Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03
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Transcript of Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03
![Page 1: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/1.jpg)
Vinoaj Vijeyakumaar
m
@vinoaj
vnjv.co/vvlinkedin
Building the perfect football teamMeasuring beyond the last-click
![Page 2: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/2.jpg)
@vinoaj
Amari Hotels
45%increase in sales
0%increase in resources required
![Page 3: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/3.jpg)
@vinoaj
Paid Searc
h
Paid Displa
y
![Page 4: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/4.jpg)
@vinoaj
Paid Searc
h
Paid Displa
y
![Page 5: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/5.jpg)
@vinoaj
AMARI TOTAL MARKETING BUDGET
Reallocating resources
Display channels Non-Display channels
7%
BEFORE
17%
AFTER
![Page 6: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/6.jpg)
@vinoaj
Hello
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@vinoaj
![Page 8: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/8.jpg)
@vinoaj
Forming the perfect football team
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@vinoaj
How do you form the perfect football team?
The Striker: Player X
The Defender: Player Y
The Midfielder: Player Z
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@vinoaj
What is the right combination?
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@vinoaj
What does your most valuable team look like?
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@vinoaj
What does your most valuable team look like?
![Page 13: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/13.jpg)
@vinoaj
What does your most valuable team look like?
![Page 14: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/14.jpg)
@vinoaj
Yes, a not-so-subtle analogy
You
Customers
Your competito
rs
Paid Searc
h
Display Ads
Social Media
![Page 15: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/15.jpg)
@vinoaj
Last-click attribution
![Page 16: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/16.jpg)
@vinoaj
Last-click attribution
![Page 17: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/17.jpg)
@vinoaj
Last-click attribution
![Page 18: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/18.jpg)
@vinoaj
Last-click attribution
![Page 19: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/19.jpg)
@vinoaj
Last-click attribution
![Page 20: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/20.jpg)
@vinoaj
Last-click attribution
![Page 21: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/21.jpg)
@vinoaj
Last-click attribution
![Page 22: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/22.jpg)
@vinoaj
Last-click attribution tells you to do this
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@vinoaj
Which is not this!
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@vinoaj
Getting started with the Attribution Modeling Tool
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@vinoaj
Coming soon to all accounts
Pre-requisites:
• Goals (preferably with values)
• Ecommerce tracking• Campaign tagging (i.e. utm
parameters) for non-AdWords campaigns
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@vinoaj
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@vinoaj
Start modeling
Select model(s) to compare against
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@vinoaj
![Page 29: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/29.jpg)
@vinoaj
Amari revisited
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@vinoaj
![Page 31: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/31.jpg)
@vinoaj
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@vinoaj
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@vinoaj
Amari revisited: comparing models
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@vinoaj
The value of each channel according to the attribution models applied
Amari revisited: comparing models
![Page 35: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/35.jpg)
@vinoaj
The value of each channel according to the attribution models applied
The difference in value of each channel between the last-click attribution model and applied attribution model.
Amari revisited: comparing models
![Page 36: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/36.jpg)
@vinoaj
AMARI TOTAL MARKETING BUDGET
Reallocating resources
Display channels Non-Display channels
7%
BEFORE
17%
AFTER
![Page 37: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/37.jpg)
@vinoaj
The best type of impact
45%increase in sales
0%increase in resourcesrequired
![Page 38: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/38.jpg)
@vinoaj
Custom Models
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@vinoaj
Going Custom
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@vinoaj
Name your model
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@vinoaj
Choose a standard model to base your custom model on
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@vinoaj
Input your parameters. In this example, weights for different positions in the funnel
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@vinoaj
Add custom attribution rules – e.g. visits with bounces gets zero credit
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@vinoaj
Your custom model is ready to be applied across your conversions
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@vinoaj
What Else?
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@vinoaj
Digest Google’s Attribution Playbook
http://vnjv.co/amplaybook
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@vinoaj
Compare: Customer Journey to Online Purchase
http://vnjv.co/amcjtop
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@vinoaj
Now it’s your turn
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@vinoaj
5 things to do today
Define goals & values. (Optional) Implement e-commerce tracking.1Select 2 standard models and compare to the last-click model. Which channels are undervalued? And overvalued?
2Redistribute resources from overvalued to undervalued channels. Test, observe, and refine resource allocation.
3
Experiment with custom models.4
Last, but definitely not least, integrate attribution model metrics into your reporting framework.5
![Page 50: Measuring Beyond the Last Click - Think with Google Indonesia - 2013-07-03](https://reader037.fdocuments.in/reader037/viewer/2022103114/55515681b4c905e1708b4998/html5/thumbnails/50.jpg)
Vinoaj Vijeyakumaar
m
@vinoaj
vnjv.co/vvlinkedin
Thank you! For follow-up questions, please email:[email protected]
@vinoaj