operational attribution with google analytics
DESCRIPTION
Multi-channel Attribution Modeling isn't necessary complex to implement. Find here a framework and a methodology to start moving away from last-click visionTRANSCRIPT
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a framework and a methodology to make actionable attribution in GA
Jonathan Breton, Google
GAUC WARSAW Sept 25th
OPERATIONAL ATTRIBUTION
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Source: eMarketer October 2013$
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“Conversion attribution is the practice advertisers use to give appropriate
credit to every impression, interaction or click that
helped drive a conversion in a campaign”
DEFINITION OF ATTRIBUTION IS EVOLVING AS WE SPEAK
%
%
%
%
%
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“Conversion attribution is the practice advertisers use to give appropriate
credit to every impression, interaction or click that
helped drive a conversion in a campaign”
+ offline value of a conversion
+predictive modeling
+ cross-device tracking
+ audience management
DEFINITION OF ATTRIBUTION IS EVOLVING AS WE SPEAK
+ distinction New vs Loyal cust.
+ impact o
f offlin
e marketin
g
efforts
+actionability
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How can we use it to change the way we think about media?
How is Attribution doing today?
How can I find insights in Google Analytics and start experimenting?
What’s next after online attribution?
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ATTRIBUTION, ANYONE?
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ADVERTISERS TRACK DATA THAT THEY DON’T USE
last-click attribution
considers only 15% of the data you have collected
source: Average of Google Analytics premium experiments in SEEMEA
?
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72%
MOST AGREE THAT ATTRIBUTION
ENABLES BETTER BUDGET DECISIONS
79%
MOST USE THE LAST-CLICK MODEL TO
MAKE THEIR BUDGET DECISIONS
source: IFOP/Google march 2014
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THE LAST CLICK MODEL IS A DECADE OLD CONSENSUS
convertlastclick????
????
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MOST MARKETERS STILL OPERATE IN A SILOED WORLD
SEO PAIDSEARCH
SOCIALMEDIADISPLAY EMAIL
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“Need to better understand the
potential”
42%
“Lack of priority within marketing”
51%
MARKETERS NEED GUIDANCE AND METHOD
source: Marketing Attribution Management 2013 Buyer's Guide
“Unsure how to choose a
method/model”
42%
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TODAY’s DUTY :
To give you simplified framework and a methodology
to crack the attribution discussion
in no time
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See - Think - Doa simplified framework
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Avinash KaushikGoogle Analytics Evangelist &
Market Motive Co-Founder
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AT A GIVEN TIME, THEY ARE IN DIFFERENT CONSIDERATION STAGES
Men who wear shoes
Men who are thinking they need new shoes for the fall
Men who are looking to buy fall shoes now
ALL AUDIENCES ARE NOT EQUAL
A D
VO
C A
C Y
& L
O Y
A L
T Y
SEE THINK DOC O N S I D E R A T I O NA W A R E N E S S P U R C H A S E
E V A L U A T I O N
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CERTAIN MEDIA REACHES CERTAIN AUDIENCES
D I S P L A Y
S E O S E O
S E M
STANDARD ASSUMPTIONS OF MEDIA
A F F I L I A T E S
SEE THINK DO
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BREAKING DOWN ASSUMPTIONSRE-ALIGN MARKETING FOCUS WITH CONSIDERATION PHASE
SEE THINK DO
S O C IA LS O C I A L
S E O S E O S E O
D I S P L A Y D I S P L A Y D I S P L A Y
Y O U T U B E Y O U T U B E Y T
S E M S E MS E M
A F F I L I A T E S
E M A I LE M A I L
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PAID MEDIA PLAYS MANY ROLESWIDE SCOPE OF TARGETING & OBJECTIVES
People who wear shoes
People who are thinking they need
new shoes for the fall
People who are are looking to buy fall
shoes now
DEMO / PSYCHO / SOCIALIN MARKET / SIMILAR AUDIENCES / TOPICS
INTERESTS / AFFINITY / REMARKETINGREMARKETING / CONTEXTUAL
PRODUCT-DRIVEN / OFFERS
YOUTUBE MASTHEAD / FIRST WATCHDEMO/PSYCHO/SOCIAL/INTEREST CATEGORY
IN MARKET / SIMILAR AUDIENCES / TOPICSINTERESTS / AFFINITY / REMARKETING
PRODUCTVIDEO
BRAND / PRODUCTLOWER FUNNEL
INDUSTRYGENERIC
YOUTUBE SEARCH / CATEGORY GENERIC / MID FUNNEL
SEE THINK DO
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WHY DO WE STILL USE LAST CLICK?CAMPAIGNS MAY NOT GENERATE (ANY) CONVERSIONS RIGHT AWAY
SEE THINK DO
DEMO/PSYCHO/SOCIAL I N M A R K E T / S I M I L A R A U D I E N C E SR E M A R K E T I N G / C O N T E X T U A LP R O D U C T - C E N T R I C / O F F E R S
Y O U T U B E M A S T H E A D / D E M O /P S Y C H O / S O C I A L ? ? P R O D U C T
V I D E O
B R A N D / P R O D U C T /L O W E R F U N N E L T E R M S
G E N E R A LB R O A D
Y O U T U B E S E A R C H / C A T E G O R Y / M I D F U N N E L / P R O B L E M S O L U T I O N
ConversionsCPAROI
ConversionsCPAROI
ConversionsCPAROI
STANDARD CAMPAIGN METRICS OF SUCCESS
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LET’S MEASURE BETTERMETRICS SHOULD ALIGN WITH MARKETING OBJECTIVES
SEE THINK DO
DEMO/PSYCHO/SOCIAL I N M A R K E T / S I M I L A R A U D I E N C E SR E M A R K E T I N G / C O N T E X T U A LP R O D U C T - C E N T R I C / O F F E R S
Y O U T U B E M A S T H E A D / D E M O /P S Y C H O / S O C I A L ? ? P R O D U C T
V I D E O
B R A N D / P R O D U C T /L O W E R F U N N E L T E R M S
G E N E R A LB R O A D
Y O U T U B E S E A R C H / C A T E G O R Y / M I D F U N N E L / P R O B L E M S O L U T I O N
● CTR● Page Depth● Store Locator views● Micro-conversions● Assist Conversions &
Ratios (over mid-term)
● Impressions/Reach● % of New Visits● Bounce rate● Assist Conversions &
Ratios (over long-term)
● Visitor Loyalty● Abandonment Rate● Conversions/CPA● Revenue/ROAS● Profit
REVISED CAMPAIGN METRICS OF SUCCESS (EXAMPLE)
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WHAT MARKETERSCAN ACCOMPLISH
TODAYWITH GOOGLE ANALYTICS
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ONLINE-TO-OFFLINE
CROSS-DEVICE
ConversionGenericSearch
BrandSearch
INTRA-CHANNEL
DIFFERENT VIEWPOINTSINCREMENTAL CUSTOMER INSIGHTS
Display Conversion
MULTI-CHANNEL
Mobile Search
ConversionDesktop Search
Desktop Search
Store Visit
Conversion
Search
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Display Search Conversion
MULTI-CHANNEL
Desktop Search
Store Visit
Conversion
ONLINE-TO-OFFLINE
Mobile Search
ConversionDesktop Search
CROSS-DEVICE
DIFFERENT VIEWPOINTSINCREMENTAL CUSTOMER INSIGHTS
GenericSearch
BrandSearch
INTRA-CHANNEL
Conversion
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A STEP BY STEP PROCESS
1 - measure the potential of attribution2 - design a See-Think-Do channel grouping
3 - adapt your KPIs4 - apply relevant models
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MEASURE WITH GOOGLE ANALYTICS MULTI-CHANNEL FUNNELS REPORTING
Overview Assisted Conversions Top Conversion Paths
Time Lag Path Length
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A STEP BY STEP PROCESS
1 - measure the potential of attribution
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A STEP BY STEP PROCESS1 - measure the potential impact of attribution on your mix-media
Look at the size of your “assisted” online business
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Generic Search Click
Referral
Brand SearchClick
Display Impression
Assist interactions
Remarketing Click
Purchase
WHAT IS AN ASSIST INTERACTION?
Last interaction
ProductSearch
Click
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A STEP BY STEP PROCESS1 - measure the potential impact of attribution on your mix-media
70% of conversions are assisted
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A STEP BY STEP PROCESS1 - measure the potential impact of attribution on your mix-media
80% of conversion paths contain at least 2 different
channels
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A STEP BY STEP PROCESS1 - measure the potential impact of attribution on your mix-media
79% of your revenue are impacted by Attribution-driven decisions
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A STEP BY STEP PROCESS1 - measure the potential impact attribution on your mix-media
tools used:
1 - USER SEGMENT
“ASSISTED CONVERSION USERS”
2- ATTRIBUTION OVERVIEW 15%*
ROI increase on assisted conversion=
12% overall business improvement !
*: realistic estimate of ROI improvement based on existing case studies
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A STEP BY STEP PROCESS
1 - measure the potential of attribution2 - design a See-Think-Do channel grouping
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Redefined channelsSample data for demonstration purposes only
A STEP BY STEP PROCESS2 - Assign your channels and campaigns to See-Think-Do roles
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Sample data for demonstration purposes only
A STEP BY STEP PROCESS2 - Assign your channels and campaigns to See-Think-Do roles
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Sample data for demonstration purposes only
A STEP BY STEP PROCESS2 - Assign your channels and campaigns to See-Think-Do roles
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Assist Ratios
Assist Metrics
÷ =Last-ClickConversions
Assist Conversions
Sample data for demonstration purposes only
A STEP BY STEP PROCESS2 - Assign your channels and campaigns to See-Think-Do roles
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SEE
5.015.0 0.30.5
Organic Search
Direct
0.8 0.63.1
THINK
Assist Ratios
DOTHINKSEE
Assist Conversions
9.0
Display & Video: Upper Funnel
Display & Video: Mid-Funnel Paid Search:
Generic
0.7
Referral
Display & Video: Lower Funnel
Sample data for demonstration purposes only (may differ from previous/following screenshots)
A STEP BY STEP PROCESS2 - Assign your channels and campaigns to See-Think-Do roles
USE THE ASSISTED
CONVERSION REPORT
AND WORK ON YOUR
CHANNEL GROUPING
Brand Paid Search
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A STEP BY STEP PROCESS
1 - measure the potential of attribution2 - design a See-Think-Do channel grouping
3 - adapt your KPIs
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Generic Search Click
Referral
SEE THINK DO
Brand Search
Click
Newsletter SignupDisplay
Impression
Assist interactions
Microconversion
Remarketing Click
MacroconversionPurchase
A STEP BY STEP PROCESS3 - Adapt your KPIs to SEE-THINK-DO performance
Last interaction
Microconversion
% new users
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A STEP BY STEP PROCESS3 - Give monetary values to your engagement goals
source: Dave McClure’s example conversion metrics
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Acquisition ▼ Cost Analysis
▼ AdWords▼ Display Targeting
Acquisition▼AdWords
▼ Display Reporting
A STEP BY STEP PROCESS
Fall Collection (Int./Affinity)
Fall Collection (Int./Affinity)
Fall Collection (Int./Affinity)
Fall Collection (Int./Affinity)
Fall Collection (Int./Affinity)
Fall Collection (Int./Affinity)
Fall Collection (Int./Affinity)
Fashion & Style - Chanel
Fashion & Style - Michael Kors
Fashion & Style - Steve Madden
Fashion & Style - Dior
Fashion & Style - Adidas
Fashion & Style - Nike
Fashion & Style - Reebok
Choose Microconversion
Goal 2: Store Locator
Microconversions
ANIMATION
Sample data for demonstration purposes only
3 - Adapt your KPIs to SEE-THINK-DO performanceSET
SEE, THINK and DO
MICRO-CONVERSIONS
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A STEP BY STEP PROCESS
1 - measure the potential of attribution2 - design a See-Think-Do channel grouping
3 - adapt your KPIs4 - apply relevant models
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A STEP BY STEP PROCESS4 - apply relevant models to new KPIs/Channels
Conservative growth strategy
Aggressive growth strategy
Finishing more existing conversion paths
Starting more new conversion paths
Converting more existing customers
Converting more new customers
Driving brand capitalization
Driving brand awareness
EXPERIMENT WITH A GRADUAL SHIFT AWAY FROM LAST CLICK
USE MODEL
COMPARISON TOOL on
your new KPIs and
new CHANNELS
(period = 10x avg
path length)
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MOVE TOWARDS CUSTOM MODELSFOR MORE SOPHISTICATED ALLOCATION
ANIMATION
Sample data for demonstration purposes only
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“THINK” CAMPAIGN SCORECARDCOMBINING TRADITIONAL AND NEW METRICS
6.5
Interest/Affinity Campaign
“Think” Average
3.2
Assist Conversions & RatiosTraditional Metrics
Page Depth & Microconversions
0.8 Store Locator views/session (+90% vs. site avg.)
150 Accounts created (10% CVR)
19 Conversions (0.01% CVR, $500 CPA, 0.3 ROI)
$5K Investment
55k Clicks (5% CTR, 1.1M impressions)
15 Potential future customers*
*10% Avg. Conversion rate from microconversions to macroconversions over 6 month time period
Assist Ratio
Ass
ist
Co
nve
rsio
ns
● Assisted 5% of all transactions (125)
● Assisted 5% of all revenue ($11,125)
● 54 conversions with Think Custom model
● 2x higher likelihood of assisting (vs. ‘Think’ average)
● +40% higher avg. order value when assist
(vs. overall AOV)Sample data for demonstration purposes only
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DATA-DRIVEN MODELSALGORITHM-POWERED MODELS IN GA PREMIUM
Search Email Likelihood of Purchase
Display
3%
Search EmailLikelihood of
Purchase
2%
Increased likelihood of purchase by 50%
Premium
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25%
growth in
ROI
x2 non-brand paid
search performance
x3 display
performance
+44% website sales
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Want smarter attribution?
Give it more data !
Demo of UA’s userID and Measurement protocol features
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Count the DCM impressions in your attribution reporting
Create remarketing lists in GAp and push them instantly in DBM
PremiumDOUBLECLICK INTEGRATIONSimport Impression data in your attribution reporting
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AD
AD
AD
SITEAPP
SITE
SITEAPP
User 1
User 2
User 3
USING THE USER-ID FEATURECROSS-DEVICE MEASUREMENT
DEMO
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Creates profile based on User-ID instead of Client-ID
USING THE USER-ID FEATURECROSS-DEVICE MEASUREMENT
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DEMO
SITE
AD
AD
AD
Online leads are qualified on the phone
Sales close after in-person meetings
Revenue generation happens in store
attribute ?
USING THE MEASUREMENT PROTOCOLOFFLINE CONVERSION MEASUREMENT
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EVEN BEYOND?
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RETHINK YOUR MEDIA
RETHINK YOUR METRICS
RETHINK YOUR MODEL
RETHINK DATA SCOPE
JUST DO IT !
SO, WHAT TO REMEMBER NOW?
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Thank you. Questions?
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APPENDICES
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Avinash Kaushik blog:
http://www.kaushik.net/avinash/
Avinash Kaushik blog - framework post:
http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/
Dave McClure’s “start-up metrics for Pirates”:
http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
Framework and methodology related contentUSEFUL LINKS
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Code to extract GA’s CID of a user for later use in Measurement Protocol
<?php
function gaParseCookie() {
if (isset($_COOKIE['_ga'])) {
list($version,$domainDepth, $cid1, $cid2) = split('[\.]', $_COOKIE["_ga"],4);
$contents = array('version' => $version, 'domainDepth' => $domainDepth, 'cid' => $cid1.'.'.$cid2);
$cid = $contents['cid'];
}
else $cid = gaGenUUID();
return $cid;
}
?>
USING THE MEASUREMENT PROTOCOLOFFLINE CONVERSION MEASUREMENT
NON-GOOGLE CODE
use at your own
risk
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Example of Measurement Protocol HIT ( more info) =
http://www.google-analytics.com/collect?v=1
&tid=UA-XXXXX-6
&t=pageview
&dl=http%3A%2F%2Fwww.yourwebsite.php
&cs=WARSAW%20GAUC --- optional
&cm=Jonathan --- optional
&dt=testMP
&cid=<?php echo gaParseCookie() ?>
&uid=CRM_ID --- optional
USING THE MEASUREMENT PROTOCOLOFFLINE CONVERSION MEASUREMENT
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Attribution success storiesLINKS TO CASE STUDIES
On the Beach: http://www.google.com/analytics/customers/pdfs/on-the-beach.pdf
Sellpoints: http://www.google.com/analytics/customers/pdfs/sellpoints.pdf
Amari: http://www.google.com/analytics/customers/pdfs/amari.pdf
More case studies available at http://www.google.com/analytics/customers/