2. Agenda
1. Brief Introduction to NetBooster
2. Why do we need attribution?
3. Collecting Data
4. Analysis, analysis, analysis!
5. What could the future hold?
6. Wrap up & questions
3.
4. Who are NetBooster?
International digital agency
450 employees across 18 countries
Running global campaigns for international clients
All areas of digital covered
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6. Who is this bloke?
International SEM Director
Over 12 years in digital
Experience with multi-channel campaigns across
multiple markets in multiple languages
Proper geek
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7. Questions can be sent to:
Twitter: @NateWood
Email: nathan.wood@netbooster.com
9. Historically poor understanding
Channels managed
independently
Last click model predominates
Display
Search
Mobile
Social
Email
Very little understanding of full
interaction
Budgets increasingly need to
generate more for less
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10. Digital behaviour
Digital conversion paths are growing increasingly
complex
Multi-touch points are increasing across channels and
devices
Every point has value towards the final conversion
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11. Other
Social TV/Radio
Conversion
Phone News
Search
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12. User behaviour – a typical conversion funnel
Newsletter Content
Registration X Signup X Share X Donation
X - Soft conversion points:
engagement
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13. Attribution asks:
How do soft and hard conversions interact?
How do marketing channels influence soft and hard
conversions?
How do these marketing channels interact?
What is the most efficient way to increase conversions?
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14. Attribution modeling and full
path-to-conversion are a bit
like teenage sex…
Everyone says they’re doing
it but hardly anyone is and
most of those that are doing
it probably aren’t doing it
very well
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16. Tracking – it’s not easy
Well planned tracking is
essential
Add tracking to
whatever you can
Google Analytics has
great features to assist
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17. Tracking shortfalls
Most tracking only tracks clicks back to your website
For fundraisers, presence on third party sites is important
Tracking does not cross devices
Logged in sessions are the only way to understand a user’s
full path, across channels and devices, and still falls short
18. Data gathering solutions – URL shortening
3rd Party Site A URL shortener
3rd Party Site B
points to pages
Website on a subdomain
Content is
content of your
displayed, perh
contains a LINK site, where GA
aps containing
to 3rd Party Site tracking can be
more links
B fired
19. Data gathering solutions – using images
Tracking pixels are essentially tracked image requests
On 3rd party websites where possible host imagery on your
domain
Image requests can be tagged to show page impression data
Soft conversion analysis on 3rd party website
Can also iframe images where possible
21. Data gathering solutions – logged sessions
Logged in sessions provide the most robust data
Requires strong encouragement
Only reliable way to track across devices at the moment
Also a good permission based approach to using
behavioural data
24. Some famous opinions
“It is a capital mistake to theorize before one has data.”
Sir Arthur Conan Doyle
“Errors using inadequate data are much less than those
using no data at all.”
Charles Babbage
“Experts often possess more data than judgement”
Colin Powell
27. Typical attribution models
• Predominant model used by most analytics packages
Last Click • Finds the “true” conversion channels
• Good for engagement sensitivity
First Click • Hard to justify revenue attribution for long journeys
• All stages receive equal weighting in the journey
Linear • Very simplistic, looks purely at volume of interactions
• Assigns importance based on position in the journey
Position • Can adjust position weighting to suit
Time • Factors in journey length – older clicks have less value
Decay • Channels have equal standing
• Combine any of these models together
Custom • Could have U-shaped with time decay, or linear with channel focus
29. Sensitivity analysis
Sensitivity analysis shows how each channel performs
within different models
Very useful for understanding the true balance within a
model
Will always show more insights that applying a flat model
31. 4D analysis
4D – a 3D investigation over time
3D – looking at the data from multiple angles using
sensitivity analysis and multiple attribution models
Requires thinking flexibly about your data, and looking
for trends
September October November
34. In the future…
Devices will talk to each other, sharing
behavioural information
Offline increasingly digitised – real-time
bidding will prevail
Only WOM will continue to be untrackable
Litigation and self-regulation will need to
ensure correct data usage
New tools will enter the market to assist
with analysis
36. Superstring theory
Superstring theory tries to explain everything in one
unified theory
The smaller laws of physics still hold true
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37. Action points
Track what you can, accept when you can’t
A partial picture is better than no picture
A series of small decisions will add up – don’t wait to start
making decisions
Include the wider business – it’s about insight, not just data
Don’t paralyse yourself with data
38. Thank you for listening!
www.kaushik.net
analytics.blogspot.com
blog.webanalyticsdemystified.com
www.webanalyticsworld.net