Put Your Money Where It Counts: Marketing Attribution

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"How did you hear about us?" It's not as easy to answer as you think, but marketers have more tools that ever to help them understand how their efforts are working. This presentation explores a typical apartment search process and identifies some tips and tools to help marketers get a better handle on proper attribution of their various marketing sources, as well as ways to pinpoint how well your website and overall online presence is performing. Originally presented by Mike Whaling at the Multifamily Brainstorming Conference, November 2013.

Text of Put Your Money Where It Counts: Marketing Attribution

  • 1. Mike Whaling, 30 LinesPut Your Money Where It Counts: Marketing Attribution #MFBSConf

2. #MFBSConfHalf the money I spend on advertising is wasted. The trouble is, I dont know which half. John Wanamaker 3. #MFBSConfThis is not 1911. 4. 10.7#MFBSConfThe average shopper uses 10.7 sources of information to make a buying decision. 5. #MFBSConfDigital is measurable. 6. GOOD QUESTION, BUT ITS NOT GOOD ENOUGH:#MFBSConfHow did you hear about us? 7. #MFBSConfWhat is attribution?Attribution is a process for assigning/crediting a lead or conversion to a specific set of marketing activities or touchpoints. 8. For today:#MFBSConf How are people finding us? How are visitors using our site? Are visitors taking the desired actions? What marketing sources are working best? 9. #MFBSConfHow are people finding us? 10. #MFBSConfTime to start looking for an apartment. 11. #MFBSConfActually, it looks more like this 12. 1.#MFBSConfOrganic search: apartments in Las Vegas 13. 2.Paid ad on search engine#MFBSConf 14. 3.Search ILS.#MFBSConf 15. 4.Check Craigslist.#MFBSConf 16. 5.Logged-in organic search: Tivoli apartments Las Vegas#MFBSConf 17. #MFBSConfKeyword: Not provided 18. 6.Visit website.#MFBSConf 19. 7.Check reviews.#MFBSConf 20. 8.Ask friends.#MFBSConf 21. 9.Branded organic search (or Direct link): Tivoli apartments Las Vegas#MFBSConf 22. 10.#MFBSConfContact property to schedule tour! 23. The Path to Conversion Organic Search > PPC > ILS > Craigslist > Organic Search (Logged In) > Property Website > ApartmentRatings.com > Facebook > Direct traffic to website > Guest Card#MFBSConf 24. #MFBSConfWhich source gets the credit? 25. Attribution Models Linear (All equal) Last Touch First Touch Funnel Position-Weighted Custom#MFBSConf 26. Linear: All sources get equal credit#MFBSConf1 0.75 0.5 0.25 0SearchILSSearchAptRatingsDirect 27. Last Touch: Last source gets all credit 9 6.75 4.5 2.25 0Organic Search > PPC > ILS > Craigslist >SearchSearchOrganic Search (Logged In) > Property Website > ApartmentRatings.com > Facebook > Direct trafc to website > Guest Card#MFBSConfDirect 28. First Touch: First source gets all credit 9 6.75 4.5 2.25 0Organic Search > PPC > ILS > Craigslist >SearchSearchOrganic Search (Logged In) > Property Website > ApartmentRatings.com > Facebook > Direct traffic to website > Guest Card#MFBSConfDirect 29. #MFBSConfFunnel-Weighted: Closer to conversion = more credit 9 6.75 4.5 2.25 0Organic Search > PPC > ILS > Craigslist >SearchSearchOrganic Search (Logged In) > Property Website > ApartmentRatings.com > Facebook > Direct traffic to website > Guest CardDirect 30. #MFBSConfTweet it! #MFBSConfKnow the value of a customer to understand the value of visits and leads. 31. #MFBSConfYour Attribution Toolkit 32. #MFBSConfgoogle.com/analytics 33. What to measure:#MFBSConf How are people finding us? How are visitors using our site? Are visitors taking the desired actions? What marketing sources are working best? 34. #MFBSConfIs our website working?Set goals. Is your site working? 35. #MFBSConfWhat sources are working? 36. Potential Conversion Goals: Guest card completed Application started Signed up for e-newsletter Spent 5 minutes on site Watched property video Shared floor plan#MFBSConf 37. #MFBSConfGoogle URL Builder 38. #MFBSConfTrack campaigns, know whats workingTrack campaigns. Know whats working. 39. #MFBSConfURL Shortener + TrackingBit.ly bit.lyURL Shortener + Tracking 40. #MFBSConfURL Shortener + TrackingAdd + to see stats bit.lyTry it: bit.ly/mfbsconf13+ 41. #MFBSConfDynamic Number Insertion 42. #MFBSConfKnow how they get to your site. 43. #MFBSConfCustomize your offer. 44. #MFBSConfTweet it!Use landing pages to keep visitors focused. 45. #MFBSConfUnderstand your social reachFacebook InsightsUnderstand your social reach. 46. #MFBSConfCraig killed links. What now? 47. Dig deeper:#MFBSConf Audience segmenting/targeting Remarketing Split (A/B) testing Social reach/influence/sentiment Ad forecasting Lifecycle marketing #MFBSConf 48. #MFBSConfWhat now? 49. Do these next week:#MFBSConf Identify one trend in Google Analytics Develop a landing page for your offer Create/update your email responder Send Tami a thank you note#MFBSConf 50. #MFBSConfHow do we use the data to get better? 51. #MFBSConfWant more tools and resources? 30lines.com/li 52. #MFBSConfLets talk. 53. Mike Whaling !apartments.30lines.com mike@30lines.com @30lines