multi-channel attribution: measure online marketing roi - marketing automation summit 2014
DESCRIPTION
Presentation given at Marketing Automation Summit 2014 on Septembre 19th 2014. http://www.digimedia.be/forum/MAS/ We covered 3 topics in this presentation: 1. What is Multi-Channel Attribution? 2. How to measure the ROI of your marketing actions? 3. Multi-Channel Attribution in practiceTRANSCRIPT
Marketing Automation Summit
September 19th 2014
Multi-Channel Attribution: Measure Online Marketing ROI
Wine fair season?
Wine fair season
Wine fair season
Simple story but which campaign drived the order?• Google AdWords• Criteo remarketing banner• Partnership with Vinogusto
Multi-Channel Attribution?
Quantify the influence of each advertising impression/click has on a consumer’s decision to make a
purchase decision
P11
Multi-Channel Attribution
Awareness
Consideration
Transaction
P12
Multi-Channel Attribution
Awareness
Consideration
Transaction
Retention
How to calculate your ROI?
P14
Multi-Channel Attribution models• Based on models, you determine the value/percentage
to attribute for each step before a conversion
• Many models available: • Last Click Attribution model• Last Non-Direct Click Attribution model• First Click Attribution model• Linear Attribution model• Position Based Attribution model• Time Decay Attribution model• Custom Attribution model• …
P15
Multi-Channel Attribution models• Last Click Attribution model
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Multi-Channel Attribution models• First Click Attribution model
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Multi-Channel Attribution models• Time Decay Attribution model
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Multi-Channel Attribution models• Position Based Attribution model
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P19
Multi-Channel Attribution models• Conclusion:
• As many ROI as models!
• Choose wisely in function of your business
• Don’t Stick to Last Click Attribution model
• Compare different models and determine your ROI
P20
Multi-Channel Attribution models• Conclusion:
• As many ROI as models!
• Choose wisely in function of your business
• Don’t Stick to Last Click Attribution model
• Compare different models and determine your ROI
Multi-Channel Attribution in practice
P22
Multi-Channel Attribution• In practice, with a tool like Google Analytics:
Top Conversion Paths
P23
Multi-Channel Attribution• In practice, with a tool like Google Analytics:
Time Lag
P24
Multi-Channel Attribution• In practice, with a tool like Google Analytics:
Time Lag
P25
Multi-Channel Attribution• In practice, with a tool like Google Analytics:
Time Lag
P26
Multi-Channel Attribution• In practice, with a tool like Google Analytics:
Assisted conversions
Key takeaways
P28
Key Takeaways
1. A conversion in one step is so “passé”
2. Don’t use last-click attribution only!
3. Personalize your channels to your business
4. Introduce cross-device analysis to understand the full-value of mobile for example
P29
Questions ?
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