Data driven road to success, Analytics conference, Nora Thoth
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The document discusses how attribution modeling can transform the evaluation of marketing campaigns, emphasizing the importance of understanding multi-channel interactions in the conversion path. It outlines various attribution models, including last click, first click, and linear models, and critiques the reliance on standard Google Analytics reports which may overlook vital insights. The presentation, delivered by Nora Toth at the Analytics Conference, advocates for a user journey approach to analyzing campaign effectiveness.
Data driven road to success, Analytics conference, Nora Thoth
- 1. HOW ATTRIBUTION MODELLING CAN CHANGE THE EVALUATION OF YOUR CAMPAIGNS Data driven road to success Analytics conference by Red Orbit Ljubljana, 21.10.2015 nora.toth@intren.hu
- 2. TARTALOM 1. INTREN 2. OUR MULTI CHANNEL WORLD 3. ATTRIBUTION MODELS 4. CAMPAIGN EVALUATION
- 3. A FEW WORDS ABOUT INTREN 1. INTREN 2. OUR MULTI CHANNEL WORLD 3. ATTRIBUTION MODELS 4. CAMPAIGN EVALUATION
- 4. A FEW WORDS ABOUT INTREN EMPLOYEES CURRENTLY =29 DIGITAL MARKETING AGENCY since 2008 GOOGLE ADVERTISING BUDGET 3.000.000 USD / year FACEBOOK ADVERTISING BUDGET 500.000 USD / year PARTICIPANTS ON OUR TRAININGS >1000
- 5. AREAS PERFORMANCE MARKETING SOCIAL MEDIA AND CREATIVE STRATEGIES CONVERSION OPTIMIZATION AND ANALYTICS SEARCH MARKETING AND RTB SOLUTIONS TRAININGS AND CONSULTANCY
- 6. OUR MULTI CHANNEL WORLD 1. INTREN 2. OUR MULTI CHANNEL WORLD 3. ATTRIBUTION MODELS 4. CAMPAIGN EVALUATION
- 7. MCF MULTI CHANNEL WORLD
- 9. >1 It has rather an assisting role, and takes part usually at the beginning of the conversion path. <1 It rather generates direct conversions, helps to close the conversion path. ~1 Equally helps and closes the conversions. ASSISTED CONVERSION VS. LAST CLICK OR DIRECT CONVERSION
- 10. ATTRIBUTION MODELS 1. INTREN 2. OUR MULTI CHANNEL WORLD 3. ATTRIBUTION MODELS 4. CAMPAIGN EVALUATION
- 11. It is used by most analytical tools, except a Google Analytics. LAST INTERACTION / LAST CLICK ATTRIBUTION MODEL
- 12. Every standard report of Google Analytics gives 100% conversion credit to the last „campaign” source before the conversion. A campaign could be anything, except Direct traffic. So a campaign could be Social, organic traffic, email, Display, Affiliate or even a referral site. LAST NON-DIRECT CLICK ATTRIBUTION MODEL
- 13. Which was the last AdWords campaign before the conversion? LAST ADWORDS CLICK ATTRIBUTION MODEL
- 14. What has generated the original interest of the product / service? Eg. In case of launching a new brand, or a new campaign. FIRST INTERACTION / FIRST CLICK ATTRIBUTION MODEL
- 15. Every element of the conversion path gets credit equally – it is the least useful one. LINEAR ATTRIBUTION MODEL
- 16. The source or channel which is closer to the conversion gets more credit than the ones further. TIME DECAY ATTRIBUTION MODEL
- 17. The first channel or source (which generates interest) and the very last (which closes the conversion) are the most important, those between these two gets a smaller amount of the credit. POSITION BASED ATTRIBUTION MODEL
- 18. CAMPAIGN EVALUATION 1. INTREN 2. OUR MULTI CHANNEL WORLD 3. ATTRIBUTION MODELS 4. CAMPAIGN EVALUATION
- 20. In case we only analyse the standard reports of Google Analytics, and uses only those for creating campaign reports, we might miss a very important part. Thus it is worth checking the Multi Channel Funnel reports also, and now it is highly suggested to compare results between several attribution models. Here we start talking about a „user journey” approach. THE USER VISITS OUR WEBSITE VIA NUMEROUS CHANNELS BEFORE THE CONVERSION
- 22. Nora Toth Head of Analytics nora.toth@intren.hu +36 30 502 0989 21/10/2015 THANK YOU FOR YOUR ATTENTION!