6. понимание ценности всех этапов на пути к покупке сандра камачо (sandra camacho)

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The document discusses valuing the full customer journey across channels by moving beyond last-click attribution. It recommends using technology to measure engagement across online and offline channels, assigning credit to valuable touchpoints across the customer funnel, and relying on data-driven attribution models to learn from data and validate hypotheses through experiments. The goal is to understand the customer better by focusing on acquisition, loyalty, and insights into their full journey.

Technology Economy & Finance

Valuing the Full Customer Journey
April 17, 2014

Sandra Camacho
Attribution Regional Product Expert, SEEMEA
google.com/+SandraCamacho
@sandramcamacho

TODAY’S CUSTOMERS LIVE INA
BOUNDLESS, MULTISCREEN WORLD

MOST MARKETERS STILL OPERATE IN
ASILOED WORLD
SEO
PAID
SEARCH
SOCIAL
MEDIADISPLAY

convert
last
click
????
????
MOST MARKETERS STILL OPERATE IN
ALAST CLICK WORLD

IN COMESATTRIBUTION TO SAVE
THE DAY!
…ACTUALLY, WE’RE NOT QUITE
THERE YET.

BREAKING DOWN SILOS
PIECE TOGETHER THE FULL JOURNEY WITH WEB ANALYTICS

OPTIMALMEDIAMIX
Find out what drives business value,
attribute credit accordingly, and test
hypotheses to maximize overall ROI
MODEL AND EXPERIMENT

BEYOND CLICKSAND DIGITAL
MEASURE INTENT, ENGAGEMENT, AND INTEREST – ONLINE & OFFLINE

ASSIGN CREDIT TO
VALUABLE
TOUCHPOINTS
ACROSS FUNNEL

$1
Credit
$1
Credit
$0
Credit
$0
100%
MOVINGAWAY
FROM THE LAST CLICK

90 Days of
History
MOVING TOWARDS
VALUING THE FULL JOURNEY
ConvertClickClickImpression

LINEAR MODEL
33% 33%33%
MOVING TOWARDS
VALUING THE FULL JOURNEY
$1
Credit
$0.30
Credit
$0.30
Credit
$0.30

20%
10%
$1
Credit
$0.60
Credit
$0.20
Credit
$0.10
60%
MOVING TOWARDS
VALUING THE FULL JOURNEY
TIME DECAY MODEL

20%
40%
$1
Credit
$0.40
Credit
$0.20
Credit
$0.40
40%
MOVING TOWARDS
VALUING THE FULL JOURNEY
POSITION MODEL

B%
A%
$1
Credit
$X
Credit
$X
Credit
$X
C%
MOVING TOWARDS
VALUING THE FULL JOURNEY
CUSTOM MODEL

RELY ON DATA
TO FACILITATE
DECISION
MAKING

DATADRIVENATTRIBUTION
LEARNS FROM YOUR DATA
Search Email
Likelihood of
Purchase
Display
3%
Search Email
Likelihood of
Purchase
2%
Increased likelihood of purchase
by 50%

DATADRIVENATTRIBUTION
ALGORITHM POWERED RECOMMENDATIONS
Display EmailSearch
$100
$30
$20
$50

BOOST EXPOSURE OF CAMPAIGNS & KEYWORDS
SUPPORTING CUSTOMER ACQUISITION
OPTIMIZE BIDDING TO REWARD MEANINGFUL
TOUCHPOINTS ACROSS CUSTOMER JOURNEY
HELP MOVE UNDECIDED CUSTOMERS TO
ACTION OR AVOID UNPROFITABLE ONES

WHO ARE YOUR CUSTOMERS?
HOW MANY DO YOU HAVE?
HOW OFTEN DO THEY BUY?
HOW MUCH DO THEY SPEND? COST?
HOW MANY ARE NEW VS. RETURNING?
DO THEY BUY ACROSS CATEGORIES?
WHAT IS THEIR REPEAT BUYING RATE?
HOW HAVE THESE CHANGED OVER TIME?

GOAFTER VALUABLE CUSTOMERS
NEW CUSTOMER ACQUISITION & LOYALTY

USE INCREMENTAL INSIGHTS TO
UNDERSTAND THE JOURNEY
ITERATE ON OPPORTUNITIES
FOCUS ON THE CUSTOMER

Thank you.
google.com/+SandraCamacho
@sandramcamacho

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Scalable. Digital. Success.

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6. понимание ценности всех этапов на пути к покупке сандра камачо (sandra camacho)

1. Valuing the Full Customer Journey April 17, 2014

2. Sandra Camacho Attribution Regional Product Expert, SEEMEA google.com/+SandraCamacho @sandramcamacho

3. TODAY’S CUSTOMERS LIVE INA BOUNDLESS, MULTISCREEN WORLD

4. MOST MARKETERS STILL OPERATE IN ASILOED WORLD SEO PAID SEARCH SOCIAL MEDIADISPLAY

5. convert last click ???? ???? MOST MARKETERS STILL OPERATE IN ALAST CLICK WORLD

6. IN COMESATTRIBUTION TO SAVE THE DAY! …ACTUALLY, WE’RE NOT QUITE THERE YET.

7. BREAKING DOWN SILOS PIECE TOGETHER THE FULL JOURNEY WITH WEB ANALYTICS

8. Desktop Search Store Visit Conversion ONLINE-TO-OFFLINE Mobile Search Conversion Desktop Search CROSS-DEVICE Conversion Generic Search Brand Search INTRA-CHANNEL DIFFERENT VIEWPOINTS MULTI-CHANNEL Display Search Conversion FOCUS ON INCREMENTAL CUSTOMER INSIGHTS

9. OPTIMALMEDIAMIX Find out what drives business value, attribute credit accordingly, and test hypotheses to maximize overall ROI MODEL AND EXPERIMENT

10. WHAT MARKETERS CAN DO TODAY

11. USE TECHNOLOGY TO MEASURE EVERYTHING

12. BEYOND CLICKSAND DIGITAL MEASURE INTENT, ENGAGEMENT, AND INTEREST – ONLINE & OFFLINE

13. ASSIGN CREDIT TO VALUABLE TOUCHPOINTS ACROSS FUNNEL

14. $1 Credit $1 Credit $0 Credit $0 100% MOVINGAWAY FROM THE LAST CLICK

15. 90 Days of History MOVING TOWARDS VALUING THE FULL JOURNEY ConvertClickClickImpression

16. LINEAR MODEL 33% 33%33% MOVING TOWARDS VALUING THE FULL JOURNEY $1 Credit $0.30 Credit $0.30 Credit $0.30

17. 20% 10% $1 Credit $0.60 Credit $0.20 Credit $0.10 60% MOVING TOWARDS VALUING THE FULL JOURNEY TIME DECAY MODEL

18. 20% 40% $1 Credit $0.40 Credit $0.20 Credit $0.40 40% MOVING TOWARDS VALUING THE FULL JOURNEY POSITION MODEL

19. B% A% $1 Credit $X Credit $X Credit $X C% MOVING TOWARDS VALUING THE FULL JOURNEY CUSTOM MODEL

20. RELY ON DATA TO FACILITATE DECISION MAKING

21. DATADRIVENATTRIBUTION LEARNS FROM YOUR DATA Search Email Likelihood of Purchase Display 3% Search Email Likelihood of Purchase 2% Increased likelihood of purchase by 50%

22. DATADRIVENATTRIBUTION ALGORITHM POWERED RECOMMENDATIONS Display EmailSearch $100 $30 $20 $50

23. VALIDATE HYPOTHESES THROUGH EXPERIMENTS

24. BOOST EXPOSURE OF CAMPAIGNS & KEYWORDS SUPPORTING CUSTOMER ACQUISITION OPTIMIZE BIDDING TO REWARD MEANINGFUL TOUCHPOINTS ACROSS CUSTOMER JOURNEY HELP MOVE UNDECIDED CUSTOMERS TO ACTION OR AVOID UNPROFITABLE ONES

25. DON’T LOSE SIGHT OF THE CUSTOMER

26. WHO ARE YOUR CUSTOMERS? HOW MANY DO YOU HAVE? HOW OFTEN DO THEY BUY? HOW MUCH DO THEY SPEND? COST? HOW MANY ARE NEW VS. RETURNING? DO THEY BUY ACROSS CATEGORIES? WHAT IS THEIR REPEAT BUYING RATE? HOW HAVE THESE CHANGED OVER TIME?

27. GOAFTER VALUABLE CUSTOMERS NEW CUSTOMER ACQUISITION & LOYALTY

28. USE INCREMENTAL INSIGHTS TO UNDERSTAND THE JOURNEY ITERATE ON OPPORTUNITIES FOCUS ON THE CUSTOMER

29. Thank you. google.com/+SandraCamacho @sandramcamacho

6. понимание ценности всех этапов на пути к покупке сандра камачо (sandra camacho)

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