Confidential + Proprietary Confidential + Proprietary · PDF fileConfidential + Proprietary 0 (Ignored) 0 (Ignored) 1 Conversion Linear Model Multi-Touch / Cross-Device / Impact 0,33

Confidential + ProprietaryConfidential + Proprietary

Confidential + Proprietary


0201 03 04


0201 03 04

If you ask Tinderx 1 0 0 0

If you ask The Guyx 1000

If you ask A Data Scientistx .3 x .2 x .2 x .3



“”



Confidential + ProprietaryDigital Utopia Google Slides Template


Confidential + ProprietarySource: Google data, 2017.



Generic Shopping Brand

Generic Shopping

Brand


Proprietary + Confidential


1

2


Confidential + ProprietarySource: Google data, 2016-17.

Confidential + ProprietarySource: TwG 2017.

”“


”“

Source: TwG 2017.



Confidential + ProprietarySource: Google AdWords account.








✓

✓

✓


0 (Ignored) 0 (Ignored) 1 Conversion

Linear ModelMulti-Touch / Cross-Device / Impact

0,33 0,33 0,33

Data Driven Attribution Multi-Touch / Cross-Device / Impact

0.3 Conversion 0.1 Conversion 0.6 Conversion

Assisted touchpoints

can get credit under

non last click

Multi-touchCross Device

IntraChannel

Device switches can

get credit under non last click


X


32




X


10 10 10 10 25 10 10 10 10 10


25 5 5 25 5 25 25 5 5 125


10% 2% 2% 10% 2% 10% 10% 2% 2% 50%

25 5 5 25 5 25 25 5 5 125


10% 2% 2% 10% 2% 10% 10% 2% 2% 50%


40


01

02

Source: Google AdWords account.






Confidential + ProprietarySource: Think with Google, 2017.

”“




- DCM license- Client-side analyst

capabilities- Conversions tracked

through DCM (e.g. Floodlight)

- Uses AdWords Conversion Tracking or imported GA goals/transactions

- Analytics 360 license- Google Analytics page tag- Auto-tagging / click

channel tagging

Doubleclick served & tracked media- Media bought through DBM and DS- Reservation & other media through

Tracking Ads- Data-Driven Attribution

AdWords media- Google Search- Cross-device + Data-driven Attribution - Automated bidding integration

Most digital channels - Direct nav, organic search, referral- AdWords and DoubleClick integration- Other media manually tracked- Data-Driven Attribution

- DS license- Floodlight-tracked

conversionsDoubleclick served & tracked search- Cross device +data-driven Attribution- Automated bidding integration

Free: - Uses data from GA/GA 360- Bidding integrations with Adwords, DS

Paid:- Uses data from DCM & GA/GA 360- Bidding integrations with Adwords, DBM, DS - TV Attribution - Scenario planning

All digital channels, full cost/context data, optimization

Free:- GA tags

Paid:- Attribution 360 Digital Attribution license- GA or GA 360 tags, DCM





Generic ShoppingBrand

Google Display

Netzwerk

Google Display

Netzwerk

Confidential + Proprietary Confidential + Proprietary · PDF fileConfidential + Proprietary 0 (Ignored) 0 (Ignored) 1 Conversion Linear Model Multi-Touch / Cross-Device / Impact 0,33

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