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Multi-Channel Attribution That Goes Beyond Last Click

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A few weeks ago I attended a conference in Portland, Oregon and had an amazing time (in Portland not the conference). Great food scene and tons of stores to do some shopping in.

However, a few of the topic sessions at the conference talked about attribution and moving us beyond last click (or even first click). Everyone seems to be very set on using position based attribution for their model of figuring out how to assign sales and conversions to different channels in their customer journey.

A quick primer on different attribution models. There are several types of attribution models:

  • Last interaction attribution model – This model assign 100% credit to the last interactions. Google Analytics uses this model by default. Also known as last click.
  • First interaction attribution model (popularly known as first touch attribution model) – This model assign 100% credit to the first interactions. This is what Google AdWords and Bing use.
  • Linear attribution model – This model assign equal credit to each interaction in a conversion path.
  • Time Decay attribution model – This model assign more credit to the interactions which are closest in time to the conversion. e.g. If there are 5 click, than each would get 20%. If there were 4 click, than each would get 25%.
  • Position based attribution model – This model assign 40%(or 30%) credit to the first interaction, 20% credit to the middle interaction and 40%(or 30%) credit to the last interaction.

Using position based attribution while saying all first & last clicks  are the same value is odd. What if one channel is bringing in higher value customers with a higher lifetime value (LTV) than another channel. Isn’t that channel worth more to the business?

And if that channel is worth more, that starts to make any model you build utterly more complicated. Not to make anything more complex but Google also now has data driven attribution, which I thought was new but it seems to be something that Google Analytics premium customers have had for a few years now.

I don’t have all the answers but I know paid search drives a lot of top of the funnel conversions for clients I’ve had over the years even if that person converted from another channel on the lsat click. How much of that sale should paid search get is the question I still ask myself.

13 Tools To Help Market Your Startup In 2015

Startup Marketing Bullhorn

Working in the performance marketing space for 8 of the last 10 years has been amazing. I’ve been able to use many tools and services to do my job better (and faster). Maintaining quality should always been number 1.

I also believe in automation not repetition where possible. You should know how to do the task manually before automating anything (and why you’re doing it).

Below are some of the tools I use each week (some daily) to get my job done. A couple I’ve been using for 8 years now. They have stood the test of time.

Automation
Zapier – The software helps you connect two programs together that don’t have an official integration. e.g. importing a Twitter list into a Slack channel, so it’s searchable later by your team. I did this recently for a Twitter list I had based on research publications. Zapier’s recipe library.

IFTTT – It’s is a web-based service that allows users to create chains of simple conditional statements, called “recipes”, which are triggered based on changes to other web services such as Gmail, Dropbox, Instagram, and Craigslist. Seer Interactive put together a great list of IFTTT recipes for marketers.

AdWords Scripts – Provide a way to programmatically control your AdWords data. You can use scripts to automate common procedures or interact with external data in one to many AdWords accounts. Brainlabs has an AdWords script library that is a great resource if you work in the commerce space or have a ton of different inventory and SKUs.

Read more…

A Practical Guide To Mobile App Marketing

A few weeks ago I wrote about the basics of app store optimization. We’ve already proved that mobile is here. With more than 2 billion smartphones worldwide and that number expected to double by 2020.There has never been a better time to get involved with marketing an app. Plus with Google putting ads in the app store to court mobile app marketers and saying that mobile signals will affect search ranking. We’re truly living in a mobile world.

Mobile Commerces
8QrzMWe may not be seeing tons of transactions occurring on mobile devices but we’re seeing people research, especially in store, and browse a brand’s digital properties while on their device.

Once brands build better mobile experience on smartphones (site & commerce stores), we’ll see that shift in mobile transactions increase sharply in the next 2-3 years. There is pent up demand that needs to be satisfied.

Even with tablets expected to surpass 1 billion users this year. The fact many people use them at home, shows that a tablet is more of a PC than a mobile smartphone in its current incarnation.

Today we’re going to look at marketing your app. A lot of brands need to do this to stay competitive or help raise their brand’s awareness in a crowded marketplace. As Ev said, attention is short and its what we should be paying for.

Now how to spend your money wisely, so you get the best return. Using my experience of marketing an app for a UK startup last year. I’ll cover the four areas you need to consider before marketing your app: Research, Analytics, Spend and Media Networks.

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Free Tool Builds 100+ Long-Tail Keywords For SEO & PPC

Keyword Tool uses Google’s Autocomplete to generate 750 relevant long-tail keywords based around a set of words you type into the search box (it’s free). If you’re involved with SEO, PPC or content creation then you know how useful these keywords can be. You can also find out searches for Google Play, which I’ll get into next month when I write about the Basics of App Store Optimization (ASO).

About Google’s Autocomplete
As you type in Google’s search box, you can find information quickly by seeing search predictions that might be similar to the search terms you’re typing. For example, as you start to type [Canadian], you may see other popular Canadian-related searches.

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Difference between User Acquisition & Demand Generation

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Performance marketing (paid search, display and paid social) is a challenging and interesting space with heavy industry jargon. Similar to customer vs consumer, the latter being a person who buys a product in your category/vertical but doesn’t buy from your company, like a customer would.

I see many people mix up and use the terms user acquisition & demand generation interchangeably. I don’t feel they mean the same thing.

So what is the key difference between the two terms?

Demand Generation: Sits at the top of the purchase funnel covering awareness and consideration
Similar to consumers, these people don’t buy from you (not yet anyways). Consumers might buy from you competitor(s) or you might have to show these people why they need your product. This is especially true if you’re creating a whole new category for your industry. This is what the iPod, tablets, Dropbox and even the selfie stick have all done. There was no (or very little) demand for this product before and in a few short years (9 for the selfie stick) you’ve people who can’t live without these product.

User Acquisition: Sits at the bottom of the purchase funnel covering purchase(s) and advocacy
Like customers, these people already use your product or service.User acquisition falls under purchase and advocacy for the purchase funnel.  Customers could be new or long-term users of your product, but they buy from you none the less. Your job is to up/cross sell other products from your company and create a long-term customer for your brand. The work isn’t done once someone has bought from you, you’ve to work twice as hard to keep them as a customer.

What do you think… am I off base about user acquisition & demand generation?

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