Windsor marketing attribution_webinar
- 1. Attribution webinar Niklas Kolster / CEO & Founder windsor
- 2. Agenda ● How to optimise marketing budget with attribution modelling and data integration ● Case Victorinox: How to connect all data and what to consider when doing attribution modelling ● Case: How marketing agencies can benefit from automating reporting and multi-touch attribution ● Discussion and questions
- 3. Quick intro: Who is talking?! Niklas Kolster - From Finland but speaks Swedish and German - Founded Finland’s first VoIP Company in 2003 - After that focused for a while on quantitative trading and HFT. - Was Lead data-scientist at Pryte, acquired by Facebook in 2014 - Headed Accenture’s data-science team in Scandinavia - Siroop, eBay, windsor.ai
- 4. Challenges in marketing currently ● Data in silos ● Missing performance figures along the full customer journey ● Cost data not integrated
- 5. Data in silos Teams go and check individual reports -> cannibalising conversion numbers and incomplete overview Revenue tracked not realistic as it might contain cancellations and returns or quality of leads not taken into account
- 6. Missing performance figures along the full customer journey ● Most used analytics tools are centered around last click ● Results in measuring clicks, bounce-rates etc. ● Optimising marketing based on low quality leads if the CRM is not connected
- 7. Cost data not integrated ● Multi-touch attribution only gives the attributed “conversion credits” to be actionable this has to be connected to the cost. To get a ROI/ROAS for that channel. ● A version of this is that someone compiles data manually
- 10. Solution ● Connect all data together ● Measure the impact of channels across the whole customer journey
- 11. Then it can provide you an overview of all channels real performance
- 12. More about attribution modelling The two widely used data driven attribution models: https://www.windsor.ai/shapley-value-vs-markov- model-in-marketing-attribution/
- 13. Case victorinox
- 15. Ausgangslage Marketing is focusing on two objectives: 1. Awareness (benefits all sales channels) 2. Own performance marketing affecting e-commerce in multiple countries (run by agencies) Marketing channels: - Google SEA, Shopping - Bing, Facebook, Affiliates etc.
- 16. Setup steps ● Connect all data-sources ● Setup the budget optimiser ● Integrate affiliate costs ● Next: Connect sales off-site (amazon)
- 17. 17 Setup of integrations Analytics and Ad Server Data Channel cost data Email and CRM-Data Google Analytics Google Campaign Manager MarketoSalesforce Understand the whole student journey from first interaction to client Give credit to each touch-point using a machine learning model Budget allocation scenarios All media-spendings in one place
- 18. We arrive at a data driven ROAS for all countries, channels, keywords and content
- 19. Attribution modelling and having a data-driven ROAS on a keyword level can bring lots of transparency - Previously the business did not have so much insight into the performance - Now with transparency it is easier to steer the focus and optimise where the impact is the biggest.
- 20. Once there is ROAS based on multi- touch attribution it can serve as platform for both high-level decisions and tactical optimisations
- 21. Challenge 1: Googles automation is good for google Example: - This can for example manifest it-self through expensive broad matches capturing non-relevant traffic -> low relevance and quality scores -> unnecessary costs What is good for google is not always good for you. Solution: Automation and highlighting the low-hanging fruit trough machine- learning. Still lots of manual work to decrease CPC’s from broad matches and creating ads with good relevance scores.
- 22. Challenge 2: Automate going from broad matches to exact increases relevance and decreases costs
- 23. Quick tips to save costs: Example with sample data
- 24. Budget optimiser makes it easy to focus the effort on where it has the biggest impact
- 25. How agencies can benefit from automating reporting and MTA
- 26. Typical challenges ● Tracking and reporting takes lots of time ● Difficult to show impact of upper funnel
- 27. 27 Agency Case Study: eClicks Australia
- 28. 28 eClicks at a glance ● Mid-size agency based in Melbourne, Australia ● Google Premier Partner ● Strong focus on performance marketing (paid and organic search strategies, remarketing, conversion rate optimisation, analytics and social media marketing)
- 29. 29 eClicks Goal: Integrate all data and use insights to save money and time! ● Transparency eClicks manages large media buys on multiple channels but making decisions on business outcomes was impossible with Google Analytics data alone. ● Double counting of conversions Within paid social and paid search the numbers looked good but did not match with the clients numbers. Multiple platforms take credit for the same conversion. ● Heavy reliance on last-click Besides looking at intra-channel data, optimisations were done manually and based on last-click Google Analytics data.
- 30. 30 Initially media buys were optimised based on form fills
- 31. 31 Initially media buys were optimised based on form fills Customer Journey to form fill Cost per lead
- 32. 32 Setup of integrations Analytics and Ad Server Data Channel cost data Email and CRM-Data Google Analytics Google Campaign Manager MarketoSalesforce Understand the whole student journey from first interaction to client Give credit to each touch-point using a machine learning model Budget allocation scenarios All media-spendings in one place
- 33. 33 The media buys can be optimised on real business outcomes Marketo Salesforce Customer Journey to opportunity Customer Journey to enrolment Cost per opportunity Cost per enrolment
- 34. 34 eClicks can now optimise based on cross- channel conversion rates to opportunity
- 35. 35 eClicks can now optimise each channel based on CRM data
- 36. 36 Results and outcomes (after 6 weeks) ● Cost per acquired customer and cost per opportunity were measured for the first time down to the keyword and ad level ● Optimisations reduced overall the cost per CRM opportunity by 19% ● eClicks automated 50% of a FTE by using the automated media optimiser
- 37. 37 Results and outcomes (after 6 weeks) ● Cost per acquired customer and cost per opportunity were measured for the first time down to the keyword and ad level ● Optimisations reduced overall the cost per CRM opportunity by 19% ● eClicks automated 50% of a FTE by using the automated media optimiser
Editor's Notes
- #6: Teams go and check individual reports -> overlap and missing overview Revenue tracked not realistic as it might contain cancellations and returns or quality of leads not taken into account
- #7: Show journeys: -stats -3D
- #12: Taking it one step further is the budget optimiser
- #13: Not going into these details now
- #25: See what to increase and what to decrease
- #39: For product we have a free trial at onboard.windsor.ai