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Confidential + ProprietaryConfidential + Proprietary
Confidential + Proprietary
Confidential + Proprietary
0201 03 04
Confidential + Proprietary
0201 03 04
If you ask Tinderx 1 0 0 0
If you ask The Guyx 1000
If you ask A Data Scientistx .3 x .2 x .2 x .3
Confidential + Proprietary
Confidential + Proprietary
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Confidential + Proprietary
Confidential + Proprietary
Confidential + ProprietaryDigital Utopia Google Slides Template
Confidential + Proprietary
Confidential + ProprietarySource: Google data, 2017.
Confidential + Proprietary
Confidential + Proprietary
Generic Shopping Brand
Generic Shopping
Brand
Generic Shopping Brand
Proprietary + Confidential
Confidential + Proprietary
1
2
Confidential + Proprietary
Confidential + ProprietarySource: Google data, 2016-17.
Confidential + ProprietarySource: TwG 2017.
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Confidential + Proprietary
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Source: TwG 2017.
Confidential + ProprietaryDigital Utopia Google Slides Template
Confidential + ProprietaryDigital Utopia Google Slides Template
Confidential + ProprietarySource: Google AdWords account.
Confidential + ProprietarySource: Google AdWords account.
Confidential + ProprietarySource: Google AdWords account.
Confidential + ProprietarySource: Google AdWords account.
Confidential + Proprietary
Confidential + Proprietary
Confidential + Proprietary
Confidential + Proprietary
✓
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Confidential + Proprietary
0 (Ignored) 0 (Ignored) 1 Conversion
Linear ModelMulti-Touch / Cross-Device / Impact
0,33 0,33 0,33
Data Driven Attribution Multi-Touch / Cross-Device / Impact
0.3 Conversion 0.1 Conversion 0.6 Conversion
Assisted touchpoints
can get credit under
non last click
Multi-touchCross Device
IntraChannel
Device switches can
get credit under non last click
Confidential + Proprietary
X
Confidential + Proprietary
32
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Confidential + Proprietary
Confidential + Proprietary
X
Confidential + Proprietary
10 10 10 10 25 10 10 10 10 10
Confidential + Proprietary
25 5 5 25 5 25 25 5 5 125
Confidential + Proprietary
10% 2% 2% 10% 2% 10% 10% 2% 2% 50%
25 5 5 25 5 25 25 5 5 125
Confidential + Proprietary
10% 2% 2% 10% 2% 10% 10% 2% 2% 50%
Confidential + Proprietary
40
Confidential + Proprietary
01
02
Source: Google AdWords account.
Confidential + ProprietaryDigital Utopia Google Slides Template
Confidential + Proprietary
Confidential + Proprietary
Confidential + Proprietary
Confidential + Proprietary
Confidential + ProprietarySource: Think with Google, 2017.
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Confidential + Proprietary
Confidential + ProprietaryDigital Utopia Google Slides Template
Confidential + Proprietary
- DCM license- Client-side analyst
capabilities- Conversions tracked
through DCM (e.g. Floodlight)
- Uses AdWords Conversion Tracking or imported GA goals/transactions
- Analytics 360 license- Google Analytics page tag- Auto-tagging / click
channel tagging
Doubleclick served & tracked media- Media bought through DBM and DS- Reservation & other media through
Tracking Ads- Data-Driven Attribution
AdWords media- Google Search- Cross-device + Data-driven Attribution - Automated bidding integration
Most digital channels - Direct nav, organic search, referral- AdWords and DoubleClick integration- Other media manually tracked- Data-Driven Attribution
- DS license- Floodlight-tracked
conversionsDoubleclick served & tracked search- Cross device +data-driven Attribution- Automated bidding integration
Free: - Uses data from GA/GA 360- Bidding integrations with Adwords, DS
Paid:- Uses data from DCM & GA/GA 360- Bidding integrations with Adwords, DBM, DS - TV Attribution - Scenario planning
All digital channels, full cost/context data, optimization
Free:- GA tags
Paid:- Attribution 360 Digital Attribution license- GA or GA 360 tags, DCM
Confidential + Proprietary
Confidential + Proprietary
Generic Shopping Brand
Generic Shopping Brand
Generic ShoppingBrand
Google Display
Netzwerk
Google Display
Netzwerk