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Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved
Attribution Modeling
Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved
L’ATTRIBUTION MODEL?
Determinare quali azioni hanno
guidato l’utente alla conversione
Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved
I DIVERSI TIPI DI ATTRIBUTION
Across all Channels
(online & offline)
Across Multiple
Screen
Across Digital
Channels
Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved
DA DOVE PARTE L’ATTRIBUTION
Tool di Analisi Modelli di attribuzione
Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved
PERCHE’ I TOOL DI ANALISI SONO IMPORTANTI
Non è importante quale sia il modello di
attribuzione, esso dipenderà sempre dalla
visione del Tool e dalle sue regole
Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved
TOOL GOOGLE WORLD
Google AdWords
Doubleclick Campaign
Manager
Google Analytics Adometry by Google
Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved
CARATTERISTICHE TOOL
Google AdWords
• Esclusivamente Campagne di Search AdVertising
• Le conversioni vengono attribuite al giorno del click
Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved
CARATTERISTICHE TOOL Doubleclick campaign
manager
• Esclusivamente le campagne di advertising gestite da Doubleclick:
• Search Advertising
• Display Awarness
• Display performance
• Affiliazioni
• Remarketing
• Le conversioni vengono attribuite al giorno della transazione
Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved
CARATTERISTICHE TOOL
Google Analytics
• Esclusivamente i canali riconosciuti da Google Analytics:
• Search Organic
• Visite dirette
• Visite Referral
• Tutti i canali di advertising taggati con i parametri UTM
• Le conversioni vengono attribuite al giorno della transazione
Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved
CARATTERISTICHE TOOL
Adometry By Google
• Esclusivamente le campagne di advertising gestite da Adometry:
• Tutte le campagne online correttamente taggate
• Le campagne offline
• Le conversioni vengono attribuite al giorno della transazione
Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved
IL CONVERSION PATH
I diversi canali toccati dall’utente prima di arrivare alla conversione
Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved
LE DIFFERENZE FRA TOOL: LA VISIONE
I diversi canali toccati dall’utente prima di arrivare alla conversione
Smarthphone Smartphone Samsung Samsung S3
Google AdWords
Display Search Paid Social Search Paid Search Paid Remarketing
Google Analytics
Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved
LE DIFFERENZE FRA TOOL: CONVERSION DAY
25 Maggio 25 Maggio 26 Maggio
Google AdWords
24 Maggio 25 Maggio 25 Maggio 25 Maggio 26 Maggio 27 Maggio
Google Analytics
Conversione attribuita al 26 Maggio
Conversione attribuita al 27 Maggio
Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved
MODELLI DI ATTRIBUZIONE
Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved
GRAZIE!

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Introduzione al concetto di Attribuzione

  • 1. Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved Attribution Modeling
  • 2. Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved L’ATTRIBUTION MODEL? Determinare quali azioni hanno guidato l’utente alla conversione
  • 3. Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved I DIVERSI TIPI DI ATTRIBUTION Across all Channels (online & offline) Across Multiple Screen Across Digital Channels
  • 4. Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved DA DOVE PARTE L’ATTRIBUTION Tool di Analisi Modelli di attribuzione
  • 5. Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved PERCHE’ I TOOL DI ANALISI SONO IMPORTANTI Non è importante quale sia il modello di attribuzione, esso dipenderà sempre dalla visione del Tool e dalle sue regole
  • 6. Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved TOOL GOOGLE WORLD Google AdWords Doubleclick Campaign Manager Google Analytics Adometry by Google
  • 7. Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved CARATTERISTICHE TOOL Google AdWords • Esclusivamente Campagne di Search AdVertising • Le conversioni vengono attribuite al giorno del click
  • 8. Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved CARATTERISTICHE TOOL Doubleclick campaign manager • Esclusivamente le campagne di advertising gestite da Doubleclick: • Search Advertising • Display Awarness • Display performance • Affiliazioni • Remarketing • Le conversioni vengono attribuite al giorno della transazione
  • 9. Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved CARATTERISTICHE TOOL Google Analytics • Esclusivamente i canali riconosciuti da Google Analytics: • Search Organic • Visite dirette • Visite Referral • Tutti i canali di advertising taggati con i parametri UTM • Le conversioni vengono attribuite al giorno della transazione
  • 10. Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved CARATTERISTICHE TOOL Adometry By Google • Esclusivamente le campagne di advertising gestite da Adometry: • Tutte le campagne online correttamente taggate • Le campagne offline • Le conversioni vengono attribuite al giorno della transazione
  • 11. Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved IL CONVERSION PATH I diversi canali toccati dall’utente prima di arrivare alla conversione
  • 12. Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved LE DIFFERENZE FRA TOOL: LA VISIONE I diversi canali toccati dall’utente prima di arrivare alla conversione Smarthphone Smartphone Samsung Samsung S3 Google AdWords Display Search Paid Social Search Paid Search Paid Remarketing Google Analytics
  • 13. Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved LE DIFFERENZE FRA TOOL: CONVERSION DAY 25 Maggio 25 Maggio 26 Maggio Google AdWords 24 Maggio 25 Maggio 25 Maggio 25 Maggio 26 Maggio 27 Maggio Google Analytics Conversione attribuita al 26 Maggio Conversione attribuita al 27 Maggio
  • 14. Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved MODELLI DI ATTRIBUZIONE
  • 15. Strictly Confidential - Copyright © 2015, iProspect, Inc. All rights reservedStrictly Confidential - Copyright © 2015, iProspect, Inc. All rights reserved GRAZIE!