paul tops - maxlead.com€¦ · solving cross-device multi-channel attribution. rick dronkers -...
TRANSCRIPT
7 februari 2017
Paul Tops
Google Attribution (360).
13th of June 2017
Solving cross-device multi-channel attribution.
Rick Dronkers - Head of Analytics at Maxlead
Rick.
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● 10 Digital Analytics Consultants in The Netherlands● 5 Technical Analytics Consultants in Bratislava● International Analytics Academy● Google Analytics Certified Partner since 2010● Google Analytics Premium* (360) Reseller since launch● 10 Google Analytics 360 Clients through Maxlead
What is Attribution.
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Imagine I was asked to optimize the infrastructure of Naarden based solely on the information I have of you walking in this room.
I would be forced to remove all roads and bicycle lanes from the area and create pedestrian friendly walking paths everywhere.
What is Attribution.
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Session 1 Session 2 Session 3 Session 4
What is Attribution.
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Session 1 Session 2 Session 3 Session 4
What is Attribution.
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Session 1 Session 2 Session 3 Session 4
The Challenges of Attribution.
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No Attribution Needed.
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The Ideal Customer Journey
One user, one device & one marketing source to attribute the conversion to.
Complex Customer Journeys.
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● Complexity of calculating the Return on Investment thanks to multi-device and multi-channel customer journeys.
Two Technical Problems.
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Users with Multiple Devices Multi-Channel Marketing
1. Paid Search Ad Click through Google
2. Organic Search Result Click
3. Referral via mail.google.com
4. Direct Traffic (mis-attributed click from WhatsApp without UTM
parameters)
Attribution.
5. Affiliate(Searched for a coupon)
Google Attribution.
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Attribution at Google.
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+
2014
Google Analytics 360 Suite Attribution 360
2016 2017
Google Attribution (360).
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Data-Driven TV OptimizerDevice Graph
Google’s Device Graph.
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Google’s Device Graph.
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● 1+ Billion MAU’s
That is approximately 1 in every 7 people on earth!
Google’s Device Graph.
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device id: 1111111 device id: 2222222 device id: 3333333
user id: 111222333
Google Internal Only
Your end
Google’s Device Graph.
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user id: 111222333
Google Internal Only
Your end
Aggregated Reports with Google Device Graph
data in it.
Use reports in Attribution to take action upon.
● Proactive Google Advertising campaign highlighting the users advertising settings to opt out.
Google’s Privacy Push.
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Data-Driven Attribution.
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Data-Driven Attribution.
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SimpleRules-Based
0% 0% 0% 100%
LAST EVENT
25%
EVEN
25%25%25%
40%
AD-HOC
15%15%30%
24%
Data Driven
23%15%45%A360 Data-Driven
Data-Driven Attribution.
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Likelihood of Conversion3%
2% Likelihood of Conversion
Display Impression
Paid Search
Display Impression Email
50% increase in probability of conversion
Data Driven “A/B Testing”
Digital Spend Optimizer.
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Digital Spend Optimizer.
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TV Attribution.
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TV Attribution.
Search Queries: What Sets Google Apart
Via Paid Search
Via Organic Search
Via Direct Navigation
Access search query information on your
product/brand on Google search engines and soon -
YouTube.
Site Visits
TV Attribution.
TV Attribution.Baseline
Calculation
Behavior Types
Overlapping Spots
Local Response
Lag Delay EffectsTV Ad-AttributedBaseline
TV Spot
10 minute window after TV spot analysed
Free vs. Paid (360).
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Google Attribution Google Attribution 360
● Free● Secret :)
● Paid● Secret :)
Takeaways.
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● Google is solving the attribution challenge for us. Are you going to profit from it?
● The free version of Attribution is something you can’t afford not to use, simply because of the device graph.
● Is your digital marketing setup configured to take advantage of this Google data?
Takeaways.
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Building success together.