Google Analytics 360 Suite Attribution
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This document discusses attribution and the customer journey. It summarizes research showing that marketers have different understandings of effective channels and the purpose of channels. It also finds that almost half of marketers do not know if their budgets are balanced. The document discusses how attribution at Google spans solutions from individual channels to predictive optimization across all digital channels and eventual offline attribution. It describes Google's attribution 360 platform and pillars including data collection and management, insights, and third party connectors. The document provides examples of attribution projects for Expedia, Telstra, and News Corp.
![18
Expedia purchase path tracking and media
attribution modelling for The UK and
Australia designed to optimise the overall
budget mix across paid and earned media
resulting in a significant project ROI.
Expedia commissioned Datalicious to conduct a media
attribution study based on their proven experience and
thought leadership [...] successful delivery of the study
and provided us a valuable independent perspective
on the performance of our digital marketing.
Optimising the digital media mix in travel](https://image.slidesharecdn.com/dataliciousgoogleanalytics360suite-180201223035/85/Google-Analytics-360-Suite-Attribution-18-320.jpg)
![20
Telstra purchase path tracking and media
attribution including social designed to
optimise the overall Telstra budget mix
across paid and earned media resulting in
an overall project ROI of 403%.
Optimising and mix forecasting
[...] Datalicious are helping us to move from a last click
measurement model to a more accurate media
attribution approach. [...] had to overcome some
unique challenges [...] potential to significantly change
our media planning [...] Highly recommended.](https://image.slidesharecdn.com/dataliciousgoogleanalytics360suite-180201223035/85/Google-Analytics-360-Suite-Attribution-20-320.jpg)
![23
[...] Datalicious showed great understanding of
attribution landscape across earned and
owned media as well as paid. [...] able to
adapt their methodology to suit the particular
challenges of driving subscription revenue
from digital publishing.
Attribution & econometrics
News Corp online purchase path tracking and
media attribution across devices fully integrated
with econometric media mix modelling for offline
media channels designed to provide a complete
view of marketing ROI across all channels in
order to maximise paid subscriptions.](https://image.slidesharecdn.com/dataliciousgoogleanalytics360suite-180201223035/85/Google-Analytics-360-Suite-Attribution-23-320.jpg)
Google Analytics 360 Suite Attribution
- 1. © Google Inc. 2016. All rights reserved. Understanding the customer journey through Attribution Christian Bartens CEO Datalicious
- 2. Customers are won or lost in moments
- 3. Marketers need to value every moment
- 4. DESKTOP RESEARCH & SURVEY 1K MARKETERS ASIA, EUROPE, AMERICA
- 5. 5 Marketers think they know what the most effective channels are Companies seem to have given up on vintage Offline channels like Radio & POS Offline channels still trump online channels in terms of a balanced media mix Everyone has a strategy for Email, TV, App & Website - almost a must- have
- 6. 6 Plus there seems to be a clear separation of channel purpose Interestingly, offline channels + Email are predominantly used for direct marketing and Digital channels are only used for Brand Awareness as an extra add-on
- 7. 7 Almost half the clients admit they do not know if their budget is balanced Almost half the clients have no idea about whether their media budget is balanced 18% more marketers in Asia feel their budget is balanced compared to AU and NZ
- 8. 8 Investment to time spent ratio is completely skewed for online channels Compared to more advanced markets like AU and NZ, Asian markets spend much less and a disproportionately lower amount of media budget on online channels (compared to the time consumers actually spend online).
- 9. 9 ROI based performance measurement is only used by some Almost only 1 in 5 people use ROI based attribution for online channel effectiveness
- 10. Marketers need to value every moment
- 11. © Google Inc. 2016. All rights reserved. More marketers than ever are going beyond the last click 2012 15% 35% 2015 Percent of marketers using algorithmic or rules-based attribution
- 12. © Google Inc. 2016. All rights reserved. Valuing each touch point: data-driven attribution Paid Search Display Impression Email Paid Search Email Likelihood of Conversion3% 2% Likelihood of Conversion
- 13. © Google Inc. 2016. All rights reserved. Valuing each touch point: data-driven attribution Likelihood of Conversion3% 2% Likelihood of Conversion Paid Search Display Impression Email Paid Search Email 50% increase in probability of conversion
- 14. © Google Inc. 2016. All rights reserved. Quality data collection is the #1 barrier to adopting attribution Event data Context data Cost data Aggregate CPMs and CPCs Campaign & Creative Keyword Channel Revenue Clicks Impressions Directs
- 15. Attribution at Google spans a set of solutions to address these challenges
- 16. Solutions increase in scope and sophistication Paid Search + Display, Video, Programmatic + Referrals, Social, Email & many more + All Digital Channels with Predictive Optimization Q1’17 Available Beta TV Attribution extend to Offline Common Data-Driven Attribution Methodology
- 17. 17
- 18. 18 Expedia purchase path tracking and media attribution modelling for The UK and Australia designed to optimise the overall budget mix across paid and earned media resulting in a significant project ROI. Expedia commissioned Datalicious to conduct a media attribution study based on their proven experience and thought leadership [...] successful delivery of the study and provided us a valuable independent perspective on the performance of our digital marketing. Optimising the digital media mix in travel
- 19. © Google Inc. 2016. All rights reserved. Enhancing data-driven attribution with cross-device identity Broad Reach Across Devices More Accurate Measurement Consumer Friendly Approach Google Device Graph Tablet Video Desktop Display Phone Search Laptop Email Data-Driven Attribution
- 20. 20 Telstra purchase path tracking and media attribution including social designed to optimise the overall Telstra budget mix across paid and earned media resulting in an overall project ROI of 403%. Optimising and mix forecasting [...] Datalicious are helping us to move from a last click measurement model to a more accurate media attribution approach. [...] had to overcome some unique challenges [...] potential to significantly change our media planning [...] Highly recommended.
- 21. © Google Inc. 2016. All rights reserved. Attribution 360 platform pillars Science & Analytics Data Collection & Management Insights & Action Data Exports and API Reporting & Insights TV ATTRIBUTION PREDICTIVE OPTIMIZATION Programmatic Connectors EXPERIMENTS Third Party
- 22. 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am Digital Activity Baseline TV TV TV TV TV TV TV TV Measuring the Incremental Impact How it Works • Evaluate minute-by- minute and hour- by-hour activity • Machine learning establishes baseline • Model incremental impact of airings TV ATTRIBUTION
- 23. 23 [...] Datalicious showed great understanding of attribution landscape across earned and owned media as well as paid. [...] able to adapt their methodology to suit the particular challenges of driving subscription revenue from digital publishing. Attribution & econometrics News Corp online purchase path tracking and media attribution across devices fully integrated with econometric media mix modelling for offline media channels designed to provide a complete view of marketing ROI across all channels in order to maximise paid subscriptions.
- 24. © Google Inc. 2016. All rights reserved. Thank You