Google Attribution Seminar New York AMA April 14th, 2015
#EliteAttribution @EliteSEM ELITESEM.COM CONFIDENTIAL
AGENDA
Understanding Marketing Attribution Why Attribution?
Getting to the Root of the Problem Why Attribution Matters More Now than Ever The Road to Attribution Happiness
Other Key Topics for Tonight Key Takeaways Q&A
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What you talkin bout attribution?
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ATTRIBUTION A TEXTBOOK DEFINITION
Marketing attribution provides a level of understanding of what combination of events influence individuals to engage in a desired behavior, typically referred to as a conversion.
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http://blog.zerodean.com/2012/motivational-images/success-perception-vs-reality/
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WHY THIS TOPIC?
It’s hot right now.
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WHY ALL THE FUSS?
It’s all about moving forward and not back.
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WHAT WAS BIG IN 2006 The digital marketing toolbox when the Gators ruled college sports.
Search (PPC)
Email
Search (SEO)
Display
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THE MARKETING FUNNEL
Awareness
The consumer journey of 2006.
Interest/Realization
Consideration
Conversion
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WE LIKED THE 2006 FUNNEL!
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I’m Back
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NEW BIG PLAYERS IN THE GAME
Remarketing
Present day digital marketing touch points.
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THE FLIGHT PLAN In 2015 the funnel isn’t a realistic customer journey.
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https://www.flickr.com/photos/nettsu/4167860394
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OUR 3 COOKIE PROBLEMS Other than not being gluten free.
COOKIES BREAK COOKIES EXPIRE COOKIES DON’T PLAY WELL ACROSS DEVICES ELITESEM.COM CONFIDENTIAL
THE HARSH REALITY Our tried and true tracking methods fail us.
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DEVICE TYPE TRENDS A Recent Elite SEM Whitepaper
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TOTAL (%) CLICKS BY DEVICE
Tablet – Mobile - Desktop 9% 15%
Desktop now accounts for less than 50%.
12%
13%
13%
15% 27%
Search to store
38%
why 76%
Faith
73%
60%
Company set up
% OF CLICKS 2 0 1 2
% OF CLICKS 2 0 1 3
% OF CLICKS 2 0 1 4
49%
% OF CLICKS 2 0 1 5
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TOTAL (%) COST BY DEVICE Mobile cost growing at a slower pace (for now…)
Tablet – Mobile - Desktop 9%
13%
15%
16%
12% 17%
20%
Search to store
25%
why 79%
Faith
70%
65%
59%
Company set up
% OF COST 2 0 1 2
% OF COST 2 0 1 3
% OF COST 2 0 1 4
% COST 2 0 1 5
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CROSS DEVICE PROBLEMS Just using the funnel in 2015 looks like this.
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WHY CONNECTING DOTS MATTERS Because wow that’s a high %.
Search to store why Faith Company set up
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The Road to Attribution Happiness
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ESTIMATED CROSS DEVICE CONVERSIONS Available in your Google AdWords account since 2014.
Search to store why Faith Company set up
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ESTIMATED CROSS DEVICE CONVERSIONS A sample of what a report might look like.
Device
Conversions Across Device (%)
Decreased CPA (%)*
Total CrossDevice Conversions
Total Cross-Device Revenue
36%
50%
625
$62.5K
300
$30K
Search to store
15%
20%why Faith
12% 17%
Company 15% set up925
21%
18.5K
$92.5K $185K
*Comparing Cost per ‘Estimated Total Convs to CPA over 30 days ** Projected additional Estimated Total Convs X Conv Value ELITESEM.COM CONFIDENTIAL
OTHER REPORTS WITHIN ADWORDS Top Path and Assisted Conversion reporting help show value beyond last click.
Search to store why Faith Company set up
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USER ID AND GOOGLE ANALYTICS How User ID and Client ID differ.
Search to store why Faith Company set up
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USER ID AND GOOGLE ANALYTICS Breaking down the device barriers with User IDs.
IDs must be non-PII ELITESEM.COM CONFIDENTIAL
USER ID AND GOOGLE ANALYTICS Breaking down online and offline barriers with user ids.
IDs must be non-PII ELITESEM.COM CONFIDENTIAL
DEVICE OVERLAP AND DEVICE PATHS Available in your Google Analytics account after implementation.
Device Overlap
Device Path
Search to store
why Faith Company set up
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FACEBOOK ATLAS An ad serving partner leveraging “people based” targeting.
Search to store why Faith Company set up
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FACEBOOK ATLAS Connecting more social touch points?
Search to store why Faith Company set up
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MEASURING ALL KEY CHANNELS Offline sources and other marketing channels continue to fragment and grow.
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LET’S DO A RECAP Because recaps are great!
The landscape has changed Change is quicker now than ever before Our old tracking methods are failing us Use the essential reports in AdWords Cross Device Conversions Search to store Top Path Reporting why
Crack the code Faith User ID and Google Analytics Technology partners Company set up Let’s leave today with An understanding of all the roadblocks A desire to leave last click models behind
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TOPICS FOR TONIGHT AND OUR PANEL There’s a lot more to cover so sit tight.
MOVING PAST LAST CLICK MODELS
MARRYING ATTRIBUTION AND LTV IMPACT OF CORPORATE Search to storeSTRUCTURE why
FAITH w/o DIRECT MEASUREMENT Faith
OFFLINE AND ONLINE DATA SYNERGY Company set up
THE APP ECOSYSTEM & REENGAGEMENT
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Questions before Marlena discusses models?
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THANK YOU Contact us! www.elitesem.com 646.350.2789
[email protected]
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