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Unfortunately, I had accidentally deleted many awesome multi-screen slides without making a backup just before giving my presentation which included a video crowdfunding case study. Lesson: Make a backup. Nonetheless, HiMA was a great learning experience!
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Source: Popular Science, June 1970
Multi-screen Attribution With VideoThomas Ciszek Co-founder, ProductsTwitter @t1c1 #houstonima
Wednesday, October 2, 13
#houstonima @t1c1
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Source: Tablet Universe: Consumption Across Devices | August 2012
Source: Yahoo: Tablet Universe: Consumption Across Devices | August 2012
Thomas Ciszek
TarHeel in CA
Information ScienceQuantitative ResearcherSearch Marketer and Analyst
Co-founder, Products
Partner Santa Monica, California
Wednesday, October 2, 13
#houstonima @t1c1
:
Video killed the radio star.
Wednesday, October 2, 13
Why is 2013 Getting Weird and Different?
Source: Reddit /r/battlestations, May 2013
Screens and devicesPeople onlineSearchesVideosMeasurement, data products and toolsWebsites catching up
MOAR!
@t1c1#houstonimaWednesday, October 2, 13
#houstonima @t1c1
Agenda
:Overview of Attribution
DefinitionsWhy is it important?Data processing for attribution
Attribution Model Comparison
Actionable Insight
Vendors and ResourcesWednesday, October 2, 13
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Attribution DefinedAn attribution model determines how credit for conversions is assigned to touch points in the conversion path.
Why is attribution important?Accurately assignes revenue credit to channels and campaignsPlan an optimal marketing mix for future campaignsDetermine investment for marketing programsAchieve a sales objective based on marketing investment
A foundation for optimized marketing
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Who’s using the multi-screen?
:
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Smartphone Desktop TV Laptop
Screens uage occurs at specific points in time - leaving gaps for “Life”
Source: Yahoo: Tablet Universe: Consumption Across Devices | August 2012
Wednesday, October 2, 13
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Now, multiple mobile devices are filling in the gaps.
Consumers no longer access single devices at specific points in time for specific activities or occasions.
Source: Yahoo: Tablet Universe: Consumption Across Devices | August 2012
Wednesday, October 2, 13
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Source: Screen Jumping - Jumptap and Comscore Study (2013)Wednesday, October 2, 13
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How does attribution work?Major Attribution Types: Channels, Devices or Online to Offline
Focus on channels: Organic search, Social media, Display, Paid Search
Cookies placed on machinesTracking code / AnalyticsAttribution platform servers collect dataRaw data is processedAttribution can be calculated
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:Attribution Model Comparison
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:Lookback Window
Ad 1 Ad 2SocialSearch Search Conversion
Nov. 3 Dec. 3 Dec. 4 Dec. 9 Dec. 12 Dec. 13
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Source: Tablet Universe: Consumption Across Devices | August 2012
Multi-Channel Attribution in One Session
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Source: Tablet Universe: Consumption Across Devices | August 2012
Source: Webinar Deliver Smarter Cross-Channel Online Marketing Opportunities with Attribution Modeling (2013)
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Source: Tablet Universe: Consumption Across Devices | August 2012
Linear Model
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Source: Tablet Universe: Consumption Across Devices | August 2012
Attribution in Google Analytics
Position Based Setup
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Multi-Screen Attribution
Digital Advertising
Video
Search
E-CommerceDemographic Profiles
Behavioral Profiles
AnalyticsTelevision
Games
Phone Tablets
Points of Sale
Infrastructure
Desktop/Laptop
Attribution
Source: Bootstrap Master, 2013#houstonima @t1c1Wednesday, October 2, 13
Multi-Screens Conditions•Wifi and Ethernet•Battery and Outlet•Data Plan
Marketingemail, news, radio, TV, word of mouth, billboards, magazines, stores, etc.
Apps, Sites, Chat, Call, Maps, Photos
Video
@t1c1#houstonimaWednesday, October 2, 13
Devices and Screens: A Finite Universe
Source: Flurry Analytics, 2013; NBC Sabre Corp (The Office)@t1c1#houstonimaWednesday, October 2, 13
Source: Microsoft Cross-Screen Engagement:, 2013@t1c1
Multi-screen usage is about context, and ultimately about convenience.
:
#houstonimaWednesday, October 2, 13
The number of smartphones sold in Q4 2012 (Gartner, 2013). 207.7M
Average time a U.S. consumer spent per day on smartphones and tablets (Flurry, 2103)
2.5+ hours
Little Screen Numbers
CPCs and MAUs by SCRN U.S. Q1 2013
$0
$0.15
$0.30
$0.45
$0.60
Computer Tablet Phone
53% more cost than phone
Source: Kenshoo Global Search Advertising Trends, 2013
221 Million MAUs 224 Million MAUs
CPC: cost per click (avg. US)MAU: monthly active userSCRN: screen
The number of tablets sold in Q4 2012, includes 22.9 million iPads (IDC, 2013)52.5M
@t1c1#houstonimaWednesday, October 2, 13
Big Screen Numbers
Source: IAB - The Multiscreen Marketer, 2012
Impact of Features Expected in Future Televisions
Source: Boston College Flickr: http://www.flickr.com/photos/bc-burnslibrary/6766005689/
@t1c1#houstonimaWednesday, October 2, 13
Integration of Data Makes it HappenEven if you are integrating messy multi-channel data: email, call center data, in-store, computer and mobile conversions to calculate a marketing cost per goal...
There is not an easy way to identify the most profitable combinations of screens!
Video is a common denominator across screens.
@t1c1#houstonimaWednesday, October 2, 13
Screens and Video Go Hand-in-Hand
Sources: Morgan Stanley via Business Insider (1/31/2013); YouTube; www.reddit.com/r/hockey@t1c1
YouTube
#houstonimaWednesday, October 2, 13
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YouTube Analytics
By Device
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YouTube AnalyticsBy Operating System
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Even if you have rock solid abs, Universal Analytics, mobile segmentation, MCFs, integrated data, AND you’re making awesome videos...
Source: Avinash Kaushik, ‘Multi-Channel Attribution: Definitions, Models and a Reality Check’, April 2012; Google Universal Analytics, Google Analytics@t1c1
NOTE: Mobile Traffic INCLUDES Tablet Traffic
No one said figuring out ROI would be easy.
Multi-Channel Attribution :: Across Multiple Screens (MCA-AMS)
Multi-Channel Conversion VisualizerNeed for Custom Segments
Universal Google Analytics
Organic Search
Direct
Referral
Social Network
#houstonimaWednesday, October 2, 13
@t1c1
Acquisitions, Customers, Engagement, OutcomesTranslated: Traffic, Visitors, Visitors/Traffic, Conversions
What can we measure right now?
Source: Xbox Live Streaming, May 2013; Omniture; Google Analytics
Monitor Resolutions
Unique Visitors
%Unique Visitors
Visits % Visits Units %Units
Not Specified
108,386 37% 127,417 39% 9,965 42%
1024 x 768 42,528 15% 44,669 14% 1,795 8%
1366 x 768 36,946 13% 40,085 12% 3,554 15%
1280 x 800 15,925 5% 17,675 5% 1,097 5%
1280 x 1024 14,874 5% 16,108 5% 1,142 5%
1600 x 864 14,282 5% 15,536 5% 1,597 7%
1400 x 864 10,513 4% 11,555 4% 902 4%
1920 x 1080 9,630 3% 10,553 3% 632 3%
1280 x 768 7,886 3% 8,484 3% 793 3%
1680 x 1050 5,183 2% 5,505 2% 354 2%
800 x 600 5,255 2% 5,425 2% 154 1%
Monitor Resolutions Report
MCF - Assisted Conversions
8.4 million people streamed the Xbox unveiling
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Google’s Databoard for Multiscreen Insights
http://www.google.com/think/tools/databoard.html
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Virool.comPlatform for Video Advertising
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Source: http://asp.arkansas.gov
A large portion of searches tend are consumptive rather than aspirational.
Consider action, context, location, and mood.
What is a multi-screen searcher doing right now?What’s channels are most important?
Segment everything to build models, and then execute and experiment within and across channels and screens.
@t1c1
Become one with the data!
Embed intent in messaging
Keep the multi-screen in mind
#houstonimaWednesday, October 2, 13
@t1c1#smx #11C Source: http://cdn.ndtv.com/tech/images/gadgets/youm-windows-phone%20.jpg@t1c1#smx #11C
Let’s talk and connect all the data.Thomas Ciszek Co-founder, ProductsTwitter @t1c1 #houstonima
Wednesday, October 2, 13
#houstonima @t1c1
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Attribution Resources To Learn More
Attribution Modeling: http://www.google.com/analytics/features/attribution.html
Multi-channel Funnels: http://www.google.com/analytics/features/multichannel-funnels.html
Analyzing cost data with Attribution Modeling: https://support.google.com/analytics/answer/2909452?hl=en&ref_topic=3205717
Avinash Kaushik's blog: http://kaushik.net/
How-to Videos: http://www.youtube.com/googleanalytics
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