Upload
courtney-sulzberger
View
201
Download
0
Embed Size (px)
Citation preview
BUZZSMITH | D IG ITAL MARKET ING | WWW.BUZZSMITH .COM 1
ATTRIBUTION MODELSPREPARED BY: BUZZSMITH
PREPARED FOR: BUZZSMITH :)
BUZZSMITH | D IG ITAL MARKET ING | WWW.BUZZSMITH .COM 2
ATTRIBUTION MODELS
THEIR IMPORTANCE
EXAMPLES
CONSIDERATIONS
BUZZSMITH | D IG ITAL MARKET ING | WWW.BUZZSMITH .COM 3
THE SALES FUNNEL
SALE
SEO SOCIAL EMAIL WEBSITE
Awareness
Interest
Desire/Intent
SOCIAL SEARCH ADS
DIRECT
SEARCH DIRECT
A channel that predominantly initiates the conversion path at the beginning of the sales
funnel will have a higher conversion value according to the first interaction model.
A channel that predominantly ends conversion path (with a sale) will have a higher conversion value according to
the last interaction model.
BUZZSMITH | D IG ITAL MARKET ING | WWW.BUZZSMITH .COM 4
THE MODELS
• Last Interaction Model: assigns 100% credit to the last interaction
! • Last Non-Direct Click: ignores direct visits & assigns 100%
credit to the last interaction (What GA automatically reports)
! • Last AdWords Click: assigns 100% of the conversion value to
the most recent AdWords ad that the customer clicked before converting
! • First Interaction: assigns 100% of conversion value to the
first channel with which the customer interacted ! • Linear: gives equal credit to each channel on the way to
conversion ! • Time Decay: heavily credits the touch points that occurred
nearest to the time of conversion ! • Position Based: hybrid of last interaction + 1st interaction
AD SALE
GOES HOME
EMAIL SALE
NEXT MORNING
DIRECT SALE
SOCIAL SALE
BUZZSMITH | D IG ITAL MARKET ING | WWW.BUZZSMITH .COM 5
THE MODELS
AD GOES HOME SALEDIRECT
1st Interaction: 100% attribution to _________.
Last Interaction: 100% attribution to _______.
Last non-direct Click: 100% attribution to _______.
Last Adwords Click: 100% attribution to _________.
SOCIAL
BUZZSMITH | D IG ITAL MARKET ING | WWW.BUZZSMITH .COM 6
THE MODELS
AD GOES HOME SALEDIRECT
1st Interaction: 100% attribution to ADWORDS.
Last Interaction: 100% attribution to DIRECT.
Last non-direct Click: 100% attribution to SOCIAL.
Last Adwords Click: 100% attribution to ADWORDS.
SOCIAL
BUZZSMITH | D IG ITAL MARKET ING | WWW.BUZZSMITH .COM 7
GOOGLE ANALYTICS
Model Comparison
Normally, Referral traffic is attributed only 9 conversions. However, when looking at 1st interaction, it is attributed 24 conversions. When it is looked at only as a last non-direct click, it is attributed 12 interactions.
!Referral traffic is a better awareness tool than converter.
Note: Google Analytics Regular Reports only reports
on Last Non-Direct Click Interactions.
BUZZSMITH | D IG ITAL MARKET ING | WWW.BUZZSMITH .COM 8
THE ECO SYSTEM
We are now able to better understand the
eco-system & the customer’s journey.
SEE’S THE BRAND ON FB
LOOKS TO OTHER CHANNELS - PINTEREST
IS NOW CONNECTED THROUGH SOCIAL MEDIA
GOES TO SITE
BUYS
BUZZSMITH
FIRST INTERACTION CONVERSIONS
LAST NON-DIRECT CLICK CONVERSIONS
% CHANGE
PINTEREST 15 16 + 6.67%
FACEBOOK 9 6 -33.33%
TWITTER 1 1 0%
BUZZSMITH | D IG ITAL MARKET ING | WWW.BUZZSMITH .COM 9
DISCREPANCIES
•You cannot compare general GA reports with Multi-Channel & Attribution Modeling
Reports. All of the data is correct, however GA is displaying the data in different ways
because of:
•using different Marketing Channel Groups
•Counting goals, conversions, transactions differently (this also applies to Adwords)
•Multi Channel Funneling & Attribution Modeling data lags by 2 days (cannot report it in
real-time)
•GA general reports has a lookback window of 6 months by default (can only change in
universal analytics).
!
•Google Analytics reports automatically use Last Non-Direct Interaction (if Direct is still
getting attributed conversions, that is because GA cannot detect any interaction before
that).
BUZZSMITH | D IG ITAL MARKET ING | WWW.BUZZSMITH .COM 10
DOUBLE CHECK
For example: You are looking at conversions in January 2014. The attribution model will look at interactions 90 days prior to that conversion (whether the
conversion was on Jan. 1 or Jan. 30)
•Lookback window allows you to track the process only for 90 days prior (only takes into account
interactions that took place in the 90 days prior to the conversion).
•Set the “Conversion Type” - Conversion type can be
eCommerce transactions or goal completions.
!
•This is good to keep in mind for future goal tracking…
(Ex: “What led to a person signing up for our email
list?”)
BUZZSMITH | D IG ITAL MARKET ING | WWW.BUZZSMITH .COM 11
CONSIDERATIONS
•Consider how far back to look (30 days - 90s days prior to the conversion).
!
•When comparing models, it is best practice to use Last Non-Direct Click, rather than Last
Interaction.
!
•For fast moving consumer goods, use Last Interaction Model or Last Non-Direct Click.
!
•For brand awareness, use First Interaction Model.
!
•To learn more about the buying behavior of clients during a promotion, use Time Decay.
!
•The most important thing to remember is to analyze what you are looking for (KPIs +
Goals) and then decide with model to use. Compare models & explore the different
insights they give you.