This presentation was given at the Think with Google event held in Jakarta on 3 July 2013. This presentation walks through moving beyond last-click attribution and harnessing Google Analytics' Attribution Modeling Tool to establish your ideal digital media mix. In it we cover the basics of multi-touch attribution, getting started with the Google Analytics Attribution Modeling Tool, and Custom Models. We also walk through a case study where Amari Hotels were able to increase sales by 45% simply by reallocating their digital marketing budgets based on insights gained from the Attribution Modeling Tool.

2. @vinoaj
Amari Hotels
45%increase in sales
0%increase in
resources
required

3. @vinoaj
Paid
Search
Paid
Display

4. @vinoaj
Paid
Search
Paid
Display

5. @vinoaj
AMARI TOTAL MARKETING BUDGET
Reallocating resources
Display channels Non-Display channels
7%
BEFORE
17%
AFTER

6. @vinoaj
Hello

7. @vinoaj

8. @vinoaj
Forming the perfect
football team

9. @vinoaj
How do you form the perfect football team?
The Striker: Player X
The Defender: Player Y
The Midfielder: Player Z

10. @vinoaj
What is the right combination?

11. @vinoaj
What does your most valuable team look like?

12. @vinoaj
What does your most valuable team look like?

13. @vinoaj
What does your most valuable team look like?

14. @vinoaj
Yes, a not-so-subtle analogy
You
Customers
Your
competitors
Paid
Search
Displa
y Ads
Social
Media

15. @vinoaj
Last-click attribution

16. @vinoaj
Last-click attribution

17. @vinoaj
Last-click attribution

18. @vinoaj
Last-click attribution

19. @vinoaj
Last-click attribution

20. @vinoaj
Last-click attribution

21. @vinoaj
Last-click attribution

22. @vinoaj
Last-click attribution tells you to do this

23. @vinoaj
Which is not this!

24. @vinoaj
Getting started with the
Attribution Modeling Tool

25. @vinoaj
Coming soon to all accounts
Pre-requisites:
• Goals (preferably with values)
• Ecommerce tracking
• Campaign tagging (i.e. utm
parameters) for non-AdWords
campaigns

26. @vinoaj

27. @vinoaj
Start modeling
Select model(s) to
compare against

28. @vinoaj

29. @vinoaj
Amari revisited

30. @vinoaj

31. @vinoaj

32. @vinoaj

33. @vinoaj
Amari revisited: comparing models

34. @vinoaj
The value of each channel
according to the attribution
models applied
Amari revisited: comparing models

35. @vinoaj
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 revisited: comparing models

36. @vinoaj
AMARI TOTAL MARKETING BUDGET
Reallocating resources
Display channels Non-Display channels
7%
BEFORE
17%
AFTER

37. @vinoaj
The best type of impact
45%increase in sales
0%increase in
resources
required

38. @vinoaj
Custom Models

39. @vinoaj
Going Custom

40. @vinoaj
Name your model

41. @vinoaj
Choose a standard model to
base your custom model on

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

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

44. @vinoaj
Your custom model
is ready to be
applied across your
conversions

45. @vinoaj
What Else?

46. @vinoaj
Digest Google’s Attribution Playbook
http://vnjv.co/amplaybook

47. @vinoaj
Compare: Customer Journey to Online Purchase
http://vnjv.co/amcjtop

48. @vinoaj
Now it’s your turn

49. @vinoaj
5 things to do today
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