Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03
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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.
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Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03
- 2. @vinoaj Amari Hotels 45%increase in sales 0%increase in resources required
- 5. @vinoaj AMARI TOTAL MARKETING BUDGET Reallocating resources Display channels Non-Display channels 7% BEFORE 17% AFTER
- 7. @vinoaj
- 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
- 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
- 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
- 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
- 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
Notas del editor
- Show of handshow many people here practice multi-touch attribution? How many people have no idea what I’m talking about?72% marketers agree attribution is important44% marketers not using attribution
- It’s OK if you’re new to multi-touch attribution, because getting started with it can help you see big results.Take, for example, Amari Hotels, a client of our’s. Actions taken from insights from GA’s AMT helped them increase sales by 45%Best of all – zero new resources required
- They intuitively knew GDN worked, but how could they prove the case for more budget?
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- Point out:Conversion typeTraffic typeLookback windowDefault model
- Point out:Conversion typeTraffic typeLookback windowDefault model
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