In this presentation, Justin Cutroni, Analytics Advocate at Google, talks about techniques on how to do attribution modeling in order to have a full understanding of Marketing campaigns ROI.
He goes over Google Analytics Multi-Channel Funnels (MCF) and talks about what it can do. But before using this feature, Justin recommends that companies should check the Days/Visits to Conversion reports; if most of your visitors convert on the first visit, MCF might not be that important.
Following the decision that Multi-Channel Funnels is relevant for the analysis of a website, Justin recommends making use of Segmentation. This will help the analyst help the answer: do the customers that I really care about come to the website through multiple channels?
Justin Cutroni is a web analyst. He is the author of Google Analytics (published by O'Reilly) and co-author of Performance Marketing with Google Analytics (published by Wiley). You can connect with Justin through his blog, Analytics Talk or follow Justin on Twitter or Google +. Justin has worked as a Google Analytics Certified Partner for the last 5 years and now he works for Google.