gauc 2017 workshop attribution with google analytics: peter falcone (google) & rolf seegelken...

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Attribution withGoogle AnalyticsPeter FalconeAnalytical Lead EMEA

April 6th, 2017


● Digital Attribution

● Online to Store Attribution

● TV Attribution

We’ll cover


● Real life examples

● Results achieved

● How to & implementation details

We’ll focus on

4Source: https://en.wikipedia.org/wiki/Fritz_Heider

5

AttributionThe purpose of attribution is to quantify the influence each advertising touchpoint has on a consumer’s decision to make a purchase decision, or convert.

6

”

Aim for better, not for perfectImproving focus by increasing data quality, extending the scope of channel measurement and media budget allocation.

It`s a process of technology and service which provides a clearer view on marketing performance and enables value driven optimization.

DigitalAttribution

Founded

2011

4Products

(but 4.400 recipes)

Countries

9

SEM manager

1Bid strategy

Adwords ROAS

1

10

FABB ● is a constant process of media optimization ● assigns fractional contribution at granular and actionable level● exports fractional contribution into bidding systems

Proprietary + Confidential

Process, products and featuresData driven modeling(DDA + unified channel grouping)

X-Channel measurement (auto tagging, utm`s, filters)

Automated bidding (ROAS bid Strategy)

Data access / export(unsampled report)

FABB

Import Conversion credits (Offline Conversion Import)


Demo: Data in GA


All signals per click are stored here

valueclick IDs)

Unique ID

used by bid managers to track ads and refer back in the system

per ad / user / time / auctionURL?gclid=value


Signals used in autom. bidding stored in a Click ID

+/-XX%

Smartphone

Noon EST

LocationBrowserOS

Remarketinglist

Ad creative App

Language

Actual query

Search partner

Bid adjustment based on prioritized combinations of signals

Click ID Google

Stores auction signals/info

Impact on ROAS performance

Pre Post

ROAS - SEA all (Adwords All campaigns)

145% (proportional increase)

77% (proportional increase)

ROAS Top 10 generics(Adwords Top 10 Generic campaigns)

Case study: https://goo.gl/r6RHgb

https://goo.gl/r6RHgb

Online to OfflineAttribution

17

http://www.youtube.com/watch?v=T-RaOdw_tiw

Context

153 stores in France36 days of store data loaded in Google Analytics

In-store buyers with loyalty cardsA high % of transactions’ volumes are made through the loyalty card program

In-store buyers with loyalty cards that log-in on the websiteLogged-in users represent a high % of online traffic that can be matched with offline transactions made with loyalty cards

Online to Offline - Context & Methodology

1 2 3

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19

UserIDtracking

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2 different Users(cookie-based)

Cookie (clientID)123456.429834


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LoginLogin

1 User(persistent ID based)

› User-Centric Measurement› Works on Web, mWeb & Apps and other devices

User ID: 4Q321




User ID: 4Q321

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UserID Tracking in Analytics

user loginUserID (UID)

assigned

<UID>

<UID>

<UID>

<UID>

User IDUser ID

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Implementation guide: http://goo.gl/cMkBv7

1

2 4

3

UserID Tracking - Implementation

http://goo.gl/cMkBv7


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Implementation guide: http://goo.gl/cMkBv7

UserID Tracking - Session Unification

PAGE 1 PAGE 2 PAGE 3

LOGGED INNOT LOGGED IN

1 SESSION

Login

With Session Unification enabled, all login and pre-login hits in the same

session (only) are reported in the User ID View

4


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Implementation guide: https://goo.gl/pMB4aT

UserID Tracking - Tag Manager4

https://support.google.com/tagmanager/answer/4565987

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Online to Offline Tracking in Analytics

Loyalty Card purchase

Measurement Protocol

user loginUserID (UID)

assigned

<UID>

<UID>

<UID>

<UID>

User IDUser ID

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Measurement Protocol for Online to OfflineMeasurement Protocol allows you to send data to Google Analytics from anything with an Internet connection.

The data is sent via HTTP Requests, a very common way to transfer data online, to:

http://www.google-analytics.com/collecthttp://ssl.google-analytics.com/collect

Name Parameter Example Description

Protocol Version

v v=1 Protocol version - the value should be 1

Tracking ID tid tid=UA-123456-1 Google Analytics Property ID

User ID uid uid=123456 Persistent/authenticated user id, unique to a particular user

Hit Type t t=event The type of interaction collected for a particular user

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Demo time

Return on AdWords spend is multiplied by 6.4 when considering in-store transactions

Online return on ad spend (€)

Online to in-store return on ad spend (€)

x6.4

Proprietary + ConfidentialMore online preparation is done, when the basket value is high

Low

28%33%

39%

46%

58% 57%66%

73%

87% 86%x3

High Store average basket value

O2S effect1 by basket size (%)

1 In-store buyers who visited the site before making a purchase (the standard lookback window of this study is 7 days


Key Findings

44% x3

of in-store buyers visited the site before making a

purchase

x6.4

Is where the O2S effect is maximized

Mobile

O2S1 effect when average basket value is

high

AdWords ROAS when in-store sales are

considered

1 In-store buyers who visited the site before making a purchase (the standard lookback window of this study is 7 days)

Case study: https://goo.gl/sKw1Ii

https://goo.gl/sKw1Ii

TVAttribution

How would you like to... Identify TV Spot performance and optimise towards it?

TV Attribution helps you identify low performing TV spot activity, and optimise its budget into higher performing activityENGAGEMENT

COST

EFF

ECTI

VEN

ESS


TV Attribution Analysis Logic

6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am

Digital Activity

Baseline TVTVTV

TV

TV

TV

TVTV

How it Works• Evaluate

minute-by-minute and hour-by-hour activity

• Machine learning establishes baseline

• Model incremental impact of airings


Bear in mind: short-term analysis scope!


TV SPOT DATA

● Impressions● Creative● Network● Day-part● Spot

Combine & analyse data

Incremental searches & visitsattributed to individual TV spots

Bayesian Inference withGibbs Sampling

GOOGLE SEARCH DATA

● Volume● Brand, Generic● Tablet, Desktop, Mobile● Baseline, Ad, Other

How Does It Work?High level process

GOOGLE ANALYTICS DATA

● Paid visits● Direct visits● Organic visits● Baseline, Ad, Other


Thank you!