Jessica Michaels

1. Finding Success
with Multi-Channel
Attribution

2. HELLO!
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Jessica Michaels
Marketing Manager at CallTrackingMetrics

3. First Touch Demo Opportunity Lead / RevenueLead Creation
THE BUYER JOURNEY
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4. | CallTrackingMetrics

5. Internet users worldwide
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6. | CallTrackingMetrics

7. Internet users worldwide
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8. ACCORDING TO A RECENT
SALESFORCE REPORT
It takes 6 to 8 touches to generate a viable
sale. And 60% of the sales cycle is over
before a buyer speaks to your sales person.
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9. ▫ Social media
▫ Phone calls
▫ Mobile apps
▫ Display ads
▫ Search
▫ Print
▫ TV ads
▫ Radio
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THE BUYER JOURNEY

10. | CallTrackingMetrics
Canvassers Sales Marketing
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11. LET’S EXPLORE GOOGLE’S ATTRIBUTION MODELS
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1st 2nd 3rd 4th 5th

12. FIRST INTERACTION ATTRIBUTION MODEL
5 | CallTrackingMetrics
100%

13. LAST INTERACTION ATTRIBUTION MODEL
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100%

14. LAST NON-DIRECT CLICK ATTRIBUTION MODEL
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100%

15. LINEAR ATTRIBUTION MODEL
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20% 20% 20% 20% 20%

16. TIME DECAY ATTRIBUTION MODEL
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5% 15% 20% 25% 35%

17. POSITION BASED ATTRIBUTION MODEL
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40% 6% 6% 6% 40%

18. LAST ADWORDS CLICK ATTRIBUTION MODEL
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100%

19. | CallTrackingMetrics
3 CRITICAL PIECES
TO SUCCESSFUL
MULTI-CHANNEL
ATTRIBUTION

20. 6 | CallTrackingMetrics15 | CallTrackingMetrics| CallTrackingMetrics
https://ga-dev-tools.appspot.com/campaign-url-builder/

21. REPORTS IN
GOOGLE
ANALYTICS
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22. | CallTrackingMetrics
REPORTS IN
GOOGLE
ANALYTICS

23. | CallTrackingMetrics
REPORTS IN
GOOGLE
ANALYTICS

24. | CallTrackingMetrics
REPORTS IN
GOOGLE
ANALYTICS

25. | CallTrackingMetrics
REPORTS IN
GOOGLE
ANALYTICS

26. | CallTrackingMetrics
REPORTS IN
GOOGLE
ANALYTICS

27. | CallTrackingMetrics
REPORTS IN
GOOGLE
ANALYTICS

28. | CallTrackingMetrics
REPORTS IN
GOOGLE
ANALYTICS

29. | CallTrackingMetrics
REPORTS IN
GOOGLE
ANALYTICS

30. | CallTrackingMetrics
REPORTS IN
GOOGLE
ANALYTICS

31. | CallTrackingMetrics
REPORTS IN
GOOGLE
ANALYTICS

32. | CallTrackingMetrics
POSITION BASED ATTRIBUTION MODEL
40% 6% 6% 6% 40%

33. | CallTrackingMetrics
POSITION BASED ATTRIBUTION MODEL
$400 $66 $66 $66 $400

34. | CallTrackingMetrics
CLV -
Customer
Lifetime
Value

35. | CallTrackingMetrics
CLV -
Customer
Lifetime
Value
https://blog.kissmetrics.com/how-to-
calculate-lifetime-value/

36. Google's Measurement Protocol
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37. “
65% of businesses rank incoming
calls as the source of their most
qualified leads
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38. Yet, almost 70% of marketers say they
don’t have the ability to track inbound
calls through their current crm systems.
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39. First Touch Demo Opportunity Lead / RevenueLead Creation
THE BUYER JOURNEY
15 | CallTrackingMetrics

40. SESSION LEVEL
TRACKING
You can have visibility into
the customer’s journey on
your site, as soon as the
phone rings.
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41. Statistics show that 81% of shoppers will
research a purchase online before making
an in-store purchase.
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42. First Touch Demo Opportunity Lead / RevenueLead Creation
THE BUYER JOURNEY
15 | CallTrackingMetrics

43. Questions?
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44. NEXT STEPS
info@calltrackingmetrics.com
844-331-7703
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45. THANK YOU!