Google Analytics Attribution - AMA

CHANNEL ATTRIBUTION WITH GOOGLE

Thomas BosilevacDirector of Analytics

@bosilytics

Thursday, May 17, 2012

We are not seats

or eyeballs

or end users

or consumers Thursday, May 17, 2012

nor are we impressions

or clicks

or conversions


WE ARE HUMAN BEINGS

AND OUR REACH

EXTENDS YOUR GRASP.


DEAL WITH IT

-Cluetrain Manifesto1999


WELCOME MULTI-CHANNEL ATTRIBUTION


We Live in an Increasingly Complex, Multi-Channel Ecosystem


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


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


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Search Google

Banner Yahoo

Rich Media & Sponsorship MSN

Banner CNet

Banner Sky Sports

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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


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


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


SO WHAT CAN I DO TODAY?Google Multi-channel conversions


$

Search Google

Banner Yahoo

Rich Media & Sponsorship MSN

Banner CNet

Banner Sky Sports

First Interaction

Conversion


15

WHAT IS A CONVERSION?

ANY Transaction or Goal


SO REALLY, HOW ARE MY BANNERS?


17








Path Length Interactions to

conversion

Time Lag Days to convert

OTHER REPORTS


CONVERSION SEGMENTS


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


SO WHAT CAN I DO TODAY?Google Multi-channel conversions


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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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


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

27


About Digitaria’s Analytics DepartmentAnalytics Solutions• Measurement Strategy

• Analysis

• Testing

• Optimization

• Decision Support

• Dashboards

Our Global Analytics Clients

Select Vendor Partnerships


Q&AThursday, May 17, 2012

Documents

Google Analytics Attribution - AMA