Bay Area Google Analytics Meetup. Intro to Multi-Channel Reporting & Attribution Modeling

Transcription

1 Bay Area Google Analytics Meetup Intro to Multi-Channel Reporting & Attribution Modeling

2 Joe Christopher VP, Analytics Blast Analytics & Bay Area GA Meetup Multi-Channel Funnels & Attribution

3 Supporting Leaders To EVOLVE Their Organizations

4 Agenda 1: What is Attribution? 2: Multi-Channel Funnel Reports 3: Attribution Model Report 4: Practical Tips

5 How does GA Normally Work? Before we look at Multi-Channel Funnels & Attribution Models: How Google Analytics standard reports work (last click) Ensure campaign tracking is in place and optimized 5

6 Understanding Attribution User Journey Example: Monday - User searches for shoes and arrives to your site via Paid Search. Does not convert. Tuesday - User clicks on a remarketing ad and continues to research shoes. Does not convert. Wednesday - User is familiar with your brand now and searches for your brand on Google Organic and arrives to your site. User converts. 6

7 What is Attribution Modeling? Attribution Modeling is the science of determining the value of each customer touch point leading to a conversion. Objective: Understand the customer journey and justify your marketing spend. 7

8 Agenda 1: What is Attribution? 2: Multi-Channel Funnel Reports 3: Attribution Model Report 4: Practical Tips

9 Multi-Channel Funnels Visually displays overlap in channels leading to conversions Provides a percentage value of overlap across selected channels (up to 4 at one time) 9

10 Multi-Channel Funnels Is there an attribution issue? Little to no overlap: Little to heavy overlap: The less overlap between channels, the less of an attribution issue is presented. As the overlap of Channels increases, so does the issue of Attribution for each of the channels involved. 10

11 Multi-Channel Funnels Assisted Conversions - Assisting Interaction Analysis How many times the channel assisted in a conversion How many times the channel was the last click or a direct conversion 11

12 Multi-Channel Funnels Assisted Conversions - First Interaction Analysis How many times the channel was the First Click of a conversion How many times the channel was the last click or a direct conversion 12

13 Multi-Channel Funnels Top Conversion Paths What are the most common channel paths towards conversions? Includes Direct in path 13

14 Multi-Channel Funnels Time Lag How many days does it take before users convert? 14

15 Multi-Channel Funnels Path Length How many channel interactions does it take before visitors convert? 15

16 Demo: Multi-Channel Funnel

17 Agenda 1: What is Attribution? 2: Multi-Channel Funnel Reports 3: Attribution Model Report 4: Practical Tips

18 Attribution Modeling Model Comparison Tool Compare up to 3 separate models at once Make better decisions about where to spend your money based on the channel's best conversion model 18

19 Demo: Attribution Model Comparison

20 Agenda 1: What is Attribution? 2: Multi-Channel Funnel Reports 3: Attribution Model Report 4: Practical Tips

21 Plan an approach to attribution Establish clear goals of understanding attribution Define your business questions Make a plan for what you learn 21

22 Plan an approach to attribution Step 1 Start by identifying your marketing goals. Are you focused on branding and awareness, lead generation, developing new business, or repeat business? Are your current campaigns meeting these objectives? Content Credit: Google 22

23 Plan an approach to attribution Step 2 Develop a basic outline for your customer journey, including path length, time to conversion, and the relevant marketing channels. You can find this information in the Multi-Channel Funnels reports in Google Analytics. Look for key details: does the path differ based on the first touchpoint? Does it differ by order size or product category? Content Credit: Google 23

24 Plan an approach to attribution Step 3 Think about how you assign credit to these interactions today even if you re new to attribution modeling, you surely have some sort of intuitive model. What would happen if you valued interactions in the path differently? Content Credit: Google 24

25 Plan an approach to attribution Step 4 Define the role and expected impact of each campaign element. When you start modeling, check whether the models match or contradict your expectations. Content Credit: Google 25

26 Plan an approach to attribution Step 5 Plan your next steps. If you learn that a certain campaign, source, or interaction is performing differently than expected, will you be able to take action to change it? Content Credit: Google 26

27 What Models Can You Use? Most Commonly Used Models Content Credit: Google 27

28 What Models Can You Use? Other Models in Google Analytics Each of these models has different characteristics. The best results will come from a comparison of multiple models and experimentation to confirm your findings. Content Credit: Google 28

29 What Models Can You Use? Customized Models Content Credit: Google 29

30 How do you Start? 1) Ensure Goals/Ecommerce is setup in Google Analytics. 2) Go to the Attribution Model Comparison Tool and select the conversion(s) of interest. The first model you choose should be the one you use most often today usually last interaction. 3) Select an appropriate lookback window. 4) Review the data table: you ll see how many conversions and how much value the model credits to different channels, referral sources, campaigns, or other dimensions. 5) Choose another model for comparison 6) Compare the conversion values for your models using the percentage change column. 7) Pay attention to big changes in value: for example, you may find a certain keyword or display advertisement shows low revenue value under the last interaction model, but receives more credit under another model. 8) Take Action. 30

31 Results Attribution Modeling Might Lead You To... Reallocate Budget: Strengthen campaigns along the most profitable position in the purchase funnel. Adjust Affiliate Payments: Consider building affiliate programs that compensate partners for the value that their referral provides to your business. For instance, some advertisers give more credit to affiliates that bring in new customers and provide awareness in the upper-funnel vs. those that simply offer coupon codes to customers who are ready to purchase. Revise CPA (cost-per-acquisition) figures: Better reflect the true contribution of your marketing activities to the whole consumer journey. Reduce Time-to-Conversion: Look for opportunities to improve the efficiency of your conversion path and reduce the number of paid clicks required to drive a purchase. For example, provide price guarantees so customers don t have to price shop, quick coupon codes, or more detailed product information so they don t have to look elsewhere. Reschedule campaigns: Change the timing of particular campaign types, such as promotions. Update Landing Pages: Customers coming in through various channels and keywords are often at different points in their purchase decision-making. If you learn that particular keywords have lower-than-expected conversion value, you can design landing pages that will better reflect their stage in the purchase process. Keep Testing: Experiment with new keywords or campaigns to compensate for weak spots in your purchase funnel. Content Credit: Google 31

32 Checklist for Success Content Credit: Google 32

33 Most Importantly... Don't get stuck trying to build the "perfect model". Take action on what you've learned. Content Credit: Google 33

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