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Vinoaj Vijeyakumaar vinoaj@sparklineanalytics .com @vinoa j vnjv.co/vvlinkedin Building the perfect football team Measuring beyond the last- click

Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03

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This presentation was given at the Think with Google event held in Jakarta on 3 July 2013. This presentation walks through moving beyond last-click attribution and harnessing Google Analytics' Attribution Modeling Tool to establish your ideal digital media mix. In it we cover the basics of multi-touch attribution, getting started with the Google Analytics Attribution Modeling Tool, and Custom Models. We also walk through a case study where Amari Hotels were able to increase sales by 45% simply by reallocating their digital marketing budgets based on insights gained from the Attribution Modeling Tool.

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Page 1: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03

Vinoaj Vijeyakumaar

[email protected]

m

@vinoaj

vnjv.co/vvlinkedin

Building the perfect football teamMeasuring beyond the last-click

Page 2: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03

@vinoaj

Amari Hotels

45%increase in sales

0%increase in resources required

Page 3: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03

@vinoaj

Paid Searc

h

Paid Displa

y

Page 4: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03

@vinoaj

Paid Searc

h

Paid Displa

y

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@vinoaj

AMARI TOTAL MARKETING BUDGET

Reallocating resources

Display channels Non-Display channels

7%

BEFORE

17%

AFTER

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@vinoaj

Hello

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@vinoaj

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@vinoaj

Forming the perfect football team

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@vinoaj

How do you form the perfect football team?

The Striker: Player X

The Defender: Player Y

The Midfielder: Player Z

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@vinoaj

What is the right combination?

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@vinoaj

What does your most valuable team look like?

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@vinoaj

What does your most valuable team look like?

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@vinoaj

What does your most valuable team look like?

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@vinoaj

Yes, a not-so-subtle analogy

You

Customers

Your competito

rs

Paid Searc

h

Display Ads

Social Media

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@vinoaj

Last-click attribution

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@vinoaj

Last-click attribution

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@vinoaj

Last-click attribution

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@vinoaj

Last-click attribution

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@vinoaj

Last-click attribution

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@vinoaj

Last-click attribution

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@vinoaj

Last-click attribution

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@vinoaj

Last-click attribution tells you to do this

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@vinoaj

Which is not this!

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@vinoaj

Getting started with the Attribution Modeling Tool

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@vinoaj

Coming soon to all accounts

Pre-requisites:

• Goals (preferably with values)

• Ecommerce tracking• Campaign tagging (i.e. utm

parameters) for non-AdWords campaigns

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@vinoaj

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@vinoaj

Start modeling

Select model(s) to compare against

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@vinoaj

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@vinoaj

Amari revisited

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@vinoaj

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@vinoaj

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@vinoaj

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@vinoaj

Amari revisited: comparing models

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@vinoaj

The value of each channel according to the attribution models applied

Amari revisited: comparing models

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@vinoaj

The value of each channel according to the attribution models applied

The difference in value of each channel between the last-click attribution model and applied attribution model.

Amari revisited: comparing models

Page 36: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03

@vinoaj

AMARI TOTAL MARKETING BUDGET

Reallocating resources

Display channels Non-Display channels

7%

BEFORE

17%

AFTER

Page 37: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03

@vinoaj

The best type of impact

45%increase in sales

0%increase in resourcesrequired

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@vinoaj

Custom Models

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@vinoaj

Going Custom

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@vinoaj

Name your model

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@vinoaj

Choose a standard model to base your custom model on

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@vinoaj

Input your parameters. In this example, weights for different positions in the funnel

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@vinoaj

Add custom attribution rules – e.g. visits with bounces gets zero credit

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@vinoaj

Your custom model is ready to be applied across your conversions

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@vinoaj

What Else?

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@vinoaj

Digest Google’s Attribution Playbook

http://vnjv.co/amplaybook

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@vinoaj

Compare: Customer Journey to Online Purchase

http://vnjv.co/amcjtop

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@vinoaj

Now it’s your turn

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@vinoaj

5 things to do today

Define goals & values. (Optional) Implement e-commerce tracking.1Select 2 standard models and compare to the last-click model. Which channels are undervalued? And overvalued?

2Redistribute resources from overvalued to undervalued channels. Test, observe, and refine resource allocation.

3

Experiment with custom models.4

Last, but definitely not least, integrate attribution model metrics into your reporting framework.5

Page 50: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03

Vinoaj Vijeyakumaar

[email protected]

m

@vinoaj

vnjv.co/vvlinkedin

Thank you! For follow-up questions, please email:[email protected]

@vinoaj