Webinar: Improve Campaign Results with Multi-Channel Funnels and Acquisio Attribution Modeling
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Improve Campaign Results with Multi- Channel Funnels and Acquisio Attribution Modeling
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While tracking page hits has become a mandatory practice, determining the path someone takes to land on a specific page can be challenging at best. However, if you can uncover this information, you can determine which marketing channels are most effective and fully leverage them. To facilitate this, Google has developed an Attribution Modeling tool. Part of Google Analytics Premium, the tool provides valuable insight and analytics by breaking down and comparing the effectiveness of your key marketing channels, such as paid and organic search, email, affiliate marketing, display ads, mobile placements, and more. To show you how it works, we will be hosting a webinar on August 30. Presented by James Thompson, President of Clix Marketing, and Marc Poirier, CMO & Co-Founder of Acquisio, this webinar will cover the following: - Google’s Attribution Modeling concept - The benefits of using Attribution Modeling - Case studies on clients using this product - Best practices The webinar will also explain the value of combining Google’s Attribution Modeling tool with a platform like Acquisio, to receive additional insight towards your media channels, as well as the true value of display and Facebook advertising. If you are looking to enhance your digital marketing efforts, enable better budget allocation across channels and increase your marketing ROI, this webinar is not to be missed.
Transcript of Webinar: Improve Campaign Results with Multi-Channel Funnels and Acquisio Attribution Modeling
Improve Campaign Results with Multi-Channel Funnels and Acquisio
Attribution Modeling
• The webinar is recorded and will be made available
• The slides will also be available
• Q&A session at the end of the webinar
• Use the Chat box to submit your questions at any time
House Keeping
Marc Poirier
Co-Founder and CMO
James Thompson
President
Presenters
Dipping your toe in the water
Admitting that some information is better than no information
2050 attribution
What we have today
Are you comfortable making decisions on limited information? If not, realize that last click attribution is a whole lot less
information than partial attribution.
Getting started with Attribution
Multi Channel Funnels Released in 2011
What are multi-channel funnels?
5 Reports
Why do you need them?
General overview of what you can learn from them
Google Analytics
Are you using Goals and Ecommerce Transactions?
Other search engines
Custom campaigns (email tagged for analytics, social, etc.)?
If you are using Google Analytics to track your non-Google campaigns, you are already there.
Setting up Google Analytics for Multi-Channel Funnels
DisplayInteractions with a medium of "display", or "cpm". Also includes AdWords interactions with ad distribution network set to "content" but excluding ad format of "text".
Paid SearchVisits from the AdWords Search Network or other search engines, with a medium of "cpc" or "ppc" .
Other AdvertisingVisits that are tagged with a medium of "cpc", "ppc", "cpm", "cpv", "cpa", "cpp", "content-text", "affiliate" (excluding Paid Search).
Organic SearchVisits from unpaid search on any search engine (i.e. medium="organic").
SocialVisits from any of approximately 400 social networks (that are not tagged as ads).
ReferralVisits from websites that are not social networks.
EmailVisits that are tagged with a medium of "email".
Direct
Channels
Aggregate channels in whatever form fits your needs
The ability to look at, for example Brand vs. Non-brand interaction
Group Search and Display
Group Ad Messaging
Channel/Campaign/Ad Grouping
What does it tell us?
Client Examples(Online Retailer vs. Lead Gen)
Interaction and overlap of channels
Types of channels shown in report
How to use the data to manage budgets
The Overview Report
Online Retail
Lead Generation
What can we learn?
Which channels rely on other channels to either introduce, influence or close transactions.
Even which campaigns are most likely to assist or be assisted by others?
Creating a branded grouping will be very effective in helping to see how brand effects other channels.
Even ad messaging can we grouped so you can see how your messaging is pushing clients toward your goal action.
Assisted Conversion Report
Online Retail
Lead Generation
Online Retail
Online Retail
What does the report tell us?
Which channels are relying on others to help close a conversion?
How are your campaigns in Adwords interacting?
How does your messaging on those channels or campaigns introduce clients to your product or service?
Does your messaging push clients further into your sales funnel?
Does your messaging on a particular channel, campaign, or ad help close the deal?
Can you change your messaging in other channels to shorten the paths?
Are affiliates taking transactions that you paid for?
Top Conversion Paths Report
Online Retail
Lead Generation
Understanding how long from your first visit your clients are typically taking to convert.
If the process is long, how are you engaging them?
What are you doing with remarketing to keep them interested?
How can you shorten the time to conversion from first touch?
Time Lag Report
Online Retail
Lead Generation
What is your typical path length?
How different types of offerings (goals, sign-ups, leads, sales) might have different path lengths.
How you do shorten the path lengths?
Path Length Report
Online Retail
Lead Generation
1) Understand how your clients who come to your through an attribution path are introduced to you. Is your messaging in the right order, meaning if typically a source is the second or third message a customer sees, is the message the right one for that ad?
2) Understand how your brand terms interact with your non-brand terms
3) Check your budgets on different channels. Are you chocking off channels because you are only considering last click results?
4) Check the destination URL paths to conversion. Are any of your pages potentially not pushing people further to your goal? How can you improve the messaging to make customers able to make a decision on your product or service?
5) Finally, try to visualize how your not paid channels like email, organic, direct, not-paid social, all overlap to give a picture of you to your clients.
Summary
How to Build an Attribution Model That Works
Questions to Answer:
• How do you value the clicks/impressions from each channel?
• Do you value last event over first event?
• Do you give more importance to recent events?
Build Custom Attribution Model
• Look at historical data from last-click attribution• From a last-click perspective, what ratio of conversions come
from search, social and display?• What percentage of display conversions are view-through
conversions?
Channel Weighting
Relative Ratios
Search ClickContent ClickSocial ClickDisplay ClickDisplay Impr.
Determine relative weighting of the different channels
?
Best Practice Attribution Model
CROSS-CHANNEL REPORTINGOverview of cross-channel report components Highlighting value of Social & Display
Cross-Channel Reporting
See top conversion paths
Cross-Channel Reporting
Conversions by touch points
Elapsed time to conversion
Cross-Channel Reporting
Compare your current attribution model to last-click model
THANK YOUAnd now, time for some Q&A!
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