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Attribution at Google: Give credit where it's due with data-driven attribution Emanuele Inforzato, Analytical Lead EMEA, GA360

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Page 1: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

Attribution at Google: Give credit where it's due with data-driven attribution

Emanuele Inforzato, Analytical Lead EMEA, GA360

Page 2: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

Proprietary + Confidential

#1 priority and #1 challenge for digital marketers:Associating conversion events with marketing

84% 10%

Digital priority Capability

vs

Econsultancy, sept 2016

Page 3: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

3

How do users interact with my advertising?

Are we undervaluing any channels?

What is the value of my campaigns?

How can I optimize my budget to drive revenue?

What impact does TV have on my performance?

Answering key business questions with Attribution

Page 4: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

© Google Inc. 2016. All rights reserved.

Attribution @ Google

Page 5: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

One solution, available in two tiers

Google Attribution

Self-service with simplified options & controls

Makes it easy to get started with cross-channel,

multi-channel attribution

Beta late 2017

Common Data-Driven Attribution Methodology

Google Attribution 360

Full, enterprise-level cross-channel Attribution

Custom dimensions & metrics for flexibility

Optimization & TV modeling

In Beta now

Page 6: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

© Google Inc. 2016. All rights reserved.

Tag Manager 360 - Data collection

Data Studio Data Analysis and Visualization

Surveys 360Research and

insights

Audience Center 360Audience

Management

Attribution 360Marketing

Measurement

Analytics 360Customer insights

Optimize 360Site Testing &

Personalization

Attribution 360: part of the Google Analytics 360 Suite

Page 7: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential

RetargetingLaptop (Personal)

7:15pm

In-App DisplaySmartphone

1:33pm

In-App Text AdsSmartphone

11:09pm

Paid SearchLaptop (Work)

11:36am

DisplayTablet

6:50am

GSPSmartphone

5:29pm

AffiliatesSmartphone

8:42am

$Direct

Laptop (Work)9:17am

Which one deserves the credit?

Path to Conversion

7

Page 8: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

© Google Inc. 2016. All rights reserved.

Steps to Solving the Attribution Problem

Page 9: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

© Google Inc. 2016. All rights reserved.

Foundations of Google Attribution 360

Science & AnalyticsData Collection & Management Insights & Action

Data Exportsand API

Reporting & Insights

TV ATTRIBUTION

PREDICTIVEOPTIMIZATION

Programmatic Connectors

Google Device GraphScalable data collection that

considers all tracked touchpoints

Integrations with buying tools

Page 10: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

Linear(Even)

25%25%25%25%$

Position-Based

45%15%15%25%$

Attribution models

$

LastInteraction $

100%

First Interaction $

100%

20%18%19%43%

Data- Driven $

Page 11: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

Component: Full Funnel Attribution ReportingBenefit: Interrogate multichannel performance and identify optimisation opportunities.

5 Data Cuts:

1. Cross & Single Channel Attribution

2. Model Comparison

3. Conversion Type Comparison

4. Path Level

5. Frequency Capping

Page 12: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

Component: Digital OptimizerBenefit: Create robust budget scenarios using attribution outputs and get optimised spend recommendations.

Change Summary & Model Visualisation Budget Summary (can also drill down)

1

2

3

Page 13: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

© Google Inc. 2016. All rights reserved.

Benefits of Attribution 360

Quick Time to Value

Superior data quality management

Intuitive user interface

Comprehensive set of optimization tools

Direct integrations with programmatic tools

Page 14: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

© Google Inc. 2016. All rights reserved.

Attribution 360Taking Action

Page 15: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

Attribution is a team work

Page 16: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

Attribution Ecosystem:

1. Client2. Service

Partner3. Media

Agencies 4. Google

Page 17: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

Google Confidential & Proprietary

Last Click DDA

Google Confidential & Proprietary

Page 18: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

Confused.com increased paid search conversions by 28% whilst reducing CPA

Evaluated search performance at keyword level.

Investigated and optimized display spending.

Moved from last-click to Attribution 360’s data-driven attributed conversions.

Data-driven attribution has enabled us to increase display budgets significantly year-on-year while maintaining a great return on investment. Senior management have truly seen the performance display can deliver alongside paid search.

Ian Cantlay –Performance Marketing Manager Confused.com

Page 19: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES

GALAC PARIS Edition

Goals

Approach

● Adopted Data-Driven Attribution from DoubleClick● Established baseline measurements for all campaigns● Optimized campaigns budgets based on attribution data

Results

Google Confidential & Proprietary

Data-Driven Attribution cuts Ford of Canada’s CPAs by 25%

I

● 25% reduction in CPAs● 480% rise in clickthrough rates● Strong improvements in attribution for all non-search channels

● Attribute true value to all marketing methods● Understand the customer journey better● Optimize campaigns budgets for better results

Ford of Canada and their agency partners were looking to better understand customers’ online journeys and needed a new way to measure impact

Page 20: ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with data-driven attribution - Emanuele Inforzato, Google

© Google Inc. 2016. All rights reserved.

Thank You!