Multi Channel Attribution - Moving beyond last click, understanding buyer's journey, understanding traffic channels and their roles in buyer's journey, channel pathing analysis and attribution modeling, data driven attribution modeling.

1. M U LT I - C H A N N E L
AT T R I B U T I O N :
M O V I N G B E Y O N D
L A S T C L I C K
Abhishek Dubey, Chief Product Officer & Head of Marketing

2. MULTI-CHANNEL ATTRIBUTION – TOP PRIORITY FOR MARKETERS
 Buyer’s marketing touchpoints varies from 3 to 10 depending on the industry and product.
 This journey is becoming more complicated with increasing number and diversity of marketing channels and
devices.
Omni Channel Matters – It’s team work
All channels contribute in pushing the customer towards a decision to make a purchase.

3. MOVE BEYOND LAST CLICK
 Each marketing touch point is important in ensuring that a user’s intent converts into a transaction.
 Last click hides true impact of each channel involved in a buyer’s booking journey.
 Last click attribution is like giving credit of whole team to a single player. Just think of what will happen if the rest
of players didn’t play in next match except the one who got credit.
 Employ multi-channel attribution to understand the true performance and ROI of each channel.
Remarket
ing
Natural
Search
Direct
Remarket
ing
Remarket
ing
Remarket
ing
Social
Paid
Search
Remarket
ing
Display
Remarket
ing
Natural
Search
Paid Search DirectPaid Search Direct
Natural
Search
Direct
Remarket
ing

4. 1 . U N D E R S T A N D Y O U R B U Y E R ’ S J O U R N E Y

5. EACH CHANNEL HAS UNIQUE ROLE IN BUYER’S JOURNEY
Awareness
• Social awareness campaigns
• OnlineVideo
• Display campaigns
Consideration
• Top of funnel Search campaigns
• Social Deals campaigns
Evaluate
• Bottom of funnel Search
campaigns
• Retargeting
• Triggered Email campaigns
Transaction
• Brand Search campaigns
• Direct Traffic
• Meta Search
 Buyers go through multiple stages in their purchase journey starting from becoming aware of need/desire,
considering and evaluating options and making a purchase.
 Understanding buyer’s journey is key to effective marketing.
 Different channels are effective and valuable at different stages of buyer’s journey.
 Channel’s performance and return need to be evaluated in conjunction with the stage of buyer’s journey.

6. 2 . U N D E R S T A N D Y O U R C H A N N E L S

7. REDEFINE YOUR CHANNELS AS PER THE BUYER’S JOURNEY
SEO/SEM
Brand
Search
Non Brand
Search
Top of Funnel
Keywords
Bottom of Funnel
Keywords
Display
Awareness
Campaigns
Retargeting
Campaigns
Social
Awareness
Campaigns
Product/Deal
Campaigns
Affiliates
Meta Search
CPA Affiliates
Email
Deal Campaigns
Triggered
Campaigns
 Redefine your channels based on their role in buyer’s
journey
 Search campaigns need to be divided into three sets -
 During consideration stage user searches for
top of funnel keywords like “best time to visit
Malaysia”
 While evaluating options user searches for
bottom of funnel keywords like “Malaysia holiday
packages”
 During transaction stage user searches using
brand keywords

8. 3 . A N A L Y Z E C H A N N E L P A T H S

9. ANALYSE CHANNEL PATHING REPORTS
Analyse the first touch, assisting and last touch
channels through channel pathing report
Gather insights about purchase cycle through
path length reports
Assisted Conversion highlights the impact of assisting
channels in building awareness and consideration.

10. 4 . S E T U P A T T R I B U T I O N M O D E L

11. MULTI CHANNEL ATTRIBUTION
 Readymade attribution models like Position based andTime Decay credits different touchpoints in the journey
rather than just the last touchpoint.
 Time Decay model is my personal favourite among rule based models.
 Creating your own custom model is much more difficult, as the channel paths are like a bowl of noodles and
the more you look at them the more confused you become.
0% 0% 100%0%
0% 0% 0%100%
20% 20% 20%20%
10% 10% 40%40%
Last Click
Linear
Position Based
First Click
20% 30% 40%10% Time Decay

12. 5 . A D V A N C E D A T T R I B U T I O N M O D E L S

13. ADVANCED ATTRIBUTION METHODS
Data Driven Attribution
 Data driven attribution uses past actual data to create custom model to give credit to marketing
touchpoints.
 The model takes into considerations paths that result in conversion and ones that don’t.
 DDA uses game theory to assign value to each channels and updates on regular interval to use past data.
 DDA is available in Google Adwords and Google Analytics 360.
Bayesian and Markov Models
 Use in-house statistical modelling to measure the impact of each touch point on final conversion.
 Model will set fractional credit to each channel in the path by analysing the probability of conversion with
presence and absence of that channel in the path.
Social Paid Search Remarketing
Social Remarketing
Increased likelihood of purchase 50%
2%
3%
Conversion

14. 7 . A T T R I B U T I O N – T H E D I F F I C U L T P A R T

15. ATTRIBUTION – THE DIFFICULT PART
Attribution fromView through Conversion
 90% of all display conversion take place from ‘view-through’.
 Analyse the incremental impact of ‘view-through’ from each display channel.
 Advance display platforms like Google, Facebook provide view through conversion metric.
 Building in the impact of view through conversion in multi channel funnel is the difficult part.
Offline to Online Attribution
 Impact of offline channels on online conversion cannot be ignored.
 Impact of online channels is easily tracked, while measuring role of offline channels is much more complicated.
 Best practise is to analyse incremental impact of each offline campaign on online conversion through secondary tracking
like vanity URLs, specific coupon codes, online surveys, unique calling numbers, and correlation of traffic with campaign
calendar.

16. ThankYou