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Index
About the author
Introduction
What is this book about?
What is not included in this book?
What do you need to know in advance in order to benefit from this book?
Who should read this book?
Lesson 1: Introduction to attribution modelling
What is attribution modelling?
The objective of attribution modelling
Ideal candidates for attribution modelling
Attribution modelling and marketing mix modelling
Types of online attribution
Multi-channel attribution
Multi-device attribution
Introduction to nonline
Types of nonline attribution
Online-offline attribution
Hybrid attribution
Fixing hybrid attribution issues
Introduction to attribution models
Types of attribution models
Types of baseline attribution models
Advantage of using attribution models
Lesson 2: Setting expectations from attribution
Attribution modelling is not panacea
Attribution modelling is not a onetime activity
Attribution modelling is not just for big companies with big budgets
Focusing on a single marketing channel is not attribution
There is no good, bad, best or flawed attribution model
Data integration is the key to fixing attribution issues
Attribution is much more than Google Analytics
Perfection is the enemy of good
Involve only the right people and expect resistance
Lesson 3: Barriers to implementing attribution modelling
Work culture which is not data driven
Lack of business agility
Organizational silos and other operational inefficiencies
Non-alignment of goals and KPIs across an organization
Lack of authority
Lack of expertise
Lack of tools, technology and processes
Data collection issues
Data integration issues
Lesson 4: Before you start attribution
Task 1: Avoid these five critical mistakes that kill attribution modelling
Task 2: Know the context
Task 3: Develop a great understanding
Task 4: Do not try to figure out everything on your own
Task 5: Move beyond clickstream data
Task 6: Use the web analytics tool box
Task 7: Use advanced in-page analytics tools
Task 8: Use this tool to understand ‘why’
Task 9: Find missed opportunities
Task 10: Use these ten tools to compete effectively
Task 11: No website changes without testing first
Task 12: Become very good in usability testing
Task 13: Understand A/B testing and when to do it
Task 14: Understand when to test user preferences and when to test user behaviour
Task 15: Fix these eight data collection issues
Task 16: Use this solution or risk becoming obsolete
Task 17: Use this alternative solution
Task 18: Understand the role of a shopping cart in fixing attribution issues
Task 19: Use the analytics features of your shopping cart
Task 20: Use these conversion optimization features within your shopping cart
Task 21: Use a shopping cart which is SEO friendly
Task 22: Take this first step to stop money leakage
Task 23: Monitor the conversion killers
Task 24: Stop your web server from killing sales
Task 25: Count every second
Task 26: Migrate to Universal Analytics
Task 27: Use this key to fix attribution issues
Task 28: Interpret data accurately
Task 29: Get your maths and statistics right
Task 30: Use a data visualization and modelling tool
Lesson 5: Understanding Google Analytics sessions
Google Analytics sessions and attribution modelling
Introduction to hits and sessions in Google Analytics
How Google Analytics calculates sessions
The difference between a web session and a Google Analytics session
Deciding the length of the GA session for your website
Changing session timeout settings
Forcing a Google Analytics session to start and end
Referrals processing in Google Analytics
Lesson 6: Understanding users in Google Analytics
Client ID and attribution modelling
Introduction to Client ID
The difference between users and visitors in Google Analytics
How Google Analytics calculates new and returning users
How Google Analytics calculates total users
Unique users in Google Analytics
Real time users
Active users
Lesson 7: Cross device tracking
Introduction to cross device tracking
Introduction to measurement protocol
Introduction to User ID
The difference between Client ID and User ID
Requirement for setting up the User ID
Cross device reports in Google Analytics
Device overlap report in Google Analytics
Device paths report in Google Analytics
Acquisition device report in Google Analytics
User ID coverage report
Cross device conversion tracking in Google AdWords
Cross browser conversion tracking in Google AdWords
Cross device attribution reports in Google AdWords
Lesson 8: Cross domain tracking
Introduction to cross domain tracking
Cross domain tracking and attribution modelling
The difference between cross domain tracking and roll-up tracking
Lesson 9: Roll-up tracking
Roll-up tracking and attribution modelling
Structure of a Google Analytics account
Introduction to roll-up properties
Planning the roll-up properties set-up
Standard roll-up tracking
Drawbacks of standard roll-up tracking
Premium roll-up tracking
Advantages of premium roll-up tracking
Dimensions mapping and metrics mapping
Drawbacks of premium roll-up tracking
Cross domain tracking on top of roll-up tracking
Lesson 10: Online to offline conversion tracking
Online to offline conversions tracking and attribution modelling
Introduction to in-store data tracking
Tracking in-store transactions through coupons
Shopping carts and in-store transactions tracking
Point of sale (POS) system and in-store transactions tracking
Tracking in-store transactions through an online loyalty program
Store visit conversion tracking in Google AdWords
Introduction to phone call tracking
Phone call marketing channel
Phone call tracking solutions
Setting up phone call tracking
How phone call tracking works
Tracking qualified and won leads in Google Analytics
Tracking phone leads from billboard ads
Tracking phone leads from print ads
Tracking phone leads from transit media ads
Tracking phone leads from radio and TV ads
Lesson 11: Offline to online conversion tracking
Offline to online conversions tracking and attribution modelling
Introduction to TV attribution
Tracking offline to online sales via coupons
Using vanity URLs for tracking offline conversions online
Manually correlating offline marketing activities with digital activities
Lesson 12: Understanding cohorts
Cohorts and attribution modelling
Introduction to cohorts
Understanding cohort behaviour
Understanding cohort type
Understanding cohort size
Introduction to cohort metrics
Introduction to user retention metric
Understanding date range for cohorts
Reading the cohort chart
Reading the cohort data table
Introduction to cohort segments
Introduction to user disengagement
Cohort analysis with enhanced e-commerce
Tools for advanced cohort analysis
Lesson 13: Remarketing audiences
Remarketing audiences and attribution modelling
Introduction to remarketing
Remarketing audiences for an e-commerce website
The three categories of e-commerce abandonments
Not all remarketing audiences are equal
Remarketing audience for non-e-commerce websites
Low value remarketing audiences
Remarketing solutions provided by Google
Remarketing audiences in Google Analytics
Building remarketing audiences in Google Analytics
Building remarketing audience from enhanced e-commerce segments
Building remarketing audience from cohort segments
Introduction to dynamic remarketing
Building audience for dynamic remarketing in Google Analytics
Other remarketing solutions
Lesson 14: Traffic acquisition channels
Acquisition channels and attribution modelling
Introduction to traffic sources
Introduction to traffic mediums
Introduction to campaigns
Introduction to channels
Types of marketing channels in Google Analytics
Understanding organic search marketing channels
Understanding paid search marketing channels
Understanding display marketing channels
Understanding direct traffic channel
Understanding referral channels
Understanding social marketing channels
Understanding email marketing channels
Understanding (other) marketing channels
Introduction to channel labels
Types of channel labels
Lesson 15: Channel grouping
Channel grouping and attribution modelling
Introduction to channel grouping
Types of channel grouping
Default channel grouping
Introduction to channel grouping rules
Redefining a default marketing channel
Adding a new marketing channel to default channel grouping
Removing a marketing channel from default channel grouping
Advantages of using custom channel groupings
When to create custom channel groupings?
Creating a custom channel grouping
Multi-channel funnel grouping and attribution modelling
Introduction to multi-channel funnel grouping
Types of MCF channel groupings
Methods to create MCF custom channel groupings
Using a template to create MCF custom channel grouping
Creating MCF custom channel grouping from scratch
Lesson 16: Deep dive into direct traffic
Direct traffic and attribution modelling
Introduction to HTTP and HTTPS
Why referral data is critically important
Defining direct traffic
When referrer data is passed to a website
When referrer data is not passed to a website
When you should always send referrer data to HTTP websites
How to send referrer from a HTTPS to a HTTP website
Introduction to campaign tracking parameters
Twelve methods to capture referrer data
How Google Analytics attributes conversions to direct traffic
Lesson 17: Dimensions and metrics
The role of dimensions and metrics in attribution modelling
Introduction to dimensions in Google Analytics
Introduction to metrics in Google Analytics
Differences between dimensions and metrics
Introduction to custom dimensions
Primary and secondary dimensions
Introduction to custom metrics
Introduction to calculated metrics
Introduction to key performance indicators (KPIs)
The difference between a metric and KPI
Internal KPI
External KPI
How to find good KPIs
Solve for your customers and not for your KPI
Lesson 18: Application programming interface (API)
The role of APIs in attribution modelling
Google Analytics API and web view names
How to use Google Analytics APIs
Google Analytics Account Explorer
Google Analytics Dimensions and Metrics Explorer
Google Analytics Query Explorer
Google Analytics Spreadsheet Add-on
Lesson 19: Understanding conversions
Introduction to conversions
Transactional and non-transactional conversions
Macro and micro conversions
Direct and assisted conversions
Direct macro conversions
Assisted macro conversions
Direct micro conversion
Assisted micro conversion
Conversions in multi-channel funnel reports
Types of conversions based on the attribution model being used
Cost per acquisition in multi-channels funnel report
Types of CPA based on the attribution model being used
Introduction to conversion value
Calculating conversion value for non-transactional conversions
Conversion values in multi-channel funnel reports
Types of conversion values based on the attribution model being used
Assisted conversion value
The ratio of assisted and last click conversions
The ratio of first and last click conversions
ROAS in multi-channel funnel reports
Types of ROAS based on the attribution model being used
Introduction to conversion rate in Google Analytics
How to correctly calculate conversion rate metrics in Google Analytics
How to correctly interpret goal conversion rate
How to correctly interpret e-commerce conversion rate
Introduction to view through conversions
GDN impression reporting
Cross account conversion tracking
Introduction to conversions in Google AdWords
Conversion tracking in Google AdWords
Cross device conversions in Google AdWords
Cross browser conversions in Google AdWords
In-app conversions in Google AdWords
Conversions between mobile apps and web browsers
Shop visit conversions (store visits)
Phone call conversions in Google AdWords
Discrepancies between Google Analytics and Google AdWords conversion data
Lesson 20: Understanding conversion funnels
Introduction to conversion funnels
Conversion funnels in Google Analytics
Types of Google Analytics funnels
Goal flow report
Funnel visualization report
Data sampling issues in funnel data
Small time frame and small data set for funnel analysis
The impact of funnel steps on conversion rate and conversion volume
How to correctly set up conversion funnels in Google Analytics
Lesson 21: E-commerce analytics
Introduction to shopping carts
Ready-made shopping carts
Custom made shopping carts
Open source shopping carts
Your shopping cart is almost always right
Introduction to payment gateways
Types of payment gateways
Introduction to e-commerce tracking
The role of a shopping cart in e-commerce tracking
E-commerce metrics in Google Analytics
Introduction to enhanced e-commerce tracking
E-commerce engagement (shopping activities)
Shopping behavior analysis
Shopping progression
Shopping abandonment
Checkout behavior analysis
Checkout progression
Checkout abandonment
Product performance tracking
Introduction to product lists
Tracking internal marketing campaigns
Tracking external marketing campaigns
Enhanced e-commerce segments
The importance of sending all e-commerce data to GA
Dealing with unfulfilled and test orders
Dealing with refunds
Impact of data sampling on GA e-commerce data
Measuring the long term gains and impact of your marketing and customers
Customer lifetime value
Lifetime value for mobile app users
Customer profitability score
Product lifespan
Customer return rate
Customer sales cycle length
Purchase frequency
Customer retention rate
Customer churn rate
Net promoter score (NPS)
Task completion rate
Cost per acquisition (CPA)
Revenue growth rate
Return on investment (ROI)
Monthly recurring revenue (MRR)
MRR churn rate
Lesson 22: Google Analytics multi-channel funnels
Introduction to interactions
Types of interactions in Google Analytics
How Google Analytics displays touchpoints in a conversion path
Types of interaction analysis
Google Display Network ad interactions
The concept of missing touchpoints in a conversion path
Not all touchpoints are equally valuable
Types of conversion path categories
Acquisition conversion paths
AdWords conversion paths in Google Analytics
DFA conversion paths
Analysing conversion paths
Conversion counts in multi-channel funnel reports
Introduction to path length
Conversion type in multi-channel funnel reports
Introduction to lookback window
Default lookback window
Custom lookback window
Introduction to conversion segments
Default conversion segments
Comparing conversion segments to each other
User-defined conversion segments
Multi-channel funnel data
Multi-channel funnel reports
Data discrepancies between MCF and non-MCF reports
Lesson 23: Deep dive into attribution models
Classifications of attribution models
Rule-based attribution models
Algorithmic attribution models
Single touch attribution models
Multi touch attribution models
Vendor specific attribution models
Baseline attribution models
Custom attribution models
Accessing baseline attribution models in GA
Last interaction attribution model
First interaction attribution model
Linear attribution model
Position based attribution model
Last non-direct click model
Last AdWords click model
Time decay attribution model
Data driven attribution model
Introduction to lift analysis
Criteria for carrying out data driven attribution
DDA model eligibility criteria in Google Analytics
Requirements for generating a DDA model
Requirements for generating a DDA model for a particular conversion
Before you enable data driven modelling in Google Analytics
How to enable the DDA model in Google Analytics
Attribution reports in Google Analytics
Model explorer (or DDA model explorer) tool
Lesson 24: Understanding the customer purchase journey
Customer journeys are complicated
Customers can switch between marketing channels
Customers can switch between devices
Marketing channels affect each other’s performance
Direct traffic is overrated and overvalued
Branded traffic is overrated and overvalued
Interview your client and their staff
The six moments of truth
Stimulus
Establishing the decision criteria framework
Zero Moment of Truth or ZMOT
There is no attribution without understanding ZMOT
How to find ZMOT sources in Google Analytics
First Moment of Truth (FMOT)
Second Moment of Truth (SMOT)
Third Moment of Truth (TMOT)
Google Customer Journey to Online Purchase tool
Lesson 25: Implementing Attribution Modelling
ROI analysis in Google Analytics
The cost analysis report
The ROI analysis report
Requirements for doing ROI analysis in Google Analytics
Model comparison tool
Deep dive into custom attribution models
Requirements for creating custom attribution models
Adjusting credit
Adjusting credit based on user engagement
Adjusting credit for impressions
Conversion credit
Conversion credit weighting
Conversion credit weighting rule
Default credit rules
Custom credit rules
Overlapping conversion credit weighting rules
Process for creating your own attribution model in Google Analytics
Valuating display advertising through attribution modelling
Measuring traffic quality in a multi-channel marketing world
How to allocate budget in a multi-channel marketing world
Move beyond last ad click keywords optimization
Move beyond last ad click CPA optimization
15 step process to carry out attribution modelling
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