an attribution model built for the modern consumer
TRANSCRIPT
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An Attribution ModelBuilt For The Modern Consumer
Duane Brown | @DuaneBrownPerformance Marketer | Unbounce
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Agenda
● State Of Attribution● Industry Metrics● My Story.● Road To Attribution● Results● The Future
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The Future?
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There Is NoSilver Bullet
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Attribution Today
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How Many UseLast Click?
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Last Click
Analytics gives credit to the last touch point when someone converts
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First Click
Analytics gives credit to the first touch point when someone converts
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Position Based
First & last touch get even credit
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Decay Time
Most recent touch point gets the largest share of credit
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Linear
Each touch points get the same amount of credit
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Last Non-DirectClick
Great to see what would happen if “Direct” wasn’t a channel in GA
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The Industry
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CMO Survey August 2015
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What Marketing Spends on Analytics
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Percent of Projects Using Analytics
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Does Marketing Analytics Help Your Company’s Performance?
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Starts With: CMO/VP
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CMO To CEO
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BusinessOutcomes
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4 Stages Of Analytics
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Marketing Analytics Maturity Model
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Marketing Analytics Maturity Model
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Marketing Analytics Maturity Model
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My Story....The Opportunity To Chart Our Path.
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Can We SpendMore Money?
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Learning ToManage Upwards
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Facebook Ads + Shoes
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Money = Immediate Success
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What Is Success?
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No Analytics Person
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No Money For Outside Vendor
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Attribution Tomorrow
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The Window
30 Days
90 Days Afterwards
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The Money
Then = $500
Now = $2,000
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The Majority
5 Clicks = 90%
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Finding Path Length In GA
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Multi-Channel Funnel - Tracking Data
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Step 1 - Assisted Conversions
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Step 2 - Copy MCF Channel Grouping
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Step 3 -Edit Paid Search
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Step 4 - Change MediumTo Campaign
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Step 5 - Finding Your New MCF
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Step 6 - Edit MCF
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Two Use Cases MCFLNDC and Assisted Conversions
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Last Non-Direct Click
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How Many LNDC?
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Assisted Conversions
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Finding Your Assisted Conversions
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Benchmark Success
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<5 clicks for a campaign =more time and money..even if not last click.
Assisted Conversions
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6+ Clicks
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Other Data Sources
Hubspot = Downloads, Forms & Contacts
KissMetrics = Customer Data
Recurly + Payment Provider = Revenue
Intercom = Plan Tier & Other Customer Data
Data Warehouse = Customer & Revenue Numbers
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The Results!
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Awareness Evaluation Purchase Growth
Customer Journey
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Awareness Evaluation Purchase Growth
Customer Journey + Campaigns
● ebooks● Online video● Pro. launch:
SSL● Case Study● Lead Gen● Blog● Conference
● Paid Search● Remarketing● Wordpress● Save time
campaign
● Demo video● Pro. launch:
WP● Case Study
● Customer story
● Webinar
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Awareness Evaluation Purchase Growth
Customer Journey + Campaigns + Channels
● ebooks○ Taboola
● Online video○ Twitter
● Paid Search● Remarketing● Wordpress● Save time
campaign
● Demo video○ FB○ Taboola
● Pro. launch: WP
● Case Study
● Customer story
● Webinar
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Fighting for budget...
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60%Awareness = 40%Evaluation = 20%
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40%Purchase = 40%Retention = 0%
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Chicago Bulls
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Our Future
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The Data Warehouse
• New data warehouses• One Source• More Analyses• Better and more granular LTV• Less systems to dig into
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The Future = iRobot…?
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Thank You!
Any Questions?
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Reference PointsCMO Survey: www.cmosurvey.org/files/2015/09/The_CMO_Survey-Highlights_and_Insights-Aug-2015.pdf
eMarketer: www.emarketer.com/Article/Execs-Marketers-Show-Metrics/1010998
https://blog.rjmetrics.com/2016/02/05/the-marketing-analytics-maturity-model-where-you-are-and-how-to-advance/