This document describes building a custom attribution model to more accurately measure the impact of multi-channel marketing efforts. It outlines problems with traditional last-click attribution models and describes building a custom model that assigns credit to first sessions, last sessions, and all other sessions based on pageviews and time to purchase. Applying this model to an omnichannel retailer increased ROI of PPC advertising by 17% and identified 2.4 times more profitable keywords.

1. A Successful Custom
Attribution Model
By Mariia Bocheva, OWOX BI

2. Ever Felt This Way?

3. Why do We Need Attribution?
A typical customer purchase journey

4. What Attribution Model do You Use?
1. Position based (Last Click)
2. Probabilistic
3. Custom
4. Assisted conversions
5. Several attribution models at the same time
6. etc.

5. Last Click is Medieval

6. Visitors
behavior
Analytics
services
Ideal Sales Funnel
Online
Campaigns
Advertising
costs
Sales &
Customers
CRM, ERP

7. Real Sales Funnel
Online
Campaigns
Sales &
Customers
CRM, ERP
Offline
Campaigns

8. Problem
Marketing always means large business investments that influence brand
awareness and revenues.
10%
Of orders get lost
on the way to GA
50%
Of orders and more, are not considered when
evaluating advertising efficiency in multi-channel
companies

9. Problem
82%
Of orders are
made after 2+
visits
83%
Of sessions don’t
get evaluated when
using Last-Click
2+Devices are
used on a way to
a purchase
Position based attribution models don’t consider the influence of each
session on a customer’s way to a purchase.

10. Taking it to Another Level
1. How would online advertising ROI change if you consider offline
orders?
2. How does online advertising affect orders placed in a call center?
3. How much of the advertising budget was spent to acquire a
particular customer?
4. Which keywords drive the most profitable orders?
5. What keywords drive revenue in the brick-and-mortar stores?
6. What share of offline orders was influenced by online
advertising?

11. About
1. Omnichannel hypermarket retailer of furniture & household items
2. 25 stores in 11 cities
3. 17+ M unique users

12. Business Objective
Improve online advertising ROI

13. Analytical Objective
1. Collect necessary data
2. Evaluate the revenue driven by each keyword
3. Automate bid management for PPC advertising

14. Anna’s Journey

15. Nick’s Journey

16. Nick Continues his Shopping

17. Data flow

18. Attribution Logic
1. Determine the channel that introduced customer
to the brand
2. Determine the channel that converted customer
(Last Click)
3. First session gets 20% of the credit
4. Last session – 30%
5. Everything else – 50%
6. Consider pageviews during the session and
hours to purchase

19. Results
1. 2.4 times more keywords
2. PPC advertising ROI +17%

20. Take Aways
1. Bring data together
2. Experiment – find patterns and connections
3. Apply ideas
4. Measure the impact
5. Rinse, repeat

21. Useful Links
1. How to evaluate ad success by and increase ROAS
by consolidating data
2. How to optimize ad campaigns with assisted conversions
3. Hoff success story
4. GCP free tier

22. owox.com/c/emetrics2017
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Thank You