Multi touch attribution & attribution modeling - GAUC Sydney Melbourne - 2013-06-19-21

#GAUC2013!Google Analytics User Conference 2013!

Multi-touch Attribution & Attribution Modeling !Vinoaj Vijeyakumaar Managing Partner & Co-Founder Sparkline Analytics @vinoaj / [email protected]

@vinoaj #GAUC2013!Google Analytics User Conference 2013!

@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!

Amari Hotels

45% increase in sales

0% increase in resources required


Paid Search

Paid Display


Paid Search

Paid Display


AMARI TOTAL MARKETING BUDGET

Reallocating resources

Display channels Non-Display channels

7%

BEFORE

17%

AFTER

@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!

Hello!


AU, NZ


SG, MY, TH, ID, PH, VN


A/B & MVT Testing

Actionable Insights

User Experience

Google Analytics

Implementation

AdWords API Automation

What I did (and still do)

Conversion Rate

Optimisation


Sparkline Analytics

Managing Partners: A team of Xoogli

Timo 5 yrs Google Analytics / Partnerships / AdWords

Aleetza 9 yrs AdWords / YouTube / Digital Solutions

Vinny 5 yrs Google Analytics / Conversion Rate Optimisation


Attributing the right way!


How do you form the perfect soccer team?

The Striker: Player X

The Defender: Player Y

The Midfielder: Player Z


What is the right combination?


What does your most valuable team look like?






Yes, a not-so-subtle analogy

You

Customers

Your competitors

Paid Search

Display Ads

Social Media


Last-click attribution














Last-click attribution tells you to do this


Which is not this!


Getting started with the Attribution Modeling Tool!


Attribution in Google Analytics

Nov 2005

Google Analytics Launch Last-click attribution through goals & e-commerce

Nov 2012

Attribution Modeling Tool open to all! True(r) multi-touch attribution

Oct 2008

Advanced Segments introduced Ability to separate out sessions with & without conversions

Aug 2011

Multi-Channel Funnels Visibility into behaviour pre-last-click. “Basic” attribution.


Attribution Modeling Tool

Pre-requisites: •  Goals (preferably with values) •  Ecommerce tracking •  Campaign tagging (i.e. utm

parameters) for non-AdWords campaigns


Attribution Modeling Tool


What needs to get attributed

Select the conversion event(s) to attribute against


Parameters of attribution

Assess all traffic or only AdWords traffic

Set length of lookback window (ie no. days prior to a conversion)


Start modeling

Select model(s) to compare against



Amari revisited





Amari revisited: comparing models


The value of each channel according to the attribution models applied



The value of each channel according to the attribution models applied

The difference in value of each channel between the last-click attribution model and applied attribution model.



AMARI TOTAL MARKETING BUDGET

Reallocating resources

Display channels Non-Display channels

7%

BEFORE

17%

AFTER


The best type of impact

45% increase in sales

0% increase in resources required


Custom Models!


Going Custom


Name your model


Choose a standard model to base your custom model on


Input your parameters. In this example, weights for different positions in the funnel


Toggle further customisations on & off


Set your lookback window (days prior to a conversion)


Breaking News!


Modeling on GDN Impressions


Add different weightings (e.g. 50%) for impressions (requires dc.js and only applicable to DFA & Google activity)

Add different weightings (e.g. 50%) for impressions (requires dc.js and only applicable to DFA & Google activity)


Vary weights based on engagement: how much time spent on site or on depth of visit


Add custom attribution rules – e.g. visits with bounces gets zero credit


Add custom attribution rules – e.g. visits from competitor brand terms get 5x credit


Your custom model is ready to be applied across your conversions


What next?!



Nov 2005

Google Analytics Launch Last-click attribution through goals & e-commerce

Nov 2012

Attribution Modeling Tool open to all! True(r) multi-touch attribution

Oct 2008

Advanced Segments introduced Ability to separate out sessions with & without conversions

Aug 2011

Multi-Channel Funnels Visibility into behaviour pre-last-click. “Basic” attribution.



Jun 2013

What next?

All I want for Christmas (or sooner!): •  Integrate viewthrough data from any ad server •  Multi-device attribution (Universal Analytics!) •  Media mix modeling

Show your support: #iwantmyunicorn #gauc2013


Now it’s your turn!


5 things to do today (OK, tomorrow) Define goals & values. (Optional) Implement e-commerce tracking. 1 Select 2 standard models and compare to the last-click model. Which channels are undervalued? And overvalued?

2 Redistribute resources from overvalued to undervalued channels. Test, observe, and refine resource allocation. 3

Experiment with custom models. 4 Last, but definitely not least, integrate attribution model metrics into your reporting framework. 5


Compare: Customer Journey to Online Purchase

http://vnjv.co/amcjtop

#GAUC2013!Google Analytics User Conference 2013!

Thank you! For follow-up questions, I can be reached on:!Vinoaj Vijeyakumaar @vinoaj #iwantmyunicorn #gauc2013 [email protected]

@vinoaj #GAUC2013!Google Analytics User Conference 2013!

Multi touch attribution & attribution modeling - GAUC Sydney Melbourne - 2013-06-19-21

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