Google Analytics Attribution

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Google Analytics Attribution

  1. 1. CHANNEL ATTRIBUTION WITH GOOGLE Thomas Bosilevac Director of Analytics @bosilyticsThursday, May 17, 2012
  2. 2. We are not seats or eyeballs or end users or consumersThursday, May 17, 2012
  3. 3. nor are we impressions or clicks or conversionsThursday, May 17, 2012
  4. 4. WE ARE HUMAN BEINGS AND OUR REACH EXTENDS YOUR GRASP.Thursday, May 17, 2012
  5. 5. DEAL WITH IT -Cluetrain Manifesto 1999Thursday, May 17, 2012
  6. 6. WELCOME MULTI-CHANNEL ATTRIBUTIONThursday, May 17, 2012
  7. 7. We Live in an Increasingly Complex, Multi-Channel EcosystemThursday, May 17, 2012
  8. 8. Optimizing Multi-Channel Marketing Programs can be a Major Challenge Teams on islands with isolated data often achieve sub-optimal results -*./*.%0"& *+$%,& 1.%2#& ()& 5-*6& 34& !"#$%& (!&Thursday, May 17, 2012
  9. 9. Teams Need a Holistic View of How their Customers Engage with Media Campaigns We need to understand all of the campaign touch points in the customer lifecycle and how much they contribute to helping us reach our goalsThursday, May 17, 2012
  10. 10. Siloed Teams and Data Forces Use of “Last Ad” Standard But campaigns are made up of overlapping ads that reach consumers multiple t across multiple channels, over extended periods of time Banner Rich Media & Banner Banner Search Yahoo Sponsorship MSN CNet Sky Sports Google $ $ $ $ $ $Thursday, May 17, 2012
  11. 11. Without a Holistic View of Where Customers Engage, Teams Enter a Vicious Cycle Optimizing media without understanding what’s really driving towards business goals will degrade efficiency and performanceThursday, May 17, 2012
  12. 12. Evaluating Every Touch Point Helps Teams Have a More Holistic View of the Customer Using advanced attribution modeling, Yahoo drove 15% more conversions than it did with the last ad modelThursday, May 17, 2012
  13. 13. SO WHAT CAN I DO TODAY? Google Multi-channel conversionsThursday, May 17, 2012
  14. 14. First Interaction Banner Yahoo Rich Media & Sponsorship MSN Banner CNet Banner Sky Sports Search Google Conversion $Thursday, May 17, 2012
  15. 15. WHAT IS A CONVERSION? ANY Transaction or Goal 15Thursday, May 17, 2012
  16. 16. SO REALLY, HOW ARE MY BANNERS?Thursday, May 17, 2012
  17. 17. SO REALLY, HOW ARE MY BANNERS? 17Thursday, May 17, 2012
  18. 18. SO REALLY, HOW ARE MY BANNERS?Thursday, May 17, 2012
  19. 19. Thursday, May 17, 2012
  20. 20. SO REALLY, HOW ARE MY BANNERS?Thursday, May 17, 2012
  21. 21. OTHER REPORTS Time Lag Path Length Days to convert Interactions to conversionThursday, May 17, 2012
  22. 22. CONVERSION SEGMENTSThursday, May 17, 2012
  23. 23. CHANNEL DESCRIPTIONS display, cpm, AdWords “content” through ad Display distribution Paid Search AdWords and/or “cpc”, “ppc” Organic unpaid search engines or “organic” Social ~400 social networks (no tag) Referral any other site not listed Email “email” Direct Through URL, Bookmark or “(not set)” Other Anything else (custom medium / source)Thursday, May 17, 2012
  24. 24. SO WHAT CAN I DO TODAY? Google Multi-channel conversionsThursday, May 17, 2012
  25. 25. Advanced Attribution Allows Teams to Weight KPI Contributions to all Ads Seen For the campaign lifetime, many ads will have a role in driving conversion 21 14 7 1 J.G+$ $ 6(7 6(7 6(7 6(7 6(7 8$ !$ 9$ :$ ;";!$ $ 3(45$%& =;;#$ ;#$ ;#$ ;#$ ;#$ $ %,-./012)$ %&()*+& %,-./012)$ ;";8<$ !"!#$ ;"=<<$ !"!#$ ;";>!$ !"!#$ ;"=?9$ ;"?!?$ !"!#$ $ %)*A2- J-.K$%&.42- @(A22 %C3 E.+F$ L+-*A()5$M25+N BCD B+G(-H+1)I E.+F$ E.+F$ E.+F$Thursday, May 17, 2012
  26. 26. A Customized Statistical Model will Attribute Each Conversion to the Appropriate Channel Probability to convert as a function of ad exposure ln ( = b + m1x1 + m2x2 + m3x3 + … + mixi • The ad history is defined by variables xi which define ad characteristics (e.g., display vs. search) or behavior (e.g., click vs view). • The coefficients (mi) define the weightings associated with each ad characteristic/behavior • The model will incorporate the coefficients for each ad to determine 26 how much weight to apply to each ad in a converter’s exposure historyThursday, May 17, 2012
  27. 27. A 360 Degree Marketing Intelligence Platform can Help with Holistic Customer Insights The platform integrate data from online, customer data, third parties, and offline media channels 27Thursday, May 17, 2012
  28. 28. About Digitaria’s Analytics Department Analytics Solutions Select Vendor Partnerships • Measurement Strategy • Analysis • Testing • Optimization • Decision Support • Dashboards Our Global Analytics ClientsThursday, May 17, 2012
  29. 29. Q&AThursday, May 17, 2012

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