CHANNEL ATTRIBUTION WITH GOOGLE

Thomas BosilevacDirector of Analytics

@bosilytics

Thursday, May 17, 2012

We are not seats

or eyeballs

or end users

or consumers Thursday, May 17, 2012

nor are we impressions

or clicks

or conversions

Thursday, May 17, 2012

WE ARE HUMAN BEINGS

AND OUR REACH

EXTENDS YOUR GRASP.

Thursday, May 17, 2012

DEAL WITH IT

-Cluetrain Manifesto1999

Thursday, May 17, 2012

WELCOME MULTI-CHANNEL ATTRIBUTION

Thursday, May 17, 2012

We Live in an Increasingly Complex, Multi-Channel Ecosystem

Thursday, May 17, 2012

Optimizing Multi-Channel Marketing Programs can be a Major Challenge

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Teams on islands with isolated data often achieve sub-optimal results

Thursday, May 17, 2012

Teams Need a Holistic View of How their Customers Engage with Media CampaignsWe need to understand all of the campaign touch points in the customer lifecycle and how much they contribute to helping us reach our goals

Thursday, May 17, 2012

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Search Google

Banner Yahoo

Rich Media & Sponsorship MSN

Banner CNet

Banner Sky Sports

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Siloed Teams and Data Forces Use of “Last Ad” StandardBut campaigns are made up of overlapping ads that reach consumers multiple times, across multiple channels, over extended periods of time

Thursday, May 17, 2012

Without a Holistic View of Where Customers Engage, Teams Enter a Vicious CycleOptimizing media without understanding what’s really driving towards business goals will degrade efficiency and performance

Thursday, May 17, 2012

Evaluating Every Touch Point Helps Teams Have a More Holistic View of the CustomerUsing advanced attribution modeling, Yahoo drove 15% more conversions than it did with the last ad model

Thursday, May 17, 2012

SO WHAT CAN I DO TODAY?Google Multi-channel conversions

Thursday, May 17, 2012

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Search Google

Banner Yahoo

Rich Media & Sponsorship MSN

Banner CNet

Banner Sky Sports

First Interaction

Conversion

Thursday, May 17, 2012

15

WHAT IS A CONVERSION?

ANY Transaction or Goal

Thursday, May 17, 2012

SO REALLY, HOW ARE MY BANNERS?

Thursday, May 17, 2012

17

SO REALLY, HOW ARE MY BANNERS?

Thursday, May 17, 2012

SO REALLY, HOW ARE MY BANNERS?

Thursday, May 17, 2012

Thursday, May 17, 2012

SO REALLY, HOW ARE MY BANNERS?

Thursday, May 17, 2012

Path Length Interactions to

conversion

Time Lag Days to convert

OTHER REPORTS

Thursday, May 17, 2012

CONVERSION SEGMENTS

Thursday, May 17, 2012

Display display, cpm, AdWords “content” through ad distribution

Paid Search AdWords and/or “cpc”, “ppc”Organic unpaid search engines or “organic”

Social ~400 social networks (no tag)

Referral any other site not listed

Email “email”

Direct Through URL, Bookmark or “(not set)”

Other Anything else (custom medium / source)

CHANNEL DESCRIPTIONS

Thursday, May 17, 2012

SO WHAT CAN I DO TODAY?Google Multi-channel conversions

Thursday, May 17, 2012

Advanced Attribution Allows Teams to Weight KPI Contributions to all Ads SeenFor the campaign lifetime, many ads will have a role in driving conversion

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Thursday, May 17, 2012

A Customized Statistical Model will Attribute Each Conversion to the Appropriate ChannelProbability to convert as a function of ad exposure

ln ( = b + m1x1 + m2x2 + m3x3 + … + mixi

• The ad history is defined by variables xi which define ad characteristics

(e.g., display vs. search) or behavior (e.g., click vs view).

• The coefficients (mi) define the weightings associated with each ad

characteristic/behavior

• The model will incorporate the coefficients for each ad to determine

how much weight to apply to each ad in a converter’s exposure history26

Thursday, May 17, 2012

A 360 Degree Marketing Intelligence Platform can Help with Holistic Customer InsightsThe platform integrate data from online, customer data, third parties, and offline media channels

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Thursday, May 17, 2012

About Digitaria’s Analytics DepartmentAnalytics Solutions• Measurement Strategy

• Analysis

• Testing

• Optimization

• Decision Support

• Dashboards

Our Global Analytics Clients

Select Vendor Partnerships

Thursday, May 17, 2012

Q&AThursday, May 17, 2012