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Attribution Super Modeling with Google Analytics

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Attribution Super Modeling with Google Analytics

  1. 1. Elliott KoppelDirector of Paid Search and AnalyticsVirante@thekoppel
  2. 2. Where are we coming from?
  3. 3. A flat world of attribution . . .
  4. 4. In reality, conversions take place over many daysand across multiple channels.
  5. 5. Only 14% of marketers surveyed consider last-click analysis to be “very effective.”• Yet over 50% are still using it!- Data from 2012 Joint Study by eConsultancy and Google Analytics
  6. 6. The death of last click attribution?
  7. 7. Marketing attribution is the practice ofdetermining the role that channels play ininforming and influencing the customer journey.
  8. 8. Benefits
  9. 9. How do I know if there are attribution issues?
  10. 10. Is there a high amount of overlap between any channelson the multi-channel funnels overview report?
  11. 11. Are more than 20% of conversions multi-day?
  12. 12. Are more than 20% of conversions multi-path?
  13. 13. Conversion Example
  14. 14. 1. Paid Search
  15. 15. 2. Referral
  16. 16. 3. Organic Search
  17. 17. 4. Social Link - Twitter
  18. 18. 4. Email Link
  19. 19. 6. Direct
  20. 20. Registration
  21. 21. Attribution Models
  22. 22. Attributes 100% of theconversion value to thefirst channel with whichthe customer interacted
  23. 23. First Touch
  24. 24. Attributes 100% of theconversion value to the lastchannel with which thecustomer interacted beforebuying or converting.
  25. 25. Last Interaction
  26. 26. Gives equal credit to eachchannel interaction onthe way to conversion.
  27. 27. Linear
  28. 28. Assigns the most credit totouchpoints that occurrednearest to the time ofconversion.
  29. 29. Time Decay
  30. 30. Instead of giving all the creditto either the first or lastinteraction, you can split thecredit between them.
  31. 31. Position Based
  32. 32. Get Access to the Attribution Tool• bit.ly/GetTheTool
  33. 33. Custom Channel Grouping
  34. 34. Discount Bounce Rate Model
  35. 35. Discount Bounce Rate Model
  36. 36. Discount Direct and Bounces
  37. 37. Discount Direct and Bounces
  38. 38. Discount Direct and Bounces
  39. 39. Discount Direct and Bounces
  40. 40. Changes in Channel Investments
  41. 41. Q&A@thekoppel

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