4. Preface
Today digital user is consuming content via
multiple screens i.e.
desktops, laptops, smartphones, digital
TVs, tablets etc.
These touch points are to provide similar/same
experience to consumers across the brand
taking location, time and other constraints into
account
This is possible only when we have a central
data source which connects, collects and
analyses data
5. Multi channels analytics is the “Nirvana” of all analytics. This is the last
piece in the analytics jigsaw puzzle
This cover both offline and online channels and provides a ultimate
consumer business intelligence which leads to profits
Goal for all marketing channels is to increase
revenue
Revenue
Other
Online
Offline
6. Problem statement
However for this application to work
flawlessly, the problem is measurement
Using current technology, we cant identify the
user across all channels. This is making user
remain anonymous
No common data point between the offline and
online scenarios to map them and get the
required analysis
7. Problem Illustration – Detail
Multi-device environment causing inaccurate
unique visitors counting
Multiple channels are causing repeated
unidentified visitors
Fixed website
Mobile Site
Offline
Unique visitor 1
Unique visitor 2
Cant identify that this is a visitor for Fixed
website
User 1
User 2
No
primary
key
8. Solution
Finding a primary key that is common across all
data sources is the ultimate solution
Attribution models can be considered as a
second best solution – This is discussed in the
Section2 of this module
Offline profiling and segmentation, targeting
users via online channels is also considered as
part of attribution
Other working models has been identified as a
work around solutions – This is discussed in the
section3 of this module
10. Attribution analysis – Definition
Attribution is the process of assigning a
rational value to the elements which
contributes to a common goal
In simple words, taken a marketing campaign
with an objective of sales which ran across 4
different channels, an attribution model can
allocate the total sales to 25% of each channel
The percentage of attribution can be set using
the historical trends or growth rates or budget
spends or targeted segments or target
audience profile
11. Attribution analysis – Details
This is a business decision that has to be
taken by the management
For building an attribution model, the variable
you need are,
Number of channels
Final conversion details
% of attribution
Type of attribution
Types of segments of audience
Business logic behind the attribution rate
13. Attribution analysis – Example
Currently highly used model is – Last click
attribution.
Ex: Consider a credit card company. While
launching a marketing campaign for new type
of credit card, it takes the segment of people
from offline data who are likely to convert to this
officer and uploads those profiles to database.
Using Cookies, they targets the uses with the
related messages. They can even figure out
which channels these profile of people use
highly. That way we have the highest
14. Advantages of attribution
analysis
Advantages are,
Highly accurate measurement of marketing
contribution to revenue generation
Significantly improved campaign management as
a result of deeper visibility into performance
Time cost savings due to elimination of need to
do painful manual analysis
Structured data points to allocate the
performance per channel which has a direct
contribution to revenue
15. Limitations of attribution
analysis
This attribution model does not take the
“duration” of the campaign into consideration.
So effects of seasonality is not taken into
consideration
The % of attribution is subjected to business
justification. It would be difficult to assign these
values if there are no other guidelines
Certain reach channels influence might be
undermined when only taking final conversions
into consideration
Can be costly to implement. Cookie data might
not be available all the time
17. As you can see in the diagram, there are many missing data points and
constraints that are in the flow. So its always advisable to follow work
around to get this data into system
Data collection strategy for Multi-channels
18. Data collections techniques
In the following slides, we will review mainly
two types of data collection techniques
How to measure online impact on offline
campaign
How to measure offline impact on online
campaign
This will be possible only when you have a
web analytics system – Campaign tracking is
enabled and tagging of these links/information
is completed
Once the data starts recording, reporting will
be available in campaign reports in Site
19. Online impact of offline
campaign
1. Use Vanity URL’s.
Ex: Dell.com/TV (the one which appears at the end of a
TV suggesting to visit the website is vanity URL
Vanity URL tracks the demography and
referral source like TV / Billboard / OOH
/Radio
Use any tool to track the results of the Vanity
URL – The data comes in campaign reports
If the conversions are good the campaign is a
success on these channels as well
20. Online impact of offline
campaign
2. Use Unique Coupons / Offers in the
offline campaign
Ex : Magazine / cat log
Coupons code
Taxi entrainment network - usage of codes
such as “Taxi” acts as a primary key to track
the campaign
All these tracking are part of
Ecommerce Tracking
Event Tracking
21. Online impact of offline
campaign
3. Use online Surveys
Ex: Segmentation questions
How did users came to the website ?
Use the survey results to measure effect of the
channel
4. Correlate Traffic Patterns
Correlation of TV ads. Notify that the live TV ads
been played now on the website.
Purchase on online happens while the
commercial been aired on TV
Possible to track demography-wise
Visits / Conversion / Referrals are the metrics that
are tracked
23. Offline impact of online
campaign
1. Measure offline calls to action
Ex: store locator which uses the zip code in the URL as a primary
key
Having a goal and valuing that goal are key metrics –
For ex how many searches have been for store
locator and the conversion rate
Tracking of customer intent based on the key word
used by him to locate a store. If the key word is more
specific the intent is higher. Tracking of the same is
important
Goal 1 – ca_storefinder_results.do
Goal 2 – ca_storefinder_directions.do
(Make sure the pages are tagged – Make sure to make
a goal and Make sure to add value to the goal )
25. Offline impact of online
campaign
2. Track Phone calls and Live Chats –
Track the calls at the website number (posted on
the website 1800 series)
There would be customized numbers based on
the search results (B2B impact)
Once the call is made by a customer and landed
on the Call Management System of the company
the data is collected and parsed by CallTrackID
which then fires a call to a dedicated page on
your site that contains GA Tag than data recorded
can be analysed to measure ROI conversion etc
The same can be tracked separately as traffic
from Phone as referral
26. Offline impact of online
campaign
Web-Live chat both chat and phone
Integrated data for live chat can be created in GA
Further the same can be measured and track the
source of traffic as live chat
27. Offline impact of online
campaign
3. Use Unique Coupons and Offers
Web coupons
Websites allow the customer to custom print the
coupons
Tracking happens by the way of bar code on the
coupon which distinguishes that the same were
printed online
Measuring the coupon by way redeems to arrive
at the conversions
Tying the online data with the offline measure –
like membership number / card being tracked
while the purchase is done online
29. Offline impact of online
campaign
4. Online Survey and Exit Survey
Likelihood of making a retail purchase -
Used to track the conversion rate of those
who can visit the store who has visited the
website
5. Conduct Controlled Experiments (Read
the article about it in Wikipedia for further
information):
To measure the value of the website in terms
driving traffic to offline
30. Summary
Implement Multi-channel analytics if possible
by having a centralized data wearhouse
Set up of an attribution model
Measure offline calls to action
Track phone calls & live chat
Use unique coupons & offers
Use online surveys
Conduct controlled experiments
