This document discusses the importance of attribution modeling for digital marketing campaigns. It outlines how attribution can help marketers understand the complex customer journey across multiple channels and devices. The document also provides several solutions for collecting attribution data, such as URL shortening and tracking pixels. It emphasizes the need for analysis of attribution data to optimize budgets and identify high-performing channel combinations. Finally, it considers potential future developments in attribution as tracking technologies advance.
Timely, efficient, flexible and consistent. That’s what marketers want most when it comes to marketing analytics. And that’s what Union Bank was after when it came to Beckon for a marketing analytics solution
Follow these eight steps to rise up out of the marketing data weeds and start beautifully communicating the business impact of everything marketing does.
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.
How to Unlock the ROI of Your Marketing AnalyticsClearPivot
Profit-making businesses expect to grow over time — grow sales and grow in value. Companies that fail to grow are at risk of losing out to the competition, and eventually going under.
Marketing represents the engine of business growth.
Businesses have always needed to accurately identify their niche, develop a strong marketing plan that focus on the target group, and deliver an effective message. Now, they must also develop a keen focus in tracking marketing metrics. Why? Because many businesses spend significant money on their marketing efforts, but then experience disappointment because of poor results.
Smart businesses understand how to utilize analytics to align limited resources with the most effective marketing initiatives to get the most bang for their buck.
Learn how to identify key events — on-site and off-site initiatives — that are critical to filling your sales pipeline.
Timely, efficient, flexible and consistent. That’s what marketers want most when it comes to marketing analytics. And that’s what Union Bank was after when it came to Beckon for a marketing analytics solution
Follow these eight steps to rise up out of the marketing data weeds and start beautifully communicating the business impact of everything marketing does.
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.
How to Unlock the ROI of Your Marketing AnalyticsClearPivot
Profit-making businesses expect to grow over time — grow sales and grow in value. Companies that fail to grow are at risk of losing out to the competition, and eventually going under.
Marketing represents the engine of business growth.
Businesses have always needed to accurately identify their niche, develop a strong marketing plan that focus on the target group, and deliver an effective message. Now, they must also develop a keen focus in tracking marketing metrics. Why? Because many businesses spend significant money on their marketing efforts, but then experience disappointment because of poor results.
Smart businesses understand how to utilize analytics to align limited resources with the most effective marketing initiatives to get the most bang for their buck.
Learn how to identify key events — on-site and off-site initiatives — that are critical to filling your sales pipeline.
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
Measuring Digital marketing - ROI & KPIsAnkur Garg
My guest lecture at UC Berkeley, discussing the subject of measuring Digital Marketing efforts. The steps included identifying right metrics/KPIs and building campaigns with high ROI metrics.
Mining Google Analytics for Marketing InsightsKash Dhanda
Google Analytics is used by tens of millions of businesses to improve marketing decisions with data. This presentation explains how to properly set up an account, use the most powerful features, and generate marketing insights.
By watching this presentation, you'll learn:
* Example goals for Branding, Content Marketing, and Lead Generation websites
* Recommended segments any business can use to gain insights on specific members of their audience
* Intelligence events to keep you on top of your website data
* Common setup errors in Google Analytics
* Questions to ask your data, along with step-by-step images detailing how to find the answers
* Analysis best practices
Other topics covered include:
* Why you should use Google Analytics
* What you can do with Google Analytics
* Questions to help determine your web objectives and example objectives which might apply to your business
* Step-by-step instructions to set up goals, segments, and intelligence alerts
* How to quantify the results of your marketing efforts by using financial values
* Tagging tracking URLs for better campaign tracking
Presented by Kash Dhanda, President of Ezra Digital, at the invitation of the SMPS at their #theAECsofMarketing event.
Taking your marketing performance measurement to the next level requires pulling all the pieces together to get greater clarity on performance, within and across channels. This is where an advanced attribution solution enters the game. In this first of the five webinar series, you’ll learn the key considerations when planning an initiative to leverage these capabilities to drive big results.
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
The Integrated Marketing Analytics Guidebook White Paper by BECKONAmanda Roberts
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Google Analytics can help you understand what content is getting traction: what gets viewed, what sends traffic and what converts to action.. Dana Chinn, web analytics lecturer at Annanberg USC and Sally Falkow, President of PRESSfeed, the social online newsroom, cover the top10 Google Analytics reports.
In this era where a customer is connecting with your brand through multiple channels, find out how each channel is contributing towards your bottom line, and how to calculate its true ROI.
Connecting the Dots Between Online Media and Offline PurchasesAdometry by Google
Adometry CMO Casey Carey delivered this presentation at the 2013 iMedia Brand Summit in a session titled "Connecting the Dots Between Online Media and Offline Purchases".
Adobe Visitor Insights – How Adobe Used Its Experience Platform to Create Beh...Adobe
Adobe Visitor Insights takes behavioral data and turns it into real-time actions for its Digital Experience sales team. Read the whitepaper to learn how Adobe used it’s already-collected data and Experience Platform to create robust behavioral signals that have led to increased pipeline, new opportunities, and targeted conversations.
Google Analytics 101 provides an introductory lesson on features of Google Analytics including Audience, Behavior, Conversion and A/B Testing. If you are considering a website redesign, you should review this to get familiar with how to integrate analytics. Check out http://insivia.com to learn more.
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
Measuring Digital marketing - ROI & KPIsAnkur Garg
My guest lecture at UC Berkeley, discussing the subject of measuring Digital Marketing efforts. The steps included identifying right metrics/KPIs and building campaigns with high ROI metrics.
Mining Google Analytics for Marketing InsightsKash Dhanda
Google Analytics is used by tens of millions of businesses to improve marketing decisions with data. This presentation explains how to properly set up an account, use the most powerful features, and generate marketing insights.
By watching this presentation, you'll learn:
* Example goals for Branding, Content Marketing, and Lead Generation websites
* Recommended segments any business can use to gain insights on specific members of their audience
* Intelligence events to keep you on top of your website data
* Common setup errors in Google Analytics
* Questions to ask your data, along with step-by-step images detailing how to find the answers
* Analysis best practices
Other topics covered include:
* Why you should use Google Analytics
* What you can do with Google Analytics
* Questions to help determine your web objectives and example objectives which might apply to your business
* Step-by-step instructions to set up goals, segments, and intelligence alerts
* How to quantify the results of your marketing efforts by using financial values
* Tagging tracking URLs for better campaign tracking
Presented by Kash Dhanda, President of Ezra Digital, at the invitation of the SMPS at their #theAECsofMarketing event.
Taking your marketing performance measurement to the next level requires pulling all the pieces together to get greater clarity on performance, within and across channels. This is where an advanced attribution solution enters the game. In this first of the five webinar series, you’ll learn the key considerations when planning an initiative to leverage these capabilities to drive big results.
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
The Integrated Marketing Analytics Guidebook White Paper by BECKONAmanda Roberts
You have all the data in the world at your fingertips and your leadership team is waiting for strategic scorecards to come out of marketing. But what should you track, measure, report on and share? What metrics actually matter?
Google Analytics can help you understand what content is getting traction: what gets viewed, what sends traffic and what converts to action.. Dana Chinn, web analytics lecturer at Annanberg USC and Sally Falkow, President of PRESSfeed, the social online newsroom, cover the top10 Google Analytics reports.
In this era where a customer is connecting with your brand through multiple channels, find out how each channel is contributing towards your bottom line, and how to calculate its true ROI.
Connecting the Dots Between Online Media and Offline PurchasesAdometry by Google
Adometry CMO Casey Carey delivered this presentation at the 2013 iMedia Brand Summit in a session titled "Connecting the Dots Between Online Media and Offline Purchases".
Adobe Visitor Insights – How Adobe Used Its Experience Platform to Create Beh...Adobe
Adobe Visitor Insights takes behavioral data and turns it into real-time actions for its Digital Experience sales team. Read the whitepaper to learn how Adobe used it’s already-collected data and Experience Platform to create robust behavioral signals that have led to increased pipeline, new opportunities, and targeted conversations.
Google Analytics 101 provides an introductory lesson on features of Google Analytics including Audience, Behavior, Conversion and A/B Testing. If you are considering a website redesign, you should review this to get familiar with how to integrate analytics. Check out http://insivia.com to learn more.
Digital Marketing ROI: Which Half of My Digital Is Working?David Rogers
Amidst a slew of data from new digital tools, even successful marketers find it hard to know "which half of my marketing is working?" – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal ROI solution, marketers need to think strategically about their own customers' path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.
Show Me The ROI: Digital Marketing Metrics Your CFO Will Love!Clark T. Bell
Below is the latest presentation Clark T. Bell gave to the Utah Technology Council. The presentation was on How to calculate your digital marketing ROI. This presentation was conducted on Tuesday November 11,2014.
Boost the ROI of your digital presenceIdean France
Backelite provides support as you continue to optimize the performance of your digital device. Our playing field: launch strategy, ROI measures, insight into the user experience for your device, user knowledge, loyalty building mechanisms and commitment, quality of service and tracking tools.
Data Enrichment for Better Lead GenerationVbout.com
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Learn how best of breed high tech marketers leverage digital technologies to improve their customer engagement initiatives to drive higher conversion rates
Lead generation and data retention-What should you know as an IT manager?Monomit Bhowmik
Role of an IT consultant in the field of digital marketing is crucial,The document gives a high level overview of the important facts that a consultant should be aware of.
02 GoMeasure (sg and kl) - keynote - john jersin - google.pptVinoaj Vijeyakumaar
Keynote address by John Jersin, Product Manager for Google Analytics. These slides were presented at the "GoMeasure with Google Analytics" events held in Singapore (Sep 6 2011) and Kuala Lumpur (Sep 8 2011).
Know Your Market - Know Your Customer: What Web Data Reveals if You Know Wher...Connotate
In this presentation, Connotate will share expertise gained from years of experience extracting data from the Web and making it usable. Connotate’s experts will explain why certain Web data sources are easy to tap into, why others aren’t – what to consider when scoping out a project.
Data is being generated at a feverish pace and forward thinking companies are integrating big data and analytics as part of their core strategy from day one. However, it is often hard to sift through the hype around big data and many companies start with only a small subset of data. Can smaller companies benefit from big data efforts? We will discuss several use cases and examples of how startups are using data to optimize their operations, connect with their users, and expand their market.
As far as digital marketing is concerned, attribution is unquestionably one of the major stakes in these last years. Nevertheless, the concept of attribution still seems to be a fuzzy subject. So what exactly is attribution and which model should you choose?
It is in order to answer these questions that a taskforce lead by Facebook dealt with the challenges of attribution.
9 essential competencies of platform marketing 11 22 2015Andrew Leone
Summary of the book, "The Rise of the Platform Marketer," which contains 9 essential competencies of platform marketing. To buy this book: http://amzn.to/1N7qcCl
There are only TWO substantial phases in a life of a digital service: either they are being built or they are being optimized. How to improve your UX with digital analytics?
Community Systems Presents: Four Ways To Market Your Community's Commercial ...Ben Wright
Community Systems CEO Ben Wright presents "Four Ways To Market Your Community's Commercial Properties." Joined by Dianne Nunez, Consultant for the Tennessee Valley Authority and Community Systems customer, Ben explores how to use technology to gain more traffic to your community's most valuable offering to expanding and relocating companies - your commercial properties.
Overview of major factors in big data, analytics and data science. Illustrates the growing changes from data capture and the way it is changing business beyond technology industries.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
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In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
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Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
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https://www.rttsweb.com/jmeter-integration-webinar
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
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Bob Boule
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💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
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👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
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Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
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The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
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Sectoral targets and attacks as well as the cost of ransom
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2. Agenda
1. Brief Introduction to NetBooster
2. Why do we need attribution?
3. Collecting Data
4. Analysis, analysis, analysis!
5. What could the future hold?
6. Wrap up & questions
3.
4. Who are NetBooster?
International digital agency
450 employees across 18 countries
Running global campaigns for international clients
All areas of digital covered
4 | Copyright NetBooster Group
6. Who is this bloke?
International SEM Director
Over 12 years in digital
Experience with multi-channel campaigns across
multiple markets in multiple languages
Proper geek
6 | Copyright NetBooster Group
7. Questions can be sent to:
Twitter: @NateWood
Email: nathan.wood@netbooster.com
9. Historically poor understanding
Channels managed
independently
Last click model predominates
Display
Search
Mobile
Social
Email
Very little understanding of full
interaction
Budgets increasingly need to
generate more for less
9 | Copyright NetBooster Group
10. Digital behaviour
Digital conversion paths are growing increasingly
complex
Multi-touch points are increasing across channels and
devices
Every point has value towards the final conversion
10 | Copyright NetBooster Group
11. Other
Social TV/Radio
Conversion
Phone News
Search
11 | Copyright NetBooster Group
12. User behaviour – a typical conversion funnel
Newsletter Content
Registration X Signup X Share X Donation
X - Soft conversion points:
engagement
12 | Copyright NetBooster Group
13. Attribution asks:
How do soft and hard conversions interact?
How do marketing channels influence soft and hard
conversions?
How do these marketing channels interact?
What is the most efficient way to increase conversions?
13 | Copyright NetBooster Group
14. Attribution modeling and full
path-to-conversion are a bit
like teenage sex…
Everyone says they’re doing
it but hardly anyone is and
most of those that are doing
it probably aren’t doing it
very well
14 | Copyright NetBooster Group
16. Tracking – it’s not easy
Well planned tracking is
essential
Add tracking to
whatever you can
Google Analytics has
great features to assist
16 | Copyright NetBooster Group
17. Tracking shortfalls
Most tracking only tracks clicks back to your website
For fundraisers, presence on third party sites is important
Tracking does not cross devices
Logged in sessions are the only way to understand a user’s
full path, across channels and devices, and still falls short
18. Data gathering solutions – URL shortening
3rd Party Site A URL shortener
3rd Party Site B
points to pages
Website on a subdomain
Content is
content of your
displayed, perh
contains a LINK site, where GA
aps containing
to 3rd Party Site tracking can be
more links
B fired
19. Data gathering solutions – using images
Tracking pixels are essentially tracked image requests
On 3rd party websites where possible host imagery on your
domain
Image requests can be tagged to show page impression data
Soft conversion analysis on 3rd party website
Can also iframe images where possible
21. Data gathering solutions – logged sessions
Logged in sessions provide the most robust data
Requires strong encouragement
Only reliable way to track across devices at the moment
Also a good permission based approach to using
behavioural data
24. Some famous opinions
“It is a capital mistake to theorize before one has data.”
Sir Arthur Conan Doyle
“Errors using inadequate data are much less than those
using no data at all.”
Charles Babbage
“Experts often possess more data than judgement”
Colin Powell
27. Typical attribution models
• Predominant model used by most analytics packages
Last Click • Finds the “true” conversion channels
• Good for engagement sensitivity
First Click • Hard to justify revenue attribution for long journeys
• All stages receive equal weighting in the journey
Linear • Very simplistic, looks purely at volume of interactions
• Assigns importance based on position in the journey
Position • Can adjust position weighting to suit
Time • Factors in journey length – older clicks have less value
Decay • Channels have equal standing
• Combine any of these models together
Custom • Could have U-shaped with time decay, or linear with channel focus
29. Sensitivity analysis
Sensitivity analysis shows how each channel performs
within different models
Very useful for understanding the true balance within a
model
Will always show more insights that applying a flat model
31. 4D analysis
4D – a 3D investigation over time
3D – looking at the data from multiple angles using
sensitivity analysis and multiple attribution models
Requires thinking flexibly about your data, and looking
for trends
September October November
34. In the future…
Devices will talk to each other, sharing
behavioural information
Offline increasingly digitised – real-time
bidding will prevail
Only WOM will continue to be untrackable
Litigation and self-regulation will need to
ensure correct data usage
New tools will enter the market to assist
with analysis
36. Superstring theory
Superstring theory tries to explain everything in one
unified theory
The smaller laws of physics still hold true
36 | Copyright NetBooster Group
37. Action points
Track what you can, accept when you can’t
A partial picture is better than no picture
A series of small decisions will add up – don’t wait to start
making decisions
Include the wider business – it’s about insight, not just data
Don’t paralyse yourself with data
38. Thank you for listening!
www.kaushik.net
analytics.blogspot.com
blog.webanalyticsdemystified.com
www.webanalyticsworld.net