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Attribution at Google: Give credit where it's due with data-driven attribution
Emanuele Inforzato, Analytical Lead EMEA, GA360
Proprietary + Confidential
#1 priority and #1 challenge for digital marketers:Associating conversion events with marketing
84% 10%
Digital priority Capability
vs
Econsultancy, sept 2016
3
How do users interact with my advertising?
Are we undervaluing any channels?
What is the value of my campaigns?
How can I optimize my budget to drive revenue?
What impact does TV have on my performance?
Answering key business questions with Attribution
© Google Inc. 2016. All rights reserved.
Attribution @ Google
One solution, available in two tiers
Google Attribution
Self-service with simplified options & controls
Makes it easy to get started with cross-channel,
multi-channel attribution
Beta late 2017
Common Data-Driven Attribution Methodology
Google Attribution 360
Full, enterprise-level cross-channel Attribution
Custom dimensions & metrics for flexibility
Optimization & TV modeling
In Beta now
© Google Inc. 2016. All rights reserved.
Tag Manager 360 - Data collection
Data Studio Data Analysis and Visualization
Surveys 360Research and
insights
Audience Center 360Audience
Management
Attribution 360Marketing
Measurement
Analytics 360Customer insights
Optimize 360Site Testing &
Personalization
Attribution 360: part of the Google Analytics 360 Suite
Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential
RetargetingLaptop (Personal)
7:15pm
In-App DisplaySmartphone
1:33pm
In-App Text AdsSmartphone
11:09pm
Paid SearchLaptop (Work)
11:36am
DisplayTablet
6:50am
GSPSmartphone
5:29pm
AffiliatesSmartphone
8:42am
$Direct
Laptop (Work)9:17am
Which one deserves the credit?
Path to Conversion
7
© Google Inc. 2016. All rights reserved.
Steps to Solving the Attribution Problem
© Google Inc. 2016. All rights reserved.
Foundations of Google Attribution 360
Science & AnalyticsData Collection & Management Insights & Action
Data Exportsand API
Reporting & Insights
TV ATTRIBUTION
PREDICTIVEOPTIMIZATION
Programmatic Connectors
Google Device GraphScalable data collection that
considers all tracked touchpoints
Integrations with buying tools
Linear(Even)
25%25%25%25%$
Position-Based
45%15%15%25%$
Attribution models
$
LastInteraction $
100%
First Interaction $
100%
20%18%19%43%
Data- Driven $
Component: Full Funnel Attribution ReportingBenefit: Interrogate multichannel performance and identify optimisation opportunities.
5 Data Cuts:
1. Cross & Single Channel Attribution
2. Model Comparison
3. Conversion Type Comparison
4. Path Level
5. Frequency Capping
Component: Digital OptimizerBenefit: Create robust budget scenarios using attribution outputs and get optimised spend recommendations.
Change Summary & Model Visualisation Budget Summary (can also drill down)
1
2
3
© Google Inc. 2016. All rights reserved.
Benefits of Attribution 360
Quick Time to Value
Superior data quality management
Intuitive user interface
Comprehensive set of optimization tools
Direct integrations with programmatic tools
© Google Inc. 2016. All rights reserved.
Attribution 360Taking Action
Attribution is a team work
Attribution Ecosystem:
1. Client2. Service
Partner3. Media
Agencies 4. Google
Google Confidential & Proprietary
Last Click DDA
Google Confidential & Proprietary
Confused.com increased paid search conversions by 28% whilst reducing CPA
Evaluated search performance at keyword level.
Investigated and optimized display spending.
Moved from last-click to Attribution 360’s data-driven attributed conversions.
Data-driven attribution has enabled us to increase display budgets significantly year-on-year while maintaining a great return on investment. Senior management have truly seen the performance display can deliver alongside paid search.
Ian Cantlay –Performance Marketing Manager Confused.com
“
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
GALAC PARIS Edition
Goals
Approach
● Adopted Data-Driven Attribution from DoubleClick● Established baseline measurements for all campaigns● Optimized campaigns budgets based on attribution data
Results
Google Confidential & Proprietary
Data-Driven Attribution cuts Ford of Canada’s CPAs by 25%
I
● 25% reduction in CPAs● 480% rise in clickthrough rates● Strong improvements in attribution for all non-search channels
● Attribute true value to all marketing methods● Understand the customer journey better● Optimize campaigns budgets for better results
Ford of Canada and their agency partners were looking to better understand customers’ online journeys and needed a new way to measure impact
© Google Inc. 2016. All rights reserved.
Thank You!