Marketing Attribution, a Webinar co-presented by Sum Digital and Google

On December 8th 2014, Sum Digital and Google organized a Webinar on Marketing Attribution together.   It was presented by:

Terry Whalen                                                                           05f4cfb
Terry Whalen, Sum Digital                                                      Connor Green,  Google

 

 

Missed it? No worries. Here is a link to its recorded version. 

 

Marketing Attribution, a Webinar co-presented by Sum Digital and Google

  If you want to make the most of this video, the following outline of the presentation might help you:

 

–          Attribution is getting more interesting:

o   More marketing channels (display and social)

o   Better attribution measurement tools

  –          Ingredients:

o   Accurate data

§  Core analytics system must be working

§  Incoming traffic must the accurate tagged

o   Analytical integrity

§  Need to look at the data the right way!

o   The will to move forward(!)

§  No data is going to be completely accurate, and no analytical framework will be perfect, but don’t let perfection get in the way of moving forward

–          Beginning to look at attribution with Google Analytics  

o   Model comparison tool

o   Example models

§  Last interaction, first interaction, time decay, position, custom

–          Real-world sample data & discussion

–          Context of paid channels  

o   Many paid channels have solid post-interaction measurement

o   Google AdWords

§  Estimated cross device conversions

§  Search funnel

§  View-through conversions

 

Any questions? Feel free to send them over! We look forward to hearing your feedback.

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