How to use analytics to make smarter decisions? Attribution Modeling, Universal Analytics

1. How to use analytics to make smarter
decisions?
Attribution Modeling, Universal Analytics
Nicoleta Iordache
November, 2013
Ringier Online
Digital Advertising done right.

2. "To guarantee success, spend 95% of your
time defining the problem and 5% of the
time solving it."

3. About attribution modeling
Attribution model =
the rule that determines
how credit for sales and
conversions is assigned to
touchpoints in conversion
paths.
Multi-Channel Funnels (Video)
Helps you to share ROI across multiple campaigns…

4. 3 types of attribution problems…
 Multi-Channel Attribution, Online to Store (MCA-OS)
Understand the offline impact (revenue/brand value/phone calls/etc) driven by
online marketing and advertising.
 Multi-Channel Attribution, Across Multiple Screens (MCA-AMS)
Covers the challenge of attributing accurate impact of our marketing and
advertising efforts across multiple devices (desktop, laptop, mobile, TV).
 Almost imposible scenario
 Multi-Channel Attribution, Across Digital Channels (MCA-ADC)
Covers the challenge of attributing credit to all digital marketing channels (Social,
Display, YouTube, Referral, Email, Search, others) that contributed to a particular
conversion (or multiple conversions).

5. Multi-Channel Attribution, Across Digital
Channels

6. Last click, First click, Linear Models
 Last Interaction attribution model, the last touchpoint
would receive 100% of the credit for the sale.
Google Analytics uses in most reports,
click” attribution model
Use: Hard selling campaigns, short campaigns
the
“last-
 First Interaction model attributes 100% of the conversion
value to the first channel with which the customer interacted.
Use: Applied to campaigns intended to create initial awareness
(branding campaings)
 Linear model gives equal credit to each channel interaction
on the way to conversion.
Use: To campaigns that require contact with a prospect over a
longer sales cycle (expensive purchases: auto, real estate)

7. Posision besed, Time decay Models
 Position based (custom) – ex.
40% to first, 20% to second, 40%
to last
Use: Campaigns with most value at
the intro and final steps.
 Time decay – the closest step to
conversion gets more credit
Use: Champaigns with
consideration cycles.
short

8. Conversions  Multi-channel funnel  Overview
Set leght of lookback window ( no day prior to a conversion)
Asses all traffic
or only Adwords traffic
 Multi-Channel Funnel Overview Report gives you a quick, visual
indication of how channels interact leading to conversions

9. Conversions  Multi-channel funnels 
Path length
 If a significant percent of your
conversions have a greater than one
path length, you may have an
attribution problem.

10. Convertions  Multi-Channels funnels  Top
Conversion Paths

11. Conversions  Goals  Overview

12. Convertion  Attribution  Model
comparation Tool
Select models
to compare against

13. Universal Analytics
 Tracking focus on people not pages (visitors based platform)
 It introduces the user ID, which allows to measure user interactions from
multiple devices, like desktop, tablet, mobile under the same user account and
better understand the user behavior. You can define your own customer ID,
using for example the customer ID of a user that has an account on the
website, or the customer number from a CRM system.
 Ability to track across different sources
 It is possible to import data from external sources like e-mail marketing, social
media, advertising, even from sources like POS systems, call centers or CRM
systems.
 UA tacking may speed up the internet by up to 5% = more ads served
(especially mobile)

14. Thank You!
Contact
Nicoleta Iordache
Online Group Brand Manager
nicoleta.iordache@ringier.ro