In a complex digital marketing ecosystem the aspect of multi channel funnels cannot be ignored and helps you to value different channels and campaigns properly. Detailed analysis can be a great asset in this approach.

1. HOW ATTRIBUTION MODELLING CAN
CHANGE THE EVALUATION OF YOUR
CAMPAIGNS
Data driven road to success
Analytics conference by Red Orbit
Ljubljana, 21.10.2015
nora.toth@intren.hu

2. TARTALOM
1. INTREN
2. OUR MULTI CHANNEL WORLD
3. ATTRIBUTION MODELS
4. CAMPAIGN EVALUATION

3. A FEW WORDS ABOUT INTREN
1. INTREN
2. OUR MULTI CHANNEL WORLD
3. ATTRIBUTION MODELS
4. CAMPAIGN EVALUATION

4. A FEW WORDS ABOUT INTREN
EMPLOYEES
CURRENTLY
=29
DIGITAL MARKETING
AGENCY
since 2008
GOOGLE
ADVERTISING
BUDGET
3.000.000
USD / year
FACEBOOK
ADVERTISING
BUDGET
500.000
USD / year
PARTICIPANTS ON
OUR TRAININGS
>1000

5. AREAS
PERFORMANCE MARKETING
SOCIAL MEDIA AND
CREATIVE STRATEGIES
CONVERSION OPTIMIZATION
AND ANALYTICS
SEARCH MARKETING AND
RTB SOLUTIONS
TRAININGS AND
CONSULTANCY

6. OUR MULTI CHANNEL WORLD
1. INTREN
2. OUR MULTI CHANNEL WORLD
3. ATTRIBUTION MODELS
4. CAMPAIGN EVALUATION

7. MCF MULTI CHANNEL WORLD

8. MULTI CHANNEL FUNNEL

9. >1 It has rather an assisting role, and takes part usually at the beginning of the conversion path.
<1 It rather generates direct conversions, helps to close the conversion path.
~1 Equally helps and closes the conversions.
ASSISTED CONVERSION VS. LAST CLICK OR
DIRECT CONVERSION

10. ATTRIBUTION MODELS
1. INTREN
2. OUR MULTI CHANNEL WORLD
3. ATTRIBUTION MODELS
4. CAMPAIGN EVALUATION

11. It is used by most analytical tools, except a Google Analytics.
LAST INTERACTION / LAST CLICK ATTRIBUTION
MODEL

12. Every standard report of Google Analytics gives 100% conversion credit to the last „campaign” source before the
conversion. A campaign could be anything, except Direct traffic. So a campaign could be Social, organic traffic, email,
Display, Affiliate or even a referral site.
LAST NON-DIRECT CLICK ATTRIBUTION MODEL

13. Which was the last AdWords campaign before the conversion?
LAST ADWORDS CLICK ATTRIBUTION MODEL

14. What has generated the original interest of the product / service? Eg. In case of launching a new brand, or a new
campaign.
FIRST INTERACTION / FIRST CLICK
ATTRIBUTION MODEL

15. Every element of the conversion path gets credit equally – it is the least useful one.
LINEAR ATTRIBUTION MODEL

16. The source or channel which is closer to the conversion gets more credit than the ones further.
TIME DECAY ATTRIBUTION MODEL

17. The first channel or source (which generates interest) and the very last (which closes the conversion) are the most
important, those between these two gets a smaller amount of the credit.
POSITION BASED ATTRIBUTION MODEL

18. CAMPAIGN EVALUATION
1. INTREN
2. OUR MULTI CHANNEL WORLD
3. ATTRIBUTION MODELS
4. CAMPAIGN EVALUATION

19. MULTI CHANNEL FUNNEL

20. In case we only analyse the standard reports of Google Analytics,
and uses only those for creating campaign reports, we might
miss a very important part.
Thus it is worth checking the Multi Channel Funnel reports also,
and now it is highly suggested to compare results between
several attribution models.
Here we start talking about a „user journey” approach.
THE USER VISITS OUR WEBSITE VIA NUMEROUS
CHANNELS BEFORE THE CONVERSION

21. ATTRIBUTION MODELS

22. Nora Toth
Head of Analytics
nora.toth@intren.hu
+36 30 502 0989
21/10/2015
THANK YOU FOR YOUR ATTENTION!