bay area google analytics meetup - blast€¦ · understanding attribution attribution modeling...

Intro to Multi-Channel Reporting & Attribution Modeling

Bay Area Google Analytics Meetup

Joe ChristopherVP, AnalyticsBlast Analytics & Marketing

@joechristopher

Bay Area GA MeetupMulti-Channel Funnels

& Attribution

Supporting Leaders To

EVOLVETheir Organizations

3: Attribution Model Report

1: What is Attribution?

Agenda

2: Multi-Channel Funnel Reports

4: Practical Tips

How does GA Normally Work?

Attribution Modeling Training 5

Before we look at Multi-Channel Funnels & Attribution Models:• How Google Analytics standard reports work (last click)• Ensure campaign tracking is in place and optimized

Understanding Attribution

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User Journey Example:• Monday - User searches for shoes and arrives to your site via Paid Search. Does not convert.

• Tuesday - User clicks on a remarketing ad and continues to research shoes. Does not convert.

• Wednesday - User is familiar with your brand now and searches for your brand on Google Organic and arrives to your site. User converts.

What is Attribution Modeling?

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Attribution Modeling is the science of determining the value of each customer touch point leading to a conversion.

Objective: Understand the customer journey and justify your marketing spend.

Attribution Modeling Training

3: Attribution Model Report

1: What is Attribution?

Agenda

2: Multi-Channel Funnel Reports

4: Practical Tips

Multi-Channel Funnels

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• Visually displays overlap in channels leading to conversions

• Provides a percentage value of overlap across selected channels (up to 4 at one time)

Attribution Modeling Training

Multi-Channel Funnels

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Little to no overlap:

The less overlap between channels, the less of an attribution issue is presented.

Is there an attribution issue?

Little to heavy overlap:

As the overlap of Channels increases, so does the issue of Attribution for each of the channels involved.

Attribution Modeling Training

Multi-Channel Funnels

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• How many times the channel assisted in a conversion

• How many times the channel was the last click or a direct conversion

Assisted Conversions - Assisting Interaction Analysis

Attribution Modeling Training

Multi-Channel Funnels

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• How many times the channel was the First Click of a conversion

• How many times the channel was the last click or a direct conversion

Assisted Conversions - First Interaction Analysis

Attribution Modeling Training

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• What are the most common channel paths towards conversions?

• Includes ‘Direct’ in path

Top Conversion Paths

Attribution Modeling Training

Multi-Channel Funnels

Multi-Channel Funnels

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• How many days does it take before users convert?

Time Lag

Attribution Modeling Training

Multi-Channel Funnels

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• How many channel interactions does it take before visitors convert?

Path Length

Attribution Modeling Training

Demo:Multi-Channel Funnel

3: Attribution Model Report

1: What is Attribution?

Agenda

2: Multi-Channel Funnel Reports

4: Practical Tips

Attribution Modeling

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• Compare up to 3 separate models at once

• Make better decisions about where to spend your money based on the channel's best conversion model

Model Comparison Tool

Attribution Modeling Training

Demo: Attribution Model

Comparison

3: Attribution Model Report

1: What is Attribution?

Agenda

2: Multi-Channel Funnel Reports

4: Practical Tips

Plan an approach to attribution

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• Establish clear goals of understanding attribution• Define your business questions• Make a plan for what you learn

Plan an approach to attribution

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Start by identifying your marketing goals. Are you focused on branding and awareness, lead generation, developing new business, or repeat business? Are your current campaigns meeting these objectives?

Step 1

Content Credit: Google

Attribution Modeling Training

Plan an approach to attribution

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Develop a basic outline for your customer journey, including path length, time to conversion, and the relevant marketing channels. You can find this information in the Multi-Channel Funnels reports in Google Analytics. Look for key details: does the path differ based on the first touchpoint? Does it differ by order size or product category?

Step 2

Content Credit: Google

Attribution Modeling Training

Plan an approach to attribution

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Think about how you assign credit to these interactions today – even if you’re new to attribution modeling, you surely have some sort of intuitive model. What would happen if you valued interactions in the path differently?

Step 3

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Attribution Modeling Training

Plan an approach to attribution

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Define the role and expected impact of each campaign element. When you start modeling, check whether the models match or contradict your expectations.

Step 4

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Attribution Modeling Training

Plan an approach to attribution

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Plan your next steps. If you learn that a certain campaign, source, or interaction is performing differently than expected, will you be able to take action to change it?

Step 5

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Attribution Modeling Training

What Models Can You Use?

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Most Commonly Used Models

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Attribution Modeling Training

What Models Can You Use?

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Other Models in Google Analytics

Content Credit: GoogleEach of these models has different characteristics. The best results will come from a comparison of multiple models and

experimentation to confirm your findings.

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What Models Can You Use?Customized Models

Content Credit: Google

Attribution Modeling Training

How do you Start?

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1) Ensure Goals/Ecommerce is setup in Google Analytics.

2) Go to the Attribution Model Comparison Tool and select the conversion(s) of interest. The first model you choose should be the one you use most often today – usually last interaction.

3) Select an appropriate lookback window.

4) Review the data table: you’ll see how many conversions and how much value the model credits to different channels, referral sources, campaigns, or other dimensions.

5) Choose another model for comparison

6) Compare the conversion values for your models using the percentage change column.

7) Pay attention to big changes in value: for example, you may find a certain keyword or display advertisement shows low revenue value under the last interaction model, but receives more credit under another model.

8) Take Action.

Attribution Modeling Training

Results

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• Reallocate Budget: Strengthen campaigns along the most profitable position in the purchase funnel.

• Adjust Affiliate Payments: Consider building affiliate programs that compensate partners for the value that their referral provides to your business. For instance, some advertisers give more credit to affiliates that bring in new customers and provide awareness in the upper-funnel vs. those that simply offer coupon codes to customers who are ready to purchase.

• Revise CPA (cost-per-acquisition) figures: Better reflect the true contribution of your marketing activities to the whole consumer journey.

• Reduce Time-to-Conversion: Look for opportunities to improve the efficiency of your conversion path and reduce the number of paid clicks required to drive a purchase. For example, provide price guarantees so customers don’t have to price shop, quick coupon codes, or more detailed product information so they don’t have to look elsewhere.

• Reschedule campaigns: Change the timing of particular campaign types, such as email promotions.

• Update Landing Pages: Customers coming in through various channels and keywords are often at different points in their purchase decision-making. If you learn that particular keywords have lower-than-expected conversion value, you can design landing pages that will better reflect their stage in the purchase process.

• Keep Testing: Experiment with new keywords or campaigns to compensate for weak spots in your purchase funnel.

Attribution Modeling Might Lead You To...

Content Credit: Google

Attribution Modeling Training

Checklist for Success

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Attribution Modeling Training

Most Importantly...

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Don't get stuck trying to build the "perfect model". Take action on what you've learned.

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Attribution Modeling Training

Q&A

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@joechristopher

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