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Elliott KoppelDirector of Paid Search and Analytics
Virante@thekoppel
Where are we coming from?
A flat world of attribution . . .
In reality, conversions take place over many days and across multiple channels.
Only 14% of marketers surveyed consider last-click analysis to be “very effective.”• Yet over 50% are still using it!
- Data from 2012 Joint Study by eConsultancy and Google Analytics
The death of last click attribution?
Marketing attribution is the practice of determining the role that channels play in informing and influencing the customer journey.
Benefits
How do I know if there are attribution issues?
Is there a high amount of overlap between any channels on the multi-channel funnels overview report?
Are more than 20% of conversions multi-day?
Are more than 20% of conversions multi-path?
Conversion Example
1. Paid Search
2. Referral
3. Organic Search
4. Social Link - Twitter
4. Email Link
6. Direct
Registration
Attribution Models
Attributes 100% of the conversion value to the first channel with which the customer interacted
First Touch
Attributes 100% of the conversion value to the last channel with which the customer interacted before buying or converting.
Last Interaction
Gives equal credit to each channel interaction on the way to conversion.
Linear
Assigns the most credit to touchpoints that occurred nearest to the time of conversion.
Time Decay
Instead of giving all the credit to either the first or last interaction, you can split the credit between them.
Position Based
Get Access to the Attribution Tool• bit.ly/GetTheTool
Custom Channel Grouping
Discount Bounce Rate Model
Discount Bounce Rate Model
Discount Direct and Bounces
Discount Direct and Bounces
Discount Direct and Bounces
Discount Direct and Bounces
Changes in Channel Investments
Q&A@thekoppel