ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google
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The document discusses the importance of data-driven attribution for digital marketers, outlining its role in associating conversion events with marketing efforts. It presents Google Attribution 360 as a solution, offering both self-service and enterprise-level capabilities, aimed at optimizing advertising budgets and improving overall campaign performance. Case studies illustrate how companies like Confused.com and Ford of Canada successfully utilized this approach to enhance conversions and reduce costs.
ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google
- 1. Attribution at Google: Give credit where it's due with data-driven attribution Emanuele Inforzato, Analytical Lead EMEA, GA360
- 2. Proprietary + Confidential #1 priority and #1 challenge for digital marketers: Associating conversion events with marketing 84% 10% Digital priority Capability vs Econsultancy, sept 2016
- 3. 3 How do users interact with my advertising? Are we undervaluing any channels? What is the value of my campaigns? How can I optimize my budget to drive revenue? What impact does TV have on my performance? Answering key business questions with Attribution
- 4. © Google Inc. 2016. All rights reserved. Attribution @ Google
- 5. One solution, available in two tiers Google Attribution Self-service with simplified options & controls Makes it easy to get started with cross-channel, multi-channel attribution Beta late 2017 Common Data-Driven Attribution Methodology Google Attribution 360 Full, enterprise-level cross-channel Attribution Custom dimensions & metrics for flexibility Optimization & TV modeling In Beta now
- 6. © Google Inc. 2016. All rights reserved. Tag Manager 360 - Data collection Data Studio Data Analysis and Visualization Surveys 360 Research and insights Audience Center 360 Audience Management Attribution 360 Marketing Measurement Analytics 360 Customer insights Optimize 360 Site Testing & Personalization Attribution 360: part of the Google Analytics 360 Suite
- 7. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential Retargeting Laptop (Personal) 7:15pm In-App Display Smartphone 1:33pm In-App Text Ads Smartphone 11:09pm Paid Search Laptop (Work) 11:36am Display Tablet 6:50am GSP Smartphone 5:29pm Affiliates Smartphone 8:42am $ Direct Laptop (Work) 9:17am Which one deserves the credit? Path to Conversion 7
- 8. © Google Inc. 2016. All rights reserved. Steps to Solving the Attribution Problem
- 9. © Google Inc. 2016. All rights reserved. Foundations of Google Attribution 360 Science & Analytics Data Collection & Management Insights & Action Data Exports and API Reporting & Insights TV ATTRIBUTION PREDICTIVE OPTIMIZATION Programmatic Connectors Google Device Graph Scalable data collection that considers all tracked touchpoints Integrations with buying tools
- 10. Linear (Even) 25%25%25%25% $ Position- Based 45%15%15%25% $ Attribution models $ Last Interaction $ 100% First Interaction $ 100% 20%18%19%43% Data- Driven $
- 11. Component: Full Funnel Attribution Reporting Benefit: Interrogate multichannel performance and identify optimisation opportunities. 5 Data Cuts: 1. Cross & Single Channel Attribution 2. Model Comparison 3. Conversion Type Comparison 4. Path Level 5. Frequency Capping
- 12. Component: Digital Optimizer Benefit: Create robust budget scenarios using attribution outputs and get optimised spend recommendations. Change Summary & Model Visualisation Budget Summary (can also drill down) 1 2 3
- 13. © Google Inc. 2016. All rights reserved. Benefits of Attribution 360 Quick Time to Value Superior data quality management Intuitive user interface Comprehensive set of optimization tools Direct integrations with programmatic tools
- 14. © Google Inc. 2016. All rights reserved. Attribution 360 Taking Action
- 15. Attribution is a team work
- 16. Attribution Ecosystem: 1. Client 2. Service Partner 3. Media Agencies 4. Google
- 17. Google Confidential & Proprietary Last Click DDA Google Confidential & Proprietary
- 18. Confused.com increased paid search conversions by 28% whilst reducing CPA Evaluated search performance at keyword level. Investigated and optimized display spending. Moved from last-click to Attribution 360’s data-driven attributed conversions. Data-driven attribution has enabled us to increase display budgets significantly year-on-year while maintaining a great return on investment. Senior management have truly seen the performance display can deliver alongside paid search. Ian Cantlay –Performance Marketing Manager Confused.com “
- 19. GALAC PARIS Edition Goals Approach ● Adopted Data-Driven Attribution from DoubleClick ● Established baseline measurements for all campaigns ● Optimized campaigns budgets based on attribution data Results Google Confidential & Proprietary Data-Driven Attribution cuts Ford of Canada’s CPAs by 25% ● 25% reduction in CPAs ● 480% rise in clickthrough rates ● Strong improvements in attribution for all non-search channels ● Attribute true value to all marketing methods ● Understand the customer journey better ● Optimize campaigns budgets for better results Ford of Canada and their agency partners were looking to better understand customers’ online journeys and needed a new way to measure impact
- 20. © Google Inc. 2016. All rights reserved. Thank You!