Web Analytics Attribution
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The document discusses web analytics attribution modeling. It describes how attribution modeling is used to understand a customer's path to conversion across multiple channels like mobile, search ads, affiliates and retargeting. It also summarizes different attribution models in Google Analytics, including last click, first click and custom models, and how the Google Analytics attribution tool can be used to help attribute conversions across keywords and channels.
Web Analytics Attribution
- 1. Web Analytics Attribution Modeling http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 2. Standard Marketing Funnel Branding Drive Awareness Opinion Consideration Preference Purchase http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 3. The Solution is Multi Channel Mobile http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 4. How We measure Conversions? Media Network Pixel AdWords Conversion Code In-House Systems Analytics Goal Conversions Affiliate Marketing Platforms 3rd Party Tools http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 5. This is my typical day at the office.. 9:00 am 8:00 am What’s on the Read my FB news? Feed 10:00 am 5:00 pm SMS 4:00 pm Read through Research on B2B 6:00 pm some industry Marketing Spend some websites time on my facebook 7:30 pm Where are my friends? Waze my way to a restaurant 10:30 pm Search Google and place a lead http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 6. Search Funnel - Travel http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 7. Who Gets the Credit? • 1/1/2013 – Visit (AdWords Click, category Keyword) • 2/1/2013 – Visit (Organic Search, product keyword) • 3/1/2013 – Visit (AdWords Click, brand Keyword) • 4/1/2013 – Visit (Affiliate Banner Ad) • 5/1/2013 - Visit – (Retargeting) Conversion http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 8. Attribution Modeling http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 9. Purposes and Uses Differentiate between converters and initiators Assign values to multiple sources involved in a conversions http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 10. Google Analytics Attribution Models Last Click First Click Custom Position Decay Linear Based http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 11. Google Analytics Attribution Tool Want it? Get it Here: http://bit.ly/TQTPO4 http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 12. Here’s how it looks like! Want it? Get it Here: http://bit.ly/TQTPO4 http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 13. Take it a bit further.. Want it? Get it Here: http://bit.ly/TQTPO4 http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 14. Even for Keywords: http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
- 15. Key Takeaways Mainstream conversion tracking is NOT enough We are now on a multi-screen environment We must understand our consumers’ journey We can implement attribution models FREE We can understand our spend ROI better! http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044