Dan Golden's Internet Summit 2015 Presentation - Practical Attribution
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PRACTICAL ATTRIBUTION
Transcript of Dan Golden's Internet Summit 2015 Presentation - Practical Attribution
PRACTICAL ATTRIBUTION
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TWEET WITH ME
@TheGoldenDan#ISUM15
#PracticalAttribution
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BFO is an award winning, analytically-driven digital marketing agency obsessed with helping advertisers drive more revenue, more cost effectively through a broad offering of solutions.• Avg. 7 years experience
• 40 Team Members & Growing
• Offices in Chicago, Miami, Raleigh & London (Next Month)
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BEEN THERE DONE THATBFO has extensive experience working with a variety of medium to large clients, and a track record of success in many verticals and executing against multiple marketing goals.
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MY ATTRIBUTION STORY
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THE HOSPITAL?
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THE MUSIC?
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THE INSPIRATION?
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THE WEDDING?
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THE FIRST DATE?
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THE INTRODUCER?
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THE GRANDMA?
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SHOW OF HANDS
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WHY CROSS-CHANNEL ATTRIBUTION
Source: Emarketer survey of 179 analytics managers.
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MOST COMMON ATTRIBUTION METHODS
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WHAT ACTIONS DO YOU TAKE?
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WHICH CHANNELS BENEFIT FROM ATTRIBUTION?
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MEME TIME
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MEME TIME
Still using last click only attribution? #MarketingSins #ISUM15 #PracticalAttribution
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BEFORE WE BEGIN
Defining Attribution
• Online to Offline (MCA – O2S): In this model the goal is to understand which digital marketing channels contributed to a particular offline conversion.
• Multi-Channel Attribution (MCA- AMS): Understanding attribution across multiple screens and advertising channels (TV, Print, Digital)
• Multi-Channel Attribution (AMS - ADC): Understanding attribution across digital channels and touchpoints (Search, Display, Social, Mobile)
• Post Conversion Attribution: Measuring phone calls and post-lead downstream sales through CRM integration.
Source: Kaushik.net
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Attribution is the science of using advanced analytics to allocate proportional credit to each marketing touch point across all online and off-line channels, leading to a desired customer action.
– Forbes.com 12/02/14
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ATTRIBUTION PLATFORMSLarge list of market-leading customized attribution platforms.
#NoEndorsements
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THE GOOGILY FOCUS#1 digital analytics platform by a long shot.
Sometimes I’m biased… but it doesn’t mean I’m not right! #ISUM15 #DataWins #PracticalAttribution
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GOOGLE ANALYTICS PREMIUM• Data Driven
Attribution in GA Premium allows us to determine the best paths to conversion.
• Integrating DoubleClick with GA Premium allows for new optimization opportunities, better attribution reporting by including view through conversions.
• Data Driven Attribution
• View Through Attribution
Attribution Defined: Sample FlowWith Multi-Channel-Attribution Across-Digital Channels (MCA-ADC) the objective is to go beyond looking at the last click and get a stronger picture of all activity prior to the conversion.
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Google Search Client Site Social/
DisplayLanding
Page
Direct NavigationSEMConversion
What a conversion might look like across multiple channels:
The default models give SEM
100% of the credit.
Standard Attribution Models: GA/DFA Models
First Interaction: 100% credit is applied to the first channel used prior to conversion.
Linear: 100% credit is applied equally to the all channels.
Position Based: 40% credit is applied to first interaction, 40% to last interaction & 20% spread across all middle interactions.
Last Non-Direct Click: 100% credit is applied to the last channel used prior to conversion, as long as that Channel is not Direct. This is the default attribution in Google Analytics standard reports.
Time Decay: Credit is applied in descending percentages, depending on count of channels.
Last AdWords Click: 100% credit is applied to the last known AdWords click. This will most likely line up with Adwords pixel conversion tracking.
Last Interaction/Floodlight: 100% credit is applied to the last channel. (Default)
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Goals/KPIs: Conversion Growth (GA)
1. Email – Negative changes in both comparisons indicates the need to move budget elsewhere.
2. Social – Positive changes indicate Social is converting higher in comparison models and is worthy of additional budget.
3. Paid Search – Similar to Social in positive change, but we see Paid Media is a “Closer” so we might invest in “Starters” and see if Paid picks up more conversions.
Comparisons to our base model, Last Interaction, show indications of where we might Grow Total Conversions.
SAMPLE DATA
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KNOW THIS GUY?
Non-Brand keywords are the @JohnStockton of digital marketing #Assists #PracticalAttribution#ISUM15
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What can you do with it? • “Assisted Conversions”, or in between first and last, give the team the
ability to know where the help is coming from between “First Interaction” & “Last Interaction” without studying thousands of click paths.
• Use bid rules to reward high “assist” keywords• Tips for Using Assisted Conversions
• Non-Brand Keywords• Social Ads
Assisted Conversions
SAMPLE
DATA
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What will we learn? • Including Path Length with Attribution will allow the team to study how
media mix impacts the number of steps to conversion.
Purchase Path Length
SAMPLE DATA
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Purchase Path DurationHow long is your customer buying cycle?
SAMPLE DATA
Attribution Pitfalls to Avoid
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1. Multiple Measurement Platforms2. Multiple Measurement Methods• Mixing View Through & Click Through
3. Forgetting about The Real World• Phone Calls• Foot Traffic• TV or Offline Driving to Online
4. Ignoring Secondary Actions• Store Locator• eBook Downloads• Coupon Prints
Time to get started
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1. Look At Your Own Data
2. Define Your Key Business Challenge
3. Ask The Right Questions• Customer Acquisition?• Growth vs Efficiency?• Lead Quality Attribution?
Do This Tomorrow
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1.Test Different Models!
2.Pick One!
3.Learn. Adjust. Repeat.#LastClickLoses #NotReally but there’s more to #attribution! Pick a model and get started #PracticalAttribution#ISUM15
