Multi-Channel Attribution: Measure Online Marketing ROI - Marketing Automation Summit 2014
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Presentation given at Marketing Automation Summit 2014 on Septembre 19th 2014. http://www.digimedia.be/forum/MAS/ We covered 3 topics in this presentation: 1. What is Multi-Channel Attribution? 2. How to measure the ROI of your marketing actions? 3. Multi-Channel Attribution in practice
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Multi-Channel Attribution: Measure Online Marketing ROI - Marketing Automation Summit 2014
- 1. Multi-Channel Attribution: Measure Online Marketing ROI Marketing Automation Summit September 19th 2014
- 9. Simple story but which campaign drived the order? • Google AdWords • Criteo remarketing banner • Partnership with Vinogusto
- 10. Multi-Channel Attribution? Quantify the influence of each advertising impression/click has on a consumer’s decision to make a purchase decision
- 11. P11 Multi-Channel Attribution Awareness Consideration Transaction
- 12. P12 Multi-Channel Attribution Awareness Consideration Transaction Retention
- 13. How to calculate your ROI?
- 14. P14 Multi-Channel Attribution models • Based on models, you determine the value/percentage to attribute for each step before a conversion • Many models available: • Last Click Attribution model • Last Non-Direct Click Attribution model • First Click Attribution model • Linear Attribution model • Position Based Attribution model • Time Decay Attribution model • Custom Attribution model • …
- 15. P15 Multi-Channel Attribution models • Last Click Attribution model 0 € 0 € 100% 200 € 0% 0% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3
- 16. P16 Multi-Channel Attribution models • First Click Attribution model 200 € 0 € 0 € 100% 0% 0% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3
- 17. P17 Multi-Channel Attribution models • Time Decay Attribution model 40 € 60 € 100 € 20% 30% 50% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3
- 18. P18 Multi-Channel Attribution models • Position Based Attribution model 80 € 40 € 80 € 40% 20% 40% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3
- 19. P19 Multi-Channel Attribution models • Conclusion: • As many ROI as models! • Choose wisely in function of your business • Don’t Stick to Last Click Attribution model • Compare different models and determine your ROI
- 20. P20 Multi-Channel Attribution models • Conclusion: • As many ROI as models! • Choose wisely in function of your business • Don’t Stick to Last Click Attribution model • Compare different models and determine your ROI
- 21. Multi-Channel Attribution in practice
- 22. P22 Multi-Channel Attribution • In practice, with a tool like Google Analytics: Top Conversion Paths
- 23. P23 Multi-Channel Attribution • In practice, with a tool like Google Analytics: Time Lag
- 24. P24 Multi-Channel Attribution • In practice, with a tool like Google Analytics: Time Lag
- 25. P25 Multi-Channel Attribution • In practice, with a tool like Google Analytics: Time Lag
- 26. P26 Multi-Channel Attribution • In practice, with a tool like Google Analytics: Assisted conversions
- 27. Key takeaways
- 28. P28 Key Takeaways 1. A conversion in one step is so “passé” 2. Don’t use last-click attribution only! 3. Personalize your channels to your business 4. Introduce cross-device analysis to understand the full-value of mobile for example
- 29. P29 Questions ? Join our networks Contact Hubert de Cartier Partner & Project Director +32 (0) 81 713 431 hubert@universem.be @hubcy
Notes de l'éditeur
- One of the most important Topic for CMOs today according to econsultancy
- Lots of promotions
- Lots of promotions
- Good vintage, gold medal …
- Banner, click …
- Banner, click …
- • How did a particular sale happen? • Who should get the credit for it? By default last click attribution 100% to VinoGusto
- • How did a particular sale happen? • Who should get the credit for it? By default last click attribution 100% to VinoGusto
- What does it mean? Complex
- Adwords with typing the right keyword
- Focus on 4 models …
- Default model. You miss all steps before and you don’t have the full value of the funnel. Also historically, simplest solution and Web Analytics tools were not able to have a visitor centric view
- The contrary to first click attribution. Big mistake because how come you need the steps 2 and 3 to convert? If it was worth 100%, it would have converted first.
- Best model in many organisation and for ecommerce websites. The longer you are before a conversion the less value you get. Common sense says it’s the best one ;). You can parameter the credit you give to the last step and how many days before a conversion you consider for the credit attribution.
- More complex model. 40% of the credit to the first and the last interaction and the remaining 20% is distributed evenly to all the interactions in the middle Great for businesses where you focus on awareness and transactions. A good example would be in the B2B sector with long decision processes where you need to make your solution visible to potential buyers so that they can consider your company and then again for the last step before purchase Also possible: custom models
- Custom & other models possible
- Custom & other models possible
- Google analytics, Mazeberry, …
- Data only for illustration
- More conversions in the beginning but less value
- More conversions in the beginning but less value
- More value for conversions with longer decision process Remarketing or marketing automation tools are very useful to create value in this example
- Assisted conversions: see whether a channel is used more as the latest step before a conversion or more as a driver for awareness and consideration for your product/service. Last click is the default value in your Analytics tool. 2 times more conversions with SEO before the last step for the conversion than on the last one. You can create your own channel grouping
- Non linear way before a conversion