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Wolfgang Essentials 2016 - The 3 Dimensions Of Channel Attribution

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On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. David and Zoran discussed Channel Attribution during part two of the event.

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Wolfgang Essentials 2016 - The 3 Dimensions Of Channel Attribution

  1. 1. Growing Industry
  2. 2. Growing Industry
  3. 3. The First Dimension ChannelReport
  4. 4. HowAre My Channels?
  5. 5. Top Conversion Paths
  6. 6. Path Length(Site Visits) 31% 69%
  7. 7. The Second Dimension Assisted Conversions
  8. 8. Click AssistedConversions First Click Last Non-Direct Click Assisted Clicks Last Click
  9. 9. AssistedConversion Report
  10. 10. AssistedConversion Report
  11. 11. AssistedConversion Report
  12. 12. Time Lag (Days) 47% 53%
  13. 13. Time Lag (Days) 28 Days Ago 2 Days Ago
  14. 14. Behavioural Metrics
  15. 15. Time On Site 3 Second on site 5 minutes on site
  16. 16. HowCan We AddressThis?
  17. 17. The Third Dimension Multi-ChannelAttribution
  18. 18. Let’s lookat defaultattributionmodels!
  19. 19. All are arbitrary, oversimplified assumptions about how your customers interact withyour business.
  20. 20. Do it properly. Make custom attributionmodels!
  21. 21. Thattakes effort. Justlet Google do it for you!
  22. 22. MachineLearning(AI) • A type of AI thatgives computers abilityto learn withoutbeing explicitly programmed • They willgrow and changebased on new data • Facebook News Feed
  23. 23. Data-Driven Attribution
  24. 24. E.g. AttributionModel generatedvia AI
  25. 25. KeyTakeaways: • Don’t look at channels in isolation • Understand their placein the funnel • Give them creditthey deserve

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