An Attribution ModelBuilt For The Modern Consumer

Duane Brown | @DuaneBrownPerformance Marketer | Unbounce

Agenda

● State Of Attribution● Industry Metrics● My Story.● Road To Attribution● Results● The Future

The Future?

There Is NoSilver Bullet

Attribution Today

How Many UseLast Click?

Last Click

Analytics gives credit to the last touch point when someone converts

First Click

Analytics gives credit to the first touch point when someone converts

Position Based

First & last touch get even credit

Decay Time

Most recent touch point gets the largest share of credit

Linear

Each touch points get the same amount of credit

Last Non-DirectClick

Great to see what would happen if “Direct” wasn’t a channel in GA

The Industry

CMO Survey August 2015

What Marketing Spends on Analytics

Percent of Projects Using Analytics

Does Marketing Analytics Help Your Company’s Performance?

Starts With: CMO/VP

CMO To CEO

BusinessOutcomes

4 Stages Of Analytics

Marketing Analytics Maturity Model

Marketing Analytics Maturity Model

Marketing Analytics Maturity Model

My Story....The Opportunity To Chart Our Path.

Can We SpendMore Money?

Learning ToManage Upwards

Facebook Ads + Shoes

Money = Immediate Success

What Is Success?

No Analytics Person

No Money For Outside Vendor

Attribution Tomorrow

The Window

30 Days

90 Days Afterwards

The Money

Then = $500

Now = $2,000

The Majority

5 Clicks = 90%

Finding Path Length In GA

Multi-Channel Funnel - Tracking Data

Step 1 - Assisted Conversions

Step 2 - Copy MCF Channel Grouping

Step 3 -Edit Paid Search

Step 4 - Change MediumTo Campaign

Step 5 - Finding Your New MCF

Step 6 - Edit MCF

Two Use Cases MCFLNDC and Assisted Conversions

Last Non-Direct Click

How Many LNDC?

Assisted Conversions

Finding Your Assisted Conversions

Benchmark Success

<5 clicks for a campaign =more time and money..even if not last click.

Assisted Conversions

6+ Clicks

Other Data Sources

Hubspot = Downloads, Forms & Contacts

KissMetrics = Customer Data

Recurly + Payment Provider = Revenue

Intercom = Plan Tier & Other Customer Data

Data Warehouse = Customer & Revenue Numbers

The Results!

Awareness Evaluation Purchase Growth

Customer Journey

Awareness Evaluation Purchase Growth

Customer Journey + Campaigns

● ebooks● Online video● Pro. launch:

SSL● Case Study● Lead Gen● Blog● Conference

● Paid Search● Remarketing● Wordpress● Save time

campaign

● Demo video● Pro. launch:

WP● Case Study

● Customer story

● Webinar

Awareness Evaluation Purchase Growth

Customer Journey + Campaigns + Channels

● ebooks○ Taboola

● Online video○ Twitter

● Paid Search● Remarketing● Wordpress● Save time

campaign

● Demo video○ FB○ Taboola

● Pro. launch: WP

● Case Study

● Customer story

● Webinar

Fighting for budget...

60%Awareness = 40%Evaluation = 20%

40%Purchase = 40%Retention = 0%

Chicago Bulls

Our Future

The Data Warehouse

• New data warehouses• One Source• More Analyses• Better and more granular LTV• Less systems to dig into

The Future = iRobot…?

Thank You!

Any Questions?

Reference PointsCMO Survey: www.cmosurvey.org/files/2015/09/The_CMO_Survey-Highlights_and_Insights-Aug-2015.pdf

eMarketer: www.emarketer.com/Article/Execs-Marketers-Show-Metrics/1010998

https://blog.rjmetrics.com/2016/02/05/the-marketing-analytics-maturity-model-where-you-are-and-how-to-advance/