omnichannel attribution modelling

OMNICHANNELATTRIBUTIONS

What is attribution modelling?

Why do we need it?

How do we do it?

A t t r i b u t i o n M o d e l l i n g

$$

Pre-Sales Activities Post-Sales ActivitiesConversion

In Store

In App Purchases

Web Shop

Businesses at work

Pre-Sales KPIs

Actions leading to conversion

AWARENESS

FAMILIARITY

CONSIDERATION

INTENT

Web Channel Traffic

Product searches

Store Visits

Login & Registrations

Contact Requests

POS interactions

App Subscriptions

Social Interactions

How Do User

Decide to buy?

Web Channel Traffic

Product searches

Store Visits

Login & Registrations

Contact Requests

POS interactions

App Subscriptions

Social Interactions

Actions leading to conversion

2002 2012 2016 -

Touchpoints between User and Business

Touchpoints between User and Business

High

Medium

Low

Campai

gns

Site Site

Search

Product Cart

Product Save

Mailer Social

Media

Media

Television

Radio

POS

Agent,

Dealer,

Live

Store

Mobile

App

Web

Shop/

Dealer

Feedback After

Sales

service

APPS /

Share

Usage /

Repeat

Order

Awareness

Familiarity

Consider-

ation

Intent

Connection

Sale

Relation

After Sales

Service

Evaluation

Contact

PointJourney

Point

Marketing at work

Paid Search

SEO

Banner Ads

Social

Retargetting

Print and TV

In shop

How you spend

$$

How you actually convert

HALF OF OUR BUDGETS SPENT ON THE MARKETING CHANNELS GOES TO DUMP, THE PROBLEM IS WE DON’T KNOW WHICH HALF.

@Marketing team.

Identifying the channels your user uses to reach you.In case of ‘multi channel attribution’ we determine the impact of multiple digital marketing channels (paid search, organic search, emailmarketing, direct traffic, referral traffic, display advertising etc) on conversions. We try to understandhow different digital channels worktogether to create conversions and how the credit for conversions should be distributed among various channels.

Synchronizing user experience across devices.

We determine the impact of multipledevices (Desktop, Tablets, Smart

Phones, Smart TVs etc) on conversions. We try to understand how different devices work together to create conversions and how the credit forconversions should be distributed among different devices

Taking a complete view of your user journey online and offline.We determine the impact of digitalmarketing channels on offline marketing channels and vice versa.We try to understand how online &offline campaigns work together to create conversions and how credit for conversions should distributeamong different online &

offline marketing channels.

Multi-Channel

Attribution

Cross Device

Attribution

Offline-Online

Attribution

There are three types of Attributions:

Attributions

‘Real World Attribution Model’

Multi-Channel

Attribution

Cross Device

Attribution

Offline-Online

Attribution

Attributions

There are three types of Attributions:

but first let’s implement the above three in order to reach to a real world scenaro

IMPLEMENTATIONHow to setup the tracking for ‘Real world attribution’ modelling

Multi-Channel Tracking

for

Marketing Channel Attributions

1

Intent

Consideration

Familiarity

Awareness

Live Store

Connect Apps

Web Shop

Conversion

Marketing at work

14

Key Challenge

Important questions that marketing teams have to answer are:

CURRENT CHANNELS: Which marketing channels are working better than others?

e.g. are the TV ads as effective as the paid search ads on Google?

WHAT IF SCENARIOS: If there is additional money available to spend, where should

we be investing the additional budget? Should we be investing in Facebook mobile ads?

CURRENT SPEND: Is the marketing spend paying off? Is it driving growth for the

company? Should we be investing more or pulling back on marketing spend?A

B

C

Analytics at work

How you see path reports What you actually want to infer

A customer finds your site by clicking one of your AdWords ads. She returns one week later by clicking over from a social network. That same day, she comes back a third time via one of your email campaigns, and a few hours later, she returns again directly and makes a purchase.

Ho

ur

1 week In 1 day

www.letsmakepurchase.comPurchase$$

Ex: user purchase journey through Channels

Last Interaction attribution model: the last touchpoint—in this case, the Direct channel—would receive 100% of the credit for the

sale.

Last Non-Direct Click attribution model: all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that

the customer clicked through from before converting—in this case, the Email channel

Last AdWords Click attribution model: the last AdWords click—in this case, the first and only click to the Paid Search channel —

would receive 100% of the credit for the sale

First Interaction attribution model: the first touchpoint—in this case, the Paid Search channel—would receive 100% of the credit for

the sale.

Linear attribution model, each touchpoint in the conversion path—in this case the Paid Search, Social Network, Email,

and Direct channels—would share equal credit (25% each) for the sale.

Time Decay attribution model: the touchpoints closest in time to the sale or conversion get most of the credit. In this particular sale,

the Direct and Email channels would receive the most credit because the customer interacted with them within a few hours of

conversion. The Social Network channel would receive less credit than either the Direct or Email channels. Since the Paid

Search interaction occurred one week earlier, this channel would receive significantly less credit.

Position Based attribution model: 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is

distributed evenly to the middle interactions. In this example, the Paid Search and Direct channels would each receive 40% credit,

while the Social Network and Email channels would each receive 10% credit.

Standard attribution models as you know

https://support.google.com/analytics/answer/1191184

WHEN HAS STANDARD BEEN ENOUGH?

@Executive team.

19

Define Marketing Channels01

20

Define Order of Channel Overrides02

Order of Processing

/ SEM - Branded (Paid Search Branded)

/ SEM - UnBranded (Paid Search UnBranded)

/ SEM - Remarketing

/ SEO - Branded

/ SEO - UnBranded

/ SOCIAL - Paid

/ SOCIAL – Organic

/ SOCIAL - Earned

/ GDN - Remarketing

/ GDN

/ Email

/ DISPLAY - Remarketing

/ DISPLAY

/ VIDEO

/ PROGRAMMATIC Buying

/ OFFLINE - TV

/ OFFLINE – In Shop

/ AFFILIATES

/ REFERRAL

/ DIRECT

/ REFRESH Session

/ INCORRECT Tagging

21

Setup Channels in GA03

Analytics, by default, applied these rules to

create channels and store sessions into the

channels:

https://support.google.com/analytics/answer

/3297892?hl=en

Analytics recognize Organic, Direct and

Referral traffic by default. For campaigns, you

need to send the medium and the source

through UTM parameters included in the

landing URL.

https://support.google.com/analytics/answer/3297892?hl=en

22

Create your defined channels04

Adwords and DoubleClick Campaigns can be tagged automatically,

but for any other campaign you need to add URL parameters:

UTM_source

UTM_medium

UTM_campaign

Ex: http://www.metriplica.com/?utm_source=newsletter&utm_medium=email&utm

_campaign=Courses-2017

If you work with other sources and mediums, or you have made a

mistake with parameters, you can customize the channel

grouping:

a) You can create new channels

b) You can modify rules to send some traffic to the proper channel

(for example, you have tagged your email campaigns with "MAIL"

in the UTM_Medium, and you want to store these sessions inside

"Email" Channel.

23

Create your defined channels05

In the first option (Channel Settings --> Channel Grouping), you will find the panel to modify and

create channels groupings.

It is a very good practice don't touch the Default Channel Grouping. Duplicate it, and make changes

in the new one. In GA you will have the option to select the Channel Grouping that you need.

24

Set your defined order06

Points to remember:

When you define a new channel, you must

give a name, define the rules, and select a

color for the channel.

Order of processing is important for

attributions in case of conflicting or

overlapping rules.

For edition, you have the same options, but

you start from a default rule already applied.

25

Build Custom Attribution Model & Reports07

You may create up to 10 custom attribution models per view. To create a custom attribution

model, decide what attribution model we need:

Then

1. Create new custom model and enter a name for your model.

2. Use the Baseline Model drop-down menu to select the default model you want to use as a

starting point for your custom model. We recommend starting with Time Decay or Position

Based as baseline models and build upon.

3. (Optional) Lookback Window to On to specify any of 1-90 days.

4. (Optional) Adjust credit for impressions to On

5. (Optional) Set Adjust credit based on user engagement to On to distribute credit

proportionally based on engagement metrics.

6. (Optional) Set Apply custom credit rules to On to define conditions that identify

touchpoints in the conversion path according to characteristics such as position (first, last,

middle, assist) and campaign or traffic source type (Campaign, Keyword, and other

dimensions). After defining, specify how these touchpoints will be distributed conversion

credit, relative to others.

7. Click the Save and Apply

26

Attribution Setup and reporting08

Channel definitions will be available in Multi-Channels and Attribution Reports, and Acquisition Reports:

Acquisition Overview

27



Assisted Conversions

28



Model Comparison Tool

29


You can select the Custom Channel Groping that you have created previously

30

Test and iterate09

Through continuous testing you can determine the acquisition channels which deserve maximum

credit for conversions in a particular point in time/product life cycle

Cross Device Tracking

for

Multi Device Attributions

2

32

User journey mapping cross devices01

User interacts with your digital assets from

multiple devices and in multiple ways:

1. Same asset different devices ex:

Interacting with website via Mobile and

Desktop

2. Multiple assets Multiple Devices ex:

Interacting with website as well as mobile

app

33

Switching to User ID (vs Client ID)02

Through ‘user-id’, you can create and assign your own ids to track unique users instead of

using the client ids generated by the Google Analytics tracking coding.

User id is simply a unique set of alphanumeric characters (like UD23ddd3432)

assigned to a user so that he/she can be identified across devices/ browsers and over

the course of multiple sessions.

Client id represents a unique device/browser. Whereas a user id represents a unique

user that may interact with your website using multiple devices/browsers.

NOTE: Implementation instructions change if you are using GTM.

34

Implementing User ID03

To implement the User ID, you must be able to

generate your own unique IDs, consistently

assign IDs to users, and include these IDs

wherever you send data to Analytics.

The User ID lets you associate engagement

data from multiple devices and ... Connect

multiple devices, sessions, and engagement

data to the same visitors. ...

Each unique User ID is considered to be

aunique user in Analytics

In simple terms, Mobile SDK needs to be

tweaked, web app tracking code needs change

and Web calls (HITs) need to be tweaked to

send additional ‘User ID’ with each hit as an

identifier.

User ID

35

Setting tracking in GA04

User ID data can only appear in a

dedicated User ID view. To see and analyze

the data collected via User ID in your

tracking code, create User ID views.

User ID view – GA view which collects only

the data related to user ID sessions. In the

case of user ID views, GA calculates unique

users by counting the number of unique

users IDs assigned instead of counting the

number of unique clients IDs assigned.

Non-user ID view – the view which collects

data related to standard sessions. It does

not recognize user ID hits. In case of non-

user ID views (regular views), GA calculates

unique users by counting the number of

unique client IDs assigned to users.

1

2

3

4

36

Setting up tracking in web and app05

Once the user id feature is implemented, GA

combine and report all the hits with same user

id, regardless of the device, the hits come

from. This makes cross device measurement

possible in GA.

You can send user id to Google Analytics by

creating a new custom dimension (with user

scope):

ga(‘set’, ‘dimension2’,userId);

A standard session turns into a user ID session

when a user ID is assigned to a user. This can

happen when a user login in the middle of a

standard web session.

User ID property –

turn on user ID setting in GA property

37

Setting up Session Unification06

In Google analytics, by default collected hits can

be associated with a user ID only in a user ID

session and that too before and during user’s log

in but not after the user has logout.

Session Unification

Session unification allows hits collected before

the User-ID is assigned to be associated with the

ID, so long as the hits are from the session in

which an ID value is assigned for the first time.

When OFF, only data with User-ID explicitly

assigned can be associated.

Add the uid parameter in each hit. So a hit

might look something like this:http://www.google-

analytics.com/collect?v=1&_v=j16&a=164718749&t=pageview&

_s=1&dl=http%3A%2F%2Fcutroni.com%2F&ul=en-

us&uid=hsjfy4782jduyth6k4

User ID HITS Non- User ID HITS

User ID Sessions Non- User ID Sessions

User ID hits are processed separately from non-

user ID hits.

By default collected hits can be associated with a use

r ID only in a user ID session and but only before and

during user’s login but not after the user has logged

out.

38

Understanding the difference in reports07

User ID data can only appear in a dedicated User ID view. To see and analyze the data

you collect via the User ID in your tracking code, create User ID views in your account and

then understand the difference.

User ID session – It is the session in which a user ID is assigned to a user. User ID

session is a collection of user ID hits but may also include non-user ID hits if the session

unification setting has been turned ON.

Non-user ID session – it is a collection of non-user ID hits. If you are not using the user

ID feature then the non-user ID sessions are simply known as sessions.

Example differences:

1. User ID views only report on the users which triggered the user ID sessions. So,

the number of unique users reported by nonuser ID views are usually more than the

number of unique users reported by user ID views.

2. Revenue in a user ID view is based on users and not sessions.

39

Setup and reporting08

Adding the User-ID to website tracking

Adding a User-ID to the JavaScript code is fairly

easy – it’s a single line.

ga('create', 'UA-XXXX-Y', 'auto');

ga('set', '&uid', {{ USER_ID }});

ga('send', 'pageview');

Adding the User-ID to the Android SDK

t.set("&uid", {{ USER_ID }});

Adding the User-ID to the iOS SDK

[tracker set:@"&uid" value:{{ USER_ID }}];

Offline Tracking

for

Offline-Online Attribution

3

Let’s look at a broader perspective of

a purchase.

The complete purchase cycle is one

transaction regardless of the actions

being performed offline or online by

using one associated user

Mapping ALL events as part of one

transaction helps us mimic an

ecommerce portal and assign each

action a value in the whole purchase

process.

Transaction ID

Upload data via

API or FTP

Transaction ID

matched

User data with

Transaction ID

User purchase journey with business

OFFLINE TRACKINGUser ids can be set for all of these authentication systems with the help of

measurement protocol but the implementation is not going to be easy.

Building Custom Attribution Model & Reports

For all digital touchpoints covered until now, we have used ’login’ for the user authentication. Otherusers’ authentication systems widely used for offline tracking are:

1. Biometric identification (like retinal scan,fingerprint scan, iris recognition, voice recognition, Digital Signatures or Digital Signage, etc)

2. Punching cards to record attendance (like attendance of employees)

3. Wrist bands (like the one used by Disney)

4. Retail loyalty cards (used by many supermarketchains)

5. Online and offline Coupons

+ What type of user behavior do you value?

+ Is there an optimal conversion window you are solving for?

+ What does the repeat purchase behavior look like historically?

+ Are there any microConversions defined with engagement type goals, tied to the economic value?

+ Are offline conversions being sent back into GA using Universal Analytics?

Context in making the decisions that will go into a custom attribution model.

The Acquisition channels can be:

1. Digital Marketing Channels (like paid search, organic search, email marketing, direct traffic,

referral traffic, display advertising etc.)

2. Offline Marketing Channels (like radio, TV, Billboard, Magazines, Newspapers etc)

The objective of attribution modelling is to understand the buying behavior of your website visitors:

# Why people buy from your website?

# What happens before they make a purchase?

# What prompted them to make a purchase or complete a predefined goal?

# Which are the most effective acquisition channels for investment.

Building Custom Attribution Model & Reports

Multi-Channel

Tracking

Cross Device

Tracking

Offline-Online

Tracking

Online Conversions

Advertisers See Today

Cross Device

Conversions

Store Visits + Calls

Summary

Identify the channels your user uses to reach you.Improving traffic channel tracking with Marketing channel definitions and campaign tracking guidelines.

Synchronize user experience across devices.

Cross device user tracking capabilities by implementing Visitor Ids and App Ids

Take a complete view of your user journey online and offline.By introducing data mapping capabilities from various channels into analytic tool and mapping important user actions as part of the user transaction.

Multi-Channel

Tracking

Cross Device

Tracking

Offline-Online

Tracking

Summary

Launch

[2 month foundation]

1. Identify initial personas and segments to target per channel.

2. Establish the content needed to support each group (what do you

want to serve up to each segment and persona and to what degree?)

3. Establish rules for serving content (if User X indicated he or she is Y

in user profile then serve up this content) per channel per user task.

Evolution [9-12 months post launch]

1. Test existing content by running ongoing metrics and audits to see

how consumers interact with the content experience.

2. Identify additional areas, such as enhanced cross-sell, up-sell.

3. Test assumed customer journeys across channels to verify accuracy

and optimize content performance.

Enrichment[18+ months post launch]

1. Integrate omnichannel for all channels.

2. Leverage new or emerging technologies and techniques.

3. Optimize per business needs, analytics and consumer trends.

Omnichannel Attribution Roadmap

ATTRIBUTION MODELS

The readymade attribution models from the google solutions gallery

49

Solutions Gallery01

Are we there yet?Connect with us for any consultancy and implementation support.

Web: www.metriplica.com

Email: [email protected]

Of.Barcelona: (+34) 93.328.40.54

Watsapp: (+91) 8800104714

Of.Kuwait: (+965) 98080216

BCN MAD VAL SCL MDE BOG LIM MEX MIA SFO DEL

omnichannel attribution modelling

Data & Analytics