This presentation was given at the Google Analytics User Conferences held in Sydney & Melbourne in June 2013. This presentation walks through moving beyond last-click attribution and harnessing Google Analytics' Attribution Modeling Tool to establish your ideal digital media mix. In it we cover the basics of multi-touch attribution, getting started with the Google Analytics Attribution Modeling Tool, and Custom Models. We also walk through a case study where Amari Hotels were able to increase sales by 45% simply by reallocating their digital marketing budgets based on insights gained from the Attribution Modeling Tool.
9. @vinoaj
@vinoaj #GAUC2013!Google Analytics User Conference 2013!
A/B & MVT
Testing
Actionable
Insights
User
Experience
Google
Analytics
Implementation
AdWords API
Automation
What I did (and still do)
Conversion
Rate
Optimisation
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@vinoaj #GAUC2013!Google Analytics User Conference 2013!
Sparkline Analytics
Managing Partners: A team of Xoogli
Timo
5 yrs Google
Analytics /
Partnerships
/ AdWords
Aleetza
9 yrs
AdWords /
YouTube /
Digital
Solutions
Vinny
5 yrs Google
Analytics /
Conversion
Rate
Optimisation
12. @vinoaj
@vinoaj #GAUC2013!Google Analytics User Conference 2013!
How do you form the perfect soccer team?
The Striker: Player X
The Defender: Player Y
The Midfielder: Player Z
28. @vinoaj
@vinoaj #GAUC2013!Google Analytics User Conference 2013!
Attribution in Google Analytics
Nov 2005
Google Analytics
Launch
Last-click attribution
through goals & e-
commerce
Nov 2012
Attribution
Modeling Tool
open to all!
True(r) multi-
touch attribution
Oct 2008
Advanced
Segments
introduced
Ability to separate
out sessions with &
without conversions
Aug 2011
Multi-Channel
Funnels
Visibility into
behaviour pre-last-
click. “Basic”
attribution.
29. @vinoaj
@vinoaj #GAUC2013!Google Analytics User Conference 2013!
Attribution Modeling Tool
Pre-requisites:
• Goals (preferably with values)
• Ecommerce tracking
• Campaign tagging (i.e. utm
parameters) for non-AdWords
campaigns
32. @vinoaj
@vinoaj #GAUC2013!Google Analytics User Conference 2013!
Parameters of attribution
Assess all
traffic or only
AdWords traffic
Set length of lookback
window (ie no. days prior
to a conversion)
40. @vinoaj
@vinoaj #GAUC2013!Google Analytics User Conference 2013!
The value of each channel
according to the attribution
models applied
Amari revisited: comparing models
41. @vinoaj
@vinoaj #GAUC2013!Google Analytics User Conference 2013!
The value of each channel
according to the attribution
models applied
The difference in value of each
channel between the last-click
attribution model and applied
attribution model.
Amari revisited: comparing models
42. @vinoaj
@vinoaj #GAUC2013!Google Analytics User Conference 2013!
AMARI TOTAL MARKETING BUDGET
Reallocating resources
Display channels
Non-Display channels
7%
BEFORE
17%
AFTER
53. @vinoaj
@vinoaj #GAUC2013!Google Analytics User Conference 2013!
Add different weightings (e.g. 50%) for
impressions (requires dc.js and only
applicable to DFA & Google activity)
Add different weightings (e.g. 50%) for
impressions (requires dc.js and only
applicable to DFA & Google activity)
59. @vinoaj
@vinoaj #GAUC2013!Google Analytics User Conference 2013!
Attribution in Google Analytics
Nov 2005
Google Analytics
Launch
Last-click attribution
through goals & e-
commerce
Nov 2012
Attribution
Modeling Tool
open to all!
True(r) multi-
touch attribution
Oct 2008
Advanced
Segments
introduced
Ability to separate
out sessions with &
without conversions
Aug 2011
Multi-Channel
Funnels
Visibility into
behaviour pre-last-
click. “Basic”
attribution.
60. @vinoaj
@vinoaj #GAUC2013!Google Analytics User Conference 2013!
Attribution in Google Analytics
Jun 2013
What next?
All I want for Christmas (or sooner!):
• Integrate viewthrough data from any ad server
• Multi-device attribution (Universal Analytics!)
• Media mix modeling
Show your support: #iwantmyunicorn #gauc2013
62. @vinoaj
@vinoaj #GAUC2013!Google Analytics User Conference 2013!
5 things to do today (OK, tomorrow)
Define goals & values.
(Optional) Implement e-commerce tracking.
1
Select 2 standard models and compare to the last-click
model. Which channels are undervalued? And
overvalued?
2
Redistribute resources from overvalued to undervalued
channels. Test, observe, and refine resource allocation.
3
Experiment with custom models.
4
Last, but definitely not least, integrate attribution model
metrics into your reporting framework.
5
64. #GAUC2013!Google Analytics User Conference 2013!
Thank you! For follow-up
questions, I can be reached on:!
Vinoaj Vijeyakumaar
@vinoaj #iwantmyunicorn #gauc2013
vinoaj@sparklineanalytics.com
@vinoaj #GAUC2013!Google Analytics User Conference 2013!