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Omnichannel Attribution Modelling

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Attributions are basically a tool to answer two business questions, How do people decide to buy and how do they actually buy.
Let’s cover some basic pre-requisites that you should know already and then go deeper into attribution modelling and its implementation.

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Omnichannel Attribution Modelling

  1. 1. OMNICHANNEL ATTRIBUTIONS What is attribution modelling? Why do we need it? How do we do it? A t t r i b u t i o n M o d e l l i n g
  2. 2. $$ Pre-Sales Activities Post-Sales ActivitiesConversion In Store In App Purchases Web Shop Businesses at work
  3. 3. Pre-Sales KPIs Actions leading to conversion AWARENESS FAMILIARITY CONSIDERATION INTENT Web Channel Traffic Product searches Store Visits Login & Registrations Contact Requests POS interactions App Subscriptions Social Interactions
  4. 4. How Do User Decide to buy? Web Channel Traffic Product searches Store Visits Login & Registrations Contact Requests POS interactions App Subscriptions Social Interactions Actions leading to conversion
  5. 5. 2002 2012 2016 - Touchpoints between User and Business
  6. 6. Touchpoints between User and Business High Medium Low Campai gns Site Site Search Product Cart Product Save Mailer Social Media Media Television Radio POS Agent, Dealer, Live Store Mobile App Web Shop/ Dealer Feedback After Sales service APPS / Share Usage / Repeat Order Awareness Familiarity Consider- ation Intent Connection Sale Relation After Sales Service Evaluation Contact Point Journey Point
  7. 7. Marketing at work Paid Search SEO Banner Ads Social Retargetting Print and TV In shop How you spend $$ How you actually convert
  8. 8. HALF OF OUR BUDGETS SPENT ON THE MARKETING CHANNELS GOES TO DUMP,THE PROBLEM IS WE DON’T KNOW WHICH HALF. @Marketing team.
  9. 9. Identifying the channels your user uses to reach you. In case of ‘multi channel attribution ’ we determine the impact of multipl e digital marketing channels (paid search, organic search, email marketing, direct traffic, referral tra ffic, display advertising etc) on conversions. We try to understand how different digital channels work together to create conversions and how the credit for conversions shou ld be distributed among various ch annels. Synchronizing user experience across devices. We determine the impact of multiple devices (Desktop, Tablets, Smart Phones, Smart TVs etc) on conversi ons. We try to understand how diffe rent devices work together to create conversions and how the credit for conversions should be distributed a mong different devices Taking a complete view of your user journey online and offline. We determine the impact of digital marketing channels on offline marketing channels and vice versa. We try to understand how online & offline campaigns work together to create conversions and how credit for conversions should distribute among different online & offline marketing channels. Multi-Channel Attribution Cross Device Attribution Offline-Online Attribution There are three types of Attributions: Attributions
  10. 10. ‘Real World Attribution Model’ Multi-Channel Attribution Cross Device Attribution Offline-Online Attribution Attributions There are three types of Attributions: but first let’s implement the above three in order to reach to a real world scenaro
  11. 11. IMPLEMENTATION How to setup the tracking for ‘Real world attribution’ modelling
  12. 12. Multi-Channel Tracking for Marketing Channel Attributions 1
  13. 13. Intent Consideration Familiarity Awareness Live Store Connect Apps Web Shop Conversion Marketing at work
  14. 14. 14 Key Challenge Important questions that marketing teams have to answer are: CURRENT CHANNELS: Which marketing channels are working better than others? e.g. are the TV ads as effective as the paid search ads on Google? WHAT IF SCENARIOS: If there is additional money available to spend, where should we be investing the additional budget? Should we be investing in Facebook mobile ads? CURRENT SPEND: Is the marketing spend paying off? Is it driving growth for the company? Should we be investing more or pulling back on marketing spend? A B C
  15. 15. Analytics at work How you see path reports What you actually want to infer
  16. 16. A customer finds your site by clicking one of your AdWords ads. She returns one week later by clicking over from a social network. That same day, she comes back a third time via one of your email campaigns, and a few hours later, she returns again directly and makes a purchase. Hour 1 week In 1 day www.letsmakepurchase.comPurchase$$ Ex: user purchase journey through Channels
  17. 17. Last Interaction attribution model: the last touchpoint—in this case, the Direct channel—would receive 100% of the credit for the sale. Last Non-Direct Click attribution model: all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting—in this case, the Email channel Last AdWords Click attribution model: the last AdWords click—in this case, the first and only click to the Paid Search channel — would receive 100% of the credit for the sale First Interaction attribution model: the first touchpoint—in this case, the Paid Search channel—would receive 100% of the credit for the sale. Linear attribution model, each touchpoint in the conversion path—in this case the Paid Search, Social Network, Email, and Direct channels—would share equal credit (25% each) for the sale. Time Decay attribution model: the touchpoints closest in time to the sale or conversion get most of the credit. In this particular sale, the Direct and Email channels would receive the most credit because the customer interacted with them within a few hours of conversion. The Social Network channel would receive less credit than either the Direct or Email channels. Since the Paid Search interaction occurred one week earlier, this channel would receive significantly less credit. Position Based attribution model: 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions. In this example, the Paid Search and Direct channels would each receive 40% credit, while the Social Network and Email channels would each receive 10% credit. Standard attribution models as you know
  18. 18. WHEN HAS STANDARD BEEN ENOUGH? @Executive team.
  19. 19. 19 Define Marketing Channels01
  20. 20. 20 Define Order of Channel Overrides02 Order of Processing / SEM - Branded (Paid Search Branded) / SEM - UnBranded (Paid Search UnBranded) / SEM - Remarketing / SEO - Branded / SEO - UnBranded / SOCIAL - Paid / SOCIAL – Organic / SOCIAL - Earned / GDN - Remarketing / GDN / Email / DISPLAY - Remarketing / DISPLAY / VIDEO / PROGRAMMATIC Buying / OFFLINE - TV / OFFLINE – In Shop / AFFILIATES / REFERRAL / DIRECT / REFRESH Session / INCORRECT Tagging
  21. 21. 21 Setup Channels in GA03 Analytics, by default, applied these rules to create channels and store sessions into the channels: https://support.google.com/analytics/answer /3297892?hl=en Analytics recognize Organic, Direct and Referral traffic by default. For campaigns, you need to send the medium and the source through UTM parameters included in the landing URL.
  22. 22. 22 Create your defined channels04 Adwords and DoubleClick Campaigns can be tagged automatically, but for any other campaign you need to add URL parameters: UTM_source UTM_medium UTM_campaign Ex: http://www.metriplica.com/?utm_source=newsletter&utm_medium=email&utm _campaign=Courses-2017 If you work with other sources and mediums, or you have made a mistake with parameters, you can customize the channel grouping: a) You can create new channels b) You can modify rules to send some traffic to the proper channel (for example, you have tagged your email campaigns with "MAIL" in the UTM_Medium, and you want to store these sessions inside "Email" Channel.
  23. 23. 23 Create your defined channels05 In the first option (Channel Settings --> Channel Grouping), you will find the panel to modify and create channels groupings. It is a very good practice don't touch the Default Channel Grouping. Duplicate it, and make changes in the new one. In GA you will have the option to select the Channel Grouping that you need.
  24. 24. 24 Set your defined order06 Points to remember: When you define a new channel, you must give a name, define the rules, and select a color for the channel. Order of processing is important for attributions in case of conflicting or overlapping rules. For edition, you have the same options, but you start from a default rule already applied.
  25. 25. 25 Build Custom Attribution Model & Reports07 You may create up to 10 custom attribution models per view. To create a custom attribution model, decide what attribution model we need: Then  1. Create new custom model and enter a name for your model. 2. Use the Baseline Model drop-down menu to select the default model you want to use as a starting point for your custom model. We recommend starting with Time Decay or Position Based as baseline models and build upon. 3. (Optional) Lookback Window to On to specify any of 1-90 days. 4. (Optional) Adjust credit for impressions to On 5. (Optional) Set Adjust credit based on user engagement to On to distribute credit proportionally based on engagement metrics. 6. (Optional) Set Apply custom credit rules to On to define conditions that identify touchpoints in the conversion path according to characteristics such as position (first, last, middle, assist) and campaign or traffic source type (Campaign, Keyword, and other dimensions). After defining, specify how these touchpoints will be distributed conversion credit, relative to others. 7. Click the Save and Apply
  26. 26. 26 Attribution Setup and reporting08 Channel definitions will be available in Multi-Channels and Attribution Reports, and Acquisition Reports: Acquisition Overview
  27. 27. 27 Attribution Setup and reporting08 Channel definitions will be available in Multi-Channels and Attribution Reports, and Acquisition Reports: Assisted Conversions
  28. 28. 28 Attribution Setup and reporting08 Channel definitions will be available in Multi-Channels and Attribution Reports, and Acquisition Reports: Model Comparison Tool
  29. 29. 29 Attribution Setup and reporting08 You can select the Custom Channel Groping that you have created previously
  30. 30. 30 Test and iterate09 Through continuous testing you can determine the acquisition channels which deserve maximum credit for conversions in a particular point in time/product life cycle
  31. 31. Cross Device Tracking for Multi Device Attributions 2
  32. 32. 32 User journey mapping cross devices01 User interacts with your digital assets from multiple devices and in multiple ways: 1. Same asset different devices ex: Interacting with website via Mobile and Desktop 2. Multiple assets Multiple Devices ex: Interacting with website as well as mobile app
  33. 33. 33 Switching to User ID (vs Client ID)02 Through ‘user-id’, you can create and assign your own ids to track unique users instead of using the client ids generated by the Google Analytics tracking coding. User id is simply a unique set of alphanumeric characters (like UD23ddd3432) assigned to a user so that he/she can be identified across devices/ browsers and over the course of multiple sessions. Client id represents a unique device/browser. Whereas a user id represents a unique user that may interact with your website using multiple devices/browsers. NOTE: Implementation instructions change if you are using GTM.
  34. 34. 34 Implementing User ID03 To implement the User ID, you must be able to generate your own unique IDs, consistently assign IDs to users, and include these IDs wherever you send data to Analytics. The User ID lets you associate engagement data from multiple devices and ... Connect multiple devices, sessions, and engagement data to the same visitors. ... Each unique User ID is considered to be aunique user in Analytics In simple terms, Mobile SDK needs to be tweaked, web app tracking code needs change and Web calls (HITs) need to be tweaked to send additional ‘User ID’ with each hit as an identifier. User ID
  35. 35. 35 Setting tracking in GA04 User ID data can only appear in a dedicated User ID view. To see and analyze the data collected via User ID in your tracking code, create User ID views. User ID view – GA view which collects only the data related to user ID sessions. In the case of user ID views, GA calculates unique users by counting the number of unique users IDs assigned instead of counting the number of unique clients IDs assigned. Non-user ID view – the view which collects data related to standard sessions. It does not recognize user ID hits. In case of non- user ID views (regular views), GA calculates unique users by counting the number of unique client IDs assigned to users. 1 2 3 4
  36. 36. 36 Setting up tracking in web and app05 Once the user id feature is implemented, GA combine and report all the hits with same user id, regardless of the device, the hits come from. This makes cross device measurement possible in GA. You can send user id to Google Analytics by creating a new custom dimension (with user scope): ga(‘set’, ‘dimension2’,userId); A standard session turns into a user ID session when a user ID is assigned to a user. This can happen when a user login in the middle of a standard web session. User ID property – turn on user ID setting in GA property
  37. 37. 37 Setting up Session Unification06 In Google analytics, by default collected hits can be associated with a user ID only in a user ID session and that too before and during user’s log in but not after the user has logout. Session Unification Session unification allows hits collected before the User-ID is assigned to be associated with the ID, so long as the hits are from the session in which an ID value is assigned for the first time. When OFF, only data with User-ID explicitly assigned can be associated. Add the uid parameter in each hit. So a hit might look something like this: http://www.google- analytics.com/collect?v=1&_v=j16&a=164718749&t=pageview& _s=1&dl=http%3A%2F%2Fcutroni.com%2F&ul=en- us&uid=hsjfy4782jduyth6k4 User ID HITS Non- User ID HITS User ID Sessions Non- User ID Sessions User ID hits are processed separately from non- user ID hits. By default collected hits can be associated with a use r ID only in a user ID session and but only before and during user’s login but not after the user has logged out.
  38. 38. 38 Understanding the difference in reports07 User ID data can only appear in a dedicated User ID view. To see and analyze the data you collect via the User ID in your tracking code, create User ID views in your account and then understand the difference. User ID session – It is the session in which a user ID is assigned to a user. User ID session is a collection of user ID hits but may also include non-user ID hits if the session unification setting has been turned ON. Non-user ID session – it is a collection of non-user ID hits. If you are not using the user ID feature then the non-user ID sessions are simply known as sessions. Example differences: 1. User ID views only report on the users which triggered the user ID sessions. So, the number of unique users reported by nonuser ID views are usually more than the number of unique users reported by user ID views. 2. Revenue in a user ID view is based on users and not sessions.
  39. 39. 39 Setup and reporting08 Adding the User-ID to website tracking Adding a User-ID to the JavaScript code is fairly easy – it’s a single line. ga('create', 'UA-XXXX-Y', 'auto'); ga('set', '&uid', {{ USER_ID }}); ga('send', 'pageview'); Adding the User-ID to the Android SDK t.set("&uid", {{ USER_ID }}); Adding the User-ID to the iOS SDK [tracker set:@"&uid" value:{{ USER_ID }}];
  40. 40. Offline Tracking for Offline-Online Attribution 3
  41. 41. Let’s look at a broader perspective of a purchase. The complete purchase cycle is one transaction regardless of the actions being performed offline or online by using one associated user Mapping ALL events as part of one transaction helps us mimic an ecommerce portal and assign each action a value in the whole purchase process. Transaction ID Upload data via API or FTP Transaction ID matched User data with Transaction ID User purchase journey with business
  42. 42. OFFLINE TRACKING User ids can be set for all of these authentication systems with the help of measurement protocol but the implementation is not going to be easy.
  43. 43. Building Custom Attribution Model & Reports For all digital touchpoints covered until now, we have used ’login’ for the user authentication. Other users’ authentication systems widely used for offline tracking are: 1. Biometric identification (like retinal scan, fingerprint scan, iris recognition, voice recognition, Digital Signatures or Digital Signage, etc) 2. Punching cards to record attendance (like atten dance of employees) 3. Wrist bands (like the one used by Disney) 4. Retail loyalty cards (used by many supermarket chains) 5. Online and offline Coupons
  44. 44. + What type of user behavior do you value? + Is there an optimal conversion window you are solving for? + What does the repeat purchase behavior look like historically? + Are there any microConversions defined with engagement type goals, tied to the economic value? + Are offline conversions being sent back into GA using Universal Analytics? Context in making the decisions that will go into a custom attribution model. The Acquisition channels can be: 1. Digital Marketing Channels (like paid search, organic search, email marketing, direct traffic, referral traffic, display advertising etc.) 2. Offline Marketing Channels (like radio, TV, Billboard, Magazines, Newspapers etc) The objective of attribution modelling is to understand the buying behavior of your website visitors: # Why people buy from your website? # What happens before they make a purchase? # What prompted them to make a purchase or complete a predefined goal? # Which are the most effective acquisition channels for investment. Building Custom Attribution Model & Reports
  45. 45. Multi-Channel Tracking Cross Device Tracking Offline-Online Tracking Online Conversions Advertisers See Today Cross Device Conversions Store Visits + Calls Summary
  46. 46. Identify the channels your user uses to reach you. Improving traffic channel tracking with Marketing channel definitions and campaign tracking guidelines. Synchronize user experience across devices. Cross device user tracking capabilities by implementing Visitor Ids and App Ids Take a complete view of your user journey online and offline. By introducing data mapping capabilities from various channels into analytic tool and mapping important user actions as part of the user transaction. Multi-Channel Tracking Cross Device Tracking Offline-Online Tracking Summary
  47. 47. Launch [2 month foundation] 1. Identify initial personas and segments to target per channel. 2. Establish the content needed to support each group (what do you want to serve up to each segment and persona and to what degree?) 3. Establish rules for serving content (if User X indicated he or she is Y in user profile then serve up this content) per channel per user task. Evolution [9-12 months post launch] 1. Test existing content by running ongoing metrics and audits to see how consumers interact with the content experience. 2. Identify additional areas, such as enhanced cross-sell, up-sell. 3. Test assumed customer journeys across channels to verify accuracy and optimize content performance. Enrichment [18+ months post launch] 1. Integrate omnichannel for all channels. 2. Leverage new or emerging technologies and techniques. 3. Optimize per business needs, analytics and consumer trends. Omnichannel Attribution Roadmap
  48. 48. ATTRIBUTION MODELS The readymade attribution models from the google solutions gallery
  49. 49. 49 Solutions Gallery01
  50. 50. Are we there yet? Connect with us for any consultancy and implementation support.
  51. 51. Web: www.metriplica.com Email: Shivam@metriplica.com Of.Barcelona: (+34) 93.328.40.54 Watsapp: (+91) 8800104714 Of.Kuwait: (+965) 98080216 BCN MAD VAL SCL MDE BOG LIM MEX MIA SFO DEL

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