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Capture campaign data in a way to see multi-touch interactions leading to a conversion

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hazenj
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hazenj
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12-02-2010

There should be a way to capture all the campaign tactics involved with a conversion and give users the ability to slice and dice that data.

There are capabilities such as Cross-Visit Participation that allow for capturing each campaign tracking code in a sequence to see the string of events that lead to a conversion. The problem is that is based on grabbing a parameter out of the query string and creating a temporary cookie. A better way to do this is through a backend rule that tracks each visitorID and the campaign codes associated with that visitor and correlate to a conversion. Additionally, by having as a backend rule you could incorporate things that don't have campaign tracking codes in the string such as SEO, ad impressions, etc

Besides capturing the tactics involved, other elements should be captured too:

  • date stamp - to allow for understanding lag between tactics
  • Visit Number

Benefits from this:

  • Would allow marketers to see what kinds of patterns visitors exhibit before a conversion. Do they start with upper-funnel tactics like non-brand search?
  • Would allow marketers to re-evaluate campaign attribution and visually see campaign overlap.
  • What is the lag between a campaign tactic and a conversion
As a bonus:
It would be great if Omniture would develop a way to plug ad spending into a model based on understanding the multi-touches to recommend ad spending levels for each type of tactic. The tool would understand how tactics work together to generate conversions and would take that knowledge in conjunction with the spend to determine optimal spend. It would be huge!
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davidlcook
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davidlcook
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12-02-2010

Hi hazenj,

 

I too would love to see this exact solution integrated into the tool as an "out of the box" feature. However, we currently do have an "Advanced CVP" solution through Engineering Services that allows for (I believe) everything you mention here.

 

When a conversion occurs, this solution will pull data about that specific visitor from Data Warehouse and reallocate the conversion value across touchpoints based on any number of personalized rules. The campaign/channel attribution for that conversion depends on which data you are capturing. If you have a variable capturing all channels, including SEO, Display, etc. then you can re-allocate conversions in multiple ways across those touchpoints.

 

Using the Data Warehouse method, we do have additional insight into time between touches, page views/engagement for each touch, visit number, etc. These values can then be used as well to create rules for the reallocation of the conversion.

 

We have also had much success using this method to create an Assists metric, given to those campaigns that don't necessarily convert the visitor, but played a significant role in that final conversion.

 

I will be heading up a round table at Summit this year on the subject of Attribution Management, as well as a CAB on Tuesday afternoon. If you are coming to Summit I would love to take some time and discuss this solution with you in more depth.

 

-Dave Cook, Senior Consultant - SEM

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hazenj
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12-02-2010

Hi Dave,

 

I've talked to Nate Purser a few times over the past couple of years on this topic and now sounds like you guys have made some interesting progress. I'll be Summit, so I'd definitely like to chat with you about this. Also, would like to see what kind of visualization you guys are thinking about as far how you'd use the data in an interface.

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BretGundy
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07-04-2011

Excellent request.

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jeromeh72903585
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jeromeh72903585
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20-04-2011

Very interesting! In addition to allocating based on clicks it would be valuable to also add banner views as touchpoints. It would give a more complete picture of the value of your online ad spend, especially display advertising. Since this data is not captured I would like to see integration with adserving that allows view-data to be passed into Omniture.