wolfgang essentials 2016 - the 3 dimensions of channel attribution
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Growing Industry
Growing Industry
The First DimensionChannel Report
How Are My Channels?
Top Conversion Paths
Path Length (Site Visits)31%
69%
The Second DimensionAssisted Conversions
Click Assisted Conversions
First Click Last Non-Direct Click
Assisted Clicks Last Click
Assisted Conversion Report
Assisted Conversion Report
Assisted Conversion Report
Time Lag (Days)47%
53%
Time Lag (Days)28 Days Ago
2 Days Ago
Behavioural Metrics
Time On Site3 Second on site
5 minutes on site
How Can We Address This?
The Third DimensionMulti-Channel Attribution
Let’s look at default attribution models!
All are arbitrary, oversimplified assumptions about how your customers interact with your
business.
Do it properly. Make custom attribution models!
That takes effort. Just let Google do it for you!
Machine Learning (AI)• A type of AI that gives
computers ability to learn without being explicitly programmed
• They will grow and change based on new data
• Facebook News Feed
Data-Driven Attribution
E.g. Attribution Model generated via AI
Key Takeaways:
• Don’t look at channels in isolation
• Understand their place in the funnel
• Give them credit they deserve