the entire customer journey in order to tailor marketing efforts. Requirements : 30 – 50 M sessions / month Pitfall : DDA leverages complex algorithms to properly attribute the value of each marketing touchpoint. Using the wrong technique can leave marketers optimizing their efforts in the wrong places, resulting in bad data and misattribution. BUSINESS GOALS
- 7. Client Logo 7 Marketing Mix Models (MMM) Offline (+Online data) 6 – 18 months update Weekly data / by channel I would like to update marketing strategy annually or biannually based on the long term sales data collected offline and/or online. I would also like to understand external factors like seasonality, weather, holidays, brand authority, etc. that can influence a campaign. Requirements : 2 - 3 years of historic offline (+online) data Pitfall : Inability to keep up with the trends, changes, and online and offline media optimization opportunities for marketing efforts in-campaign. BUSINESS GOALS
- 9. Client Logo 9 REFERRAL TRAFFIC SEGMENTATION - DEFINITIONS What is a referral traffic ? Referral traffic is Google's method of reporting visits that came to your site from sources outside of its search engine. When someone clicks on a hyperlink to go to a new page on a different website, Google Analytics tracks the click as a referral visit to your site. What is referral traffic segmentation? Referral traffic is segmented under the respective channels based on the custom or default channel definitions. To build rules and channel definitions, source and medium information is extracted from the referral link, if the information is missing in the referral link, then first link in the hit sequence is analysed. Devise segmentation rules that aligns to client’s marketing strategy.
- 10. Client Logo 10 REFERRAL TRAFFIC SEGMENTATION - HURDLES Messy URLs For example, site’s homepage URL can be accessed via multiple URLs Traffic from internal and agency IPs Avoid this by adding a filter that blocks out traffic associated with your office, business or agency location. Traffic from spam bots One possible analysis can be to check if 100% or 0% of the visits from the referral bounced indicating spambot activity. Self Referrals Untagged landing pages, improper cross-subdomain sessions and the referral exclusion list, improper cross- domain tagging and improper cookie settings mean that traffic to your site is being attributed incorrectly, or that your session count is inaccurate.https://support.google.com/analytics/answer/ 6350128?hl=en Initiate client audit before data collection process. Run planned audits on a quarterly basis to improve data quality. Can these issues be fixed after data collection ? Majority of them, no.
- 11. Client Logo 11 REFERRAL TRAFFIC SEGMENTATION – PROCESS AUDIT Update UPDATE RULES TRANSFORMATI ON BUILD STANDARD RULES
- 13. Client Logo 13 DATA DRIVEN ATTRIBUTION (DDA) No PS Conversion OS Conversion PS >> OS >> PS Conversion OS >>OS>>OS Conversion OS >>OS>>OS Conversion OS Conversion PS : Paid Search OS : Organic Search Attributio n Model Tackle single path visits to get a holistic picture of customer journey and right attribution
- 14. Client Logo 14 SINGLE PATH VISITS Repeat customers Repeat customers may login directly Untagged landing pages Cannot identify where the customers came from. The customer journey therefore gets reported incorrectly as single path visit. Cookie deletion Journey of the customers that delete cookies regularly gets broken. So they may also get reported as single path visit. Browse with different devices The ip addresses of customers that browse using different devices are different. Therefore they get registered as different sessions from different users. Handle cookie deletion with Session Stitching Identify same users with Session Stitching
- 16. Client Logo 16 SESSION STITCHING We can use machine learning to identify same and different users across sessions using google analytics variables like pages visited, visit time pattern, IP addresses, device, location information, user id, that belong to an individual and stitch them together based on their occurrence. Stitch the sessions identified as sessions from the same users across different devices and unstitch sessions identified as sessions from two different users using same device.