1 / 21

Analytics Workshop: Beyond the Basics

Analytics Workshop: Beyond the Basics. Lab: Creating & Analyzing Marketing Attributions. Today’s Session. Purpose : This learning lab is an instructor-led, hands on workshop that will facilitate a deeper understanding of Coremetrics Attribution logic.

evette
Download Presentation

Analytics Workshop: Beyond the Basics

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Analytics Workshop: Beyond the Basics Lab: Creating & Analyzing Marketing Attributions

  2. Today’s Session • Purpose:This learning lab is an instructor-led, hands on workshop that will facilitate a deeper understanding of Coremetrics Attribution logic. • Objectives: At the end of this course participants will be able to: • Understand Coremetrics Attribution logic • Utilize the standard Marketing Attribution Reports • Build attribution-based marketing reports • Analyze cross-channel influences

  3. Did you know?

  4. Lesson 1: Basics of Attribution

  5. Lesson 1: Objectives • At the end of this lesson participants will be able to: • Understand the benefits of Coremetrics Attribution • Utilize the standard Attribution Reports

  6. Attribution • Overview: Better understand the effectiveness of marketing campaigns. • Examples of Usage: • Associate site activities with the programs that drove them • Measure the true value of marketing activities • Reassign credit to previous touch points in the conversion process Email Paid Search Banner Conversion

  7. Channel Venn Report • Overview: View the affinity and lift associated with each possible combination of up to three marketing channels. • Examples of Usage: • Understand which campaign channel combinations drive the highest lift • Determine channels to use for your next campaign

  8. Channel Stream Reports • Overview: View which channels visitors used on their final session or final converting session. • Examples of Usage: • Expand the tree backwards to understand the preceding sessions in sequence • Analyze the amount of time between marketing channel touch points and adjust customer contact strategy • Evaluate which channels commonly start and finish conversion cycles

  9. Visitor Journey Reports • Overview: View channel details for the top 1000 visitors on your site. • Examples of Usage: • Use the Top Visitors and Top Converters Reports to access journey details for your top visitors and top converters • Understand how top visitors and convertors behave

  10. Lesson 2: Create & View Attribution Models

  11. Lesson 2: Objectives • At the end of this lesson participants will be able to: • Understand the three components of Coremetrics Attribution • Build and analyze a report using attribution metrics • Map business questions and goals to an attribution model

  12. Components of Attribution • Which Campaigns: • Acquire New Visitors? • Engage Customers? • Trigger Conversion? Direction Forward Backward • How Can I Assess: • Marketing Cycles • Consideration Cycles • Vendor Accuracy Touch Points First Last Average Duration Same Day 1 Day 30 Days • How Do I Understand: • Vendor Contribution • Source of Acquisition • Campaign ROI • Where to Allocate Budget

  13. Direction • Forward-looking Logic: Understand the value of the marketing campaign. • Start with the campaign and look forward to see the results • Understand latency between click and conversion • Backward-looking Logic: Understand what drove conversions. • Start with the conversion and look backward to see the source • Understand which marketing partners to credit for a sale or conversion Conversion Banner Click Conversion Banner Click

  14. Touch Points • Overview: Details the order of clicks in the customer experience. • Examples of Metrics: • First click • Last click • Average clicks • Custom weightings

  15. Duration • Overview: Time between when a customer clicks and converts. • Examples of Metrics: • Same day • 7 days • 14 days • 30 days • 60 days • 90 days • 120 days

  16. Key Points for Attribution • Attribution metrics will vary from client to client • Additional attribution metrics are available; contact your account representative for further details • Marketing Channel, Marketing Programs, Natural Search, and Referring Site Reports include attribution metrics

  17. SESSION REVIEW

  18. Session Recap • In today’s session we discussed: • Standard Attribution Reports • Key attribution concepts, including direction, duration, and touchpoints • Building and analyzing attribution windows within the Marketing reports • Points to consider when choosing an attribution strategy

  19. Next Steps • View the Marketing Program Insight: Indirect Ratio Report for immediate insight • Create attribution windows within the Marketing reports • Determine timeframes and touch points to be analyzed

  20. Post-Class Support • On-Demand: • Utilizing Marketing Reports • Marketing Channels: Attribution Reports • Webinars: • Customer Best Practices: Accurately Allocate Channel Spend and Understand Customer Behavior • Documentation: • Guide Me Documentation • Breakout Session: Using Attribution to Guide Healthy Marketing Mix Strategies • Expert Analysts: • Submit a ticket or chat live for assistance

  21. Thank You For Attending

More Related