Web Analytics Attribution

Jan 7, 20130 likes865 views

The document discusses web analytics attribution modeling. It describes how attribution modeling is used to understand a customer's path to conversion across multiple channels like mobile, search ads, affiliates and retargeting. It also summarizes different attribution models in Google Analytics, including last click, first click and custom models, and how the Google Analytics attribution tool can be used to help attribute conversions across keywords and channels.

Web Analytics
Attribution Modeling

http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

Standard Marketing Funnel
Branding

Drive Awareness

Opinion

Consideration

Preference

Purchase
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

The Solution is Multi Channel

Mobile

http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

How We measure Conversions?

Media Network Pixel AdWords Conversion Code

In-House Systems Analytics Goal Conversions

Affiliate Marketing Platforms 3rd Party Tools

http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

This is my typical day at the office..
9:00 am
8:00 am What’s on the
Read my FB news?
Feed

10:00 am

5:00 pm SMS
4:00 pm
Read through Research on B2B
6:00 pm some industry Marketing
Spend some websites
time on my
facebook

7:30 pm Where are my
friends?
Waze my way to
a restaurant

10:30 pm
Search Google
and place a lead

http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

Search Funnel - Travel

http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

Attribution Modeling

http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

Purposes and Uses

Differentiate between converters
and initiators

Assign values to multiple sources
involved in a conversions
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

Google Analytics Attribution Models

Last Click First Click Custom

Position
Decay Linear
Based
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

Google Analytics Attribution Tool

Want it? Get it Here: http://bit.ly/TQTPO4
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

Here’s how it looks like!

Want it? Get it Here: http://bit.ly/TQTPO4
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

Take it a bit further..

Want it? Get it Here: http://bit.ly/TQTPO4
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

Even for Keywords:

http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

Key Takeaways
Mainstream conversion tracking is NOT enough

We are now on a multi-screen environment

We must understand our consumers’ journey

We can implement attribution models FREE

We can understand our spend ROI better!
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

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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.

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Web Analytics Attribution

1. Web Analytics Attribution Modeling http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

2. Standard Marketing Funnel Branding Drive Awareness Opinion Consideration Preference Purchase http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

3. The Solution is Multi Channel Mobile http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

4. How We measure Conversions? Media Network Pixel AdWords Conversion Code In-House Systems Analytics Goal Conversions Affiliate Marketing Platforms 3rd Party Tools http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

5. This is my typical day at the office.. 9:00 am 8:00 am What’s on the Read my FB news? Feed 10:00 am 5:00 pm SMS 4:00 pm Read through Research on B2B 6:00 pm some industry Marketing Spend some websites time on my facebook 7:30 pm Where are my friends? Waze my way to a restaurant 10:30 pm Search Google and place a lead http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

6. Search Funnel - Travel http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

7. Who Gets the Credit? • 1/1/2013 – Visit (AdWords Click, category Keyword) • 2/1/2013 – Visit (Organic Search, product keyword) • 3/1/2013 – Visit (AdWords Click, brand Keyword) • 4/1/2013 – Visit (Affiliate Banner Ad) • 5/1/2013 - Visit – (Retargeting) Conversion http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

8. Attribution Modeling http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

9. Purposes and Uses Differentiate between converters and initiators Assign values to multiple sources involved in a conversions http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

10. Google Analytics Attribution Models Last Click First Click Custom Position Decay Linear Based http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

11. Google Analytics Attribution Tool Want it? Get it Here: http://bit.ly/TQTPO4 http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

12. Here’s how it looks like! Want it? Get it Here: http://bit.ly/TQTPO4 http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

13. Take it a bit further.. Want it? Get it Here: http://bit.ly/TQTPO4 http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

14. Even for Keywords: http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

15. Key Takeaways Mainstream conversion tracking is NOT enough We are now on a multi-screen environment We must understand our consumers’ journey We can implement attribution models FREE We can understand our spend ROI better! http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

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