Attribution Models: The secret ways guests discover your hotel
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Transcript of Attribution Models: The secret ways guests discover your hotel
The Secret Ways Guests Discover Your Hotel
ATTRIBUTION
MODELS
As digital marketing grows more sophisticated, Attribution Models have
come up over and over again.
Attribution Models allow you to see:
hotel guests are booking online.
When
Where
How
When you understand your online conversions, you can make better
decisions when allocating budgets or simple going through a report.
However.. .
Attribution is tricky. In a world where every user
interacts with brands on dozens of channels, it
becomes very difficult to assign the correct value to
each channel.
We'll try to clarity some of the concepts behind successful attribution models, and go through a few reasons some are better
than others.
WHAT IS AN
ATTRIBUTION
MODEL?
A t t h e m o s t b a s i c l e v e l :
An attribution model is a set of
rules that determines how
credit for a conversion is
assigned to a touchpoint on a
conversion path.
T O U C H P O I N T =
A point of contact or
interaction in the user
journey.
For example, Paid
Search becomes a
touchpoint when a user
clicks one of your ads.
T H E M O S T P O P U L A R
A T T R I B U T I O N M O D E L I S . . .
T h i s m o d e l a t t r i b u t e s
t o t h e l a s t i n t e r a c t i o n b e f o r e t h e c o n v e r s i o n .
LA S T C L I CK MODEL
1 0 0 % O F C O N V E R S I O N S
P R O S C O N S
I t ' s t h e s i m p l e s t
m o d e l , a n d g i v e s
s o m e w h a t a c c u r a t e
r e s u l t s .
I t d o e s n ' t c o n s i d e r t h e
e f f e c t o f a s s i s t e d
c o n v e r s i o n s
I t o v e r s i m p l i f i e s b y
g i v i n g a l l i m p o r t a n c e
o n l y t o t h e l a s t
i n t e r a c t i o n
A S S I S T E D C O N V E R S I O N =
A user has perhaps seen your
listing on Trivago, visited your site
a few times, compared prices on
different channels, and a few days
later clicked one of your
remarketing ads to finally book.
Which stage of that interaction is
most important?
In a Last Click model, only the
remarketing ad counts.
HERE 'S ANOTHER TYPE
OF ATTRIBUTION
MODEL . . .
T h i s m o d e l a t t r i b u t e s
t o t h e f i r s t i n t e r a c t i o n t h e u s e r h a s w i t h y o u .
F I R S T
I N T ERACT ION MODEL
1 0 0 % O F C O N V E R S I O N S
First Interaction models only
consider the channel that brought
the user into the funnel.
Any other interactions that might
have assisted in the booking get no
credit.
L i n e a r
T i m e D e c a y
P o s i t i o n B a s e d
L a s t N o n - D i r e c t C l i c k
L a s t A d W o r d s c l i c k
P e r s o n a l i z e d
MODEL S BE TWEEN THESE
EX TREMES
Do some research on each model to find
which most accurately reflects the reality of
the journey your hotel's guests take to
book.
UNDERSTANDING THE USER
JOURNEY ISN'T THE PURPOSE
OF AN ATTRIBUTION MODEL.
Attribution models only attribute
conversion value based on a set of rules.
Instead, try to select a model that reflects
the reality of the user journey.
MULTI-CHANNEL
ATTRIBUTION :
THE USER JOURNEY
RABBIT HOLE
THE USER JOURNEY IS MORE
THAN WHAT THEY DO ON YOUR
WEBSITE.
Think of the user journey as a quest.
For example, a quest to find the perfect hotel!
Here's a sample user journey:
Each step involves a different channel:
The complexity and survival rate can
feel l ike Game of Thrones.
And, l ike Game of Thrones, anyone can
'drop off' from the funnel at any
minute.. .
It can feel l ike a desperate quest to
survive the time and cognitive distance
required to get from “I want a vacation”
to “I’m ready to book.”
So it’s important to try to understand
the nuances involved, and how to
interpret them.
DISCOVERING
YOUR HOTEL 'S
USER JOURNEY
YOU MAY HAVE SOME
QUESTIONS .
How do you find out which
channels are involved in your
user journey?
How long is your user journey?
THE ANSWER IS IN
YOUR GOOGLE
ANALYTICS ACCOUNT .
Click on "Multi-Channel
Funnels" in your
Analytics' left hand
menu.
In the Overview section, you'll be able to see how
many conversions involved more than 1 channel*
and how they overlap:
*The data here is based on which attribution model you have set for
your account, so data may be skewed
The Path Length report shows you how many
interactions users had with different channels
before converting:
Finally, the Top Conversion Paths report shows the most common channel combinations that
resulted in a booking.
T O P C O N V E R S I O N P A T H S A R E A G O O D W A Y T O
G A U G E I F Y O U R S T R A T E G Y F O R
C H A N N E L M A N A G E M E N T W O R K S F O R Y O U R H O T E L .
IN CONCLUSION . . .
USER JOURNEYS
ARE COMPLICATED .
H o w e v e r , t a k i n g t h e t i m e t o u n d e r s t a n d a t t r i b u t i o n m o d e l s o p e n s a w i n d o w t o y o u r g u e s t s ' w o r l d v i e w s .
T h e m o r e y o u u n d e r s t a n d t h e m , t h e b e t t e r y o u c a n
s e r v e t h e m .
A T N E T A F F I N I T Y , W E ' R E E X P E R T S I N H O T E L
T E C H N O L O G Y A N D C O N V E R S I O N R A T E G R O W T H F O R
H O T E L S . I F Y O U ' V E G O T Q U E S T I O N S , E M A I L U S A T
S A L E S @ N E T A F F I N I T Y . C O M
THANK YOU !