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Proving content marketing ROI with multi-touch attribution

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How do you prove the value of your content? Joel Stein, SEO consultant at Code Computerlove gives some great tips on attribution modelling to help you prove your business case

Published in: Data & Analytics
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Proving content marketing ROI with multi-touch attribution

  1. 1. QUESTION: How do you prove the value of content? 01 MARCH 2016COOL CONTENT STUFF
  2. 2. 01 MARCH 2016COOL CONTENT STUFF 1. Make awesome content 2. Promote awesome content 3. User interacts with awesome content 4. User converts! MYTH
  3. 3. 01 MARCH 2016COOL CONTENT STUFF
  4. 4. ANSWER: Multi-touch attribution! 01 MARCH 2016COOL CONTENT STUFF
  5. 5. This is how GA normally works… 1st Interaction (e.g. blog post visit from Facebook) 2nd Interaction (e.g. homepage visit from Google) 3rd Interaction (e.g. landing page visit from PPC campaign) CONVERSION! This gets ALL the credit 01 MARCH 2016COOL CONTENT STUFF
  6. 6. This is how GA normally works… 1st Interaction (e.g. blog post visit from Facebook) 2nd Interaction (e.g. homepage visit from Google) 3rd Interaction (e.g. landing page visit from PPC campaign) CONVERSION! This gets ALL the credit 01 MARCH 2016COOL CONTENT STUFF
  7. 7. It doesn’t have to be this way… 01 MARCH 2016COOL CONTENT STUFF
  8. 8. Cookies are our friends…
  9. 9. Time for some examples… 01 MARCH 2016COOL CONTENT STUFF
  10. 10. Example 1: How Hull Are You? quiz for Hull Trains Last-click revenue £0 01 MARCH 2016COOL CONTENT STUFF
  11. 11. Example 1: How Hull Are You? quiz for Hull Trains Last-click revenue £0 Assisted revenue ROI of 1,281% 01 MARCH 2016COOL CONTENT STUFF
  12. 12. 01 MARCH 2016COOL CONTENT STUFF This is where it lives This is how it’s done
  13. 13. Example 2: hmv.com content supporting conversions on store.hmv.com 01 MARCH 2016COOL CONTENT STUFF Buy Entertainment Last-click revenue £15,750.14
  14. 14. Example 2: hmv.com content supporting conversions on store.hmv.com 01 MARCH 2016COOL CONTENT STUFF Buy Entertainment Last-click revenue First-click revenue +52%
  15. 15. TAKEAWAYS • Users interact with sites multiple times, via multiple channels, through multiple pieces of content, before converting • Default last-click attribution usually doesn’t give all content/channels fair credit • GA’s Assisted Conversions reporting lets us see the true contribution of content pieces / content groups to £££ KPIs • This can help prove the value of content to clients and get us more budget for doing cool stuff 01 MARCH 2016COOL CONTENT STUFF
  16. 16. Thank you Like what you see? Get in touch at hello@codecomputerlove.com COOL CONTENT STUFF 01 MARCH 2016

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