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Kindle4RSS - Aug 13

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@aattias: 1 of best retargeting emails Ive ever seen was a personalised video embed from a US etailer featuring a love song tailored to me. it was a love ballad with a pianist sat on the beach, my name spelt in roses on the sand & other personal touches. (Here it was: bit.ly/14ZcRB8)
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 277-279 | Added on Wednesday, 14 August 13 02:06:34
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#5. If you spend more than $10 million on advertising/marketing, it might be well worth it for you to completely skip all the attribution analysis challenges and jump to media-mix modeling by leveraging controlled experiments. Optimize for your online media-mix at the start, then move to optimizing your online and offline media-mix. Media-mix modeling is harder and more time-consuming (hence the $10 million bar), but the payoff is huge and can be a competitive advantage.
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 223-227 | Added on Wednesday, 14 August 13 01:40:35
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#5. If you spend more than $10 million on advertising/marketing, it might be well worth it for you to completely skip all the attribution analysis challenges and jump to media-mix modeling by leveraging controlled experiments.
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 223-225 | Added on Wednesday, 14 August 13 01:40:15
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#4. Remember all of the above just covers Multi-Channel Analysis-All Digital Channels (MCA-ADC). There are two other, even more complex, attribution analysis scenarios: MCA-O2S and MCA-AMS. You can learn more about them here: Three Types of Multi-Channel Attribution Problems.
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 218-221 | Added on Wednesday, 14 August 13 01:39:39
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#2. One of my favorite exercises is to do the above analysis based on Cost Per Acquisition, rather than just conversions. You may be getting a lot of conversions, but the CPA can kill you. Notice above I only have two CPA values. For the rest I need to upload cost data into GA for my Social, Referral, Organic Search (yes, it costs money), and Email campaigns. You do too.
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 211-215 | Added on Wednesday, 14 August 13 01:37:12
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Tag your Bing campaigns.
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 210-211 | Added on Wednesday, 14 August 13 01:36:36
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For the most optimal outcome for your company follow this 3-step process: 1. Create a hypothesis based on above analysis for how to better allocate budget across marketing channels. 2. Test that hypothesis using a percent of your budget and measure results. 3. Be less wrong over time.
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 203-205 | Added on Wednesday, 14 August 13 01:35:36
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Multi-Channel Attribution Analysis. Once you have your models sorted out, I recommend you get rid of the last click attribution model. It only ends up being a heavy useless anchor on your analysis. If you want to do comparative analysis, choose Time Decay for the first one (we know it is better than last click) and choose the Mindblowing Model (or your custom model).
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 196-198 | Added on Wednesday, 14 August 13 01:34:03
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Other ideas for this last step include the ability to give generic or brand keywords more or less credit. Or giving Direct or Social more or less credit. Or giving all Social visits that are the last click prior to conversion only half the credit compared to other interactions in the path (Include Position in Path Exactly Matching Last and Include Source Exactly Matching Social, where Social is your campaign tracking parameter).
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 185-188 | Added on Tuesday, 13 August 13 20:33:39
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Finally, I would like to have ads that get clicks to be extra rewarded and, in this case, get 1.4 times the credit of other campaigns in the conversion paths (in comparison to ads that just get impressions). Why 1.4? After some experimentation, that was determined to be the optimal amount of value for this business (remember the custom model questions above?). There is no way out, you have to experiment.
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 182-185 | Added on Tuesday, 13 August 13 20:33:21
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I take a simpler first step. I want to value my campaigns based on the interaction they deliver. If there is only an impression (people only see the ad), I value that a lot less than ads that get people to click on them. To do that first I choose Interaction Type. Then I choose Click from the Exactly Matching drop down.
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 179-181 | Added on Tuesday, 13 August 13 20:32:57
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"give every campaign with Bounced Visits zero times the credit of other interactions in the conversion path."
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 178-179 | Added on Tuesday, 13 August 13 20:32:41
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You can literally apply any custom rule you want.
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 177-177 | Added on Tuesday, 13 August 13 20:32:36
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Step 4: Apply custom credit rules. The last bit of mind-exploding fun. We are going to select some custom rules that apply uniquely to our company (remember the five business questions above?).
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 175-177 | Added on Tuesday, 13 August 13 20:32:24
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Time on Site is always a tricky computation. In all Web Analytics tools, unless you apply custom code, time on site is not computed for bounce visits or for the last page viewed in a visit. Hence, I prefer to use Page Depth as a proxy for site engagement. In this step we are telling GA to give more credit to campaigns that deliver users that have a higher engagement with the site. So if a user from campaign X see five pages during the visit on my automotive website and campaign Y sends a user that bounces, campaign X will get more credit.
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 170-174 | Added on Tuesday, 13 August 13 20:31:32
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Step 3: Select the engagement based credit option.
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 167-167 | Added on Tuesday, 13 August 13 20:30:54
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My process for picking the optimal time period to look for campaigns/interactions/media touch points to distribute credit over is to use the Time Lag report in the Multi-channel Funnels folder. It gives you the distribution of typical behavior. My rule for picking the lookback window is to pick "close to the upper limit of the number of days to conversion, excluding the outliers, plus a bit more." In this case it was a B2B client, long conversion cycle that lasted around 65 days, ignoring the outliers, so I picked 75. Just to be conservative.
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 159-163 | Added on Tuesday, 13 August 13 20:30:16
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Step 2: Select the lookback window.
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 159-159 | Added on Tuesday, 13 August 13 20:29:30
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My distribution above is a good starting point. It is also really easy for you, as I often do myself, to experiment with different distributions, note the impact and optimize.
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 157-159 | Added on Tuesday, 13 August 13 20:29:26
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I spend a lot of time with the business leaders, marketers, understanding historical performance, current media-mix and spend patterns before I create a customized model for them. Among the questions I ask the leaders are: + What type of user behavior do you value? + Is there an optimal conversion window you are solving for? + What does the repeat purchase behavior look like historically? + Are there any micro-conversions defined with engagement type goals, tied to the economic value? + Are offline conversions being sent back into GA using Universal Analytics?
Kindle4RSS - Aug 13 - Kindle4rss - Your Highlight Location 144-148 | Added on Tuesday, 13 August 13 20:26:21
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