A Successful Custom

Attribution ModelBy Mariia Bocheva, OWOX BI

Ever Felt This Way?

Why do We Need Attribution?

A typical customer purchase journey

What Attribution Model do You Use?

1. Position based (Last Click)

2. Probabilistic

3. Custom

4. Assisted conversions

5. Several attribution models at the same time

6. etc.

Last Click is Medieval

Visitors

behavior

Analytics

services

Ideal Sales Funnel

Online

Campaigns

Advertising

costs

Sales &

Customers

CRM, ERP

Real Sales Funnel

Online

CampaignsSales &

Customers

CRM, ERP

Offline

Campaigns

Problem

Marketing always means large business investments that influence brand

awareness and revenues.

10%Of orders get lost

on the way to GA

50%Of orders and more, are not considered when

evaluating advertising efficiency in multi-channel

companies

Problem

82%Of orders are

made after 2+

visits

83%Of sessions don’t

get evaluated when

using Last-Click

2+Devices are

used on a way to

a purchase

Position based attribution models don’t consider the influence of each

session on a customer’s way to a purchase.

Taking it to Another Level

1. How would online advertising ROI change if you consider offline

orders?

2. How does online advertising affect orders placed in a call center?

3. How much of the advertising budget was spent to acquire a

particular customer?

4. Which keywords drive the most profitable orders?

5. What keywords drive revenue in the brick-and-mortar stores?

6. What share of offline orders was influenced by online

advertising?

About

1. Omnichannel hypermarket retailer of furniture & household items

2. 25 stores in 11 cities

3. 17+ M unique users

Business Objective

Improve online advertising ROI

Analytical Objective

1. Collect necessary data

2. Evaluate the revenue driven by each keyword

3. Automate bid management for PPC advertising

Anna’s Journey

Nick’s Journey

Nick Continues his Shopping

Data flow

Attribution Logic

1. Determine the channel that introduced customer

to the brand

2. Determine the channel that converted customer

(Last Click)

3. First session gets 20% of the credit

4. Last session – 30%

5. Everything else – 50%

6. Consider pageviews during the session and

hours to purchase

Results

1. 2.4 times more keywords

2. PPC advertising ROI +17%

Take Aways1. Bring data together

2. Experiment – find patterns and connections

3. Apply ideas

4. Measure the impact

5. Rinse, repeat

Useful Links

1. How to evaluate ad success by and increase ROAS

by consolidating data

2. How to optimize ad campaigns with assisted conversions

3. Hoff success story

4. GCP free tier

owox.com/c/emetrics2017

Download

Thank You