Multi touch attribution & attribution modeling - GAUC Sydney Melbourne - 2013-06-19-21

#GAUC2013!Google Analytics User Conference 2013!
Multi-touch Attribution &
Attribution Modeling !
Vinoaj Vijeyakumaar
Managing Partner & Co-Founder
Sparkline Analytics
@vinoaj / vinoaj@sparklineanalytics.com
@vinoaj #GAUC2013!Google Analytics User Conference 2013!

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

@vinoaj
Paid
Search
Paid
Display

@vinoaj
AMARI TOTAL MARKETING BUDGET
Reallocating resources
Display channels
Non-Display channels
7%
BEFORE
17%
AFTER

@vinoaj
@vinoaj #GAUC2013!Google Analytics User Conference 2013! #GAUC2013!Google Analytics User Conference 2013!
Hello!

@vinoaj
AU, NZ

@vinoaj
SG, MY, TH, ID, PH, VN

@vinoaj
A/B & MVT
Testing
Actionable
Insights
User
Experience
Google
Analytics
Implementation
AdWords API
Automation
What I did (and still do)
Conversion
Rate
Optimisation

@vinoaj
Sparkline Analytics
Managing Partners: A team of Xoogli
Timo
5 yrs Google
Analytics /
Partnerships
/ AdWords
Aleetza
9 yrs
AdWords /
YouTube /
Digital
Solutions
Vinny
5 yrs Google
Analytics /
Conversion
Rate
Optimisation

@vinoaj
Attributing the right way!

@vinoaj
How do you form the perfect soccer team?
The Striker: Player X
The Defender: Player Y
The Midﬁelder: Player Z

@vinoaj
What is the right combination?

@vinoaj
What does your most valuable team look like?

@vinoaj
Yes, a not-so-subtle analogy
You
Customers
Your
competitors
Paid
Search
Display
Ads
Social
Media

@vinoaj
Last-click attribution

@vinoaj
Last-click attribution tells you to do this

@vinoaj
Which is not this!

@vinoaj
Getting started with the Attribution Modeling
Tool!

@vinoaj
Attribution in Google Analytics
Nov 2005
Google Analytics
Launch

Last-click attribution
through goals & e-
commerce
Nov 2012
Attribution
Modeling Tool
open to all!

True(r) multi-
touch attribution
Oct 2008
Advanced
Segments
introduced

Ability to separate
out sessions with &
without conversions
Aug 2011
Multi-Channel
Funnels

Visibility into
behaviour pre-last-
click. “Basic”
attribution.

@vinoaj
Attribution Modeling Tool
Pre-requisites: 

•  Goals (preferably with values)
•  Ecommerce tracking
•  Campaign tagging (i.e. utm
parameters) for non-AdWords
campaigns

@vinoaj
Attribution Modeling Tool

@vinoaj
What needs to get attributed
Select the conversion
event(s) to attribute against

@vinoaj
Parameters of attribution
Assess all
traﬃc or only
AdWords traﬃc
Set length of lookback
window (ie no. days prior
to a conversion)

@vinoaj
Start modeling
Select model(s) to
compare against

@vinoaj

@vinoaj
Amari revisited

@vinoaj
Amari revisited: comparing models

@vinoaj
The value of each channel
according to the attribution
models applied

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

@vinoaj
The best type of impact
45%
increase in sales
0%
increase in
resources
required

@vinoaj
Custom Models!

@vinoaj
Going Custom

@vinoaj
Name your model

@vinoaj
Choose a standard model to
base your custom model on

@vinoaj
Input your parameters. In this
example, weights for diﬀerent
positions in the funnel

@vinoaj
Toggle further
customisations
on & oﬀ

@vinoaj
Set your lookback window
(days prior to a conversion)

@vinoaj
Breaking News!

@vinoaj
Modeling on GDN Impressions

@vinoaj
Add diﬀerent weightings (e.g. 50%) for
impressions (requires dc.js and only
applicable to DFA & Google activity)
Add diﬀerent weightings (e.g. 50%) for
impressions (requires dc.js and only
applicable to DFA & Google activity)

@vinoaj
Vary weights based on engagement:
how much time spent on site or on
depth of visit

@vinoaj
Add custom attribution rules – e.g.
visits with bounces gets zero credit

@vinoaj
Add custom attribution rules – e.g.
visits from competitor brand terms
get 5x credit

@vinoaj
Your custom model
is ready to be
applied across your
conversions

@vinoaj
What next?!

@vinoaj
Attribution in Google Analytics
Jun 2013

What next?

All I want for Christmas (or sooner!):

•  Integrate viewthrough data from any ad server
•  Multi-device attribution (Universal Analytics!)
•  Media mix modeling

Show your support: #iwantmyunicorn #gauc2013

@vinoaj
Now it’s your turn!

@vinoaj
5 things to do today (OK, tomorrow)
Define goals & values.
(Optional) Implement e-commerce tracking.
1
Select 2 standard models and compare to the last-click
model. Which channels are undervalued? And
overvalued?
2
Redistribute resources from overvalued to undervalued
channels. Test, observe, and refine resource allocation.
3
Experiment with custom models.
4
Last, but definitely not least, integrate attribution model
metrics into your reporting framework.
5

@vinoaj
Compare: Customer Journey to Online Purchase
http://vnjv.co/amcjtop

#GAUC2013!Google Analytics User Conference 2013!
Thank you! For follow-up
questions, I can be reached on:!
Vinoaj Vijeyakumaar
@vinoaj #iwantmyunicorn #gauc2013
vinoaj@sparklineanalytics.com

Multi touch attribution & attribution modeling - GAUC Sydney Melbourne - 2013-06-19-21

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Multi touch attribution & attribution modeling - GAUC Sydney Melbourne - 2013-06-19-21