measuring beyond the last click - think with google indonesia - 2013-07-03
DESCRIPTION
This presentation was given at the Think with Google event held in Jakarta on 3 July 2013. This presentation walks through moving beyond last-click attribution and harnessing Google Analytics' Attribution Modeling Tool to establish your ideal digital media mix. In it we cover the basics of multi-touch attribution, getting started with the Google Analytics Attribution Modeling Tool, and Custom Models. We also walk through a case study where Amari Hotels were able to increase sales by 45% simply by reallocating their digital marketing budgets based on insights gained from the Attribution Modeling Tool.TRANSCRIPT
Vinoaj Vijeyakumaar
m
@vinoaj
vnjv.co/vvlinkedin
Building the perfect football teamMeasuring beyond the last-click
@vinoaj
Amari Hotels
45%increase in sales
0%increase in resources required
@vinoaj
Paid Searc
h
Paid Displa
y
@vinoaj
Paid Searc
h
Paid Displa
y
@vinoaj
AMARI TOTAL MARKETING BUDGET
Reallocating resources
Display channels Non-Display channels
7%
BEFORE
17%
AFTER
@vinoaj
Hello
@vinoaj
@vinoaj
Forming the perfect football team
@vinoaj
How do you form the perfect football team?
The Striker: Player X
The Defender: Player Y
The Midfielder: Player Z
@vinoaj
What is the right combination?
@vinoaj
What does your most valuable team look like?
@vinoaj
What does your most valuable team look like?
@vinoaj
What does your most valuable team look like?
@vinoaj
Yes, a not-so-subtle analogy
You
Customers
Your competito
rs
Paid Searc
h
Display Ads
Social Media
@vinoaj
Last-click attribution
@vinoaj
Last-click attribution
@vinoaj
Last-click attribution
@vinoaj
Last-click attribution
@vinoaj
Last-click attribution
@vinoaj
Last-click attribution
@vinoaj
Last-click attribution
@vinoaj
Last-click attribution tells you to do this
@vinoaj
Which is not this!
@vinoaj
Getting started with the Attribution Modeling Tool
@vinoaj
Coming soon to all accounts
Pre-requisites:
• Goals (preferably with values)
• Ecommerce tracking• Campaign tagging (i.e. utm
parameters) for non-AdWords campaigns
@vinoaj
@vinoaj
Start modeling
Select model(s) to compare against
@vinoaj
@vinoaj
Amari revisited
@vinoaj
@vinoaj
@vinoaj
@vinoaj
Amari revisited: comparing models
@vinoaj
The value of each channel according to the attribution models applied
Amari revisited: comparing models
@vinoaj
The value of each channel according to the attribution models applied
The difference in value of each channel between the last-click attribution model and applied attribution model.
Amari revisited: comparing models
@vinoaj
AMARI TOTAL MARKETING BUDGET
Reallocating resources
Display channels Non-Display channels
7%
BEFORE
17%
AFTER
@vinoaj
The best type of impact
45%increase in sales
0%increase in resourcesrequired
@vinoaj
Custom Models
@vinoaj
Going Custom
@vinoaj
Name your model
@vinoaj
Choose a standard model to base your custom model on
@vinoaj
Input your parameters. In this example, weights for different positions in the funnel
@vinoaj
Add custom attribution rules – e.g. visits with bounces gets zero credit
@vinoaj
Your custom model is ready to be applied across your conversions
@vinoaj
What Else?
@vinoaj
Digest Google’s Attribution Playbook
http://vnjv.co/amplaybook
@vinoaj
Compare: Customer Journey to Online Purchase
http://vnjv.co/amcjtop
@vinoaj
Now it’s your turn
@vinoaj
5 things to do today
Define goals & values. (Optional) Implement e-commerce tracking.1Select 2 standard models and compare to the last-click model. Which channels are undervalued? And overvalued?
2Redistribute resources from overvalued to undervalued channels. Test, observe, and refine resource allocation.
3
Experiment with custom models.4
Last, but definitely not least, integrate attribution model metrics into your reporting framework.5
Vinoaj Vijeyakumaar
m
@vinoaj
vnjv.co/vvlinkedin
Thank you! For follow-up questions, please email:[email protected]
@vinoaj