Put Your Money Where It Counts: Marketing Attribution
Mike Whaling, 30 Lines
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Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.John Wanamaker
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This is not 1911.
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The average shopper uses 10.7 sources of information to make a buying decision.
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10.7
Digital is measurable.
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“How did you hear about us?”
G O O D Q U E S T I O N , B U T I T ’ S N O T G O O D E N O U G H :#MFBSConf
Attribution is a process for assigning/crediting a lead or conversion to a specific set of marketing activities or touchpoints.
What is attribution?
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For today:
• How are people finding us?
• How are visitors using our site?
• Are visitors taking the desired actions?
• What marketing sources are working best?
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How are people finding us?
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“Time to start looking for an apartment.”
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Actually, it looks more like this…
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Organic search: “apartments in Las Vegas”1 .
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Paid ad on search engine2 .
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Search ILS.3 .
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Check Craigslist.4 .
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Logged-in organic search: “Tivoli apartments Las Vegas”
5 .#MFBSConf
Keyword: “Not provided”
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Visit website.6 .
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Check reviews.7 .
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Ask friends.8 .
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Branded organic search (or Direct link): “Tivoli apartments Las Vegas”
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Contact property to schedule tour!1 0 .
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The Path to Conversion
Organic Search >
PPC >
ILS >
Craigslist >
Organic Search (Logged In) >
Property Website >
ApartmentRatings.com >
Facebook >
Direct traffic to website >
Guest Card
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Which source gets the credit?
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Attribution Models
• Linear (All equal)
• Last Touch
• First Touch
• “Funnel Position”-Weighted
• Custom
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Linear: All sources get equal credit#MFBSConf
0
0.25
0.5
0.75
1
Search ILS Search AptRatings Direct
Last Touch: Last source gets all credit#MFBSConf
02.254.5
6.759
Search Search Direct
Organic Search >
PPC >
ILS >
Craigslist >
Organic Search (Logged In) >
Property Website >
ApartmentRatings.com >
Facebook >
Direct traffic to website >
Guest Card
First Touch: First source gets all credit#MFBSConf
02.254.5
6.759
Search Search Direct
Organic Search >
PPC >
ILS >
Craigslist >
Organic Search (Logged In) >
Property Website >
ApartmentRatings.com >
Facebook >
Direct traffic to website >
Guest Card
Funnel-Weighted: Closer to conversion = more credit#MFBSConf
02.254.5
6.759
Search Search Direct
Organic Search >
PPC >
ILS >
Craigslist >
Organic Search (Logged In) >
Property Website >
ApartmentRatings.com >
Facebook >
Direct traffic to website >
Guest Card
Know the value of a customer to understand the value of visits and leads.
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Your Attribution Toolkit
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google.com/analytics
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What to measure:
• How are people finding us?
• How are visitors using our site?
• Are visitors taking the desired actions?
• What marketing sources are working best?
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Set goals. Is your site working?
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Is our website working?
What sources are working?
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Potential Conversion Goals:
• Guest card completed
• Application started
• Signed up for e-newsletter
• Spent 5 minutes on site
• Watched property video
• Shared floor plan
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Google URL Builder
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Track campaigns, know what’s working
Track campaigns. Know what’s working.
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Bit.ly
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URL Shortener + Trackingbit.ly
URL Shortener + Tracking
Add + to see stats
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URL Shortener + Trackingbit.ly
Try it: bit.ly/mfbsconf13+
Dynamic Number Insertion
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Know how they get to your site.
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Customize your offer.#MFBSConf
Use landing pages to keep visitors focused.
Tweet it!
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Understand your social reach.
Understand your social reach
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Facebook Insights
Craig killed links. What now?
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Dig deeper:
• Audience segmenting/targeting
• Remarketing
• Split (A/B) testing
• Social reach/influence/sentiment
• Ad forecasting
• Lifecycle marketing
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What now?
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Do these next week:
• Identify one trend in Google Analytics
• Develop a landing page for your offer
• Create/update your email responder
• Send Tami a thank you note
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How do we use the data to get better?
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Want more tools and resources? 30lines.com/li
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Let’s talk.
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