Analytics Workshop: Beyond the Basics

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