Measuring Complex Customer Journeys
•Download as PPTX, PDF•
0 likes•1,510 views
From Click Consult's Benchmark Search Conference 2017, The Bridgewater Hall, 21st September. Presented by Sabrina Garufi, Agency Development Manager, Google.
Recommended
Recommended
More Related Content
More from Click Consult (Part of Ceuta Group)
More from Click Consult (Part of Ceuta Group) (20)
Recently uploaded
Recently uploaded (20)
Measuring Complex Customer Journeys
- 1. Measuring Complex Customer Journeys Sabrina Garufi Benchmark Search Conference 2017
- 2. What we’ll cover ➔ Why move beyond last click? ➔ What attribution model? ➔ Why now? ➔ Driving success with attribution ➔ What is next?
- 3. Moment Search Conversion Report Measurement used to be simpler
- 4. Today the customer journey is much more fragmented Moment Search Conversion Report
- 5. Last click doesn’t work in this world Christmas Gifts for teenages Make up setbeauty.com Beauty.com black friday $
- 6. Look at the entire journey Christmas Gifts for teenages Make up setbeauty.com Beauty.com black friday $
- 7. Adjust your measurement for growth Legacy measurement falsely limits your performance by ignoring ways in which mobile and generics add value
- 8. Two free solutions to tackle this challenge cross-device intra-channel multi-channel AdWords Search Attribution: Google Analytics Multi- Channel Funnels:
- 9. Two leading Attribution types Rules-Based Attribution Data-Driven Attribution Advertisers use pre-defined rules Mathematical models automatically apply credit
- 10. Rule based models Position-based Linear Time Decay First ClickLast Click
- 11. Data-Driven Attribution What does it actually do?
- 12. DDA calculates the incremental impact on conversion rate 3% conversion rate best tech gifts 1% incremental impact 2% conversion rate top rated tablets Google pixel c top rated tablets Google pixel c
- 13. DDA is customised to your account and includes all user journeys Powered By Data Scope Data Source Scalability Dynamic algorithms assign credits to touch points based on fractional credit Takes converting and non-converting paths into account 100% based on advertiser’s own data. Conversions and/ or GA imported goals. (learns over time) Auto updated based on performance Fixed, static rules assign credits to touchpoints Takes only converting paths into account Advertiser can choose model but no customization is available Must be manually revisited Data-Driven Rules Based
- 14. Attribution Model Mobile Mobile Desktop Last Click Model DEFAULT TODAY 0 (Ignored) 0 (Ignored) 1 Conversion Data Driven Attribution 0.3 Conversion 0.1 Conversion 0.6 Conversion Last Ad Click on Converting Device Desktop Ad Click Mobile Ad Click Desktop Conversion Mobile Ad Click This also applies to Cross-Device
- 15. Why now?
- 16. Advertisers using Data-Driven attribution in AdWords
- 17. Cross-Channel attribution is a top priority for 2017 2017 - 26% Last Click2014 - 60% Last Click
- 18. Last Click insights into sales & events Black Friday Cyber Monda y Time (days) Conversions
- 19. DDA attribution conversions to all contributing clicks Black Friday Cyber Monda y Time (days) Conversions
- 20. See the value of consideration period in the run up to sale Black Friday Cyber Monda y Time (days) Conversions
- 21. Data-Driven attribution drives performance
- 22. Proprietary + ConfidentialProprietary + Confidential Our industry is still in its infancy, and it’s important for us as a company to grasp every opportunity that might provide us with a competitive advantage. Targeted CPA and Data-driven Attribution have given us lower CPAs, and allowed us to compete and thrive in a competitive and volatile space. Neil Jones, Digital Acquisition Manager, Purple Bricks “ ” Source: Think with Google blog post +28% conversions
- 23. Clothing retailer De Pauli drives 88% more sales with DDA & automation Increase marketing efficiency Implement AdWords Attribution and Smart Bidding 88% more conversions -32 % CPA Goa l Approac h Results
- 25. How to achieve success using a new attribution model? Switching away from last-click attribution requires re-thinking time ranges to analyze data Changing attribution model alone does not change performance Use Appropriate Time Ranges - 30 days recommended - Don’t use most recent days Impact results from acting on the data - Revisit your bids & budgets - Consider autobidding
- 26. How can you act on your new DDA model Automated Bidding Improvements in generic and decreases in brand Adjust your budgets Test new upper funnel terms is suggested.
- 27. 1. In Tools > Conversions, click on the conversion action for which you’d like to change attribution model 2. Select “Edit Settings” to change default attribution settings Tools > Conversions Tools > Conversions > Conversion Actions It takes 2 minutes to implement in Adwords
Editor's Notes
- Work with advertiser across the UK , helping them to move away from Last Click And get the most out of the solutions that Google has for measuring complex customer journeys
- Most of you know this already When digital advertising was taking off 10 years ago the customer journey was much simpler Customer would search and purchase on the same desktop And of course there wa no option to use any other model but last click So by default really - it became the industry standard Not the world we live in any more
- Today the customer journey is more fragmented 90% move across devices 38% move across digital channels
- What this means is that they are throwing away the value of 75% of their paid clicks Imagine the insights and performance they could gain by looking at the whole journey Add in examples
- What this means is that they are throwing away the value of 75% of their paid clicks Imagine the insights and performance they could gain by looking at the whole journey Add in examples
- Really the point of all this is adjusting your measurement for growth - if you’re using last click you are ignoring the channels that customers first use to discovery your brand
- There is no single, solution to attribution. Attribution is not a perfect science yet. Nobody knows exactly how much one click is worth yet. It’s simply a way for advertisers to get better answers on the value of media investments than their current strategy allows Each methodology, each tool and each test should be designed with the intention of improving performance across the entire customer journey. From our experience, two strategies tend to emerge - rules based attribution and data-driven attribution RULES-BASED Overview: The first strategy is rules-based modeling. Advertisers using rules-based attribution are all about simplicity and incremental progress. Instead of relying on elaborate models to assign credit, they build and test individual rules that help to explain their how marketing channels work together. There are 5 default rules-based models which we’re sure most of you have heard of which you can find across AdWords, Analytics, and DoubleClick: first click, last click, time decay, position-based, and linear (visuals on slide) Pros & Cons: These models are often seen as highly subjective and arbitrary, mostly because it’s humans rather than algorithms defining what logic is to be used. While progress is quick and iterative with these models, they but can be difficult to scale over time - especially as rules grow more and more complex. Please note that these models are based on correlation and don’t tell us if a channel had to be part of the path in order for the conversion to occur. DATA-DRIVEN Overview: The second strategy is Data-Driven Modeling. With data-driven or algorithmic attribution, advertisers use advanced mathematical models to calculate the impact of each interaction. Pros & Cons: Models can take time to develop and implement, which may not be the best fit for customers looking to take action immediately. Much easier to scale and maintain and are highly dynamic compared to static rules-based models (updated on a weekly basis) Can be risky if used, especially if data isn’t clean, not x-device Closer to causality than correlation as they take both converting and non-converting paths into account [CLICK] The entire industry is rapidly moving to data-driven attribution: SmartPath (Kenshoo) Best Fit Attribution (Adobe) Visual IQ Convertro For Facilitators: This would be a great place to bring in market specific numbers (% of advertisers using each strategy). US numbers below (Optional) Some US advertiser Statistics (Source: AdRoll, "State of the Industry: A Close Look at Retargeting and the Programmatic Marketer" conducted by Qualtrics, Dec 16, 2014) 58% are using first/last click models 34% are using multi-touch models 5% are using algorithmic/custom models 3% are using ‘other’ undefined modles
- Add animation - highlight 2 preferred
- Uses converting and non converting paths to decide what a keyword is worth Tailored to you and your customers behaviour Not static , constantly updating
- Customised to your account and customers Users all user journeys , not just converting - Constantly updating
- Last two are key differentiators for DDA: X-device: no other ecosystem can leverage a deterministic graph built off of 7 products with over 1B MAUs 40% signed in UK users - understand how customers click on ads and build this into our attribution model - unique for each advertiser, based on your customers behaviour Even if you working with another attribution provider - DDA in adwords can still add value in understand cross device Last click & last device- data driven is multi-touch and multi device
- Adoption has been growing exponentially These advertisers have better insight into what is really growing their businnes Search queries no longer growing - you need to find unique pockets of value If you are using last click - you dont Dont just have to relay on Googles data
- •But we also know there’s strong demand to move beyond a last-click attribution model•We know that, because here’s what happened when we launched AdWords Attribution last year (and this is the actual adoption graph) •Thousands of large advertisers are now using it to optimize their search ads in AdWords •And if you’re not yet using AdW ords Attribution, we urge you to start doing so
- XMas is coming and with it, the hugh retail events like Black Friday & Cyber monday Last click this is what we see
- DDA we can see that almost 2/3rds of the revenue can be attribution to searches that took place 3-4 weeks before the event
- On the day of the sale, of course purchases spike as discounts to kick in They do the research days in advance to decide what they want, and may have already made the decision days before the event Still some window of time before this surge in purchases Perfect opportunity to switch What is this insight worth to you?
- Last two are key differentiators for DDA: X-device: no other ecosystem can leverage a deterministic graph built off of 7 products with over 1B MAUs Our DDA model is best-in-class, built off of the client’s own data for converting and non-converting paths
- GOALS: Generating qualified leads at an efficient cost-per-acquisition Understanding the real value of online campaigns and keywords throughout the funnel METHOD: Replaced their Adwords Last-Click Attribution Model with the Adwords Data-Driven Attribution Model with a set Target CPA RESULTS: 28% Increase in conversion rates on generic campaigns 1.7x Improvement in conversion rate on mobile generic campaigns The additional data also lead to valuable time-savings for the marketing team who are now able to focus on the brand’s future keyword strategy.
- Last two are key differentiators for DDA: X-device: no other ecosystem can leverage a deterministic graph built off of 7 products with over 1B MAUs Our DDA model is best-in-class, built off of the client’s own data for converting and non-converting paths
- First thing is that this is a different way of reporting so you need time to understand the new numbers - 30 days - perfect time before Xmas Reporting alone does not change performance
- So one peice of homework is to go back to your teams Check if this is implements And get moving on it over the next week or two so you can use the new model during the christmas season
- •That’s why Google Attribution will look at all available interactions across all your channels •And yes, it will also include impressions - which is particularly relevant for Display •Remember that “last-click” is the worst possible attribution model for Display advertising: because “last” is bad for Display and “click” is bad for Display •And over time, we’ll improve Google Attribution even further •By expanding our coverage to include apps •And by integrating with DoubleClick products, like DoubleClick Search
- •Here’s how simple it is to set up Google Attribution •You log in - and we automatically identify your Google Analytics and AdWords accounts •You select the Google Analytics property you want to link to •You select the right View in that Google Analytics property •We then automatically link the AdWords accounts which are linked to Google Analytics •And that’s it: your Google Attribution account is ready to go A great solution - but not til 2018. Dont let perfect be the enemy of good and take advantage of data driven attribution for search & shopping that you already have available to you