1. Web Analytics
Attribution Modeling
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

2. Standard Marketing Funnel
Branding
Drive Awareness
Opinion
Consideration
Preference
Purchase
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

3. The Solution is Multi Channel
Mobile
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

4. How We measure Conversions?
Media Network Pixel AdWords Conversion Code
In-House Systems Analytics Goal Conversions
Affiliate Marketing Platforms 3rd Party Tools
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

5. This is my typical day at the office..
9:00 am
8:00 am What’s on the
Read my FB news?
Feed
10:00 am
5:00 pm SMS
4:00 pm
Read through Research on B2B
6:00 pm some industry Marketing
Spend some websites
time on my
facebook
7:30 pm Where are my
friends?
Waze my way to
a restaurant
10:30 pm
Search Google
and place a lead
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

6. Search Funnel - Travel
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

7. Who Gets the Credit?
• 1/1/2013 – Visit (AdWords Click, category Keyword)
• 2/1/2013 – Visit (Organic Search, product keyword)
• 3/1/2013 – Visit (AdWords Click, brand Keyword)
• 4/1/2013 – Visit (Affiliate Banner Ad)
• 5/1/2013 - Visit – (Retargeting) Conversion
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

8. Attribution Modeling
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

9. Purposes and Uses
Differentiate between converters
and initiators
Assign values to multiple sources
involved in a conversions
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

10. Google Analytics Attribution Models
Last Click First Click Custom
Position
Decay Linear
Based
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

11. Google Analytics Attribution Tool
Want it? Get it Here: http://bit.ly/TQTPO4
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

12. Here’s how it looks like!
Want it? Get it Here: http://bit.ly/TQTPO4
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

13. Take it a bit further..
Want it? Get it Here: http://bit.ly/TQTPO4
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

14. Even for Keywords:
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

15. Key Takeaways
Mainstream conversion tracking is NOT enough
We are now on a multi-screen environment
We must understand our consumers’ journey
We can implement attribution models FREE
We can understand our spend ROI better!
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044