Jamie Quint Interstate Analytics Co-Founder

1. MEASURING MARKETING
Jamie Quint - @jamiequint
https://interstateanalytics.com
Co-Founder, CEO

2. What is marketing attribution?
@jamiequint
Visit Visit Visit Purchase
Who gets the credit?
Time
3/1 3/5 3/10 3/15

3. Facebook Default
@jamiequint
1 Day View + 28 Day Click

4. Twitter Default
@jamiequint
1 Day View + 14 Day Click

5. AdWords Default
@jamiequint
No View + 90 Day Click

6. Ideal World
@jamiequint
Time
Value
Claimed
Visit Visit Visit Purchase
3/1 3/5 3/10 3/15
$33.33 $33.33 $33.33
Total revenue tracked is $100 and each
channel gets credit by some kind of attribution
model, ‘even attribution’ in this case

7. Based on Each Publisher’s Dashboard…
@jamiequint
Time
Value
Claimed
Visit Visit Visit Purchase
3/1 3/5 3/10 3/15
$100 $100 $100
Total Revenue looking at Spend
Dashboards is $300

8. … if we change to 1 Day Click
@jamiequint
Time
Value
Claimed
Visit Visit Visit Purchase
3/1 3/5 3/10 3/15
$0 $0 $0
Total Revenue looking at Spend
Dashboards is $0

9. … if we change to 7 Day Click
@jamiequint
Time
Value
Claimed
Visit Visit Visit Purchase
3/1 3/5 3/10 3/15
$0 $0 $100
Total Revenue looking at Spend
Dashboards is $100

10. Alternatives
@jamiequint
+
• Set up attribution modeling in Google Analytics
• Export spend data from Facebook, Twitter, Google,
etc to Excel
• Export attribution model conversion data to Excel
• Build Excel model

11. Alternatives
@jamiequint
+
• Store all data on user visits
• Store data on user conversions
• Export spend data from Facebook, Twitter, Google,
etc to Excel
• Model attribution in DB and export SQL data to
Excel
• Build Excel model

12. Alternatives
@jamiequint
• The alternatives here are very time-intensive and
error prone
• If you are under $5-10k in spend and spending mostly
on one channel just use the spend dashboard for your
major channel and set a reasonable click-through
attribution time-window (e.g. 7 days)
• Only look at view-through for retargeting and for that
set up a hold-out test with your provider

13. Alternatives
@jamiequint
• Over $10k in spend or frequent spend across multiple
channels? Check out my company
• Automatic multi-channel attribution with no data
entry/Excel/SQL etc.

14. Questions?
@jamiequint