Connect the Dots: Multi-Attribution Reporting Tips
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@adrianvender #smx
Connect The Dots: Multi-AttributionReporting Tips
Adrian VenderDirector of Analytics
Internet Marketing Inc.@adrianvender
@adrianvender #smx
Last Click Attribution
User goes to your site. Converts on that visit. Full credit goes to that source.…O RLY???
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Multi-Click, Multi-Device
In reality, user journeys are much more complex.
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How do we track across devices?
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Cross-Device Tracking with GA
With Universal Analytics, you can tie users across devices by sending a unique User ID in your UA hits.
Unfortunately, not all websites can identify users via logins, social authentications, etc.
userId: 4815162342 userId: 4815162342
@JustinCutroni
http://cutroni.com/blog/2014/04/10/understanding-cross-device-measurement-and-the-user-id/
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User-ID Reports in GA
When you CAN send a User ID... The reports are great!
Device Overlap: Discover common device combos among your users.
Device Pathing: See the order of device usage on your site.
Acquisition Device: Compare revenue from originating device vs later-used devices.
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Cross-Device Tracking in Convertro
Pretty darn good.
Through a hybrid system of 1st
and 3rd party cookies, browser fingerprinting, 3rd party data and other secret sauce, Convertro does some cross-device matching automatically.
Though, you can match by User ID, just to be certain.
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How & Why to pick an Attribution Model.
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Last-Click Attribution in GA Reports
Just say no.
If you have any cross-channel, multi-touch marketing... Last Click is a lie. Last Click is used for most standard GA reports.
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Attribution Modeling in GA
Selecting any multi-touch model may provide a significant lift of conversion credit to your marketing channels.
Link your AdWords, DoubleClick (GA Premium only), or import cost data for any source to get CPA and ROAS metrics.
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Conversion Segments
Use Conversion Segments with Attribution Models to answer questions like:
“What’s the revenue influence of Paid Search as an introducer?”
“How much credit does each channel get for long conversion journeys?”
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Choosing an Attribution Model
You can select pre-defined rule-based models, or you can create custom rule-based models.
With GA Premium, you can enable an algorithmic “Data-Driven” attribution model!
Learn more about selecting and creating attribution models from Avinash!
@Avinash
http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models/
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Convertro Algorithmic Attribution
Convertro’s magic is in the algorithmic attribution model, which involves a complex statistical analysis and regression learning to improve and assign conversion contribution by each channel, keyword, creative, etc.
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Convertro Algorithmic Attribution
Export Convertro’s Detailed Conversion Data reports to solve some fun Big Data challenges.
Convertro + CRM = LTV contribution by sourceConvertro + GA = Algorithmic product-level contributionConvertro + Call-Tracking = Phone-order contribution
Tableau is our primary tool of choice.
You can also store/connect data with Google BigQuery. Visualize with Excel, Google Docs or Visualization API.
http://www.programmableweb.com/news/three-techniques-visualizing-data-google-bigquery/how-to/2012/08/29
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Thank You
Adrian VenderAdrian Vender
Director of AnalyticsInternet Marketing Inc.
@adrianvender