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Attribution tracking is the process of recording which touch points result in a customer visiting a website or mobile apps. Organizations track every interaction that brings a visitor to their website to properly attribute every step leading to a visit. With proper attribution, businesses can determine which marketing channels work better than others, and therefore allocate more of their marketing budget to the most effective channels.

In this context, GetYourGuide developed a solution that cleans and structures logs from different data sources, applies rules to deal with channel assignment, and finally properly weights each channel’s contribution to total revenue generated.

Thiago will go through the business and technical challenges solved and how the solution was implemented at GetYourGuide using Spark and Databricks.

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Attribution Done Right with Thiago Rigo

  1. 1. Thiago Rigo, GetYourGuide Attribution Done Right #SAISEnt13
  2. 2. #SAISEnt13 Who am I? Software engineer for the past 7 years, last 3 years focused on data engineering. Data warehousing, data quality, and event processing. Data Engineer, Data Platform
  3. 3. #SAISEnt13 Agenda 1 Intro to GetYourGuide 2 What is Attribution? 3 Attribution at GetYourGuide
  4. 4. #SAISEnt13 Intro to GetYourGuide
  5. 5. 5#SAISEnt13 We’re the world’s biggest marketplace for travel activities Millions of travelers use GetYourGuide every year We facilitate the transaction We offer more than 40,000 activities worldwide Connecting customers… …to suppliers around the world
  6. 6. 6#SAISEnt13 Hop on hop off Attractions Outdoor activities Walking tours Cooking classes Amusement parks Transfers
  7. 7. 7#SAISEnt13 Our goal is to make sure ”you love where you are going” Discovery Trust Transaction With over 40,000 activities, we’ll make your experience incredible wherever your travels take you. Verified reviews and 24/7 customer service mean you can rest easy and enjoy the journey. Book up to the last minute with the best price guaranteed. We’ve got you covered in 16 currencies.
  8. 8. #SAISEnt13 ● 40k activities ● Customers from 159 countries ● Localized in 18 languages ● 18 million monthly active users ● 450 people in 13 offices around the globe ● 175 million USD raised in funding ● 50+ nationalities working here Some Data
  9. 9. #SAISEnt13 What is Attribution?
  10. 10. #SAISEnt13 Attribution describes the way how revenue is connected with every (paid or unpaid) touchpoint a user has with a brand. There is no “right” attribution model. Every model will be an approximation. A better model will be less wrong.
  11. 11. #SAISEnt13 Why is Attribution Important? By identifying touchpoints that bring more value, we can allocate marketing spend better and generate more revenue at the same cost.
  12. 12. #SAISEnt13 Conversion Path BUYSocial Email Paid Direct BUYEmail Paid Referral BUYReferral Direct Paid Direct
  13. 13. #SAISEnt13 Last Click Attribution (Single Touch) BUYSocial Email Paid Direct BUYEmail Paid Referral BUYReferral Direct Paid Direct 100% 100% 100%
  14. 14. #SAISEnt13 Linear Attribution (Multi Touch) BUYSocial Email Paid Direct BUYEmail Paid Referral BUYReferral Direct Paid Direct 25%25%25%25% 25%25%25%25% 33.3%33.3%33.3%
  15. 15. #SAISEnt13 Position Based Attribution (Multi Touch) BUYSocial Email Paid Direct BUYEmail Paid Referral BUYReferral Direct Paid Direct 40%10%10%40% 40%10%10%40% 40%20%40%
  16. 16. #SAISEnt13 We use Position Based Attribution Why? ● Simple rule based model ● Easy to understand and compare in third party tools And... ● We found that the key difference is between one-touch and multi-touch models ● Random weight, does not show a significant difference to other multi-touch models Multi-touch rule based models Random-weight
  17. 17. #SAISEnt13 Attribution at GetYourGuide
  18. 18. #SAISEnt13 Architecture API DATA LAKE KAFKA WEBSITE Touchpoints + SEM data
  19. 19. #SAISEnt13 DATABRICKS AIRFLOW Orchestration Attribution Touchpoints Attribution Users Attribution Revenue
  20. 20. #SAISEnt13 Orchestration
  21. 21. #SAISEnt13 Touchpoint events, in our case called AttributionTracking, are fired every time a user lands on one of our websites or one of our native apps. They contain user and channel data which describe that event. Touchpoints
  22. 22. #SAISEnt13
  23. 23. #SAISEnt13 Channel Assignment
  24. 24. #SAISEnt13 A user can generate a touchpoint in any device, so that means we need to be able to connect different visitor IDs. Web to App, or Email. Users
  25. 25. #SAISEnt13 Web to App: gyg://tickets/<ticket_id>?visitor_id=RFTV0QAF0 8PWVO12W4SM2IQ9J4A4P95T Email: https://www.getyourguide.com/booking/<boo king_id>?visitor_id=EG86TZ1052WRBI6E2D9IAL8X B7OV1BMX
  26. 26. #SAISEnt13 Users Table Column Name Type visitor_a String visitor_b String update_timestamp Timestamp
  27. 27. #SAISEnt13 Users Table visitor_a visitor_b update_timestamp a a 2018-08-01 10:00:00 a b 2018-08-02 10:00:00 b b 2018-08-02 10:00:00 b a 2018-08-02 10:00:00
  28. 28. #SAISEnt13 Users Table
  29. 29. #SAISEnt13 Once we have all touchpoints and a mapping of visitor IDs, we can now attribute revenue to these touchpoints. Revenue
  30. 30. #SAISEnt13 Revenue Table T1 T4T2 T3 Touchpoint ID Transaction ID Timestamp Touchpoint Timestamp Transaction Position Based Weight Revenue T1 1 2018-02-10 2018-02-12 0.40 100 T2 1 2018-02-11 2018-02-12 0.20 100 T3 1 2018-02-12 2018-02-12 0.40 100 T1 2 2018-02-10 2018-02-20 0.40 50 T2 2 2018-02-11 2018-02-20 0.10 50 T3 2 2018-02-12 2018-02-20 0.10 50 T4 2 2018-02-20 2018-02-20 0.40 50 TX 1 TX 2 30 days 30 days 1. All revenue on transaction level 2. All touchpoint info for a given transaction 3. Different attribution models (first click, last click, linear, position-based and time decay)
  31. 31. #SAISEnt13 Revenue Table
  32. 32. #SAISEnt13 Position-based UDF
  33. 33. #SAISEnt13 Revenue Table
  34. 34. #SAISEnt13 Looking Back
  35. 35. #SAISEnt13 Main Challenges ● Data quality is hard ○ Are events fired in the right place? ○ Do they contain all correct attributes? ○ Notebooks are very handy! ● Backfill historical data ○ Without historical data, you can’t make good projections
  36. 36. #SAISEnt13 We are hiring!

Attribution tracking is the process of recording which touch points result in a customer visiting a website or mobile apps. Organizations track every interaction that brings a visitor to their website to properly attribute every step leading to a visit. With proper attribution, businesses can determine which marketing channels work better than others, and therefore allocate more of their marketing budget to the most effective channels. In this context, GetYourGuide developed a solution that cleans and structures logs from different data sources, applies rules to deal with channel assignment, and finally properly weights each channel’s contribution to total revenue generated. Thiago will go through the business and technical challenges solved and how the solution was implemented at GetYourGuide using Spark and Databricks.

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