Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Web Analytics Attribution Modeling
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Branding Standard Marketing Funnel
Drive Awareness
Opinion
Consideration
Preference
Purchase
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
The Solution is Multi Channel
Mobile
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
How We measure Conversions?
AdWords Conversion Code
Analytics Goal Conversions
3rd Party Tools
Media Network Pixel
In-House Systems
Affiliate Marketing Platforms
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
SMS
10:00 am
What’s on the news?
9:00 am
Read my FB Feed
8:00 am
Research on B2B Marketing
4:00 pm
Read through some industry
websites
5:00 pm
Spend some time on my facebook
Waze my way to a restaurant
Where are my friends?
Search Google
and place a lead
6:00 pm
7:30 pm
10:30 pm
This is my typical day at the office..
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Search Funnel - Travel
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Who Gets the Credit?
• 1/1/2013 – Visit (AdWords Click, category Keyword)
• 2/1/2013 – Visit (Organic Search, product keyword)
• 3/1/2013 – Visit (AdWords Click, brand Keyword)
• 4/1/2013 – Visit (Affiliate Banner Ad)
• 5/1/2013 - Visit – (Retargeting) Conversion
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Attribution Modeling
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Purposes and Uses
Differentiate between converters and initiators
Assign values to multiple sources involved in a conversions
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Google Analytics Attribution Models
Last Click First Click Custom
Decay Linear Position Based
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Google Analytics Attribution Tool
Want it? Get it Here: http://bit.ly/TQTPO4
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Here’s how it looks like!
Want it? Get it Here: http://bit.ly/TQTPO4
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Take it a bit further..
Want it? Get it Here: http://bit.ly/TQTPO4
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Even for Keywords:
Ophir Cohen, CEO Universal McCann Search
[email protected] +972-52-4466044
http://www.usearch.co.il
Key Takeaways
Mainstream conversion tracking is NOT enough
We are now on a multi-screen environment
We must understand our consumers’ journey
We can implement attribution models FREE
We can understand our spend ROI better!