The Challenges of Attribution | Search Laboratory
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Getting attribution right means knowing where you can drive incremental revenue from your marketing channels. Seeing through the hype and complexity to get to the actionable insight is difficult. Our CTO, Angus Hamilton, explains how the data-driven approach in the Google Analytics 360 Suite will help you make sense of this complex world, and provides an easy to follow explanation of attribution modelling. Find our more about getting your business started with the Google Analytics 360 Suite: https://www.searchlaboratory.com/google-analytics-360/
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The Challenges of Attribution | Search Laboratory
- 1. © SEARCH LABORATORY LTD | ALL RIGHTS RESERVED LEEDS HQ: +44 113 212 1211 LONDON: +44 207 147 9980 NEW YORK: +1 646 473 1826 THE CHALLENGES OF ATTRIBUTION ANGUS HAMILTON
- 2. WHAT’S ALL THE FUSS ABOUT?
- 3. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD A (NOT SO) LONG TIME AGO…
- 4. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD TODAY…
- 5. THIS RAISES SOME QUESTIONS…
- 6. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHICH CHANNELS ARE DRIVING SALES?
- 7. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHICH CHANNELS ATTRACT NEW CUSTOMERS?
- 8. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHAT IS THE ROI PER CHANNEL?
- 9. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHICH CUSTOMERS ARE MOST VALUABLE?
- 10. ATTRIBUTION HAS BECOME CRITICAL
- 11. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD DO I NEED ATTRIBUTION?
- 12. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHAT IS THE PURPOSE OF YOUR CAMPAIGN?
- 13. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD DO YOUR CUSTOMERS USE MANY DEVICES?
- 15. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD STEPS TO ATTRIBUTION Gather data • Clicks • Impressions • Conversions • Costs • Revenue Identify your goal • Awareness • ROI • Etc. Build customer journeys • All touch points • Cross- device? Apply a model • Which model? Test • Make amendments • Repeat • Refine
- 16. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD DON’T WAIT FOR PERFECTION “Have no fear of perfection, you’ll never reach it.” Salvador Dali
- 17. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD EVERY MODEL IS FLAWED – PICK THE BEST
- 18. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD ANALYSE AND TAKE ACTION ON RESULTS Optimise TestRepeat
- 19. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD HOW? One size does not fit all!
- 20. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD PROS AND CONS
- 21. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD BEST OF BOTH WORLDS…
- 22. WHY?
- 23. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHY?
- 24. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHY?
- 25. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHY?
- 27. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
- 29. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD DATA-DRIVEN ATTRIBUTION 2% 3% Search Search Display Email Email Likelihood of Purchase Likelihood of Purchase Increased likelihood of purchase by 50%
- 30. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
- 31. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
- 32. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD 23% increase in attributed conversions https://static.googleusercontent.com/media/www.google.com/en/us/analytics/customers/pdfs/home-away.pdf
- 34. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD CRM
- 35. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
- 36. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
- 37. NEXT STEPS
- 38. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD NEXT STEPS
- 39. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD NEXT STEPS Data collection CRM Email Social media Offline salesPPC Organic Display
- 40. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD NEXT STEPS
- 41. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD NEXT STEPS
- 42. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD NEXT STEPS Optimise TestRepeat
- 43. QUESTIONS?
Editor's Notes
- This doesn’t even include TV, Offline or affiliates. It also touches on Store / off-line purchases, more of which later from Paul
- If your website is a one-hit, single-transaction site (e.g. selling number plates), perhaps you don’t need it to the same level…
- This determines what you’re going to measure against – e.g. sign-ups, revenue, LTV, predicted LTV, or even just ‘followers’ on Social
- Alternatives are to use aggregated data from DCM / Google // Facebook in 3rd party tools, but logged in is the ideal way to capture data
- Start as soon as you have some data – some attribution is better than none No model is
- Start as soon as you have some data – some attribution is better than none No model is
- Start as soon as you have some data – some attribution is better than none No model is
- Not intended to go through in detail Very google –centric – there are other platform/stacks out there GA Pros Free – you may already have it Lots of models to choose from Cons Doesn’t include Ad Impressions Limited data volume Not data-driven DCM Pros Covers most Paid Media Lots of models to choose from Data-driven model Cons Complexity to set up Another set of tracking cookies
- Not intended to go through in detail Very google –centric – there are other platform/stacks out there
- Not intended to go through in detail Very google –centric – there are other platform/stacks out there
- Not intended to go through in detail Very google –centric – there are other platform/stacks out there
- NEED NEW SCREENSHOTS
- Be impartial means make sure the PPC team aren’t doing attribution – otherwise they’ll find PPC is best
- Be impartial means make sure the PPC team aren’t doing attribution – otherwise they’ll find PPC is best
- Be impartial means make sure a specific team aren’t doing attribution – otherwise they may be influenced by their channel and/or their tools (e.g. AdWords DoubleClick etc all have attributiontools)