Data driven road to success, Analytics conference, Nora Thoth

Data driven road to success, Analytics conference, Nora Thoth

• 1.
  HOW ATTRIBUTION MODELLINGCAN CHANGE THE EVALUATION OF YOUR CAMPAIGNS Data driven road to success Analytics conference by Red Orbit Ljubljana, 21.10.2015 nora.toth@intren.hu
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  TARTALOM 1. INTREN 2. OURMULTI CHANNEL WORLD 3. ATTRIBUTION MODELS 4. CAMPAIGN EVALUATION
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  A FEW WORDSABOUT INTREN 1. INTREN 2. OUR MULTI CHANNEL WORLD 3. ATTRIBUTION MODELS 4. CAMPAIGN EVALUATION
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  A FEW WORDSABOUT 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
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  AREAS PERFORMANCE MARKETING SOCIAL MEDIAAND CREATIVE STRATEGIES CONVERSION OPTIMIZATION AND ANALYTICS SEARCH MARKETING AND RTB SOLUTIONS TRAININGS AND CONSULTANCY
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  OUR MULTI CHANNELWORLD 1. INTREN 2. OUR MULTI CHANNEL WORLD 3. ATTRIBUTION MODELS 4. CAMPAIGN EVALUATION
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  MCF MULTI CHANNELWORLD
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  MULTI CHANNEL FUNNEL
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  >1 It hasrather 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
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  ATTRIBUTION MODELS 1. INTREN 2.OUR MULTI CHANNEL WORLD 3. ATTRIBUTION MODELS 4. CAMPAIGN EVALUATION
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  It is usedby most analytical tools, except a Google Analytics. LAST INTERACTION / LAST CLICK ATTRIBUTION MODEL
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  Every standard reportof 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
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  Which was thelast AdWords campaign before the conversion? LAST ADWORDS CLICK ATTRIBUTION MODEL
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  What has generatedthe original interest of the product / service? Eg. In case of launching a new brand, or a new campaign. FIRST INTERACTION / FIRST CLICK ATTRIBUTION MODEL
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  Every element ofthe conversion path gets credit equally – it is the least useful one. LINEAR ATTRIBUTION MODEL
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  The source orchannel which is closer to the conversion gets more credit than the ones further. TIME DECAY ATTRIBUTION MODEL
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  The first channelor 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
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  CAMPAIGN EVALUATION 1. INTREN 2.OUR MULTI CHANNEL WORLD 3. ATTRIBUTION MODELS 4. CAMPAIGN EVALUATION
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  MULTI CHANNEL FUNNEL
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  In case weonly 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
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  ATTRIBUTION MODELS
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  Nora Toth Head ofAnalytics nora.toth@intren.hu +36 30 502 0989 21/10/2015 THANK YOU FOR YOUR ATTENTION!