Put Your Money Where It Counts: Marketing Attribution

Put Your Money Where It Counts: Marketing Attribution

Mike Whaling, 30 Lines

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Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.John Wanamaker

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This is not 1911.

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The average shopper uses 10.7 sources of information to make a buying decision.

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10.7

Digital is measurable.

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“How did you hear about us?”

G O O D Q U E S T I O N , B U T I T ’ S N O T G O O D E N O U G H :#MFBSConf

Attribution is a process for assigning/crediting a lead or conversion to a specific set of marketing activities or touchpoints.

What is attribution?

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For today:

• How are people finding us?

• How are visitors using our site?

• Are visitors taking the desired actions?

• What marketing sources are working best?

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How are people finding us?

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“Time to start looking for an apartment.”

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Actually, it looks more like this…

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Organic search: “apartments in Las Vegas”1 .

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Paid ad on search engine2 .

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Search ILS.3 .

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Check Craigslist.4 .

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Logged-in organic search: “Tivoli apartments Las Vegas”

5 .#MFBSConf

Keyword: “Not provided”

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Visit website.6 .

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Check reviews.7 .

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Ask friends.8 .

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Branded organic search (or Direct link): “Tivoli apartments Las Vegas”

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Contact property to schedule tour!1 0 .

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The Path to Conversion

Organic Search >

PPC >

ILS >

Craigslist >

Organic Search (Logged In) >

Property Website >

ApartmentRatings.com >

Facebook >

Direct traffic to website >

Guest Card

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Which source gets the credit?

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Attribution Models

• Linear (All equal)

• Last Touch

• First Touch

• “Funnel Position”-Weighted

• Custom

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Linear: All sources get equal credit#MFBSConf

0

0.25

0.5

0.75

1

Search ILS Search AptRatings Direct

Last Touch: Last source gets all credit#MFBSConf

02.254.5

6.759

Search Search Direct

Organic Search >

PPC >

ILS >

Craigslist >

Organic Search (Logged In) >

Property Website >

ApartmentRatings.com >

Facebook >

Direct traffic to website >

Guest Card

First Touch: First source gets all credit#MFBSConf

02.254.5

6.759

Search Search Direct

Organic Search >

PPC >

ILS >

Craigslist >

Organic Search (Logged In) >

Property Website >

ApartmentRatings.com >

Facebook >

Direct traffic to website >

Guest Card

Funnel-Weighted: Closer to conversion = more credit#MFBSConf

02.254.5

6.759

Search Search Direct

Organic Search >

PPC >

ILS >

Craigslist >

Organic Search (Logged In) >

Property Website >

ApartmentRatings.com >

Facebook >

Direct traffic to website >

Guest Card

Know the value of a customer to understand the value of visits and leads.

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Your Attribution Toolkit

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google.com/analytics

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What to measure:

• How are people finding us?

• How are visitors using our site?

• Are visitors taking the desired actions?

• What marketing sources are working best?

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Set goals. Is your site working?

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Is our website working?

What sources are working?

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Potential Conversion Goals:

• Guest card completed

• Application started

• Signed up for e-newsletter

• Spent 5 minutes on site

• Watched property video

• Shared floor plan

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Google URL Builder

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Track campaigns, know what’s working

Track campaigns. Know what’s working.

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Bit.ly

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URL Shortener + Trackingbit.ly

URL Shortener + Tracking

Add + to see stats

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URL Shortener + Trackingbit.ly

Try it: bit.ly/mfbsconf13+

Dynamic Number Insertion

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Know how they get to your site.

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Customize your offer.#MFBSConf

Use landing pages to keep visitors focused.

Tweet it!

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Understand your social reach.

Understand your social reach

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Facebook Insights

Craig killed links. What now?

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Dig deeper:

• Audience segmenting/targeting

• Remarketing

• Split (A/B) testing

• Social reach/influence/sentiment

• Ad forecasting

• Lifecycle marketing

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What now?

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Do these next week:

• Identify one trend in Google Analytics

• Develop a landing page for your offer

• Create/update your email responder

• Send Tami a thank you note

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How do we use the data to get better?

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Want more tools and resources? 30lines.com/li

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Let’s talk.

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Mike Whaling !

apartments.30lines.com mike@30lines.com @30lines