making better marketing decisions using campaign attribution models
TRANSCRIPT
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The 2016
Annual Q4 PPC Virtual SummitH o w P P C A d v e r t i s e r s C a n P r e p a r e f o r t h e
U p c o m i n g H o l i d a y S h o p p i n g S e a s o n
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Q4 Summit LayoutDay 1 Owning the Q4 Google Shopping Search Results
Day 2 Lesson from Holidays Past: Maximize Your Q4 Paid Search Campaigns
Day 3 Making Better Marketing Decisions Using Campaign Attribution Models
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Event Logistics
• Submit Questions In the Chat Box to the Right
• Session Recording Will Be Sent 9/2/16
• More Resources In the Handouts Section to the
Right
• Poll Questions Throughout PresentationQ4 Summit Event CoordinatorNick CotterMarketing Operations Coordinator
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Hosted bySheryl, Digital MarketerNick, Ecommerce Application Developer
Making Better Marketing Decisions Using Campaign Attribution Models
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Attribution Modeling is the process of determining how credit for sales and conversions are assigned to various touch points across the marketing journey.
What is Attribution Modeling?
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Attribution Modeling is Not New
Then Now
Focus Groups
SurveysMailers
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The ChallengeHow do you properly attribute sales in a
world filled with non-linear customer
journeys?
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POLL QUESTION! 3 0Do you look at different attribution models
depending on your goals?
A. Yes, I look at several types of attribution models.
B. No, I stick to the same attribution model.C. I have no idea what attribution model I use!
SEC
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Part 1: Single Channel Attribution Models
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1FACEBOOK
ADEMAIL ORGANIC
SEARCHDISPLAY DIRECT
$100
$100
2 3 4 5
SINGLE CHANNEL ATTRIBUTION
First ClickIn the First Click attribution model, the first touch
point would receive 100% of the credit for the conversion.
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First ClickIn the First Click attribution model, the first touch
point would receive 100% of the credit for the conversion.
SINGLE CHANNEL ATTRIBUTION
• Use a limited number of channels
• Brand awareness• New Customer Acquisition
• Ignores a large portion of funnel
• Not good for longer sales cycles
• Not representative of repeat purchasers
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Last Click
1FACEBOOK
ADEMAILORGANIC
SEARCHDISPLAYDIRECT
$100
$100
2 3 4 5
SINGLE CHANNEL ATTRIBUTION
In the Last Click attribution model, the final touch point before the sale would receive 100% of the credit
for the conversion.
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Last ClickIn the Last Click attribution model, the final touch
point before the sale would receive 100% of the credit for the conversion.
SINGLE CHANNEL ATTRIBUTION
• Shorter sales cycle• Less expensive product or less research
involved• Helps to isolate the “Decision Factor”
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Last ClickIn the Last Click attribution model, the final touch
point before the sale would receive 100% of the credit for the conversion.
SINGLE CHANNEL ATTRIBUTION
WORD OF MOUTH
REVIEWS IN A LOCAL PAPER
ONLINE ADS
SOCIAL MEDIA
MENU
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Last Non-Direct Click
In the Last Non-Direct Click, all direct traffic is ignored and 100% of the credit goes to the last
channel that the customer clicked through before converting.
1FACEBOOK
ADEMAIL ORGANIC
SEARCHDISPLAY DIRECT
$100
$100
2 3 4 5
SINGLE CHANNEL ATTRIBUTION
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SINGLE CHANNEL ATTRIBUTION
Last Non-Direct Click
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Part 2: Mixed Channel Attribution Models
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1
FACEBOOK AD
EMAILORGANICSEARCH
DISPLAYDIRECT
$100
$20
2 3 4 5
MIXED CHANNEL ATTRIBUTION
LinearIn the Linear attribution model, each touch point on the conversion path would share equal credit for the
conversion.
$20 $20 $20 $20
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MIXED CHANNEL ATTRIBUTION
• Overall brand awareness• Identify all channels commonly
associated with a customer journey
“Everyone get’s a trophy.”
LinearIn the Linear attribution model, each touch point on the conversion path would share equal credit for the
conversion.
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1
FACEBOOK AD
EMAILORGANICSEARCH
DISPLAYDIRECT
$100
$40
2 3 4 5
MIXED CHANNEL ATTRIBUTION
$6.60 $6.60 $6.60 $40
Position BasedIn the Position Based model, 40% of the credit for the conversion goes to the first and last touch points and the remaining 20% is evenly distributed to the middle
touch points.
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MIXED CHANNEL ATTRIBUTION
Position BasedIn the Position Based model, 40% of the credit for the conversion goes to the first and last touch points and the remaining 20% is evenly distributed to the middle
touch points.
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MIXED CHANNEL ATTRIBUTION
Position BasedIn the Position Based model, 40% of the credit for the conversion goes to the first and last touch points and the remaining 20% is evenly distributed to the middle
touch points.
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1
FACEBOOK AD
EMAIL ORGANICSEARCH
DISPLAY DIRECT
$100
$5
2 3 4 5
MIXED CHANNEL ATTRIBUTION
$10 $15 $30 $40
Time DecayThe Time Decay model gives more weight to channels
closer to the conversion point and less to channels earlier in the funnel.
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MIXED CHANNEL ATTRIBUTION
Time Decay
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POLL QUESTION! 3 0In your opinion, what attribution model is most
accurate?A. First ClickB. Last Click/Last Non-Direct
ClickC. Position BasedD. LinearE. Time Decay
SEC
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1
FACEBOOK AD
EMAIL ORGANICSEARCH
DISPLAY DIRECT
$1002 3 4 5
$100
It’s Smart to Always Double Check
Facebook Ads will attribute any conversion back to their advertising if they have ever been a touch point
before a sale.
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UTM TAGGING FOR PROPER ATTRIBUTION
UTM Parameter Tagging
UTM Parameters ensure that Google Analytics properly tracks how a customer interacted with your
website or store.
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Facebook Ads
UTM TAGGING FOR PROPER ATTRIBUTION
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Google Adwords
UTM TAGGING FOR PROPER ATTRIBUTION
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UTM TAGGING FOR PROPER ATTRIBUTION
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Reviewing Different
Attribution Models in
Google Analytics
How to ReviewAttribution Models in
Google Analytics
GOOGLE ANALYTICS
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Reviewing Different
Attribution Models in
Google Analytics
How to ReviewAttribution Models in
Google Analytics
GOOGLE ANALYTICS
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Finding the Best Attribution Model For Your Business
• First Click• Linear• Position Based
• Last Click• Last Click Non-Direct• Position Based
Brand Awareness Decision Factor
WHAT IS RIGHT FOR YOU?
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Finding the Best Attribution Model For Your Business
• First Click• Last Click
• Linear• Time Decay
Short Sales Cycle Long Sales Cycle
WHAT IS RIGHT FOR YOU?
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Finding the Best Attribution Model For Your Business
• First Click• Position Based
• Last Click• Time Decay• Linear
Learn About New Customer
Acquisition
Learn About Repeat Purchases
WHAT IS RIGHT FOR YOU?
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It’s all about goals.
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Glew is the best platform for growing your online store.
| www.glew.io
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We want to know! What did you learn?
Tweet to us after the webinar at @GlewToolkitReach out to today’s host at [email protected]