multi touch attribution & attribution modeling - gauc sydney melbourne - 2013-06-19-21
DESCRIPTION
This presentation was given at the Google Analytics User Conferences held in Sydney & Melbourne in June 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.TRANSCRIPT
#GAUC2013!Google Analytics User Conference 2013!
Multi-touch Attribution & Attribution Modeling !Vinoaj Vijeyakumaar Managing Partner & Co-Founder Sparkline Analytics @vinoaj / [email protected]
@vinoaj #GAUC2013!Google Analytics User Conference 2013!
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Amari Hotels
45% increase in sales
0% increase in resources required
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Paid Search
Paid Display
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Paid Search
Paid Display
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
AMARI TOTAL MARKETING BUDGET
Reallocating resources
Display channels Non-Display channels
7%
BEFORE
17%
AFTER
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!
Hello!
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
AU, NZ
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
SG, MY, TH, ID, PH, VN
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
A/B & MVT Testing
Actionable Insights
User Experience
Google Analytics
Implementation
AdWords API Automation
What I did (and still do)
Conversion Rate
Optimisation
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Sparkline Analytics
Managing Partners: A team of Xoogli
Timo 5 yrs Google Analytics / Partnerships / AdWords
Aleetza 9 yrs AdWords / YouTube / Digital Solutions
Vinny 5 yrs Google Analytics / Conversion Rate Optimisation
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!
Attributing the right way!
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
How do you form the perfect soccer team?
The Striker: Player X
The Defender: Player Y
The Midfielder: Player Z
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
What is the right combination?
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
What does your most valuable team look like?
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
What does your most valuable team look like?
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
What does your most valuable team look like?
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Yes, a not-so-subtle analogy
You
Customers
Your competitors
Paid Search
Display Ads
Social Media
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Last-click attribution
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Last-click attribution
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Last-click attribution
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Last-click attribution
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Last-click attribution
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Last-click attribution
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Last-click attribution
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Last-click attribution tells you to do this
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Which is not this!
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!
Getting started with the Attribution Modeling Tool!
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Attribution in Google Analytics
Nov 2005
Google Analytics Launch Last-click attribution through goals & e-commerce
Nov 2012
Attribution Modeling Tool open to all! True(r) multi-touch attribution
Oct 2008
Advanced Segments introduced Ability to separate out sessions with & without conversions
Aug 2011
Multi-Channel Funnels Visibility into behaviour pre-last-click. “Basic” attribution.
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Attribution Modeling Tool
Pre-requisites: • Goals (preferably with values) • Ecommerce tracking • Campaign tagging (i.e. utm
parameters) for non-AdWords campaigns
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Attribution Modeling Tool
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
What needs to get attributed
Select the conversion event(s) to attribute against
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Parameters of attribution
Assess all traffic or only AdWords traffic
Set length of lookback window (ie no. days prior to a conversion)
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Start modeling
Select model(s) to compare against
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Amari revisited
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Amari revisited: comparing models
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
The value of each channel according to the attribution models applied
Amari revisited: comparing models
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
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
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
AMARI TOTAL MARKETING BUDGET
Reallocating resources
Display channels Non-Display channels
7%
BEFORE
17%
AFTER
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
The best type of impact
45% increase in sales
0% increase in resources required
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!
Custom Models!
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Going Custom
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Name your model
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Choose a standard model to base your custom model on
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Input your parameters. In this example, weights for different positions in the funnel
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Toggle further customisations on & off
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Set your lookback window (days prior to a conversion)
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Breaking News!
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Modeling on GDN Impressions
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Add different weightings (e.g. 50%) for impressions (requires dc.js and only applicable to DFA & Google activity)
Add different weightings (e.g. 50%) for impressions (requires dc.js and only applicable to DFA & Google activity)
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Vary weights based on engagement: how much time spent on site or on depth of visit
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Add custom attribution rules – e.g. visits with bounces gets zero credit
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Add custom attribution rules – e.g. visits from competitor brand terms get 5x credit
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Your custom model is ready to be applied across your conversions
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!
What next?!
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Attribution in Google Analytics
Nov 2005
Google Analytics Launch Last-click attribution through goals & e-commerce
Nov 2012
Attribution Modeling Tool open to all! True(r) multi-touch attribution
Oct 2008
Advanced Segments introduced Ability to separate out sessions with & without conversions
Aug 2011
Multi-Channel Funnels Visibility into behaviour pre-last-click. “Basic” attribution.
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Attribution in Google Analytics
Jun 2013
What next?
All I want for Christmas (or sooner!): • Integrate viewthrough data from any ad server • Multi-device attribution (Universal Analytics!) • Media mix modeling
Show your support: #iwantmyunicorn #gauc2013
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!
Now it’s your turn!
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
5 things to do today (OK, tomorrow) 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
@vinoaj @vinoaj #GAUC2013!Google Analytics User Conference 2013!
Compare: Customer Journey to Online Purchase
http://vnjv.co/amcjtop
#GAUC2013!Google Analytics User Conference 2013!
Thank you! For follow-up questions, I can be reached on:!Vinoaj Vijeyakumaar @vinoaj #iwantmyunicorn #gauc2013 [email protected]
@vinoaj #GAUC2013!Google Analytics User Conference 2013!