multi-channel attribution: measure online marketing roi - marketing automation summit 2014

Marketing Automation Summit

September 19th 2014

Multi-Channel Attribution: Measure Online Marketing ROI

Wine fair season?

Wine fair season

Wine fair season

Simple story but which campaign drived the order?• Google AdWords• Criteo remarketing banner• Partnership with Vinogusto

Multi-Channel Attribution?

Quantify the influence of each advertising impression/click has on a consumer’s decision to make a

purchase decision

P11

Multi-Channel Attribution

Awareness

Consideration

Transaction

P12

Multi-Channel Attribution

Awareness

Consideration

Transaction

Retention

How to calculate your ROI?

P14

Multi-Channel Attribution models• Based on models, you determine the value/percentage

to attribute for each step before a conversion

• Many models available: • Last Click Attribution model• Last Non-Direct Click Attribution model• First Click Attribution model• Linear Attribution model• Position Based Attribution model• Time Decay Attribution model• Custom Attribution model• …

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Multi-Channel Attribution models• Last Click Attribution model

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Multi-Channel Attribution models• First Click Attribution model

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Multi-Channel Attribution models• Time Decay Attribution model

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Multi-Channel Attribution models• Position Based Attribution model

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P19

Multi-Channel Attribution models• Conclusion:

• As many ROI as models!

• Choose wisely in function of your business

• Don’t Stick to Last Click Attribution model

• Compare different models and determine your ROI

P20

Multi-Channel Attribution models• Conclusion:

• As many ROI as models!

• Choose wisely in function of your business

• Don’t Stick to Last Click Attribution model

• Compare different models and determine your ROI

Multi-Channel Attribution in practice

P22

Multi-Channel Attribution• In practice, with a tool like Google Analytics:

Top Conversion Paths

P23

Multi-Channel Attribution• In practice, with a tool like Google Analytics:

Time Lag

P24

Multi-Channel Attribution• In practice, with a tool like Google Analytics:

Time Lag

P25

Multi-Channel Attribution• In practice, with a tool like Google Analytics:

Time Lag

P26

Multi-Channel Attribution• In practice, with a tool like Google Analytics:

Assisted conversions

Key takeaways

P28

Key Takeaways

1. A conversion in one step is so “passé”

2. Don’t use last-click attribution only!

3. Personalize your channels to your business

4. Introduce cross-device analysis to understand the full-value of mobile for example

P29

Questions ?

Join our networks

Contact

Hubert de Cartier

Partner & Project Director

+32 (0) 81 713 431

hubert@universem.be

@hubcy