Google Analytics Attribution

CHANNEL ATTRIBUTION WITH
GOOGLE

Thomas Bosilevac
Director of Analytics
@bosilytics

Thursday, May 17, 2012

We are not seats

or eyeballs

or end users

or consumers

nor are we impressions

or clicks

or conversions


WE ARE HUMAN BEINGS
AND OUR REACH
EXTENDS YOUR GRASP.

DEAL WITH IT

-Cluetrain Manifesto
1999


WELCOME MULTI-CHANNEL
ATTRIBUTION


We Live in an Increasingly Complex,
Multi-Channel Ecosystem


Optimizing Multi-Channel Marketing
Programs can be a Major Challenge
Teams on islands with isolated data often achieve sub-optimal
results

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Teams Need a Holistic View of How their
Customers Engage with Media
Campaigns
We need to understand all of the campaign touch points in the
customer lifecycle and how much they contribute to helping us
reach our goals


Siloed Teams and Data Forces Use of
“Last Ad” Standard
But campaigns are made up of overlapping ads that reach consumers multiple t
across multiple channels, over extended periods of time

Banner Rich Media & Banner Banner Search
Yahoo Sponsorship MSN CNet Sky Sports Google

$

$ $

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Without a Holistic View of Where
Customers Engage, Teams Enter a
Vicious Cycle
Optimizing media without understanding what’s really driving
towards business goals will degrade efficiency and performance


Evaluating Every Touch Point Helps
Teams Have a More Holistic View of the
Customer
Using advanced attribution modeling, Yahoo drove 15% more
conversions than it did with the last ad model


SO WHAT CAN I DO TODAY?
Google Multi-channel conversions


First Interaction

Banner
Yahoo
Rich Media &
Sponsorship MSN
Banner
CNet
Banner
Sky Sports
Search
Google
Conversion
$


WHAT IS A CONVERSION?

ANY Transaction or Goal
15

SO REALLY, HOW ARE MY BANNERS?


SO REALLY, HOW ARE MY BANNERS?

17

OTHER REPORTS
Time Lag Path Length
Days to convert Interactions to
conversion


CONVERSION SEGMENTS


CHANNEL DESCRIPTIONS

display, cpm, AdWords “content” through ad
Display
distribution
Paid Search AdWords and/or “cpc”, “ppc”
Organic unpaid search engines or “organic”

Social ~400 social networks (no tag)

Referral any other site not listed

Email “email”

Direct Through URL, Bookmark or “(not set)”

Other Anything else (custom medium / source)


Advanced Attribution Allows Teams to
Weight KPI Contributions to all Ads Seen
For the campaign lifetime, many ads will have a role in driving
conversion
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A Customized Statistical Model will
Attribute Each Conversion to the
Appropriate Channel
Probability to convert as a function of ad exposure

ln ( = b + m1x1 + m2x2 + m3x3 + … + mixi

• The ad history is defined by variables xi which define ad characteristics
(e.g., display vs. search) or behavior (e.g., click vs view).
• The coefficients (mi) define the weightings associated with each ad
characteristic/behavior
• The model will incorporate the coefficients for each ad to determine
26 how much weight to apply to each ad in a converter’s exposure history

A 360 Degree Marketing Intelligence
Platform can Help with Holistic Customer
Insights
The platform integrate data from online, customer data, third
parties, and offline media channels

27

About Digitaria’s Analytics Department
Analytics Solutions Select Vendor Partnerships
• Measurement Strategy
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