In this webinar with Ryan Koonce, you’ll learn how to utilize UTM parameters to accurately track your marketing and advertising efforts, and report on them using different attribution models to correctly calculate your cost of acquisition (COA).
Ryan is the founder of SaaS Management Group, a leading growth marketing and analytics consultancy who has founded a number of startups and was a pioneer in viral marketing and landing-page testing and optimization.
In his talk, he wants to teach you how create effective tracking links using explicit UTM parameters instead of Google Auto-Tagging and what you should look out for if you are running Twitter, Facebook, and Google advertising campaigns when calculating an accurate COA.
- What is marketing attribution and why it matters for your business
- Best practices for creating different types of links with UTM parameters
- How common online advertisers (i.e. Google, Facebook, Twitter) attribute the success of their campaigns and what this means for you
- How to build reports to understand attribution and allocate cost data
Durring this session at MarTech West 2019, Mediacurrent's Director of Marketing Adam Kirby shares his approach to transitioning a 2K person SaaS organization from almost no KPIs to a multi-touch attribution model supported by sales, marketing, and the technology departments. You'll learn from his mistakes and walk away with a clear set of next steps to guide your organization to marketing attribution.
How to Accurately Track Marketing Campaigns + Free Campaign Tagging ToolIn Marketing We Trust
Learn How to Accurately Track Marketing Campaigns with Tracking Guru Ben Weber, Head of Analytics at In Marketing We Trust (Travel Massive LIVE sponsor).
We'll be answering:
*Why do we need campaign tracking?
*What are UTM parameters?
*Where to find campaigns in Google Analytics?
And you'll learn how to use UTM for:
*Email
*Google ads and other paid campaigns
*Social media campaigns
*Offline campaigns
The Power Point will offer you a greater insight into why it was created, how it is utilized, and to whom it can be applied to. Please visit www.artifcialintelligenceseo.com for more information. Thank you.
How to Prepare Your Brand for Upcoming AI Features in SearchLily Ray
Google, Bing and OpenAI have released various new features that create competition with search engines, which present threats to those who work in the SEO industry. Learn about these recent updates to AI chatbots and AI-powered search features, and whether or not Google's new SGE results provide high-quality answers for searchers.
Lily Ray presented this talk at the SEOnthebeach conference in Spain in June of 2023.
Consideration and implementation of a successful marketing automation strategy presented by Andrew Wilson, Freelance Digital Marketing Automation & Project Manager
The Ecommerce Trends Every D2C Brand Needs to KnowTinuiti
Scaling your Direct-to-Consumer (D2C) brand requires an ever-growing toolbox, which includes first-party data, lifecycle tools like SMS messaging and loyalty programs, buttoned-up fulfillment and omnichannel marketing strategies, and a keen understanding of ecommerce trends.
The good news? Our subject matter experts, plus experts from across the industry, shared all the knowledge you need to grow and scale your D2C business in 2022.
Next-best offer refers to the use of predictive analytics solutions to identify the products or services your customers are most likely to be interested in for their next purchase.
Facing this topic I have made a personal research, and realize a synthesis, which has helped me to clarify some ideas. This presentation does not intend to be exhaustive on the subject, but could perhaps bring you some useful insights.
Durring this session at MarTech West 2019, Mediacurrent's Director of Marketing Adam Kirby shares his approach to transitioning a 2K person SaaS organization from almost no KPIs to a multi-touch attribution model supported by sales, marketing, and the technology departments. You'll learn from his mistakes and walk away with a clear set of next steps to guide your organization to marketing attribution.
How to Accurately Track Marketing Campaigns + Free Campaign Tagging ToolIn Marketing We Trust
Learn How to Accurately Track Marketing Campaigns with Tracking Guru Ben Weber, Head of Analytics at In Marketing We Trust (Travel Massive LIVE sponsor).
We'll be answering:
*Why do we need campaign tracking?
*What are UTM parameters?
*Where to find campaigns in Google Analytics?
And you'll learn how to use UTM for:
*Email
*Google ads and other paid campaigns
*Social media campaigns
*Offline campaigns
The Power Point will offer you a greater insight into why it was created, how it is utilized, and to whom it can be applied to. Please visit www.artifcialintelligenceseo.com for more information. Thank you.
How to Prepare Your Brand for Upcoming AI Features in SearchLily Ray
Google, Bing and OpenAI have released various new features that create competition with search engines, which present threats to those who work in the SEO industry. Learn about these recent updates to AI chatbots and AI-powered search features, and whether or not Google's new SGE results provide high-quality answers for searchers.
Lily Ray presented this talk at the SEOnthebeach conference in Spain in June of 2023.
Consideration and implementation of a successful marketing automation strategy presented by Andrew Wilson, Freelance Digital Marketing Automation & Project Manager
The Ecommerce Trends Every D2C Brand Needs to KnowTinuiti
Scaling your Direct-to-Consumer (D2C) brand requires an ever-growing toolbox, which includes first-party data, lifecycle tools like SMS messaging and loyalty programs, buttoned-up fulfillment and omnichannel marketing strategies, and a keen understanding of ecommerce trends.
The good news? Our subject matter experts, plus experts from across the industry, shared all the knowledge you need to grow and scale your D2C business in 2022.
Next-best offer refers to the use of predictive analytics solutions to identify the products or services your customers are most likely to be interested in for their next purchase.
Facing this topic I have made a personal research, and realize a synthesis, which has helped me to clarify some ideas. This presentation does not intend to be exhaustive on the subject, but could perhaps bring you some useful insights.
Learn the fundamentals of marketing analytics. This deck covers the essential analytics for a website, including common KPIs and sample UTM parameters for Google Analytics. Slides from Intelligent.ly class, Marketing Analytics 101, led by Sarah Hodges. This deck reviews:
Email Marketing Metrics
Paid Search Metrics
Social Media / Media Metrics
...and more!
Amazon Marketing Cloud is a holistic measurement and analytics solution, and can be a treasure trove of data that can be converted into insights to drive your Amazon business.
Learning how AMC works can give you a robust understanding of your audience and your performance on Amazon – but knowing where to begin is the tricky part.
In this webinar, our Amazon Marketing Cloud expert will dive into how to utilize AMC to get the answers to your most pressing business questions on Amazon.
How Marketo Structures Marketing OperationsMarketo
The growth of marketing automation has coincided with marketing operations, making it a very strategic role representing an intersection of marketing, technology, and business process. In this presentation, you'll learn how to build out your marketing operations role and function, and structure your team.
PPC Restart 2023: Matouš Ledvina - AI jako klíč pro efektivní marketingTaste
Je evidentní, že se čím dále přesouváme do světa poháněného umělou inteligencí. Pojďme si společně projít jak AI využít ve svůj prospěch v rámci Google produktů a maximalizovat tak výkon vašich marketingových aktivit.
One of the crucial trends nowadays will be the growth of attribution modeling. However, many savvy marketers are still missing the opportunity to reap the benefits of attribution modeling, hence this whitepaper is aimed at providing a comprehensive overview of what marketing attribution is all about.
With the official sunset of Universal Analytics (UA), businesses are now expected to have Google Analytics 4 (GA4) up and running smoothly.
Join this webinar to make sure your business has GA4 set up with conversion tracking working, and learn how to utilize the new interface, event data types, and more to keep your campaigns on track.
You’ll learn:
How to read reports in Google Analytics 4.
How to analyze and utilize the data in GA4.
How to make sure GA4 is set up properly.
Drew Blumenthal, Founder & CEO at Digital Drew SEM, will walk you through all of GA4’s new reports and new metrics so you can understand what they mean for your business.
The True Value of Syndicated Links ExperimentSarah Fleming
The value of achieving syndicated links has been hotly debated across the PR and SEO industry. With many sites continuing to give out syndicated links, in this presentation I've conducted an experiment to showcase how to count syndicated links and report on its SEO value towards link building strategies.
From Digital Analytics to Insights: Data-Driven Decision Making & Changes in Consumer Trends to Effectively Develop Below-the-Line Campaigns / Guest speaking on Nov 25, 2015 at Asia Business Connect's Conference on
"Effective Below-the-Line Marketing Strategies"
Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
How to build a holistic search strategy that worksHannahIJohnson1
Far too often, SEM and SEO are managed in silos, leaving users with a disjointed search experience and causing brands to lose potential customers. SEO and SEM are complementary channels, which requires both teams to be unified in order to optimize the user experience and drive conversions.
This presentation goes over:
Educate key stakeholders about why the shift to holistic search is necessary
Evaluate your program from search query to conversion to identify areas of opportunity and growth
Understand how those elements translate to day-to-day account management
Create the plan for how your teams will work together moving forward
Iri growth summit_media and promotion effectiveness_v3Joy Joseph
IRI and Turner partnered in mining marketing-mix studies
across 62 brands representing $20 billion in sales and
$3 billion in marketing spend across food, beverages,
health care, beauty and home care aisles. The objective
was to help marketers determine the most efficient
marketing allocations and guide organizations to make
marketing investments that provide short- and long-term
growth.
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
Learn the fundamentals of marketing analytics. This deck covers the essential analytics for a website, including common KPIs and sample UTM parameters for Google Analytics. Slides from Intelligent.ly class, Marketing Analytics 101, led by Sarah Hodges. This deck reviews:
Email Marketing Metrics
Paid Search Metrics
Social Media / Media Metrics
...and more!
Amazon Marketing Cloud is a holistic measurement and analytics solution, and can be a treasure trove of data that can be converted into insights to drive your Amazon business.
Learning how AMC works can give you a robust understanding of your audience and your performance on Amazon – but knowing where to begin is the tricky part.
In this webinar, our Amazon Marketing Cloud expert will dive into how to utilize AMC to get the answers to your most pressing business questions on Amazon.
How Marketo Structures Marketing OperationsMarketo
The growth of marketing automation has coincided with marketing operations, making it a very strategic role representing an intersection of marketing, technology, and business process. In this presentation, you'll learn how to build out your marketing operations role and function, and structure your team.
PPC Restart 2023: Matouš Ledvina - AI jako klíč pro efektivní marketingTaste
Je evidentní, že se čím dále přesouváme do světa poháněného umělou inteligencí. Pojďme si společně projít jak AI využít ve svůj prospěch v rámci Google produktů a maximalizovat tak výkon vašich marketingových aktivit.
One of the crucial trends nowadays will be the growth of attribution modeling. However, many savvy marketers are still missing the opportunity to reap the benefits of attribution modeling, hence this whitepaper is aimed at providing a comprehensive overview of what marketing attribution is all about.
With the official sunset of Universal Analytics (UA), businesses are now expected to have Google Analytics 4 (GA4) up and running smoothly.
Join this webinar to make sure your business has GA4 set up with conversion tracking working, and learn how to utilize the new interface, event data types, and more to keep your campaigns on track.
You’ll learn:
How to read reports in Google Analytics 4.
How to analyze and utilize the data in GA4.
How to make sure GA4 is set up properly.
Drew Blumenthal, Founder & CEO at Digital Drew SEM, will walk you through all of GA4’s new reports and new metrics so you can understand what they mean for your business.
The True Value of Syndicated Links ExperimentSarah Fleming
The value of achieving syndicated links has been hotly debated across the PR and SEO industry. With many sites continuing to give out syndicated links, in this presentation I've conducted an experiment to showcase how to count syndicated links and report on its SEO value towards link building strategies.
From Digital Analytics to Insights: Data-Driven Decision Making & Changes in Consumer Trends to Effectively Develop Below-the-Line Campaigns / Guest speaking on Nov 25, 2015 at Asia Business Connect's Conference on
"Effective Below-the-Line Marketing Strategies"
Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
How to build a holistic search strategy that worksHannahIJohnson1
Far too often, SEM and SEO are managed in silos, leaving users with a disjointed search experience and causing brands to lose potential customers. SEO and SEM are complementary channels, which requires both teams to be unified in order to optimize the user experience and drive conversions.
This presentation goes over:
Educate key stakeholders about why the shift to holistic search is necessary
Evaluate your program from search query to conversion to identify areas of opportunity and growth
Understand how those elements translate to day-to-day account management
Create the plan for how your teams will work together moving forward
Iri growth summit_media and promotion effectiveness_v3Joy Joseph
IRI and Turner partnered in mining marketing-mix studies
across 62 brands representing $20 billion in sales and
$3 billion in marketing spend across food, beverages,
health care, beauty and home care aisles. The objective
was to help marketers determine the most efficient
marketing allocations and guide organizations to make
marketing investments that provide short- and long-term
growth.
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
Operational Attribution with Google AnalyticsJonathan Breton
Multi-channel Attribution Modeling isn't necessary complex to implement.
Find here a framework and a methodology to start moving away from last-click vision
Webinar: Improve Campaign Results with Multi-Channel Funnels and Acquisio Att...Acquisio
While tracking page hits has become a mandatory practice, determining the path someone takes to land on a specific page can be challenging at best. However, if you can uncover this information, you can determine which marketing channels are most effective and fully leverage them.
To facilitate this, Google has developed an Attribution Modeling tool. Part of Google Analytics Premium, the tool provides valuable insight and analytics by breaking down and comparing the effectiveness of your key marketing channels, such as paid and organic search, email, affiliate marketing, display ads, mobile placements, and more.
To show you how it works, we will be hosting a webinar on August 30. Presented by James Thompson, President of Clix Marketing, and Marc Poirier, CMO & Co-Founder of Acquisio, this webinar will cover the following:
- Google’s Attribution Modeling concept
- The benefits of using Attribution Modeling
- Case studies on clients using this product
- Best practices
The webinar will also explain the value of combining Google’s Attribution Modeling tool with a platform like Acquisio, to receive additional insight towards your media channels, as well as the true value of display and Facebook advertising.
If you are looking to enhance your digital marketing efforts, enable better budget allocation across channels and increase your marketing ROI, this webinar is not to be missed.
In this presentation, Andrew Covato talks about the uses of attribution modelling and Big Data within a large company like Google. Covato introduces himself and talks about his own working background before going on to talk about the ins and outs of marketing and digital marketing. As well as giving insight into attribution modelling with his experience.
Red Door Interactive: Contribution-Attribution-Mix, Oh My! Creating Content f...AMASanDiego
Track: Insight & Analytics
Topic: MULTI-ATTRIBUTION
Title: Contribution-Attribution-Mix, Oh My! Creating Content for YOUR Customers
Speaker: ANDY BATTEN, Director of Digital Analytics & Optimization, Red Door Interactive
While the phrase ‘Attribution’ has been supplanted by ‘Big Data’ as the hottest buzz-word in digital marketing, it remains a concept that few understand, and even fewer are incorporating into channel marketing strategies. Often, the difficulty for many companies is in breaking the concept down into the core components that could otherwise help them grasp and move through the process. Rather, companies think of attribution as one giant problem to solve, which inevitably continues to push the topic into the ‘next year’ bucket on their list of priorities.
In “Contribution-Attribution-Mix, Oh My!”, Andy will break down the concept of ‘Attribution’ into core concepts and strategies that make the process tangible and linear, so you can walk away understanding the necessary elements and steps which are required to move from the crawl phase to ‘running’ with econometric/media mix modeling.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
How To Make Your Marketing Match Your Reality (#mozcon 2015)Dana DiTomaso
Too often, the tone and promises of marketing don't match those of the business itself. Dana will help you bring your brand identity together, both in-store and online.
How to Build an Attribution Solution in 1 DayPhillip Law
I presented this at the London Measurecamp Conference, in September 2016. This is an overview on how to build an attribution solution with Python and Tableau. This is meant as a starter solution.
Multi touch attribution & attribution modeling - GAUC Sydney Melbourne - 2013...Vinoaj Vijeyakumaar
This presentation was given at the Google Analytics User Conferences held in Sydney & Melbourne in June 2013. This presentation walks through moving beyond last-click attribution and harnessing Google Analytics' Attribution Modeling Tool to establish your ideal digital media mix. In it we cover the basics of multi-touch attribution, getting started with the Google Analytics Attribution Modeling Tool, and Custom Models. We also walk through a case study where Amari Hotels were able to increase sales by 45% simply by reallocating their digital marketing budgets based on insights gained from the Attribution Modeling Tool.
GAUC 2017 Workshop Attribution with Google Analytics: Peter Falcone (Google)e-dialog GmbH
Overview of Attribution: Digital Attribution, Online to Offline Attribution and TV Attribution. We’ll cover the real-life examples, best practices, implementation details and results obtained.
Website and social analytics give you lots of data to look at, but what should you do with it? Learn how to make analytics work for you and understand how your communications efforts are having an impact.
Webinar: Survival Analysis for Marketing Attribution - July 17, 2013Revolution Analytics
A central question in advertising is how to measure the effectiveness of different ad campaigns. In online advertising, including social media, it is possible to create thousands of different variations on an ad, and serve millions of impressions to targeted audiences each day. Rather too often, digital advertisers use the last click attribution model to evaluate the success of campaigns. In other words, when a user clicks on an ad impression, only the very last event is deemed as significant. This is convenient but doesn't help in making good marketing decisions.
Survival analysis is widely used in the modeling of living organisms and time to failure of components, but Chandler-Pepelnjak (2010) proposed to use survival analysis for marketing attribution analysis. Listen to our webinar to learn more about this theory and a big data case study, showing how DataSong used Revolution Analytics.
Attributions are basically a tool to answer two business questions, How do people decide to buy and how do they actually buy.
Let’s cover some basic pre-requisites that you should know already and then go deeper into attribution modelling and its implementation.
Awesome Reporting for Winning at PPC #HeroConfKoozai
Whether you are a seasoned PPC pro or you are just getting started, you need to be reporting like a rockstar. Understanding the data you are presented with is paramount when it comes to paid search; the decisions you make need to be informed and backed with stats. There really is no need for the guessing game with all the tools available to us. You'll learn:
- How to report findings in an actionable, specific way to each type of audience (colleague, boss, client, potential client).
- Ways to use Google AdWords, Google Analytics and Excel in partnership to get the most out of your data.
- Why it's beneficial to use audit checklists.
The Future of Analytics: Multichannel Attribution WP Engine UK
Have you seen your source data weigh more and more to brand traffic? What the heck is going on? Review this deck to learn how to track your visitor journey and make better decisions in your online marketing campaigns.
1. Advanced techniques with Google Analytics.
2. Using goal values for ad spend ROI calculations.
3. Understanding how different sources of traffic drive value
National Reputation and National Positions breaks down some key ingredients to creating successful internet marketing campaigns whether its PPC, SEO or Reputation Management.
Overview of digital marketing channels
The role of search in marketing strategy and customer journey
How Google search works
Learn the basics of SEM including SEO and PPC
ReTargeting and the Future Of Display Advertising Arjun Dev Arora
This deck walks through the basics of display advertising including metrics, optimization levers, targeting methodologies and touches on new cutting edge technologies to help marketers reach audiences at the right time and place.
Intro to Search Engine Marketing (SEM), pay-per-click advertising and Google Adwords for Troy Henikoff's "Entrepreneurial Tools For Digital Marketing" course at Northwestern's Kellogg School of Management. Elan Mosbacher. VP of Marketing @ SpotHero. January 2016.
Similar to Marketing Attribution 101: Understanding Attribution and Calculating Cost of Acquisition (20)
The most successful eCommerce businesses turn a higher percentage of first-time purchasers into long-time, high LTV, all-star customers. Those all-star customers drive referrals, brand awareness, revenue, and growth!
But how do they do it? It comes down understanding your customer by creating granular segments and creating highly targeted interactions with them.
Kissmetrics for eCommerce integrates seamlessly with Shopify to give you the insights you need to turn more one time purchasers into all-stars and power growth!
eCommerce wars are raging. There’s little to no chance your store is destined to succeed based on the uniqueness of the products you offer.
You have to outmaneuver your competition with superior sales and marketing tactics.
What promotions best engage onsite shoppers?
Which strategies inspire visitors to place products in their carts?
How do you win and retain the trust of your buyers?
Where does content marketing enter the equation?
How do you gather useful data about your shoppers to help you create more effective marketing?
What tactics work best for retaining customers and upselling?
What tactics make the shopper’s user experience special?
How do you bring back shoppers that slipped away?
What effective social media approaches might you be neglecting?
What “value-add” ideas can you present to turn undecided shoppers into buyers?
Which advertising tactics generate click-throughs and purchases?
Buckle up for this webinar. Online marketing expert Barry Feldman has created a long list of answers to all of these questions. And in less than 60 minutes he’s going to present 32 ideas — with a generous heap of examples — eCommerce companies can easily add to their marketing arsenal to boost engagement and sales.
When it comes to eCommerce marketing strategy, segmenting email lists can have a huge impact on your success. Have you come to a standstill when you think about remarketing with email? We’ve got the perfect webinar for you – AND, we’re going to take it one layer deeper to teach you how social can play a pivotal role in your eCommerce email targeting plan.
Get your notebooks ready! In this webinar, Hanapin’s Associate Director of Services, Carrie Albright, will outline some awesome tips for you to attain email lists and target your audiences flawlessly and creatively.
You’ll learn:
Where you get email lists and where to use them
Ways to creatively layer your audiences into your digital marketing strategy
How to identify where social comes into play for your email targeting
Real life examples of success, failure, and the unknown
Achieve high growth by keeping customers coming back to your ecommerce websiteKissmetrics on SlideShare
Success! You’ve got a regular stream of sales coming in, but the cost of acquisition is so high, how do you make this more profitable? How do you increase the lifetime value of a customer by enticing them to come back?
A healthy customer retention rate is a key factor in any high growth business. You can’t be a high growth without it!
During this webinar, Tom Robertshaw, Ecommerce Evangelist at Space 48, will take you through how to factor in customer retention in all areas of the business. Whether this is improving auditing and improving website user experience or through identifying targetted email campaign opportunities.
You’ll learn:
A wide range of opportunities for re-engaging with customers
Different ways to evaluate your website performance and customer satisfaction
How to prioritise the newly identified opportunities so that you can take the next step and test them
Real-life examples of how our customers have increased revenues through successful customer retention strategies
Understanding your customer psychographics without surveys or spending a lot ...Kissmetrics on SlideShare
Customer psychographics don't have to come from expensive third party tools. There’s a way to learn about your customers affinity groups, purchase behaviors, and interests – without running a survey and without spending money.
In this webinar, You’ll learn:
How to use your customer list to understand your audience’s interests without surveying
An advanced method for getting meaningful psychographic information out of Facebook
Ways to leverage newfound psychographic insights, from content strategy to copywriting to product development
Plus, we’ll give all attendees a spreadsheet of US psychographic benchmarks to compare to your own insights.
Is your onboarding email series costing you? Not seeing enough trials turn into paying customers? Onboarding is tough to get right: what do you send? To who? And when? What do you need to do to get leads coming back and taking action?
In this webinar, Joel Klettke, conversion copywriter to SaaS and B2B businesses at Business Casual Copywriting, will show you how smart companies are using email to turn more trials into paying customers and reduce churn.
You'll learn:
How to plan an onboarding series, including what to send and when
Practical tips anyone can apply to improve open rates and clicks
4+ different types of emails to incorporate into your onboarding series
How to leverage behavioral insights to make your emails more effective (and convert more leads!)
Messenger Marketing & Chatbots: How To 10x Sales & Leads Before Your CompetitorsKissmetrics on SlideShare
Communication has changed. We’re rapidly expanding beyond email and into messaging. As a society, it’s where we have our most meaningful conversations.
Facebook Messenger is the fastest growing channel in the world. With 1.3B users, it’s already larger than Instagram, Twitter, and Pinterest combined. It’s also the only channel of this magnitude that isn’t saturated with marketers (yet). But why? Herein lies the secret of this webinar.
With all eyes and dollars aimed at building chatbots for customer service, we’re going to teach you how to use them to scale customer acquisition, generate more revenue, and get ahead of your competitors.
In this webinar Samir ElKamouny, co-founder of Fetch & Funnel, will show you exactly how modern marketers are using Facebook Messenger & Chatbots to increase sales and leads at a fraction of the cost.
- What messenger marketing is, and the role of chatbots
- The most impactful acquisition strategies and use cases
- How to build a new subscriber list, AND get 10x results over email from your existing list
- How to get a 40x bottom of funnel ROAS
- 3 powerful chatbots that are easy to implement and will produce exceptional results, applicable to nearly every business
- Which messenger bot platform is best for your business
Data-Driven Storytelling: How To Use Qualitative and Quantitative Insights To...Kissmetrics on SlideShare
What exactly constitutes "good" content? Is it content that goes viral? Is it content that gets a ton of shares and views? Sure, all of those things are great if they happen, but content is only as good as the goals it helps you and your team achieve.
As marketers, you already know that so much content is being created daily and that yours needs to stand out for it to even attempt to make a lasting impression. In order to achieve this, you need to know what the members of your audience are looking for in the content they consume. Then you have to apply art and science to craft a compelling story, measure adequately, and use this content in each department of your company.
In this webinar, Brittni Kinney, VP at Influence & Co., will dive into the identifiers of good content, discuss what kinds of insights are helpful in creating a content story that speaks to your audience, and explain how to use this content to achieve the various goals of your company.
You'll learn:
The art and science of storytelling
How to use qualitative and quantitative insights to inform your content
How content can fuel your business and how various departments can use the content you create
Facebook News Feed Armageddon Survival Guide: 10 Hacks To Stay Alive This YearKissmetrics on SlideShare
On January 12, Facebook declared organic post reach dead for pages.
It’s time to seriously re-think our Facebook and social media strategy. Big time.
In our webinar with Larry Kim, he will highlight the top 10 strategies you must deploy this year to survive the Facebook News Feed Armageddon.
You'll learn:
What Facebook engagement loopholes still work and which ones are dead
Unusual Hacks to connect with Facebook Users without using ads or the news feed
Important new Social Media Marketing strategies for 2018 and beyond
How to build a framework for customer empathy: Learning from a company that d...Kissmetrics on SlideShare
Developing customer empathy is a critical part of any Growth team, while quantitative data allows us to understand the what, qualitative insights are key to reveal why people behave the way they do with your product.
In this webinar, Thibault Imbert, head of Growth for Adobe, Creative Cloud will show you how to develop such a framework to build an empathetic product organization.
You'll learn:
The differences between qualitative and quantitative and how they complement each other
Why building a community of active users and what you can learn from them
How to scale by automating feedback collection through various channels and campaigns
How to structure your team and put this data in the center of your product development
If you have a digital product, you are fully aware that your business is defined by your important behavioral segments. Organizing your prospects and customers around how they interact with your site and product is essential for organizing your growth activities.
From an analytical perspective, understanding what makes these important segments tick is crucial for making the decisions that drive their growth. More importantly, however, is the ability to take actions off these groups to actually drive growth behaviors. And this is why we built Kissmetrics Populations.
Join us for this webinar to learn all about how to operationalize your behavioral data with Kissmetrics Populations. Specifically, you will learn how to:
Create the right Populations for your business
Gather important insights about any Population
“Operationalize” your Populations to drive growth
Are you underutilizing email marketing and marketing automation? The chances are that you're only scratching the surface of what's possible. The customer lifecycle should be your primary focus when looking to communicate with your customers and you need to map out the key touchpoints to effectively target customers with relevant messages and offers.
99% of retailers are merely doing the basics with email marketing automation. In this webinar, Philip Storey, Founder and CEO of Enchant Agency, will show you how to kick-start your customer lifecycle with email and help you become one of the 1% winning at email marketing.
You’ll learn:
The fundamentals of the customer lifecycle
Why email marketing is still the most effective channel for nurturing customer relationships
The importance of really listening to your customers
How to map out your customer lifecycle for email
How to create new interactions that generate revenue and improve the customer experience
Great lifecycle email examples from top brands across different industries
Get on the bus with your prospects and join their journey to become your cust...Kissmetrics on SlideShare
Getting your prospects to pay attention is one thing and getting them to buy is a long way from that. Understanding the customer journey and reacting in the right way, at the right time is key to solid customer acquisition.
In this webinar, you'll learn how to use Kissmetrics to spot key trends in the journey, define segments that matter and target those segments with the right messages at the right time--to win their business.
You’ll learn how to use Kissmetrics to:
Segment your audience to focus on the prospects that matter the most
Target your best segments with the help of Kissmetrics
Engage your best segments at the most impactful time to win their business
With 6,000+ tools to choose from, marketers are experiencing a "Stackapocalypse." Cut through the nightmare of choice with our ultimate growth marketing stack, proven to work seamlessly together to turn leads into conversions at scale.
Join Kissmetrics and Effin Amazing in this upcoming webinar to learn:
The tool stack that drove record-breaking growth for Effin Amazing's clients
How to integrate your stack for maximum marketing impact and minimum effort
Cool stack use cases including data enrichment, lead scoring, and workflow automation
Video marketing is the most effective form of online advertising and can be a powerful driver for your sales organization. In this webinar, Charlotte Broadbent, the Director of Marketing at Lemonlight, will demonstrate the tops ways to successfully use video to guide your consumers through the sales funnel and the analytics you need to pay attention to.
You'll learn:
Top three ingredients to include in your video to turn website visitors into customers
The KPIs you need to focus on to measure your success throughout your sales cycle
Average engagements rates when using a video instead of text
Which types of videos are most successful throughout your buyer's journey
In many ways, customer engagement has become the most important metric for any modern software business.
Not too long ago the software marketers job was to optimize the funnel for impression, traffic and pipeline generation and it usually ended when a sale closed. Corks were popped and parties were thrown. But to a modern software marketer, this old funnel looks like something out of Mad Men.
Today the modern marketer or growth hacker needs to optimize the funnel for lifetime value. And it requires a dramatically different process and approach to growing your business.
In this webinar, Sean Ellis and Brian Kelly will be showing you how to:
Find you North Star Metric, which will help you increase true value to your customers
Identify your greatest opportunities for sustainable growth
Set up a growth process based on experimentation
Analyze your customer behavior and increase customer engagement
E-Commerce Promotion 101: How to Use Non-Intrusive Popups to Generate More Sa...Kissmetrics on SlideShare
If you’re like most e-commerce owners, you’re familiar with popups. And if you are, chances are you’re using them to capture and convert more leads for your site. But did you know there’s a much more effective way to use them?
In this exclusive training, Emil Kristensen, CMO and Co-founder at Sleeknote will walk you through how many of biggest movers and shakers in e-commerce are using popups to increase revenue—and how you can, too.
You’ll learn:
How one e-commerce site increased their opt-in rate by 512.5% (that’s not a typo)
A simple but powerful way to turn casual site visitors into happy customers (hint: it involves your checkout.)
How to design intelligent popups that guide your visitors to EXACTLY what they’re looking for on your site (a previous attendee said “it’s like having a virtual employee.”)
What to NEVER do when using popups (if you get this wrong, Google will penalize your site)
How to gently nudge site visitors to make better purchasing decisions using “page-specific popups.” (Once you see what others sites are doing, you’ll NEVER go back to your old way of using popups.)
Advanced Content Marketing and SEO: Higher Rankings and More Traffic in Less ...Kissmetrics on SlideShare
You’ve been at this content thing for a while and you’re busier than ever. But your traffic is stuck at the same levels. You’re working more for the same results you got last year.
It’s time to adapt. To go beyond the basics. To take a more advanced approach to your content. We’re going to teach you to get more traffic in less time.
Turn your day-to-day email communication into high ranking articles
Delegate using tools, outsourcing and virtual assistants
Get your older content to rank like champions
Find the pages on your site that are already ready to rank
This presentation is really for marketers with 5+ years of content marketing experience. But beginners will get value too. If you know where you’re going, you’ll get there faster.
Plus, we'll be giving away 5 copies of Content Chemistry to webinar participants. This is the illustrated handbook for content marketing. Here's why content marketers call it the "must-have guide to content creation"
"Andy’s approach to content creation is extremely practical; he teaches how to create brand-building and customer-converting content as efficiently and as cost-effectively as possible. I highly recommend Content Chemistry to anyone who needs new ideas for growing revenue and brand awareness through digital channels."
7 Pitfalls That Will Ruin Your Analytics Data and Prevent You from Getting An...Kissmetrics on SlideShare
We all want that insight that will 2x our revenue or bump up our conversion rate by 20%. Before you can get that though, you need to have accurate data that you can actually trust.
In this webinar, Ruben Ugarte, founder of Practico Analytics will show you the most common mistakes that companies make when they are setting up their analytics tools. Some of these mistakes might not seem important in the beginning but they will become obvious 6 months after your implementation.
You'll learn:
Why you need a plan before you ever write a single line of code and how skipping this almost guarantees you will fail.
How a little detail like event names can make your data a joy or a pain to work with.
Why adding more tools isn't always better despite how fun it may seem.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
3. Thue is the Kissmetrics Webinar Wizard and
Marketing Ops Manager. Before joining forces with
Kissmetrics, he was a Lyft driver in SF, which is also
how he ended up as a Kissmetrics marketer.
Whenever Thue is not trying to automate everything
around him, you can find him hiking in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Before founding SaaS Management, Ryan created a
number of data-driven testing methods that helped
him build multi-million user companies.
RYAN KOONCE
CEO, SaaS Management Group
@RyanKoonce
www.SaaSMgmt.com
7. Attribution is crediting your conversions to your
advertising and marketing channels, and
assigning them a cost.
• For clarity, in this discussion we’re going to use “channel” to mean
any method of marketing or advertising
• A conversion is anything that’s important to you. It could be filling
out a lead form, inviting a friend, or completing a purchase.
• We’re going to focus on WEB attribution today, but the same
principles apply for native mobile attribution, or any other type of
promotion and conversion you might be considering.
WHAT IS ATTRIBUTION?
9. If you’re not tracking your channels properly,
there is no way for you to understand
attribution.
The solution: “UTM Parameters”
GOOD CHANNEL TRACKING + GOOD CONVERSION
TRACKING = GOOD ATTRIBUTION
10. •UTM Parameters allow you to pass additional information in your promotional
URLs to your analytics tools such as Google Analytics and Kissmetrics
•These tools look for these parameters and automatically parse the information
when someone clicks on them.
•Originally developed by Google for measuring data in Google Analytics.
•Now the industry standard for creating tracking links.
Example of a UTM:
yourdomain.com/?
utm_source=twitter&utm_medium=social&utm_content=promotion_A&utm_campai
gn=Android%20-%20US%20-%20Download%20App%20-%20Fantasy
%20Football%20App%20-%20Followers%20
WHAT ARE UTM PARAMETERS?
11. WHAT ARE UTM PARAMETERS?
Name Description
Campaign Source
(utm_source)
Required parameter. Use utm_source to identify the source
of the campaign. Usually this is the place where you
purchased the ad such as “google” or “facebook”
Campaign Medium
(utm_medium)
Required Parameter. Use utm_medium to specify where
your ad is running. This could be email, cpc, or social
Campaign Term
(utm_term)
If used in paid search, include the keyword that you bid on.
Campaign Content
(utm_content)
Generally used to differentiate between content types. In
Google this would be used to A/B test that pointed to the
URL.
Campaign Name
(utm_campaign)
Used to identify the campaign name that you set up in your
advertising account.
12. Suppose you’re advertising on Google Adwords, Facebook, and in an email
newsletter campaigns You want to see which one of these channels is most
effective. Start by adding UTM parameters to all your links.
UTM EXAMPLE
Facebook Example
um_source facebook
um_medium social
um_term (omit)
um_content funny-cat-ad
um_campaign US-Cat-Owners
yourdomain.com/?utm_source=facebook&utm_medium=social&utm_content=funny-cat-
ad&utm_campaign=US-Cat-Owners
14. BEWARE OR AUTO-TAGGING, GCLID OR VALUETRACK!
Auto-tagging is using the automatic tracking URLs provided by Adwords to provide
Google Analytics with attribution or conversion data.
• Auto-tagging doesn’t actually produce UTM parameters and is only understood
by Google products.
• This limits your ability to track UTM parameters in any other tool including
Kissmetrics.
• There is no technical downside to implementing manual UTM parameters.
• Since Google created UTM parameters their product will be able to read the
UTM.
• Do not combine glid or valuetrack with UTM parameters - it is an either/or
scenario.
15. BEWARE OR AUTO-TAGGING, GCLID OR VALUETRACK!
BUT my SEM expert told me I had to use gclid!
Of course they did! Adding UTM parameters is a pain.
• Your SEM is generally only looking at conversion data in Adwords (or the place
they purchased the media) - they don’t need your “special” utm parameters.
• Insist! In a multi-channel universe, inevitably ALL the channels are taking credit
for some of the same conversions.
• Knowing which channel worked and which didn’t is the foundation of multi-
channel attribution
16. Some of your publishers
are taking credit for the
same conversion.
THIS MEANS YOU’RE PAYING MORE THAN YOU THINK!
17. GOOGLE ADWORDS / ANALYTICS CONVERSION
TRACKING
• AdWords will attribute a conversion to the last AdWords click only.
• On the other hand, for all reports except the Multi-Channel Funnels reports,
Google Analytics uses a last click attribution model across all channels
(excluding direct).
For example, let’s say a user clicks on a creative from your AdWords account, then
returns the next day via a Google organic search result and reaches your Goal page
or triggers a Transaction. Google Analytics will attribute the Goal or Transaction to
google/organic. AdWords will attribute the Goal to the AdWords campaign.
19. TWITTER CONVERSION TRACKING
• Default post-view attribution window: 1 day
• Default post-engagement attribution: 14 days
20. EXAMPLE
Suppose you had a campaign running on Google Adwords, Twitter, and
Facebook, all with different creative, but driving the user to the same
landing page.
1. Your customers stops work for lunch, and quickly checks their Twitter
feed. Your ad flies by.
2. Next she heads over to google, and does a search for a super-widget,
and your site comes up in the sponsored results. She clicks on your ad
and lands on your site.
3. Her phone rings and while she’s talking, she heads over to Facebook
and checks her feed. Your retargeting campaign in Facebook kicks in
and she is reminded about your product and clicks one of the ads, goes
to your site and then makes a purchase.
22. EXAMPLE RESULTS
In their reporting, Twitter, Facebook, AND Google are going to take
credit for the conversions
• Your conversion data in these reports will almost always be over
reported.
• Your effective COA as reported in these tools will almost always be
under reported.
• The data in the advertising providers dashboards will almost never
match your analytics data.
This means that in all three systems, your cost per conversion
will be under reported.
24. WHAT ARE ATTRIBUTION MODELS
• Attribution Models are ways of describing which channel should
receive the “credit” for a specific conversion (sale, lead, etc.).
• Any attribution model that makes sense for your business can
work.
• We’re going to talk about the five most popular.
25. ATTRIBUTION MODELS
• First touch - The first ad clicked received credit for the conversion
• Last touch - The last ad clicked receives credit for the conversion
• Linear - All ads receives equal credit for the conversion
• Position Based - Visits from the first and last channel receive the
most credit while the middle channels receive an equal amount of
credit
• Time Decay - The ad leading up to the conversion received varied
amounts of credit with the last ad taking the most.
For now we’re going to ignore look-back windows.
27. FIRST TOUCH ATTRIBUTION
First click receives credit for the conversion.
Consider this example:
1. Person clicks on adwords and visits site.
2. Clicks around but doesn’t purchase.
3. Comes back to site (type in URL - “Direct”) and makes a purchase.
We spent $10 on Adwords. In this case, our COA would be $10
because the sale originated with a click at Google.
29. LAST TOUCH ATTRIBUTION
The last click receives credit for the conversion.
Using the same example:
1. Person clicks on adwords and visits site.
2. Clicks around but doesn’t purchase.
3. Comes back to site (type in URL - “Direct”) and makes a purchase.
We spent $10 on Adwords. However, we spent $0 on direct traffic, so
in this case our COA is $0 because the sale is attributed to direct.
31. LINEAR ATTRIBUTION
All visits receive equal credit for the conversion.
Using the same example:
1. Person clicks on adwords and visits site.
2. Clicks around but doesn’t purchase.
3. Person comes back to site (type in URL - “Direct”) and makes a
purchase.
We spent $10 on Adwords and $0 on Direct traffic. Because we had
one sale from both channels, our COA is $5.
33. POSITION-BASED ATTRIBUTION
Visits from the first and last channel receive the most credit while each
channel in between receives an equal amount of credit.
By default, most position-based attribution models assume:
• 40% of the credit goes to the first channel
• 40% of the credit goes to the last channel
• Remaining 20% going to the middle channels
34. POSITION-BASED ATTRIBUTION
Our example gets more complex.
1. Person clicks on adwords and visits site.
2. Person clicks on Facebook ad and visits site.
3. Person clicks on Twitter ad and visits.
4. Person comes directly to the site (type in URL - “Direct”).
5. Person clicks on an email newsletter ad and visits site, and finally makes a
purchase.
Assume our spend per channel as follows:
Adwords: $10
Facebook: $15
Twitter: $100
Direct: $0
Email: $15
37. TIME-BASED ATTRIBUTION
The ad leading up to the conversion received varied amounts of credit with
the last ad taking the most.
Using our previous example:
1. Person clicks on adwords and visits site.
2. Person clicks on Facebook ad and visits site.
3. Person clicks on Twitter ad and visits.
4. Person comes directly to the site (type in URL - “Direct”).
5. Person clicks on an email newsletter ad and visits site, and finally makes
a purchase.
40. TIME-BASED ATTRIBUTION
1. Person clicks on adwords and visits site.
2. Person clicks on Facebook ad and visits site.
3. Person clicks on Twitter ad and visits.
4. Person comes directly to the site (type in URL - “Direct”).
5. Person clicks on an email newsletter ad and visits site, and finally makes
a purchase.
COA by Attribution Model:
• First Touch: (adwords) $10 COA
• Last Touch: (email ) $15 COA
• Linear: (20%*$10+20%*$15+20%*100+20%*0+20%*$15) = $25 COA
• Position-Based: $17.70
• Time Decay: $23.85
41. WHICH MODEL IS RIGHT FOR YOU?
1. Start slow and grow!
2. First make sure you’re tracking all your conversions correctly.
3. Then look at the difference between the effects of first touch and last
touch attribution.
4. After you have a handle on that, look at other attribution models that
might make sense for your business.
42. HOW SHOULD I MEASURE ATTRIBUTION?
The tool you choose depends on your business goals.
1. Google Analytics
• Supports custom attribution modeling (all 5 types)
• Doesn’t handle “identify” well.
• https://support.google.com/analytics/answer/6148697
2. Kissmetrics (www.kissmetrics.com)
• Supports custom attribution for first touch, last touch and linear.
• Allows you to see “who” (identify) is doing what / when / where.
3. Attribution (www.attributionapp.com)
• Supports the 5 types of attribution out of the box for Facebook and
Adwords, including cost data.
• Doesn’t provide a holistic view of users (only 2 channels).
43. RYAN KOONCE
CEO, SaaS Management Group
@RyanKoonce
ryan@saasmgmt.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?