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.

1. Improve Campaign Results with Multi-Channel
Funnels and Acquisio Attribution Modeling

2. House Keeping
• 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

3. Presenters
Marc Poirier James Thompson
Co-Founder and CMO President

4. Getting started with Attribution
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.

5. Google Analytics
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

6. Setting up Google Analytics for Multi-Channel Funnels
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.

7. Channels
Display
Interactions 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 Search
Visits from the AdWords Search Network or other search engines, with a medium of "cpc" or "ppc" .
Other Advertising
Visits that are tagged with a medium of "cpc", "ppc", "cpm", "cpv", "cpa", "cpp", "content-text",
"affiliate" (excluding Paid Search).
Organic Search
Visits from unpaid search on any search engine (i.e. medium="organic").
Social
Visits from any of approximately 400 social networks (that are not tagged as ads).
Referral
Visits from websites that are not social networks.
Email
Visits that are tagged with a medium of "email".
Direct

8. Channel/Campaign/Ad Grouping
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

9. The Overview Report
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

10. Online Retail

11. Lead Generation

12. Assisted Conversion Report
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.

13. Online Retail

14. Lead Generation

15. Online Retail

16. Online Retail

17. Top Conversion Paths Report
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?

18. Online Retail

19. Lead Generation

20. Time Lag Report
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?

21. Online Retail

22. Lead Generation

23. Path Length Report
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?

24. Online Retail

25. Lead Generation

26. Summary
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.

27. THANK YOU
Twitter: @JamesSThompson
Email: James@ClixMarketing.com
Blog: ClixMarketing.com/blog

28. How to Build an Attribution Model That Works

29. Build Custom Attribution Model
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?

30. Channel Weighting
• 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?
Relative Ratios
Determine relative weighting
of the different channels
Search Click
Content Click
Social Click
Display Click
Display Impr.

31. Best Practice Attribution Model

32. CROSS-CHANNEL REPORTING
Overview of cross-channel report components
Highlighting value of Social & Display

33. Cross-Channel Reporting
See top conversion paths

34. Cross-Channel Reporting
Conversions by touch points
Elapsed time to conversion

35. Cross-Channel Reporting
Compare your current attribution
model to last-click model

36. THANK YOU
And now, time for some Q&A!