making better marketing decisions using campaign attribution models

The 2016

Annual Q4 PPC Virtual SummitH o w P P C A d v e r t i s e r s C a n P r e p a r e f o r t h e

U p c o m i n g H o l i d a y S h o p p i n g S e a s o n

Q4 Summit LayoutDay 1 Owning the Q4 Google Shopping Search Results

Day 2 Lesson from Holidays Past: Maximize Your Q4 Paid Search Campaigns

Day 3 Making Better Marketing Decisions Using Campaign Attribution Models

Event Logistics

• Submit Questions In the Chat Box to the Right

• Session Recording Will Be Sent 9/2/16

• More Resources In the Handouts Section to the

Right

• Poll Questions Throughout PresentationQ4 Summit Event CoordinatorNick CotterMarketing Operations Coordinator

Hosted bySheryl, Digital MarketerNick, Ecommerce Application Developer

Making Better Marketing Decisions Using Campaign Attribution Models

Attribution Modeling is the process of determining how credit for sales and conversions are assigned to various touch points across the marketing journey.

What is Attribution Modeling?

Attribution Modeling is Not New

Then Now

Focus Groups

SurveysMailers

The ChallengeHow do you properly attribute sales in a

world filled with non-linear customer

journeys?

POLL QUESTION! 3 0Do you look at different attribution models

depending on your goals?

A. Yes, I look at several types of attribution models.

B. No, I stick to the same attribution model.C. I have no idea what attribution model I use!

SEC

Part 1: Single Channel Attribution Models

1FACEBOOK

ADEMAIL ORGANIC

SEARCHDISPLAY DIRECT

$100

$100

2 3 4 5

SINGLE CHANNEL ATTRIBUTION

First ClickIn the First Click attribution model, the first touch

point would receive 100% of the credit for the conversion.

First ClickIn the First Click attribution model, the first touch

point would receive 100% of the credit for the conversion.

SINGLE CHANNEL ATTRIBUTION

• Use a limited number of channels

• Brand awareness• New Customer Acquisition

• Ignores a large portion of funnel

• Not good for longer sales cycles

• Not representative of repeat purchasers

Last Click

1FACEBOOK

ADEMAILORGANIC

SEARCHDISPLAYDIRECT

$100

$100

2 3 4 5

SINGLE CHANNEL ATTRIBUTION

In the Last Click attribution model, the final touch point before the sale would receive 100% of the credit

for the conversion.

Last ClickIn the Last Click attribution model, the final touch

point before the sale would receive 100% of the credit for the conversion.

SINGLE CHANNEL ATTRIBUTION

• Shorter sales cycle• Less expensive product or less research

involved• Helps to isolate the “Decision Factor”

Last ClickIn the Last Click attribution model, the final touch

point before the sale would receive 100% of the credit for the conversion.

SINGLE CHANNEL ATTRIBUTION

WORD OF MOUTH

REVIEWS IN A LOCAL PAPER

ONLINE ADS

SOCIAL MEDIA

MENU

Last Non-Direct Click

In the Last Non-Direct Click, all direct traffic is ignored and 100% of the credit goes to the last

channel that the customer clicked through before converting.

1FACEBOOK

ADEMAIL ORGANIC

SEARCHDISPLAY DIRECT

$100

$100

2 3 4 5

SINGLE CHANNEL ATTRIBUTION

SINGLE CHANNEL ATTRIBUTION

Last Non-Direct Click

Part 2: Mixed Channel Attribution Models

1

FACEBOOK AD

EMAILORGANICSEARCH

DISPLAYDIRECT

$100

$20

2 3 4 5

MIXED CHANNEL ATTRIBUTION

LinearIn the Linear attribution model, each touch point on the conversion path would share equal credit for the

conversion.

$20 $20 $20 $20

MIXED CHANNEL ATTRIBUTION

• Overall brand awareness• Identify all channels commonly

associated with a customer journey

“Everyone get’s a trophy.”

LinearIn the Linear attribution model, each touch point on the conversion path would share equal credit for the

conversion.

1

FACEBOOK AD

EMAILORGANICSEARCH

DISPLAYDIRECT

$100

$40

2 3 4 5

MIXED CHANNEL ATTRIBUTION

$6.60 $6.60 $6.60 $40

Position BasedIn the Position Based model, 40% of the credit for the conversion goes to the first and last touch points and the remaining 20% is evenly distributed to the middle

touch points.

MIXED CHANNEL ATTRIBUTION

Position BasedIn the Position Based model, 40% of the credit for the conversion goes to the first and last touch points and the remaining 20% is evenly distributed to the middle

touch points.

MIXED CHANNEL ATTRIBUTION

Position BasedIn the Position Based model, 40% of the credit for the conversion goes to the first and last touch points and the remaining 20% is evenly distributed to the middle

touch points.

1

FACEBOOK AD

EMAIL ORGANICSEARCH

DISPLAY DIRECT

$100

$5

2 3 4 5

MIXED CHANNEL ATTRIBUTION

$10 $15 $30 $40

Time DecayThe Time Decay model gives more weight to channels

closer to the conversion point and less to channels earlier in the funnel.

MIXED CHANNEL ATTRIBUTION

Time Decay

POLL QUESTION! 3 0In your opinion, what attribution model is most

accurate?A. First ClickB. Last Click/Last Non-Direct

ClickC. Position BasedD. LinearE. Time Decay

SEC

1

FACEBOOK AD

EMAIL ORGANICSEARCH

DISPLAY DIRECT

$1002 3 4 5

$100

It’s Smart to Always Double Check

Facebook Ads will attribute any conversion back to their advertising if they have ever been a touch point

before a sale.

UTM TAGGING FOR PROPER ATTRIBUTION

UTM Parameter Tagging

UTM Parameters ensure that Google Analytics properly tracks how a customer interacted with your

website or store.

Facebook Ads

UTM TAGGING FOR PROPER ATTRIBUTION

Google Adwords

UTM TAGGING FOR PROPER ATTRIBUTION

Email

UTM TAGGING FOR PROPER ATTRIBUTION

Reviewing Different

Attribution Models in

Google Analytics

How to ReviewAttribution Models in

Google Analytics

GOOGLE ANALYTICS

Reviewing Different

Attribution Models in

Google Analytics

How to ReviewAttribution Models in

Google Analytics

GOOGLE ANALYTICS

Finding the Best Attribution Model For Your Business

• First Click• Linear• Position Based

• Last Click• Last Click Non-Direct• Position Based

Brand Awareness Decision Factor

WHAT IS RIGHT FOR YOU?

Finding the Best Attribution Model For Your Business

• First Click• Last Click

• Linear• Time Decay

Short Sales Cycle Long Sales Cycle

WHAT IS RIGHT FOR YOU?

Finding the Best Attribution Model For Your Business

• First Click• Position Based

• Last Click• Time Decay• Linear

Learn About New Customer

Acquisition

Learn About Repeat Purchases

WHAT IS RIGHT FOR YOU?

It’s all about goals.

Glew is the best platform for growing your online store.

| www.glew.io

We want to know! What did you learn?

Tweet to us after the webinar at @GlewToolkitReach out to today’s host at sheryl.davis@glew.io