Google Analytics Attribution - AMA
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CHANNEL ATTRIBUTION WITH GOOGLE
Thomas BosilevacDirector of Analytics
@bosilytics
Thursday, May 17, 2012
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We are not seats
or eyeballs
or end users
or consumers Thursday, May 17, 2012
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nor are we impressions
or clicks
or conversions
Thursday, May 17, 2012
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WE ARE HUMAN BEINGS
AND OUR REACH
EXTENDS YOUR GRASP.
Thursday, May 17, 2012
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DEAL WITH IT
-Cluetrain Manifesto1999
Thursday, May 17, 2012
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WELCOME MULTI-CHANNEL ATTRIBUTION
Thursday, May 17, 2012
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We Live in an Increasingly Complex, Multi-Channel Ecosystem
Thursday, May 17, 2012
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Optimizing Multi-Channel Marketing Programs can be a Major Challenge
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Teams on islands with isolated data often achieve sub-optimal results
Thursday, May 17, 2012
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Teams Need a Holistic View of How their Customers Engage with Media CampaignsWe need to understand all of the campaign touch points in the customer lifecycle and how much they contribute to helping us reach our goals
Thursday, May 17, 2012
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$
$
$
$
$
Search Google
Banner Yahoo
Rich Media & Sponsorship MSN
Banner CNet
Banner Sky Sports
$
Siloed Teams and Data Forces Use of “Last Ad” StandardBut campaigns are made up of overlapping ads that reach consumers multiple times, across multiple channels, over extended periods of time
Thursday, May 17, 2012
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Without a Holistic View of Where Customers Engage, Teams Enter a Vicious CycleOptimizing media without understanding what’s really driving towards business goals will degrade efficiency and performance
Thursday, May 17, 2012
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Evaluating Every Touch Point Helps Teams Have a More Holistic View of the CustomerUsing advanced attribution modeling, Yahoo drove 15% more conversions than it did with the last ad model
Thursday, May 17, 2012
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SO WHAT CAN I DO TODAY?Google Multi-channel conversions
Thursday, May 17, 2012
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$
Search Google
Banner Yahoo
Rich Media & Sponsorship MSN
Banner CNet
Banner Sky Sports
First Interaction
Conversion
Thursday, May 17, 2012
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15
WHAT IS A CONVERSION?
ANY Transaction or Goal
Thursday, May 17, 2012
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SO REALLY, HOW ARE MY BANNERS?
Thursday, May 17, 2012
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SO REALLY, HOW ARE MY BANNERS?
Thursday, May 17, 2012
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SO REALLY, HOW ARE MY BANNERS?
Thursday, May 17, 2012
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Thursday, May 17, 2012
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SO REALLY, HOW ARE MY BANNERS?
Thursday, May 17, 2012
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Path Length Interactions to
conversion
Time Lag Days to convert
OTHER REPORTS
Thursday, May 17, 2012
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CONVERSION SEGMENTS
Thursday, May 17, 2012
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Display display, cpm, AdWords “content” through ad distribution
Paid Search AdWords and/or “cpc”, “ppc”Organic unpaid search engines or “organic”
Social ~400 social networks (no tag)
Referral any other site not listed
Email “email”
Direct Through URL, Bookmark or “(not set)”
Other Anything else (custom medium / source)
CHANNEL DESCRIPTIONS
Thursday, May 17, 2012
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SO WHAT CAN I DO TODAY?Google Multi-channel conversions
Thursday, May 17, 2012
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Advanced Attribution Allows Teams to Weight KPI Contributions to all Ads SeenFor the campaign lifetime, many ads will have a role in driving conversion
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Thursday, May 17, 2012
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A Customized Statistical Model will Attribute Each Conversion to the Appropriate ChannelProbability to convert as a function of ad exposure
ln ( = b + m1x1 + m2x2 + m3x3 + … + mixi
• The ad history is defined by variables xi which define ad characteristics
(e.g., display vs. search) or behavior (e.g., click vs view).
• The coefficients (mi) define the weightings associated with each ad
characteristic/behavior
• The model will incorporate the coefficients for each ad to determine
how much weight to apply to each ad in a converter’s exposure history26
Thursday, May 17, 2012
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A 360 Degree Marketing Intelligence Platform can Help with Holistic Customer InsightsThe platform integrate data from online, customer data, third parties, and offline media channels
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Thursday, May 17, 2012
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About Digitaria’s Analytics DepartmentAnalytics Solutions• Measurement Strategy
• Analysis
• Testing
• Optimization
• Decision Support
• Dashboards
Our Global Analytics Clients
Select Vendor Partnerships
Thursday, May 17, 2012
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Q&AThursday, May 17, 2012