MEASURING MARKETINGJamie Quint - @jamiequint

https://interstateanalytics.com

Co-Founder, CEO

What is marketing attribution?

@jamiequint

Visit Visit Visit Purchase

Who gets the credit?

Time3/1 3/5 3/10 3/15

Facebook Default

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1 Day View + 28 Day Click

Twitter Default

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1 Day View + 14 Day Click

AdWords Default

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No View + 90 Day Click

Ideal World

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Time

ValueClaimed

Visit Visit Visit Purchase

3/1 3/5 3/10 3/15

$33.33 $33.33 $33.33

Total revenue tracked is $100 and each channel gets credit by some kind of attribution

model, ‘even attribution’ in this case

Based on Each Publisher’s Dashboard…

@jamiequint

Time

ValueClaimed

Visit Visit Visit Purchase

3/1 3/5 3/10 3/15

$100 $100 $100

Total Revenue looking at Spend Dashboards is $300

… if we change to 1 Day Click

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Time

ValueClaimed

Visit Visit Visit Purchase

3/1 3/5 3/10 3/15

$0 $0 $0

Total Revenue looking at Spend Dashboards is $0

… if we change to 7 Day Click

@jamiequint

Time

ValueClaimed

Visit Visit Visit Purchase

3/1 3/5 3/10 3/15

$0 $0 $100

Total Revenue looking at Spend Dashboards is $100

Alternatives

@jamiequint

+

• Set up attribution modeling in Google Analytics• Export spend data from Facebook, Twitter, Google,

etc to Excel• Export attribution model conversion data to Excel• Build Excel model

Alternatives

@jamiequint

+

• Store all data on user visits• Store data on user conversions• Export spend data from Facebook, Twitter, Google,

etc to Excel• Model attribution in DB and export SQL data to

Excel• Build Excel model

Alternatives

@jamiequint

• The alternatives here are very time-intensive and error prone

• If you are under $5-10k in spend and spending mostly on one channel just use the spend dashboard for your major channel and set a reasonable click-through attribution time-window (e.g. 7 days)

• Only look at view-through for retargeting and for that set up a hold-out test with your provider

Alternatives

@jamiequint

• Over $10k in spend or frequent spend across multiple channels? Check out my company

• Automatic multi-channel attribution with no data entry/Excel/SQL etc.

Questions?

@jamiequint