Multi-Channel & Attribution Analysis by Justin Cutroni Part II [video]

“This is the beginning of multi-channel modeling: a way to help marketers determine spend across multiple channel. Wow.” (source)

In Multi-Channel & Attribution Analysis Part I Justin Cutroni discussed Google Analytics Multi-Channel Funnels (MCF) and what it can do. On Part II he discusses the actionability of different reports and how to use them to extract insights. According to him:

What we have with Multi-Channel Funnels in Google Analytics is more of our ability to measure what brings people to the website and how many times we have to do that before we get a conversion.And then it gives us tools to segment that in order to drill down deeper.

Justin goes on to talk about different types of attribution modeling and how it can be done using Google Analytics Premium. Below are the attribution models he discusses (which can also be done with the Premium version):

  1. Last Click: only last click gets the credit
  2. First Click: only first click gets credit
  3. Equal or Linear Distribution: each channel that was “touched gets the credit”
  4. U-Curve: The first and last last clicks get more credit.
  5. Decay: the last few touch points get more value

Justin Cutroni

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.

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