Attribution Modeling & Multi-Channel Funnels: Mazeberry-Express

http://liviutaloi.ro
http://twitter.com/ltaloi
http://www.linkedin.com/in/LiviuTaloi
http://profile.to/liviutaloi/
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Attribution Modeling
&
Multi-Channel Funnels
Conferintele Nationale de E-Commerce
Bucuresti, 28.05.2013

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LiviuTaloi.ro - timeline
• 1994-1995 webmaster guild, online marketing
• 2004-2006 @ eMAG.ro
• 2005, consultant independent
• 2012, August – ECOMpedia.ro
• +100 magazine online, +10 lideri in nisa lor
• training-uri, webinarii, workshop-uri etc

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Agenda workshop-ului
• De ce? Care este scopul?
• /tabelROI.jpg + tracking basics
• Multi-Channel
• Attribution Modeling
• De ce? si Cand? – Attribution Modeling
• http://mazeberry-express.com/
• Bibliografie
• .

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Prea putin timp alocat intrebarilor?
Ai avut pe lista mai multe intrebari?
Intra online pe ECOMpedia.ro
si pune intrebarea la care vrei raspuns
usability, marketing, seo/ppc, platforme ecommerce
ECOMpedia.ro – un partener “curios” al GPeC

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DE CE?

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ROI
(venituri – costuri / costuri)

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John Wanamaker
Half the money I spend on
advertising is wasted;
the trouble is I don’t know
which half

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Ecuatia Comertului Online
Profitul brut =
Traficul pe magazin
x Rata de Conversie
x Comanda Medie
x Adaosul Comercial

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Din Web Analytics an Hour a Day, Avinash Kaushik

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http://LiviuTaloi.ro/tabelROI.jpg

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e-commerce report
basic analytics
Cati dintre voi aveti ecommerce tracking-ul instalat si ati accesat azi acest raport?

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Multi-Channel Attribution
In continuare vom trata doar subiectul Multi-
Channel Attribution Across Digital Channels
sau MCA-ADC
(via Avinash Kaushik)

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Google Analytics - MCF
» Multi-Channel Funnels (MCF)
» Acces la toate “digital touchoints” care s-au
finalizat cu o conversie/comanda
» Attribution Modeling Tool – free (acum un an era
doar pentru Premium Users)

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Google Analytics - MCF

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http://www.google.com/think/tools/
customer-journey-to-online-purchase.html

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• First Click Model
– Acest model considera ca intreg meritul pentru
conversie e al primei campanii, “Daca nu am fi
aparut in ochii clientului pentru prima data, nici
macar nu ne-ar fi bagat in seama”
– Cons: Daca ar fi fost atat de puternica impresia
facuta de prima campanie, de ce a mai fost
nevoie de inca 20 de touchpoints?

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• Last (non-direct) Click Model
– Acest model asuma ca intreg creditul pentru
conversie e dat ultimei campanii de marketing
(non-direct).
– Cons:Trebuie dat credit campaniilor aflate imediat
ca perioada langa conversie, au un aport mare..
Insa nu ne ajuta sa aflam cum cheltuim mai bine
bugetul.

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• Linear Model
– “Nu avem nicio idee de cum sa impartim creditul
dat de conversie, de ce sa nu-l impartim in mod
egal tuturor campaniilor de marketing?”
– Cons: Daca ar fi avut vreo contributie majora la
accelerarea conversiei, primele touchpoint-uri, ar
fi reusit sa faca treaba fara tot lantul de X vizite..

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• U-shape, Position based, Parabola Model
– O formula populara de atribuire este pe regula lui
Pareto 80/20, anume 80% din credit e dat primei
si ultimei campanii de marketing, cu un plus pe
ultima (30% first, 50% last), iar restul de 20% e
distribuit uniform tuturor campaniilor din mijloc

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• Time Decay Model
– Cu cat canalul media e mai aproape de conversie
cu atat primeste mai mult credit.
– Pros: De folosit in campanii de scurta durata, cu
orientare catre vanzari directe (mai putin asistate)

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Custom Models

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Custom Models

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Attribution Modeling Failures
• 1) Path Analysis
– Path Analysis turns out to be a terrible waste of time because the
Web is not structured; it is chaotic. There isn’t one path to
success; there are thousands. – Avinash Kaushik
• 2) Definirea conversiei/succesului
– Website owners define success on our site differently than our
customers. This mismatch makes path analysis even more
useless for unstructured experiences – Avinash Kaushik

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DE CE?

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De ce fac Attribution Modeling?
• Gresit: Cum pot distribui creditul/meritul la
fiecare campanie?
• Corect: Cum pot aloca in mod
optim bugetul pe care il am pe
canalele media de care dispun
in acest moment?

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Cand fac Attribution Modeling?
• Ma uit in sectiunea de E-Commerce la raportul “Time
to purchase”
• Daca am in prima zi (primele 1-2 vizite) 80-85% din
comenzi, nu am nevoie de Attribution Modeling!!!
• Daca am sub 60%, 50% atunci s-ar putea sa am o
problema cu viteza cu care clientii iau decizia de
cumparare si sa am nevoie cu adevarat de attribution
modeling
• QED!

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http://mazeberry-express.com/

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Matrice decizionala
• Canal media (pe randuri)
– Indicatori Cantitativi (prezenta, clasificare fctie
de conversii si cost per sale) - coloane
– Indicatori Calitativi (tipul de canal – discovery,
closer, influencer, gradul de intercorelare cu
alte canale) – coloane

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pt. RO = 125 / 200 / 500 €/luna

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Thank You!
Send me an email to receive this presentation.
• http://slideshare.net/ltaloi/
• http://LiviuTaloi.ro
• Liviu.Taloi@SiteAudit.ro; Liviu@LiviuTaloi.ro
• I am active on Twitter, Facebook, G+ etc.
– http://twitter.com/ltaloi
– http://www.facebook.com/ltaloi
– Etc…

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Prea putin timp alocat intrebarilor?
Ai avut pe lista mai multe intrebari?
Intra online pe ECOMpedia.ro
si pune intrebarea la care vrei raspuns
usability, marketing, seo/ppc, platforme ecommerce
ECOMpedia.ro – un partener “curios” al GPeC

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Bibliografie
• http://analytics.blogspot.ro/search/label/Attribution
• http://www.youtube.com/watch?v=JRTWNN2J6Jo
• http://www.google.com/think/tools/customer-journey-to-online-purchase.html
• http://www.kaushik.net/avinash/multi-channel-attribution-definitions-models/
• http://www.kaushik.net/avinash/multi-channel-attribution-data-culture-
analysis-faq/
• http://www.kaushik.net/avinash/controlled-experiments-measuring-
incrementality/
• .

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About Liviu TALOI
• Liviu Taloi was part of the team who worked for the most powerful Romanian online store –
eMag.ro during the first years of existence, where he was a PR Manager for 3 years.
• Since 2005-2006, Taloi founded the company WebAudit specialized in providing
consultancy in electronic-commerce for Romanian online shops. As a consultant, Taloi was
practically a Project Manager for each client, his main activities regarding: analyzing and
solving usability and functionality problems, growing and optimizing conversion rate, testing
consumers behavior with website optimizer tools, administrating all the departments of an
online shop and creating online advertising/marketing campaigns, measuring the return of
investment and other KPI’s.
• Together with Andrei Radu, Liviu Taloi developed the methodology and organized the
usability tests for Romanian eCommerce Awards Festival (GPeC) since 2007 until now (first
ones held in Romania). Based on international standards, the purpose of usability tests was
to identify main problems faced by regular users when they are trying to buy something
online.
• In the last years, Liviu Taloi offered consultancy to more than 50 Romanian online shops.
Most of them are now leaders on their market niche.
• Except consultancy and running usability tests, Taloi is also a speaker at conferences and
e-commerce workshops, being very appreciated by audience. He also writes articles and
market analysis for different online and printed publications. In 2008, Liviu Taloi was lecturer
at the first Romanian E-Commerce workshop called “iSell” and also he was lecturer at the
first Online workshops called “WebSell” – a series of 7 webinars regarding major problems
of an online shop.
• Taloi was part of the team who developed the E-Commerce Study requested by ANCOM
(government agency) in October 2008 and the Romanian E-Commerce Study in 2006 at the
request of MCTI (ministry of IT&C). He repeated the study with private funding in 2010.

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Attribution Modeling & Multi-Channel Funnels: Mazeberry-Express