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Full Picture Customer Journey Analysis
Thomas Unruh | Head of Business Intelligence
What is a customer journey attribution?
A random CONVERSION Journey
Click Click Click Click Click Click Conversion
SEM DIS DTI SEO br RET AFF much money
• The first customer touchpoint ( after a conversion ) to an upcoming conversion
100€
𝑖=0
𝑁𝑟 𝑐𝑙𝑖𝑐𝑘𝑠
𝐴𝑡𝑡𝑟𝑖𝑏𝑢𝑡𝑒𝑑 𝑐𝑙𝑖𝑐𝑘 𝑣𝑎𝑙𝑢𝑒𝑖 = 100 €
• Which are the best channels to invest our marketing budget?
• Which of these channels are not relevant and why?
Conversion Journey Attribution
• What do we attribute?• Conversions (Orders, new customers, reading an article, watching a video, …)
• Conversion values (revenue, profit, clv, …)
• Why is it useful to attribute?• Allocate budget to marketing channels
• Understand their impact on customer journey
• Increase & decrease the value of touchpoints
Customer Journey
data
DATA CREATIVITY
• Be creative on the usage of your massive collected data
• “Big data” is the same as small data but more Analyze it
• Data quality Data connection Analysis Insights
• Enrich data Connect the “dots”
Relevant attribution influencer
First Click Last Click
U-Curve
* Models we might already know
Attribution influencer
• First touchpoint in the journey
• Time decay to conversion
• Last minute voucher redemption
• Session engagement
• No cost touch points (Direct type in, SEO, Social media, CRM)
• Ad Impression touch points
Find weighted attribution algorithm to optimize marketing spend
First click
Don‘t exclusivly award the first click of your conversion journey
• Attribute 100% to the firsttouchpoint of a customer
• Touchpoint has a strong impact on an upcomingconversion
Time decay
The closer the touchpoint to the conversion the more valuable it is
• Attribution based on the time difference between touchpointand conversion
• An exponetial function makessense to reward currentevents
• Example:
„Last minute voucher“ redemption
Don‘t reward „last minute vouchers“
• Voucher touchpoints whichare very close to theconversion should not beconsidered
• A voucher touchpointbetween the last checkoutstep and the success pagewould have a high share but is not relevant for theconversion
Session engagement
High engagement amplifies the probability of a conversion
• The value of the touchpointis based on the amount ofpageviews during the session
No cost touchpoints
Removing no cost clicks depends on the purpose of your analysis
Conversion journey analysis
Consider all channels
Allocation of marketing budget
Drop „no-cost“ channels
(SEO is seen as a channel withfix cost per month and no direct
performance impact)
Ad Impression touch points
Proove the relevance of an impression for your business
• Impressions could be included
• Example weight:
• Clicks 100%
• Impressions 50/30/20%
„THE“ Customer Journey Attribution Formula
Customer Journey
Here is why
Customer Journey attribution is always based on your business model
… does not exist!
Example calculation - based on an eCommerce Shop
xx + x1) 2) 3)
+ x
𝑖=1
# 𝑇𝑜𝑢𝑐ℎ𝑝𝑜𝑖𝑛𝑡𝑠
Attributed touchpoints including PAID & NON-PAID clicks
Analyze relevant channels leading to a conversion
First click
Time decay
Voucher redemption
Engagement
Attributed touchpoints including ONLY PAID clicks
Allocate your marketing budget to the "right" channels
First click
Time decay
Voucher redemption
Engagement
Thank you for your attention.
Thomas Unruh
Head of Business Intelligence | Lesara GmbH
Berlin, Germany
https://twitter.com/thomsen007
https://www.linkedin.com/in/thomas-unruh-28296956
www.lesara.de