[WMD 2015] Interstate Analytics >> Jamie Quint, "Measuring for Revenue Attribution: Strategies for...
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Transcript of [WMD 2015] Interstate Analytics >> Jamie Quint, "Measuring for Revenue Attribution: Strategies for...
MEASURING MARKETINGJamie Quint - @jamiequint
https://interstateanalytics.com
Co-Founder, CEO
What is marketing attribution?
@jamiequint
Visit Visit Visit Purchase
Who gets the credit?
Time3/1 3/5 3/10 3/15
Ideal World
@jamiequint
Time
ValueClaimed
Visit Visit Visit Purchase
3/1 3/5 3/10 3/15
$33.33 $33.33 $33.33
Total revenue tracked is $100 and each channel gets credit by some kind of attribution
model, ‘even attribution’ in this case
Based on Each Publisher’s Dashboard…
@jamiequint
Time
ValueClaimed
Visit Visit Visit Purchase
3/1 3/5 3/10 3/15
$100 $100 $100
Total Revenue looking at Spend Dashboards is $300
… if we change to 1 Day Click
@jamiequint
Time
ValueClaimed
Visit Visit Visit Purchase
3/1 3/5 3/10 3/15
$0 $0 $0
Total Revenue looking at Spend Dashboards is $0
… if we change to 7 Day Click
@jamiequint
Time
ValueClaimed
Visit Visit Visit Purchase
3/1 3/5 3/10 3/15
$0 $0 $100
Total Revenue looking at Spend Dashboards is $100
Alternatives
@jamiequint
+
• Set up attribution modeling in Google Analytics• Export spend data from Facebook, Twitter, Google,
etc to Excel• Export attribution model conversion data to Excel• Build Excel model
Alternatives
@jamiequint
+
• Store all data on user visits• Store data on user conversions• Export spend data from Facebook, Twitter, Google,
etc to Excel• Model attribution in DB and export SQL data to
Excel• Build Excel model
Alternatives
@jamiequint
• The alternatives here are very time-intensive and error prone
• If you are under $5-10k in spend and spending mostly on one channel just use the spend dashboard for your major channel and set a reasonable click-through attribution time-window (e.g. 7 days)
• Only look at view-through for retargeting and for that set up a hold-out test with your provider
Alternatives
@jamiequint
• Over $10k in spend or frequent spend across multiple channels? Check out my company
• Automatic multi-channel attribution with no data entry/Excel/SQL etc.