Thanks to the rise of mobile usage, consumer's paths are increasingly complex. Using a last-click attribution model will no longer suffice for advisers. The key to unlocking growth opportunities is to follow thes "Measure, Attribute, Act" framework: * Correctly measure every moment that matters for your business * Attribute conversion credit more accurately, using a multi-touch attribution model * Act on the insights surfaced by your new attribution model by adjusting bids, budgets and targeting options

1. Driving Growth through Measurement
Emanuele Inforzato, Analytical Lead EMEA

2. © Google Inc. 2016. All rights reserved.
Half a trillion digital moments across devices
processed by Google Analytics each day
Source: Google Analytics data, Global, Oct.-Dec. 2015. Google Confidential & Proprietary

3. © Google Inc. 2016. All rights reserved.
Data Drives Competitive Advantage
“There are only two sources of
competitive advantage:
The ability to learn more about
our customers faster than the
competition,
and the ability to turn that
learning into action faster than
the competition.”
Jack Welch
Former CEO of GE

4. Silos in the
organisation
57%
Difficult to Use
60%
Data Sources
Fragmentation
84%
Importance of
Customer experience
89%
Forrester
Current environment is challenging

5. Proprietary + Confidential
How can we expect to grow our
businesses when each team or
partner has a different measure
of success?

6. data tech people
Next Generation Marketing requires three
things:

7. People and partners
Data

8. Google Confidential & ProprietaryGoogle Confidential & Proprietary

9. Technology

10. Using data and technology to automatically buy and run a campaign in real
time -- reach the right user, with the right message, at the right time.
[proh-gruh-mat-ik]
data-driven digital marketing

11. OF THE UK & USA
MARKETS TO BE TRADED
PROGRAMMATICALLY
BY 201880%
Google Confidential & Proprietary

12. People

13. By 2017, the CMO will spend
more on technology than the
CIO.
“

14. Data
Analyst
Data
Architect
Data
Strategy
Data
Science

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More than half
of all web
traffic
is now coming
from
smartphones
and tablets1
1
Google analytics data, US, Q1 2016.

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Users can search
online anytime, from
anywhere, resulting
in increasingly
complex consumer
paths

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75%
of online adults
start an activity
on one device,
but continue or
finish
it on another1
Proprietary + Confidential
1
Google/IPSOS Connect, March 2016, Digital Devices Bridge
the Physical World, n=2013 US online respondents 18+

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As user behavior
evolves,
advertisers must
adapt their
approach to
measuring and
analyzing it

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Many advertisers are only analyzing one small part of the
consumer path, their final touchpoint

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Invaluable insights emerge when you use attribution to
look beyond the final touchpoint, at the entire user journey

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Measure Attribute Act
Correctly track
all conversions
that matter
Shift to
multi-touch
attribution
Use data to drive
bidding, budget
and targeting
decisions

23. Proprietary + Confidential
Proprietary + Confidential
Measure

24. Proprietary + ConfidentialProprietary + Confidential
Businesses that
correctly track
key metrics grow
at a faster pace

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With online
advertising, you
don’t have to
guess how
you’re
performing

26. Proprietary + ConfidentialProprietary + Confidential
Simply tracking
sales isn’t enough.
Measure every
moment that
matters to your
business

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Measuring conversions
accurately is imperative

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Attribute

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An attribution model is the rule, or set
of rules, that determines how credit is
assigned to touchpoints along the
conversion path

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Understanding
whether your goal is
completed is
expected.
Gaining insight into
the actions taken
before your goal was
completed is
invaluable.

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Have you ever
booked a
vacation in one
sitting, on one
device?

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Understanding users’ fragmented journeys can be
challenging
“bed and breakfast
Puerto Rico”
“Little Palm Tree
B&B reservation
10/1-10/10”
“best tropical
vacations”
“bed and breakfast
Puerto Rico”
Sunday AM
Tuesday AM
Wednesday PM
“Little Palm Tree
B&B”
“Little Palm Tree
B&B reservation
10/1-10/10”
Friday AM
booked
reservation!
Friday AM

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Attribution helps you connect those dots
“best tropical
vacations”
“bed and breakfast
Puerto Rico”
Sunday AM
Tuesday AM
Wednesday PM
“Little Palm Tree
B&B”
“Little Palm Tree
B&B reservation
10/1-10/10”
Friday AM
booked
reservation!
Friday AM

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to measure up to
16% more conversions.
Cross-device

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When you know what
works, you can invest more
in those interactions

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Attributing value
across your users’
paths fuels growth for
your business

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The vast majority of
marketers are still using
outdated last-click
models
Why?
Many assume that
selecting and
implementing a model is
confusing, arduous and
costly

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Act

39. the practice advertisers use to give
appropriate credit to every interaction that
has helped to drive a conversion
[a-truh-byoo-shuh n]
+ offline value of a
conversion +predictive modeling
+ cross-device tracking
+ fresh data
+ distinction New vs Loyal cust.
+ impact of offline marketing
efforts
+actionability

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Your new attribution data is only
powerful when you act on it.

41. Leaders make experimentation a priority,
and they invest in a culture that supports it

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Measure Attribute Act
Correctly track
all conversions
that matter
Shift to
multi-touch
attribution
Use your new data to
drive bidding, budget
and targeting
decisions

43. © Google Inc. 2017. All rights reserved.
Thank you
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