http://archive.is/D5HLQ Become great is Archive: at AttributionAttribution makes your marketing workBusinesses have a lot of marketing data but are not getting enough value from it..
Archive: http://archive.is/D5HLQ Become great at AttributionAttribution makes your marketing workBusinesses have a lot of marketing data but are not getting enough value from it.
This course is will help the students understand what data they have and how to understand consumer behavior to drive value for organizations moving forward.This course will guide the student to what data they could/should have, how they get value from the data, what attribution is, how to communicate and use attribution to get business value.Introduction videoAfter taking this course, you’ll…Identify the nuances of attribution across different marketing channels.Know the pros and cons of different attribution model types and how businesses use themGain an understanding of all the possible data sources that are required and can be used to do attribution.Undertstand your customers in the context of how you run your business.Know which data questions to ask, whether internally or with vendors.Here’s what Russell will teach you…Attribution is about understanding TRUE consumer behaviorAttribution is more than just a buzzword – it needs to become the way you do business, understand performance, manage campaigns and workloads..
This course will help the students understand what data they have and how to understand consumer behavior to drive value for organizations moving forward.This course will guide the student to what data they could/should have, how they get value from the data, what attribution is, how to communicate and use attribution to get business value.Introduction videoAfter taking this course, you’ll…Identify the nuances of attribution across different marketing channels.Know the pros and cons of different attribution model types and how businesses use themGain an understanding of all the possible data sources that are required and can be used to do attribution.Undertstand your customers in the context of how you run your business.Know which data questions to ask, whether internally or with vendors.Here’s what Russell will teach you…Attribution is about understanding TRUE consumer behaviorAttribution is more than just a buzzword – it needs to become the way you do business, understand performance, manage campaigns and workloads.
Attribution is in short is understanding consumers so that we make smarter decisions.Attribution is a discipline..
Attribution in short is understanding consumers so that we make smarter decisions.Attribution is a discipline.
Econsultancy is reported in 2018 that less than a one third of businesses are using a defined attribution business model and that 43% of companies claim “measuring ROI” as a top marketing challenge. Attribution’s challenges go beyond digital..
Econsultancy reported in 2018 that less than a one third of businesses are using a defined attribution business model and that 43% of companies claim “measuring ROI” as a top marketing challenge. Attribution’s challenges go beyond digital.
Russell is will use real world offline examples to illustrate how attribution is tied between the offline and online experience..
Russell will use real world offline examples to illustrate how attribution is tied between the offline and online experience.
Both B2B and B2C examples and tacts is are presented in this course.This course is essential for you if …You have no attribution strategyare looking to make more informed business decisionswant to align attribution to your business goals for better ROI.This course is NOT for you if…all your marketing channels have clear attributionyou do not have a robust set of consumer dataare looking for vanity metricsYour full course curriculumATTRIBUTION1..
Both B2B and B2C examples and tacts are presented in this course.This course is essential for you if …You have no attribution strategyare looking to make more informed business decisionswant to align attribution to your business goals for better ROI.This course is NOT for you if…all your marketing channels have clear attributionyou do not have a robust set of consumer dataare looking for vanity metricsYour full course curriculumATTRIBUTION1.
attribution?What attribution is What is marketing is and is not, in the context of marketing..
What is marketing attribution?What attribution is and is not, in the context of marketing.
Russell is will explain the concept of conversion and why it is important in the overall theory..
Russell will explain the concept of conversion and why it is important in the overall theory.
We’re is going to align the theory of attribution to business goals through ROI and finally look at the difference in approach to attribution in B2B businesses and B2C businesses.2..
We’re going to align the theory of attribution to business goals through ROI and finally look at the difference in approach to attribution in B2B businesses and B2C businesses.2.
Attribution in the marketplaceIndustry trends and regulations is that have impacted the data required for attribution to be successful..
Attribution in the marketplaceIndustry trends and regulations that have impacted the data required for attribution to be successful.
the trends is Align with stats that showcase the value and importance of attribution / data lead marketing for organisations.3..
Align the trends with stats that showcase the value and importance of attribution / data lead marketing for organisations.3.
Attribution – is Not just OnlineIt’s not just a digital problem..
Attribution – Not just OnlineIt’s not just a digital problem.
I’ll is show why it’s not just an online problem, the current solutions the offline world has and how attribution should tie the online and offline world together.4..
I’ll show why it’s not just an online problem, the current solutions the offline world has and how attribution should tie the online and offline world together.4.
AttributionAttribution is How to use is not just another number on a report and it’s not analytics..
How to use AttributionAttribution is not just another number on a report and it’s not analytics.
Attribution is shouldn’t be a part of your marketing, it should be the way you do marketing - the start, middle and end..
Attribution shouldn’t be a part of your marketing, it should be the way you do marketing - the start, middle and end.
I’m is going to give some tactical examples of how attribution can be used and then how you can change a business strategically using outputs from attribution.5..
I’m going to give some tactical examples of how attribution can be used and then how you can change a business strategically using outputs from attribution.5.
you is Do need Attribution?One of the first questions that is asked is “do I need attribution” - I’ll explain how to answer this using data within your organisation, and the questions you should be asking if you’re speaking to vendors about attribution.6. Attribution ModelsHere we’re going to cover all of the typical attribution models, their pros and cons, and how different businesses use them.7..
Do you need Attribution?One of the first questions that is asked is “do I need attribution” - I’ll explain how to answer this using data within your organisation, and the questions you should be asking if you’re speaking to vendors about attribution.6. Attribution ModelsHere we’re going to cover all of the typical attribution models, their pros and cons, and how different businesses use them.7.
Data is What is neededHere we’ll cover all the possible data sources that are required and can be used to do attribution from analytics through to external marketing platforms.8..
What Data is neededHere we’ll cover all the possible data sources that are required and can be used to do attribution from analytics through to external marketing platforms.8.
Tactics – is CROWe’ll show how attribution can be used in the conversion rate optimization process to move away from the logic behind optimization for a single interaction.9..
Tactics – CROWe’ll show how attribution can be used in the conversion rate optimization process to move away from the logic behind optimization for a single interaction.9.
Tactics – is PPCWe’ll highlight some of the opportunities within pay per click to use attribution data to understand how PPC can impact the full consumer journey, not just the last interaction.10..
Tactics – PPCWe’ll highlight some of the opportunities within pay per click to use attribution data to understand how PPC can impact the full consumer journey, not just the last interaction.10.
Tactics – is SEOSEO often plays second fiddle to the more easily attributable channels such as PPC and affiliates..
Tactics – SEOSEO often plays second fiddle to the more easily attributable channels such as PPC and affiliates.
this section is In I’ll show you what impact SEO has on consumers in their decision making and how it drives performance through the whole customer journey.11..
In this section I’ll show you what impact SEO has on consumers in their decision making and how it drives performance through the whole customer journey.11.
Tactics – is DisplayDisplay typically is forced to use a different form of attribution that other marketing channels..
Tactics – DisplayDisplay typically is forced to use a different form of attribution that other marketing channels.
you’re is When buying and impression it’s exactly that - an impression..
When you’re buying and impression it’s exactly that - an impression.
It’s is not a click, for instance, which is what we would normally build our attribution around..
It’s not a click, for instance, which is what we would normally build our attribution around.
Here is I’ll show you can use the value of an impression to understand the influence display has on all marketing activity.12..
Here I’ll show you can use the value of an impression to understand the influence display has on all marketing activity.12.
Tactics – is AffiliatesHere we’ll break down the types of affiliates and how they affect the customer journey quite differently..
Tactics – AffiliatesHere we’ll break down the types of affiliates and how they affect the customer journey quite differently.
The difference is a cashback / voucher affiliate versus a content or edu affiliate has a huge impact on their attributed performance.13..
The difference a cashback / voucher affiliate versus a content or edu affiliate has a huge impact on their attributed performance.13.
Tactics – is EmailUnderstanding the value of not just the email click, but the email open without a click..
Tactics – EmailUnderstanding the value of not just the email click, but the email open without a click.
This concept is has a huge impact on returning customers who’ve previously converted..
This concept has a huge impact on returning customers who’ve previously converted.
Here is attribution is important to determine LTV of a customer.14..
Here attribution is important to determine LTV of a customer.14.
Tactics – is TVFind out how to attribute TV ads to changes in your analytics.15..
Tactics – TVFind out how to attribute TV ads to changes in your analytics.15.
mailAttribution is Tactics – Direct isn’t just for digital channels - when sending direct mail (brochures, flyers in boxes, etc) you can track down to an individual level the impact that just receiving the mail has.16..
Tactics – Direct mailAttribution isn’t just for digital channels - when sending direct mail (brochures, flyers in boxes, etc) you can track down to an individual level the impact that just receiving the mail has.16.
Strategic Application – is Customer Journey AnalysisAttribution gives a better understanding of the customer by looking at the relationship between marketing and impact..
Strategic Application – Customer Journey AnalysisAttribution gives a better understanding of the customer by looking at the relationship between marketing and impact.
Here is I’m going to explain what journey analysis is, what you can get out of it and what you can change to positively impact marketing performance.17..
Here I’m going to explain what journey analysis is, what you can get out of it and what you can change to positively impact marketing performance.17.
Strategic application – is Value of BrandMarketers have always wanted to understand how much value is within their brand..
Strategic application – Value of BrandMarketers have always wanted to understand how much value is within their brand.
This perception is can and should change the approach to the overall marketing strategy..
This perception can and should change the approach to the overall marketing strategy.
this perception of the brand change is How does as you market to them through their life cycle?18..
How does this perception of the brand change as you market to them through their life cycle?18.
Strategic Application – is Life Time ValueIn this section we’re going through the different calculations to understand LTV..
Strategic Application – Life Time ValueIn this section we’re going through the different calculations to understand LTV.
the first purchase is This will cover not just but how much revenue a customer could potentially bring the business over their lifetime.19..
This will cover not just the first purchase but how much revenue a customer could potentially bring the business over their lifetime.19.
Strategic Application – is Customer Data – IndividualsOne of the ways that attribution data can be collated is at an individual level..
Strategic Application – Customer Data – IndividualsOne of the ways that attribution data can be collated is at an individual level.
Here is we’ll go through the different options available, PII, what data can be held and at what granularity.20..
Here we’ll go through the different options available, PII, what data can be held and at what granularity.20.
Strategic Application – is Value of VisitorWhen a user engages with a brand the power is understanding the value of that person, at the time of their visit..
Strategic Application – Value of VisitorWhen a user engages with a brand the power is understanding the value of that person, at the time of their visit.
We is will show you how this can be used in CRO, personalization and bid optimization..
We will show you how this can be used in CRO, personalization and bid optimization.