online marketing strategies for traveloptions •attribution analysis works best for high frequency...
TRANSCRIPT
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ONLINE MARKETING STRATEGIES FOR TRAVEL
Miami, June 2014
1
Barbara Pezzi
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THIS SESSION
Get to Grips with Attribution Modelling
Place Analytics at the Heart of Your Marketing Strategy
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A FEW STATS
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IT’S COMPLICATED
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IT’S COMPLICATED
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IT’S COMPLICATED
http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
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IT’S COMPLICATED
http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
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IT’S COMPLICATED
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IT’S COMPLICATED
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IT’S COMPLICATED
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IT’S COMPLICATED
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IT’S COMPLICATED
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IT’S COMPLICATED
http://www.comscore.com/Insights/Blog/Viewability_Benchmarks_Show_Many_Ads_Are_Not_In-
View_but_Rates_Vary_by_Publisher
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CORRELATION DOES NOT IMPLY CAUSATION
http://www.tylervigen.com/
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HAVE YOU FIXED EVERYTHING ELSE?
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HAVE YOU FIXED EVERYTHING ELSE?
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DO YOU NEED IT?
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DO YOU NEED IT?
• There are limits on what can be tracked. If you can’t measure it properly, just say so and focus on what you can.
• Last click may not be perfect, but it is somewhat consistent and accurate and not necessarily enhanced by replacing it with a sequential attribution model where people assign gut values (or political values) to the steps.
• You need to account for payment models (affiliates, ppc, etc..)
• Is your organisation ready for it?
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DIFFERENT CHANNELS FOR DIFFERENT GOALS
http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
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THERE ARE OTHER FACTORS
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OPTIONS
• Considering the various funnel stages, multi-device browsing and off/on-line purchasing, media mix modelling (MMM) would be the more appropriate solution. It is however complex and expensive and only warranted for large advertisers.
• A cheaper alternative is to test campaigns introducing one channel at the time and measuring its impact.
• Look at channel sequencing and establish patterns (ex is Tripadvisor always at the start?) and impact. It’ll be more useful that guessing the % of revenue depending on path position.
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OPTIONS
• Attribution analysis works best for high frequency purchases (ex retail/OTAs/large chains) and large advertisers. For smaller businesses, visitor segmentation can be sufficient.
• If you have to use an attribution model, apply segmentation to your analysis: ex new vs repeat buyers, subscribers vs non, etc…
• Cross-channel analysis requires user ID
• If using GA for attribution analysis, spend the time to create your own channel grouping
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MULTI-CHANNEL FUNNELS & ATTRIBUTION IN GA
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CREATE YOUR CHANNEL GROUPING
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CREATE YOUR CHANNEL GROUPING
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CREATE YOUR CHANNEL GROUPING
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CREATE YOUR CHANNEL GROUPING
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CHOOSE YOUR SETTINGS
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CHOOSE YOUR SETTINGS
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ASSISTED CONVERSIONS REPORT
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TOP CONVERSION PATHS REPORT
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ATTRIBUTION IN GA
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ATTRIBUTION IN GA
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ATTRIBUTION IN GA
https://www.google.com/analytics/gallery/#posts/search/%3F_.type%3DATTRIBUTION_MODEL%26_.start%
3D0/
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ATTRIBUTION IN GA
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ALWAYS SEGMENT
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ALWAYS SEGMENT
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ALWAYS SEGMENT
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ALWAYS SEGMENT
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THE OTHER OPTION: VISITOR SEGMENTS
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VISITOR SEGMENTS
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VISITOR SEGMENTS
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VISITOR SEGMENTS
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VISITOR SEGMENTS
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VISITOR SEGMENTS
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VISITOR SEGMENTS
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VISITOR SEGMENTS
Visit vs Visitor: $34,792 vs $125,131
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code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html
VISITOR SEGMENTS: CUSTOM VARIABLES
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http://cutroni.com/blog/category/universal-analytics-2/
http://www.clickz.com/clickz/column/2284038/google-tag-manager-best-practices-part-3-of-3
YOU MAY WANT TO CONSIDER
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IN CONCLUSION:
• Get the basics right first: optimise all campaigns, ensure everything is correctly tracked, review conversion obstacles (high bounce landing pages), etc..
• Segment, segment, segment.
• Before investing in a proprietary solution, do the math. The solution has to add value, not simply be an academic exercise.
• If you are going to invest time/funds in attribution analysis, ensure that internally everyone is on board and willing to re-allocate budgets and technical support.
• Acting on faulty models is worse than taking no action at all.
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“"Not everything that counts can be counted, and not everything that can be counted counts.“
(Albert Einstein)