Web Analytics Attribution
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Transcript of Web Analytics Attribution
![Page 1: Web Analytics Attribution](https://reader033.fdocuments.us/reader033/viewer/2022051312/5474f40bb4af9f980a8b5869/html5/thumbnails/1.jpg)
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Web Analytics Attribution Modeling
![Page 2: Web Analytics Attribution](https://reader033.fdocuments.us/reader033/viewer/2022051312/5474f40bb4af9f980a8b5869/html5/thumbnails/2.jpg)
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Branding Standard Marketing Funnel
Drive Awareness
Opinion
Consideration
Preference
Purchase
![Page 3: Web Analytics Attribution](https://reader033.fdocuments.us/reader033/viewer/2022051312/5474f40bb4af9f980a8b5869/html5/thumbnails/3.jpg)
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
The Solution is Multi Channel
Mobile
![Page 4: Web Analytics Attribution](https://reader033.fdocuments.us/reader033/viewer/2022051312/5474f40bb4af9f980a8b5869/html5/thumbnails/4.jpg)
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
How We measure Conversions?
AdWords Conversion Code
Analytics Goal Conversions
3rd Party Tools
Media Network Pixel
In-House Systems
Affiliate Marketing Platforms
![Page 5: Web Analytics Attribution](https://reader033.fdocuments.us/reader033/viewer/2022051312/5474f40bb4af9f980a8b5869/html5/thumbnails/5.jpg)
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
SMS
10:00 am
What’s on the news?
9:00 am
Read my FB Feed
8:00 am
Research on B2B Marketing
4:00 pm
Read through some industry
websites
5:00 pm
Spend some time on my facebook
Waze my way to a restaurant
Where are my friends?
Search Google
and place a lead
6:00 pm
7:30 pm
10:30 pm
This is my typical day at the office..
![Page 6: Web Analytics Attribution](https://reader033.fdocuments.us/reader033/viewer/2022051312/5474f40bb4af9f980a8b5869/html5/thumbnails/6.jpg)
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Search Funnel - Travel
![Page 7: Web Analytics Attribution](https://reader033.fdocuments.us/reader033/viewer/2022051312/5474f40bb4af9f980a8b5869/html5/thumbnails/7.jpg)
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
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
![Page 8: Web Analytics Attribution](https://reader033.fdocuments.us/reader033/viewer/2022051312/5474f40bb4af9f980a8b5869/html5/thumbnails/8.jpg)
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Attribution Modeling
![Page 9: Web Analytics Attribution](https://reader033.fdocuments.us/reader033/viewer/2022051312/5474f40bb4af9f980a8b5869/html5/thumbnails/9.jpg)
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Purposes and Uses
Differentiate between converters and initiators
Assign values to multiple sources involved in a conversions
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Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Google Analytics Attribution Models
Last Click First Click Custom
Decay Linear Position Based
![Page 11: Web Analytics Attribution](https://reader033.fdocuments.us/reader033/viewer/2022051312/5474f40bb4af9f980a8b5869/html5/thumbnails/11.jpg)
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Google Analytics Attribution Tool
Want it? Get it Here: http://bit.ly/TQTPO4
![Page 12: Web Analytics Attribution](https://reader033.fdocuments.us/reader033/viewer/2022051312/5474f40bb4af9f980a8b5869/html5/thumbnails/12.jpg)
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Here’s how it looks like!
Want it? Get it Here: http://bit.ly/TQTPO4
![Page 13: Web Analytics Attribution](https://reader033.fdocuments.us/reader033/viewer/2022051312/5474f40bb4af9f980a8b5869/html5/thumbnails/13.jpg)
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Take it a bit further..
Want it? Get it Here: http://bit.ly/TQTPO4
![Page 14: Web Analytics Attribution](https://reader033.fdocuments.us/reader033/viewer/2022051312/5474f40bb4af9f980a8b5869/html5/thumbnails/14.jpg)
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Even for Keywords:
![Page 15: Web Analytics Attribution](https://reader033.fdocuments.us/reader033/viewer/2022051312/5474f40bb4af9f980a8b5869/html5/thumbnails/15.jpg)
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
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!