Fight Last Click and see the Whole Picture

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1 Fight Last Cick and see the Whoe Picture November 2017, EyeForTrave Amsterdam Maria Gomez Bada Anaytics & Data Insights, Goba Marketing 1

2 Agenda Marketing Attribution Googe Anaytics Defaut Attribution Modes Data Driven Attribution Onine Attribution Modes Comparison 2

3 Marketing Attribution - What is? Marketing is ike dating: you cannot expect every date to convert in a marriage proposa and marriage doesn t simpy happen because of the ast date you have been on Marriage diagram Date Reationships Marriage 3

4 Marketing Attribution - What is? In footba, one person scores a goa, but every person in the team contributes Rea Madrid Barça Panning 4

5 Marketing Attribution - What is? Marketing attribution is the identification and vaue assignment of severa user touchpoints that contribute in some manner to a desired outcome Marketing Channes Diagram Different cicks Conversion Channe 1 Channe 2 Channe 3 Channe 4 Channe 5 Channe 1 Channe 2 Channe 3 Channe 4 Channe 5 Channe 6 Channe 7 Channe 8 Booking Channe 1 Channe 2 Channe 3 Booking Channe 1 Channe 2 Channe 3 Channe 4 Channe 5 Channe 6 Channe 7 Channe 1 Channe 2 Channe 3 Channe 4 Channe 1 Channe 2 Channe 3 Channe 4 Channe 5 Channe 6 Channe 1 Channe 2 Booking Channe 1 5

6 Marketing Attribution - What is? However, in dating you aso need to consider the different ways you met the other person (not ony in first date but in subsequences decisions) Marriage diagram Date Reationships Marriage Friends Apps Cub 6

7 Marketing Attribution - What is? and simiary in Marketing you aso need to consider the devices that have been used Marketing Channes Diagram Different cicks Conversion Ch. 1 Ch. 2 Ch. 3 Ch. 4 Ch. 5 Ch. 1 Ch. 2 Ch. 3 Ch. 4 Ch. 5 Ch. 6 Ch. 7 Ch. 8 Booking Ch. 1 Ch. 2 Ch. 3 Booking Ch. 1 Ch. 2 Ch. 3 Ch. 4 Ch. 5 Ch. 6 Ch. 7 Ch. 1 Ch. 2 Ch. 3 Ch. 4 Ch. 1 Ch. 2 Ch. 3 Ch. 4 Ch. 5 Ch. 6 Ch. 1 Ch. 2 Booking Ch. 1 Desktop Mobie Tabet 7

8 Marketing Attribution - What is? To further compicate it, in the same way married coupes can divorce, bookings can be canceed (adding more compexity to attribution) Marketing Channes Diagram Different cicks Conversion Stays Ch. 1 Ch. 2 Ch. 3 Ch. 4 Ch. 5 Ch. 1 Ch. 2 Ch. 3 Ch. 4 Ch. 5 Ch. 6 Ch. 7 Ch. 8 Booking Cance Ch. 1 Ch. 2 Ch. 3 Booking Stay Ch. 1 Ch. 2 Ch. 3 Ch. 4 Ch. 5 Ch. 6 Ch. 7 Ch. 1 Ch. 2 Ch. 3 Ch. 4 Ch. 1 Ch. 2 Ch. 3 Ch. 4 Ch. 5 Ch. 6 Ch. 1 Ch. 2 Booking Stay Ch. 1 8

9 Marketing Attribution Why it is important? Marketing attribution heps companies in measuring and optimizing marketing channes impact Performance Measurement Media Spend / Return Channe optimization (incuding incrementa ) 9

10 Agenda Marketing Attribution Googe Anaytics Defaut Attribution Modes Data Driven Attribution Onine Attribution Modes Comparison 10

11 GA Defaut Attribution Modes Last Cick Last cick attribution is very simpe but forgets earier interactions Visua Pros Cons 100% Easy to measure Usefu for: Campaigns designed to attract peope at the moment of purchase Earier interactions do not contribute to conversion 0% 0% 0% 0% Channe 1 Channe 2 Channe 3 Channe 4 Channe 5 11

12 GA Defaut Attribution Modes Last Non-Direct Cick Last Non-Direct heps comparing vs other companies but reduces the credit to brand campaigns Visua Pros Cons 100% Direct traffic aready won from other channes Defaut GA method Usefu for: Benchmark Offine campaigns (TV, radio ) ose credit 0% 0% 0% Channe 1 Channe 2 Channe 3 Channe 4 0% Direct 12

13 GA Defaut Attribution Modes Last Adwords Cick (Rues Based) Last Adwords gives most credit to SEM Visua Pros Cons 100% Usefu for: Identify and credit the AdWords ads that cosed the most conversions Focus too much on SEM 0% 0% 0% 0% Channe 1 Channe 2 AdWords Channe 4 Channe 5 13

14 GA Defaut Attribution Modes First Cick First cick attribution is aso very simpe but forgets ater interactions Visua Pros Cons 100% Usefu for: Not we known brand Latest interactions do not contribute to conversion 0% 0% 0% 0% Channe 1 Channe 2 Channe 3 Channe 4 Channe 5 14

15 GA Defaut Attribution Modes Linear Linear attribution spits equay, but forgets top channe contributors Visua Pros Cons Usefu for: Campaigns to maintain contact and awareness throughout cyce Evauate overa channe contribution Does not expain which channes are contributing more vaue 20% 20% 20% 20% 20% Channe 1 Channe 2 Channe 3 Channe 4 Channe 5 15

16 GA Defaut Attribution Modes Time Decay Time Decay seems ogica, but aso undermines earier interactions Visua Pros Cons 2% 5% 13% 30% 50% Logic agorithm: if earier touch points were magnificent, why did they not convert Can customize hafife of decay Usefu for: 1day or 2day saes cyce Interactions that occurred 1/2 weeks before have ony a sma vaue Subjective Channe 1 Channe 2 Channe 3 Channe 4 Channe 5 16

17 GA Defaut Attribution Modes Position based (U Shaped) U shaped gives user certain fexibiity, but has some risks Visua Pros Cons 40% 40% % can be customized Usefu when: Initia and cosing interactions are most vaued Dangerous to use as a first mode, you can be attributing very incorrecty 20% 20% 0% Channe 1 Channe 2 Channe 3 Channe 4 Channe 5 17

18 GA Defaut Attribution Modes Recap None of these attribution modes are perfect and they do not consider impressions, that is why more advanced and anaytica methods are needed GA Attribution modes 100% 100% 100% 100% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Ch. 1 Ch. 2 Ch. 3 Ch. 4 Ch. 5 Ch. 1 Ch. 2 Ch. 3 Ch. 4 Dir Ch. 1 Ch. 2 AdW Ch. 4 Ch. 5 Ch. 1 Ch. 2 Ch. 3 Ch. 4 Ch. 5 20% 20% 20% 20% 20% 2% 5% 13% 30% 50% 40% 20% 0% 20% 40% Ch. 1 Ch. 2 Ch. 3 Ch. 4 Ch. 5 Ch. 1 Ch. 2 Ch. 3 Ch. 4 Ch. 5 Ch. 1 Ch. 2 Ch. 3 Ch. 4 Ch. 5 18

19 Agenda Marketing Attribution Googe Anaytics Defaut Attribution Modes Data Driven Attribution Onine Attribution Modes Comparison 19

20 Data Driven Attribution (DDA) Learns the reative vaue in the funne of each interaction (Inc. impressions), anayzes each channe vaue to drive further conversions and distribute spend more efficienty Data Driven Attribution Understand path Optimization Improve ROAS Incrementa spend Predictive Modeing Impressions Channes Desktop Mobie Tabet 20

21 Data Driven Attribution (DDA) How it works: Dispay exampe To understand how DDA modes work, et s first understand the impact of one channe on overa bookings Dispay spend (k $) Bookings (k #) Dispay Channe (ast Non-Direct Cick) NOT REAL NUMBERS Dispay spend vs bookings correations (#) Dispay Channe (ast Non-Direct Cick) W 1 W 3 W 5 W 7 W 9 W W 1 W 3 W 5 W 7 W 9 W A Channes W 1 W 3 W 5 W 7 W 9 W 11 Bookings (k#) Bookings (k#) Dispay (k$) A Channes Y = 0.7x R 2 = Y = 3.3x R 2 = Dispay (k$) 21

22 Data Driven Attribution (DDA) How it works: Dispay exampe Increasing spend in dispay can increase bookings coming from a other channes The methodoogy used is the base of DDA modes Dispay spend (k $) Bookings (k #) Dispay Channe (ast Non-Direct Cick) NOT REAL NUMBERS Incrementa bookings, Incrementa ROAS (k #, %) Dispay Channe (Last Non-Direct Cick) % Pre Post Deta Incrementa bookings Incementa ROAS A Channes A Channes (or Dispay under DDA) % Pre Post Deta 6.1 Contro Test Pre Post Deta Contro Test Incrementa bookings Incementa ROAS 22

23 Data Driven Attribution (DDA) Other benefits DDA seems to be the better approach for many onine compex companies Pros Impressions Avoids subjective decisions Usefu for: Long conversion cyce (+1 weeks) Mutipe overapping channes High use of prospecting High spend = standard modes ess appropriate Major brands considering Using a predictive mode aso aows to: Consider seasonaity Incude additiona demand signas such as searches more easiy 23

24 Data Driven Attribution Drawbacks but it has some chaenges Cons Difficut comparison YoY, budgets or other brands Different vendors & Products Resources needed Offine campaigns Dispay - Last Non-direct Cick Dispay - DDA 24

25 Agenda Marketing Attribution Googe Anaytics Defaut Attribution Modes Data Driven Attribution Onine Attribution Modes Comparison 25

26 Onine Attribution Modes Comparison Data Driven attribution seems to be the best mode for compex onine business if you want to avoid subjective decisions Methods Comparison Comments Late Vaue of interaction Last Cick Last Non direct Cick Last Adw. cick Time Decay Data Driven Linear / U - shape Last cick attribution not appropriate for business with: Long time to conversion Many interactions pre-conversion High overap across channes /devices Time Decay /Linear attribution or U-Shape are risky methods as are subjective and might impy wrong attribution Eary Singe First Cick Mutipe # Touchpoints Objective Subjective 26

27 Appendix 27

28 Onine Attribution Modes Comparison - Exampe NOT REAL NUMBERS A attributions methods achieve same tota ROAS, but more appropriate modes aows to aocate money more efficienty, and improve ROI materiay Data Driven Attribution Dispay SEM SEO Emai Booking ($30) ($25) ($10) ($1) $80 Mode Dispay ROAS SEM ROAS SEO ROAS Emai ROAS Tota ROAS First Cick 267% 0% 0% 0% 121% Last Cick 0% 0% 0% 8000% 121% Last Adwords 0% 320% 0% 0% 121% Time decay 27% 48% 200% 4000% 121% Linear 67% 80% 200% 2000% 121% U-shape 107% 32% 80% 3200% 121% DDA???? 121% 28

29 Offine attribution Media Mix Modeing vs DDA Summary of differences Data Driven Attribution (DDA) Marketing Mix Mode (MMM) Mode Type Differs across providers Statistica mode Mode Update Frequency Daiy One time, but can be refreshed Data Coection Data Voume Required Tagging media and websites Large voume of media impressions per month Existing datasets such as media spend and revenue 2-3 years of data Data Granuarity User eve Weeky & by channe Offine Channes Depends on provider Yes Offine Conversions Depends on provider Yes 29