Sandra Camacho Attribution Regional Product Expert, SEEMEA
google.com/+SandraCamacho
@sandramcamacho
Desktop Search
Store Visit Conversion
ONLINE-TO-OFFLINE
Mobile Search Conversion Desktop
Search
CROSS-DEVICE
Conversion Generic Search
Brand Search
INTRA-CHANNEL
DIFFERENT VIEWPOINTS
MULTI-CHANNEL
Display Search Conversion
FOCUS ON INCREMENTAL CUSTOMER INSIGHTS
OPTIMAL MEDIA MIX
Find out what drives business value, attribute credit accordingly, and test
hypotheses to maximize overall ROI
MODEL AND EXPERIMENT
LINEAR MODEL
33% 33% 33%
MOVING TOWARDS VALUING THE FULL JOURNEY
$1 Credit $0.30
Credit $0.30
Credit $0.30
20% 10%
$1 Credit $0.60
Credit $0.20
Credit $0.10
60%
MOVING TOWARDS VALUING THE FULL JOURNEY
TIME DECAY MODEL
20% 40%
$1 Credit $0.40
Credit $0.20
Credit $0.40
40%
MOVING TOWARDS VALUING THE FULL JOURNEY
POSITION MODEL
DATA DRIVEN ATTRIBUTION LEARNS FROM YOUR DATA
Search Email Likelihood of
Purchase
Display
3%
Search Email Likelihood of
Purchase
2%
Increased likelihood of purchase by 50%
BOOST EXPOSURE OF CAMPAIGNS & KEYWORDS SUPPORTING CUSTOMER ACQUISITION
OPTIMIZE BIDDING TO REWARD MEANINGFUL TOUCHPOINTS ACROSS CUSTOMER JOURNEY
HELP MOVE UNDECIDED CUSTOMERS TO ACTION OR AVOID UNPROFITABLE ONES
WHO ARE YOUR CUSTOMERS?
HOW MANY DO YOU HAVE? HOW OFTEN DO THEY BUY?
HOW MUCH DO THEY SPEND? COST? HOW MANY ARE NEW VS. RETURNING? DO THEY BUY ACROSS CATEGORIES?
WHAT IS THEIR REPEAT BUYING RATE?
HOW HAVE THESE CHANGED OVER TIME?
GO AFTER VALUABLE CUSTOMERS NEW CUSTOMER ACQUISITION & LOYALTY
…and attribute credit accordingly attribution