Best practices for digital measurement, and an introduction to cross-device attribution reports in Google Analytics.

1. Mobile Attribution
Vinoaj (Vinny) Vijeyakumaar
Managing Partner / Co-Founder
Sparkline
vinny@sparkline.com
@vinoaj
@vinoaj

2. @vinoaj

3. @vinoaj

4. Caught up in vanity metrics
Impressions
@vinoaj
Clicks
CTR
Reach
http://www.flickr.com/photos/centralasian/5829549813/

5. Caught up in vanity metrics
Impressions
CTR
Reach
So What?
@vinoaj
Clicks
What difference has this made to my
business?
http://www.flickr.com/photos/centralasian/5829549813/

6. Today
• Best
prac*ces
for
@vinoaj
measuring
on
mobile
• Taking
ac+on
on
your
data

7. Measuring the Right Things
@vinoaj

8. @vinoaj
Source: McKinsey, 2009
Number of sales
Number of items per basket
Average order value
Macro ($)
goals
Too many marketers are
preoccupied with macro goals

9. @vinoaj
Source: McKinsey, 2009
The Consumer Decision Journey

10. Awareness
Evaluation
Purchase
@vinoaj
Loyalty /
WOM
GoalsKPIs
# paid users
# sales
# in-app purchases
User upgraded
Product purchased
In-app purchase
made
# impressions
# new visits
# mentions
Time on site (new
visitors)
Pages / session
(new visitors)
# signups
# referrals
# likes
Video engagement
User signs up
Referral made
Referral signup
Return visits
# mentions
# referrals
Referral made
Referral signup

11. Ac>on is more powerful
than measurement
Impressions
CTR
Reach
So What?
@vinoaj
Clicks
What difference has this made to my
business?
http://www.flickr.com/photos/centralasian/5829549813/

12. Ac>on plan (an ecommerce example)
Strategic Objectives
• Volume
• Cost Reduction
Funnel Stage
@vinoaj
• Purchase
If KPI or Goal
Drops by
Take these Actions
# Purchases
5%
• Test calls to action
• Test description on landing
page
# Purchases
10%
• Modify checkout process
New Visitors
8%
• Shift budgets to channels
delivering high new visitor rates
• Test ad copy
• Broaden targeting

13. Google Analy>cs
@vinoaj

14. KPI & Goal Tracking Toolbox
@vinoaj
Channel-specific tracking
Toolbox
Channel-agnostic Web analytics
tracking
App analytics

15. Google Analy>cs
@vinoaj

16. Track Behaviour & Actions
@vinoaj
16
Behaviour
Entry Exit
Engagement

17. Mobile Tracking
• Mobile
@vinoaj
HTML
• iOS
apps
• Android
apps

18. Cross Device Usage Tracking
@vinoaj

19. @vinoaj

20. Effec>ve Device Mix
@vinoaj

21. Path to Purchase
@vinoaj

22. Benchmark Your Performance
@vinoaj

23. Take Ac>on On Your Data
@vinoaj

24. Amari Hotels
45%
increase in sales
@vinoaj
0%
increase in
resources required

25. Paid
Search
@vinoaj
Paid
Display

26. Paid
Search
@vinoaj
Paid
Display

27. Last-­‐click aRribu>on
@vinoaj

28. Last-­‐click aRribu>on
@vinoaj

29. Last-­‐click aRribu>on
@vinoaj

30. Last-­‐click aRribu>on
@vinoaj

31. Last-­‐click aRribu>on
@vinoaj

32. Last-­‐click aRribu>on
@vinoaj

33. Last-­‐click aRribu>on
@vinoaj

34. @vinoaj

35. @vinoaj

36. @vinoaj

37. Amari revisited: comparing models
@vinoaj

38. Amari revisited: comparing models
The value of each channel
according to the attribution
models applied
@vinoaj

39. Amari revisited: comparing models
The value of each channel
according to the attribution
models applied
@vinoaj
The difference in value of each
channel between the last-click
attribution model and applied
attribution model.

40. Realloca>ng resources
BEFORE
7%
@vinoaj
AMARI TOTAL MARKETING BUDGET
Display channels
Non-Display channels
AFTER
17%

41. Prosopagnosia
@vinoaj

42. @vinoaj

43. All web analysts are face blind
@vinoaj
01010100011010000110100
10111001100100000011010
01011100110010000001100
00100100000011001100110
00010110001101100101011
01100011001010111001101
11001100100000011100000
11001010111001001110011
01101111011011100010110
00010000001101010011101
01011100110111010000100
00001101111011011100110
01010111001100100000011
00001011011100110010000
10000001111010011001010
11100100110111101100101
01110011

44. The Aim
@vinoaj

45. Step 1: Know your customers’ gender & age makeup
@vinoaj

46. Step 2: What interests my customers?
@vinoaj

47. A
smartphone
retailer
@vinoaj

48. What interests my customers?
@vinoaj

49. Propensity to Spend
@vinoaj

50. What are my customers looking to buy?
@vinoaj

51. Propensity to Spend
@vinoaj

52. What ac>on do we take?
Interests
• Technophiles
• Shu?er
Bugs
@vinoaj
• Pop
Music
In
the
market
for
• Apparel
• Tech
Accessories
A
few
sugges+ons
• Put
the
camera
front
&
center.
Highlight
the
camera’s
features.
• Put
front
&
center
speaker
quality.
• How
many
HD
photos
can
the
device
store?
• How
many
songs
can
the
device
hold?
• How
much
play*me
can
I
get
on
a
full
ba?ery?

53. Don’t be afraid to drill down
@vinoaj
★
★
★

54. Segment & Learn
@vinoaj
Find
out
more:
h?p://vnjv.co/unifiedsegts

55. Segment’s Purchase Behaviour
@vinoaj

56. Segment’s Intent
@vinoaj
Our
valuable
segment
of
users
are
interested
in
Android
phones
–
primarily
those
made
by
Xiaomi,
HTC,
or
Samsung

57. Retarget to Your Valuable Segments
@vinoaj

58. Digital knowledge can be applied to
offline contexts too …
In-­‐store
promo+ons
&
bundles
@vinoaj
Store
layout

59. 4 Things to do on Monday
@vinoaj

60. 4 things to do on Monday
1Establish a measurement framework for your sites
2Implement Google Analytics on your mobile sites
3Understand cross-device behaviour
4Take action on your data!
@vinoaj

61. Measure What Matters!
Vinoaj (Vinny) Vijeyakumaar
Managing Partner / Co-Founder
Sparkline
vinny@sparkline.com
@vinoaj
@vinoaj