Branding & Offline with Google Analytics: Multi-Channel & Attribution" 97 out 100 visits on a website won't convert ... online. Does it mean we should not care about these 97 visits? This presentation will help marketeers and ecommerce managers sharpen their consumer knowledge in order to improve their strategies!

1. Branding & Offline / Multi-Channels & Attribution
#branding
#offline
#multichannels
#attribution

2. Back to the Future

3. OoooMG! I feel it

4. Nike & Technology

6. #branding
#offline
Branding & Offline / Multi-Channels & Attribution
#multichannels
#attribution

7. The Ongoing Shift
Visit Visitor

8. Previously
Conversion Paths

9. Conversion Paths
Now

10. Assisted Conversions

11. Assisted Conversions
60% of Conversions
are assisted*
* Based on Semetis internal data

12. Previously
Attribution Modeling
€€€

13. Now
Attribution Modeling
€€€

14. SEO and SEA relationship?
In Action
1. Segmentation
Advertiser Brand Keywords
Brands Keywords
Generic Keywords

15. SEO and SEA relationship?
In Action
2. Assisting Ratio
Number of visits that assisted a conversion
Number of visits when the conversion occurred

16. SEO and SEA relationship?
In Action
3. Assisting Ratio Per Segment: SEA vs SEO
Advertiser Brand Keywords
Brands Keywords
Generic Keywords +150%
+0%
+30%

17. SEO and SEA relationship?
In Action
4. Answering a business question
Should I stop spending €€€ in Search Advertising?
Nope! Both are working together

18. SEO and SEA relationship?
In Action
5. Answering another business question

19. Takeaways
What’s in it for me?
1. More data and new metrics
3. Better understanding:
 Conversion Path,
 Channels &,
 … the CLIENTS
2. New Tools!

20. Are We Satisfied Now?

21. NO!

22. 90% Missing

23. #multichannels
#attribution
Branding & Offline / Multi-Channels & Attribution
#branding
#offline

25. 90%???
#charlesminard

26. Segmentation is key
90%???
Bounce Rate
What about the Bounces?
That’s about 30% though!

27. 10/30/60 Segmentation
10/30/60
Sales
Bounced
Engaged
Three Point of Views
60%
30%
10%

28. The 2nd Ongoing Shift

29. Offline Activity

30. Hello World!

31. Marketing Perspective
Hello World!
New questions
What about the visitors who came for the 1st time
during the national TV campaign ?
What about the visitors who tried at least one time
our online simulator ?
…

32. Takeaways
What’s in it for me?
1. More data and new metrics
3. Better understanding:
 Conversion & Visitors Path,
 Channels &,
 … the CLIENTS and VISITORS
2. New Tools?

33. Wait a Minute!

34. Where Are The Tools?

35. 1. Fragmentation is here to stay

36. 2. Web Analytics

37. 3. Perspective