the future of analytics: multichannel attribution
TRANSCRIPT
The Future of Analytics:Multichannel Attribution
by: David Vogelpohl@davidvmc
The Future Present of Analytics:Multichannel Attribution
by: David Vogelpohl@davidvmc
What you’ll learn
How to understand how sources of traffic influence the actions on your
website that drive value
How we were trained in online marketing
Users click ads and buy things
@davidvmc
Who trained us to think like this?
Why did they train us to think linearly?
$1,000 Cost $2,000 Profit<Because it makes them look good
How users actually behave
Users click ads, do research, check social media, attend webinars, download eBooks, and *then* buy things
@davidvmc
What does this mean for ROI?
You’re paying more than you think
$1,000 $600
$975$250
$2,000 Profit$2,825 Cost>
How multichannel attribution got famous
Affiliates ranking for coupon terms were “stealing” other affiliates’ commissions
1st click Last click
Why you are starting to think multichannel
What can you do about all this?
Use multichannel attribution with an revenue attribution model
@davidvmc
Make sure to set up goals in Google Analytics!
“Without goals in Google Analytics,
you have no analytics at all”
Create goals with defined value
Transaction (order value)Leads (avg. lead revenue)Engagement (brand value)
Views/Actions (revenue per action)
Google analytics multichannel attribution
Google analytics multichannel attribution
Assisted Conversions Report
What are the most successful source combinations?
Top Conversion Paths Report
Using Top Paths to weight value
Compare paths “wit or wit out”
Set up a goal for pageviews (gross)Use to calculate conversion rate per path
Do some math to value impact
DirectPageviews: 12,328Conversions: 1541
CR: 12.5%
Organic + DirectPageviews: 1,628Conversions: 245
CR:15.04%Improvement: 2.54%
How long do I need to make a sale?
Time Lag Report
How many touches do I need to make a sale?
Path Length Report
Evaluating first / last click attribution?
Model Comparison Tool
Choosing CPA attribution models
wpeng.in/gamodels
Model Comparison Tool Attribution Models
What to look for when comparing models
Model Comparison Tool
The ire of data sampling
Go premium or go home….
Summary
@davidvmc
Use multichannel attribution reports to calculate the true impact and ROI
of our traffic sources
Thank you!
David Vogelpohl@davidvmc
The Future Present of Analytics:Multichannel Attribution