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@juandamia




Do	
  you	
  think	
  is	
  possible	
  to	
  a9ribute	
  a	
  sale	
  or	
  
        conversion	
  to	
  an	
  specific	
  source?	
  




                    www.analy'cs20.org	
  
@juandamia




Iden'fy	
  the	
  restric'on	
  that	
  prevents	
  your	
  
     project	
  to	
  op'mize	
  the	
  results	
  
             www.analy'cs20.org	
  
@juandamia
In	
  this	
  simple	
  system	
  (very	
  simple)	
  the	
  traffic	
  is	
  
  driven	
  to	
  the	
  site	
  by	
  email,	
  Organic	
  and	
  Paid	
  
 Search.	
  The	
  people	
  interact	
  in	
  an	
  eCommerce	
  
Site	
  and	
  then	
  buy	
  products	
  genera'ng	
  income	
  
                         to	
  the	
  company…	
  




                    www.analy'cs20.org	
  
@juandamia




                                                                         D
                                                                         E
                                                                         M
                                      Definición de Kotler en su libro   A
                                                                         N
                                      Marketing Management:
                                                                         D	
  
                                      Analysis, Planning, and Control
 …But	
  also	
  is	
  impacted	
  by	
  the	
  TV	
  and	
  Radio	
  
Adver'sing	
  and	
  goes	
  to	
  the	
  shop	
  and	
  buy	
  the	
  
product	
  there,	
  also	
  genera'ng	
  income	
  to	
  the	
  
                  www.analy'cs20.org	
  
         company	
  (the	
  same	
  company)	
  
@juandamia


                          Brand Awareness

                          Call to action
                                                                              D
                                                                              E
                                                                              M
                                           Definición de Kotler en su libro   A
                                                                              N
                                           Marketing Management:
                                                                              D	
  
                                           Analysis, Planning, and Control




…the	
  TV	
  and	
  Radio	
  generates	
  Brand	
  Awareness	
  
so	
  people	
  goes	
  to	
  search	
  engines,	
  find	
  the	
  site	
  
                     www.analy'cs20.org	
  
                 and	
  buy	
  the	
  products…	
  
@juandamia




                                                                       D
                                                                       E
                                                                       M
                                    Definición de Kotler en su libro   A
                                                                       N
                                    Marketing Management:
                                                                       D	
  
                                    Analysis, Planning, and Control



People	
  leave	
  their	
  opinions	
  in	
  social	
  networks	
  
  helping	
  others	
  making	
  a	
  decision…buying	
  
                            producs	
  
               www.analy'cs20.org	
  
@juandamia




…the	
  sa'sfied	
  clients	
  buy	
  more	
  products…	
  
              www.analy'cs20.org	
  
@juandamia




…and	
  recommend	
  others	
  to	
  do	
  so…genera'ng	
  
            an	
  exponen'al	
  sales	
  efect	
  
               www.analy'cs20.org	
  
@juandamia




Are	
  you	
  s'll	
  posi've	
  about	
  it?	
  




       www.analy'cs20.org	
  

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The problem of direct conversion attribution

  • 1. @juandamia Do  you  think  is  possible  to  a9ribute  a  sale  or   conversion  to  an  specific  source?   www.analy'cs20.org  
  • 2. @juandamia Iden'fy  the  restric'on  that  prevents  your   project  to  op'mize  the  results   www.analy'cs20.org  
  • 3. @juandamia In  this  simple  system  (very  simple)  the  traffic  is   driven  to  the  site  by  email,  Organic  and  Paid   Search.  The  people  interact  in  an  eCommerce   Site  and  then  buy  products  genera'ng  income   to  the  company…   www.analy'cs20.org  
  • 4. @juandamia D E M Definición de Kotler en su libro A N Marketing Management: D   Analysis, Planning, and Control …But  also  is  impacted  by  the  TV  and  Radio   Adver'sing  and  goes  to  the  shop  and  buy  the   product  there,  also  genera'ng  income  to  the   www.analy'cs20.org   company  (the  same  company)  
  • 5. @juandamia Brand Awareness Call to action D E M Definición de Kotler en su libro A N Marketing Management: D   Analysis, Planning, and Control …the  TV  and  Radio  generates  Brand  Awareness   so  people  goes  to  search  engines,  find  the  site   www.analy'cs20.org   and  buy  the  products…  
  • 6. @juandamia D E M Definición de Kotler en su libro A N Marketing Management: D   Analysis, Planning, and Control People  leave  their  opinions  in  social  networks   helping  others  making  a  decision…buying   producs   www.analy'cs20.org  
  • 7. @juandamia …the  sa'sfied  clients  buy  more  products…   www.analy'cs20.org  
  • 8. @juandamia …and  recommend  others  to  do  so…genera'ng   an  exponen'al  sales  efect   www.analy'cs20.org  
  • 9. @juandamia Are  you  s'll  posi've  about  it?   www.analy'cs20.org