The Future of Analytics: Multichannel Attribution
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The document discusses the importance of multichannel attribution in understanding how various traffic sources influence website actions that drive value. It emphasizes the complexity of user behavior beyond linear models of marketing spend and highlights tools such as Google Analytics to track conversions and set goals. The key takeaway is to utilize multichannel attribution to accurately assess the true impact and ROI of different traffic sources.
The Future of Analytics: Multichannel Attribution
- 1. The Future of Analytics: Multichannel Attribution by: David Vogelpohl @davidvmc
- 2. The Future Present of Analytics: Multichannel Attribution by: David Vogelpohl @davidvmc
- 3. What you’ll learn How to understand how sources of traffic influence the actions on your website that drive value
- 4. How we were trained in online marketing Users click ads and buy things @davidvmc
- 5. Who trained us to think like this?
- 6. Why did they train us to think linearly? $1,000 Cost $2,000 Profit Because it makes them look good
- 7. How users actually behave Users click ads, do research, check social media, attend webinars, download eBooks, and *then* buy things @davidvmc
- 8. What does this mean for ROI? You’re paying more than you think $1,000 $600 $975$250 $2,000 Profit$2,825 Cost
- 9. How multichannel attribution got famous Affiliates ranking for coupon terms were “stealing” other affiliates’ commissions 1st click Last click
- 10. Why you are starting to think multichannel
- 11. What can you do about all this? Use multichannel attribution with an revenue attribution model @davidvmc
- 12. Make sure to set up goals in Google Analytics! “Without goals in Google Analytics, you have no analytics at all”
- 13. Create goals with defined value Transaction (order value) Leads (avg. lead revenue) Engagement (brand value) Views/Actions (revenue per action)
- 14. Google analytics multichannel attribution
- 15. Google analytics multichannel attribution Assisted Conversions Report
- 16. What are the most successful source combinations? Top Conversion Paths Report
- 17. Using Top Paths to weight value Compare paths “wit or wit out” Set up a goal for pageviews (gross) Use to calculate conversion rate per path
- 18. Do some math to value impact Direct Pageviews: 12,328 Conversions: 1541 CR: 12.5% Organic + Direct Pageviews: 1,628 Conversions: 245 CR:15.04% Improvement: 2.54%
- 19. How long do I need to make a sale? Time Lag Report
- 20. How many touches do I need to make a sale? Path Length Report
- 21. Evaluating first / last click attribution? Model Comparison Tool
- 22. Choosing CPA attribution models wpeng.in/gamodels Model Comparison Tool Attribution Models
- 23. What to look for when comparing models Model Comparison Tool
- 24. The ire of data sampling Go premium or go home….
- 25. Summary @davidvmc Use multichannel attribution reports to calculate the true impact and ROI of our traffic sources
- 26. Thank you! David Vogelpohl @davidvmc The Future Present of Analytics: Multichannel Attribution