the future of analytics: multichannel attribution
TRANSCRIPT
![Page 1: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/1.jpg)
The Future of Analytics:Multichannel Attribution
by: David Vogelpohl@davidvmc
![Page 2: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/2.jpg)
The Future Present of Analytics:Multichannel Attribution
by: David Vogelpohl@davidvmc
![Page 3: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/3.jpg)
What you’ll learn
How to understand how sources of traffic influence the actions on your
website that drive value
![Page 4: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/4.jpg)
How we were trained in online marketing
Users click ads and buy things
@davidvmc
![Page 5: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/5.jpg)
Who trained us to think like this?
![Page 6: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/6.jpg)
Why did they train us to think linearly?
$1,000 Cost $2,000 Profit<Because it makes them look good
![Page 7: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/7.jpg)
How users actually behave
Users click ads, do research, check social media, attend webinars, download eBooks, and *then* buy things
@davidvmc
![Page 8: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/8.jpg)
What does this mean for ROI?
You’re paying more than you think
$1,000 $600
$975$250
$2,000 Profit$2,825 Cost>
![Page 9: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/9.jpg)
How multichannel attribution got famous
Affiliates ranking for coupon terms were “stealing” other affiliates’ commissions
1st click Last click
![Page 10: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/10.jpg)
Why you are starting to think multichannel
![Page 11: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/11.jpg)
What can you do about all this?
Use multichannel attribution with an revenue attribution model
@davidvmc
![Page 12: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/12.jpg)
Make sure to set up goals in Google Analytics!
“Without goals in Google Analytics,
you have no analytics at all”
![Page 13: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/13.jpg)
Create goals with defined value
Transaction (order value)Leads (avg. lead revenue)Engagement (brand value)
Views/Actions (revenue per action)
![Page 14: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/14.jpg)
Google analytics multichannel attribution
![Page 15: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/15.jpg)
Google analytics multichannel attribution
Assisted Conversions Report
![Page 16: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/16.jpg)
What are the most successful source combinations?
Top Conversion Paths Report
![Page 17: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/17.jpg)
Using Top Paths to weight value
Compare paths “wit or wit out”
Set up a goal for pageviews (gross)Use to calculate conversion rate per path
![Page 18: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/18.jpg)
Do some math to value impact
DirectPageviews: 12,328Conversions: 1541
CR: 12.5%
Organic + DirectPageviews: 1,628Conversions: 245
CR:15.04%Improvement: 2.54%
![Page 19: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/19.jpg)
How long do I need to make a sale?
Time Lag Report
![Page 20: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/20.jpg)
How many touches do I need to make a sale?
Path Length Report
![Page 21: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/21.jpg)
Evaluating first / last click attribution?
Model Comparison Tool
![Page 22: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/22.jpg)
Choosing CPA attribution models
wpeng.in/gamodels
Model Comparison Tool Attribution Models
![Page 23: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/23.jpg)
What to look for when comparing models
Model Comparison Tool
![Page 24: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/24.jpg)
The ire of data sampling
Go premium or go home….
![Page 25: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/25.jpg)
Summary
@davidvmc
Use multichannel attribution reports to calculate the true impact and ROI
of our traffic sources
![Page 26: The Future of Analytics: Multichannel Attribution](https://reader035.vdocument.in/reader035/viewer/2022062522/5876e0301a28ab046d8b48b7/html5/thumbnails/26.jpg)
Thank you!
David Vogelpohl@davidvmc
The Future Present of Analytics:Multichannel Attribution