How do I determine how successful my channels are? Which of my channels are driving the highest value users? How should I optimize my media mix to capture more high value conversions? If you’re asking these questions, you’re already thinking about your attribution model. What is an Attribution Model? An attribution model is a set of rules that assigns conversion credit to channels along the conversion path. The free version of Google Analytics has 7 standard attribution models. Unsure about the difference between Google Analytics marketing attribution models? Read our alumni’s post here, to get a breakdown of each available and when/why to use them. What is a Data-Driven Attribution Model? Unlike standard attribution models, Data-Driven Attribution uses actual data from your Google Analytics 360 account to build a model for attributing credit to channels for conversions. This effectively creates a custom attribution model that is built using your actual data. … [Read more...] about Data Driven Attribution with GA 360: What, Why, How
Google data driven attribution
By Samantha Barnes / July 17, 2018 Data Visualization Google Analytics Google Data Studio Where Are the Multi-Channel Funnel Metrics in Data Studio? The Google Analytics Data Connector in Data Studio is probably the most-used out of any of the connectors available. It makes sense because it pulls in data directly from the platform without any extra steps and matches the sampling level that’s in Google Analytics (500,000 sessions for Standard and 1 million sessions for 360). This is important; since the data comes directly from the reports, Multi-Channel Funnel (MCF) metrics and dimensions will not be included in the Data Source. As you may be familiar, the MCF reports use different data due to the different way attribution is displayed and calculated. The Multi-Channel Funnel reports also come from a different API. This will become useful when we get to reporting. Instead of the core reporting API, it has its own. In the future, we may see a Google Analytics MCF connector or … [Read more...] about Multi-Channel Funnels in Google Data Studio
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. Google’s ‘Manhattan project’: Home device with a screen to compete with Echo Show Sep 29, 2017 by Greg Sterling Can Google Home emerge from Amazon Echo’s shadow? Targeting featured snippet and ‘People also ask’ SERP features Sep 29, 2017 by Marcus Miller Wondering how to obtain the elusive “position zero” in Google search results? Columnist Marcus Miller discusses how to target answer boxes and related questions. The trouble with ‘Fred’ Sep 29, 2017 by Kristine Schachinger Columnist Kristine Schachinger argues that Google’s shift towards less transparency with SEOs and webmasters isn’t beneficial to anyone — even Google. Search in Pics: Google balloon statues, a Fiat Polski car & massage chair Sep 29, 2017 by Barry Schwartz In this week’s Search In Pictures, here are the latest images … [Read more...] about SearchCap: Bing Ads tracking, Google Home screen & Google Fred
Frozen fingertips, scraping car windscreens, and winter coats lead many of us to daydream about warmer climates. So it comes as no surprise that the majority of consumers start booking and planning their holidays in the first part of the year. However, in recent years, marketing in the travel industry has exploded with consumers engaging, researching, and booking their breaks in new and diverse ways—including social media, mobile apps, and comparison sites. This has led the already complex path to purchase to grow even more complicated to track, as it now spans many channels and devices. So what can travel marketers do to ensure they’re reaching these consumers with the right content at the right time in order to clinch those bookings? Here are seven data-driven tips to help travel marketers reach their target audience. 1. Get Big on Travel Review Sites In a recent travel report by Mediahawk, travel review sites came out on top as the number one source for vacation … [Read more...] about 7 Data-Driven Tactics Travel Marketers Need to Use
When measuring the effectiveness of discount codes, retailers often get it wrong. In this article, we’ll look at how data-driven attribution can help businesses better understand where discount codes produce the best ROI. Retailers often don’t consider discount codes in the same way they do traditional marketing spend. On the one hand this seems appropriate; the cost is a percentage of top-line revenue at the point of conversion rather than upfront speculative spend. But viewing them as nothing but a conversion lever can lead to a dangerous disconnect in understanding the true cost of customer acquisition and retention. In a multi-channel, multi-device world, it’s increasingly hard to acquire and keep customers cost-effectively. Discount codes are an easy and powerful short-term lever for growth that can be activated and ramped up quickly (through deeper discounting and broader availability etc.). But with the temptation their flexibility and impact affords, many … [Read more...] about Data-driven attribution: the cure for discount code abuse?