Category : Events
Upcoming ecommerce events in NYC & LA
We had a great time at Shopify Unite in June, but that was just the beginning of ecommerce conference season. What's up next? In the next few months the Littledata team will be hitting up both US coasts at major ecommerce events in New York City and Los Angeles, plus some smaller meetups in Austin, Nashville and the UK. Will you join us? Meet Magento (New York, NY) September 5-6, 2019 It's no secret. Littledata isn't only for Shopify stores. Our Magento customers include successful ecommerce brands like Horace and Micro Scooters. We help Magento sites get better ecommerce tracking in Google Analytics since the beginning, and our new Welt Pixel partnership has taken automated tracking to the next level. You can , plus use Littledata connections like Facebook Ads and Google Ads to sync ppc data with ecommerce tracking. That's why we're especially excited to be attending Meet Magento NYC this year. With presentations 'for merchants by merchants', it's always a truly informative time. While we won't be speaking at this year's event, Littledata team members will be around to chat about analytics and keep an eye out for ecommerce trends like how merchants and developers are handling headless ecommerce and multi-channel attribution. We're happy to hop on a quick demo. If you'll be there too, come say hi! ChargeX Summit (Santa Monica, CA) September 19-20, 2019 We can't wait for the ChargeX summit in Los Angeles. And it's not just about getting a slice of that legendary Los Angeles sunshine in the land of Littledata customers like Groundwork coffee and Rachel Zoe's Box of Style. ChargeX is ReCharge's annual user conference. ReCharge has been one of our most successful partnerships, and we continue to hone the ReCharge connection to help sites get accurate data about recurring payments and customer lifetime value (CLV/LTV). The Littledata team will be at ChargeX to chat about getting better data about your subscription ecommerce business. Littledata CEO Edward Upton will be presenting on agency day, along with a killer lineup of industry experts including Benjamin Crudo from the Diff Agency and Kelly Vaughn from the The Taproom agency. But that's not all. The second day of the summit is all about merchants. We'll have a large presence there to chat about how we can build a smarter, more profitable system for everyone. Confirmed speakers include: Jesse Horowitz - Co-CEO/Founder at Hubble Contacts Kaitlin Holliday - Retention Manager at Four Sigmatic Paul Tran - CEO at Manscaped Chris Traverse - Head of Engineering at Huel Lanie De Pasquale - Sr. eCommerce Manager at Kopari Beauty If you're selling products by subscription, this is the conference for you. Whether or not you're already using ReCharge or Littledata, you can attend the conference! Get your ticket today before they sell out :) And if you're based in LA or will be around for the summit, drop us a line. Should you attend that ecommerce conference? Check out the Littledata conference checklist to find out if it's worth the cost.
Everything you need to know from Shopify Unite 2019
It's been a busy week in Toronto. We're still here at Shopify Unite, but yesterday's announcement day was chock-full of exciting new updates and experiences for Shopify Partners, merchants and agencies. With the most popular Google Analytics app for Shopify merchants and a new Segment app live in the app store as well, our ears perked up and stayed up! We chatted with our agency partners to get some feedback about which announcements might have the biggest impact on their business, from design and development to growth marketing for Plus stores. Here are six major changes: 1) New online store experience (updated design) Shopify's new store design experience will make it easier for merchants to personalise their storefronts without having to write any code. Later this year, Shopify will also introduce a feature that helps agencies provide the "highly valuable skills and services needed to take a merchant's business to the next level". What that feature set looks like is unclear at the moment, but what is clear are the following five design updates: Sections for each page: Sections-based editing is now enabled on every page of a merchant's online store, offering more space for creative freedom and personalisation. Master pages: Merchants can now dictate content and apply changes to all pages by simply editing the master page. Starting points: Shopify themes will offer "starting points", which will be pre-configured content sections to help accelerate store setup. Merchants can choose their starting point and easily fill it with content. Content portability: Store managers rejoice — content is no longer stored in themes, meaning merchants can make changes to their store without duplicating themes. Drafts: Merchants can draft changes on their store without making the changes go live. Merchants can play with design, content, etc. and only publish when they please. UX/UI: A new Shopify interface means (hopefully) a better merchant experience. Shopify says creating a store will now be a more intuitive experience, thanks to the new UI. In light of a new storefront app extension for agency partners, Shopify is unlocking a new feature that lets partners add apps to their storefront. [subscribe heading="Top Google Analytics app for Shopify" button_text="Learn More" button_link="https://www.littledata.io/connections/shopify"] 2) New Shopify Plus admin dashboard (multiple stores, multiple shoppers) Out with the old, in with the new Shopify Plus. The large-scale update will help large, multilayered businesses to manage multiple stores, shoppers and automation — all from a sleek new admin dashboard. The new design will offer brands: Robust insights across all of their stores The ability to manage multiple stores and user permissions from one place A better space to facilitate better store operations Shopify also continues to add more possibilities for what you can do with Shopify Flow, a smart way to automate workflows within Shopify Plus. For example, user admins and assigned staff members will soon be able to copy flows across all of your stores. [subscribe heading="Top Google Analytics app for Shopify Plus" button_text="Learn More" button_link="https://www.littledata.io/connections/shopifyplus"] 3) New checkout app extension for subscriptions [Coming soon] This is a big one, though the details are not yet clear. Later this year, Shopify Partners will be able to access the company's very first checkout app extension. The extension will mainly focus on improving purchase flow for subscriptions. The idea is to keep everything within Shopify's checkout flow, rather than sending shoppers to other apps. In Shopify's words: Buyers will no longer be routed outside of Shopify’s checkout to complete their transactions. Developers will be able to integrate their subscription apps into the checkout experience, surface their app’s information into Shopify’s checkout, and give merchants the ability to process transactions for subscription goods and services within one seamless checkout experience. If you or your clients are using ReCharge for selling subscriptions in your Shopify store, don't worry. Nothing changes now. You can still use Littledata's advanced Google Analytics integration for ReCharge to get accurate data about subscription sales and marketing channels, and we'll keep you in the loop about accurate tracking for checkout app extensions, once those get closer to going live. 4) Custom storefront tools, including multi-currency for non-Plus stores Because the customer journey is about more than an attractive website and pretty design, Shopify has taken the headless commerce approach by creating custom storefront tools for niche and complex ecommerce businesses. They're calling this "flexible commerce" and it promises to have a big impact on key Shopify benchmarks. These flexible commerce tools help merchants: Create a beautiful front-end experience Play a bigger role in a more personalised shopper experience (i.e. connecting to a CMS tool to share more dynamic pieces of content) Engage with shoppers through voice shopping, smart mirrors, smart fridges, etc. Leverage the scaling ability and speed of a headless commerce model Merchants and agencies can also now access the following through the Storefront API: Selling in multiple currencies New product recommendations Shopify Scripts All Shopify merchants now have the ability to sell in multiple currencies with Shopify Payments. This feature was previously only available to Shopify Plus merchants. 5) POS cart app extensions for loyalty and promotions Checkout is now faster and easier for both merchants and customers. Store managers can now see details about customer loyalty and promotions "directly in the cart without having to click away". The POS cart app extensions provide merchants with the "loyalty and promotion app functionality (they) want, where they need it: within the customer cart". With a more seamless checkout experience, merchants and customers can now enjoy better: Speed: The time it takes to apply a discount code is now down from 15 to 5 seconds Visibility: Store managers don’t need to remember to visit the apps section of POS Recognition: Customers feel more appreciated, no matter where a purchase is made The new POS app extensions helps both merchants and development teams improve the user experiences of the storefront(s) they manage. [Coming soon] Shopify's updated POS app will prioritize "quick and seamless workflows, helping store staff focus on what’s most important to them: human-to-human customer interactions and making each sale a positive experience". 6) New order editing APIs Shopify's brand new order editing features of the GraphQL AdminAPI enables apps to add, drop or replace items "before the line item has been fulfilled". This offers merchants increased flexibility after a purchase. 7) Shopify Fulfillment Network Once this news broke, we watched Twitter run wild as store managers imagined the possibilities with Shopify's brand new Fulfillment Network. Designed to compete with the world's top fulfillment networks (Amazon, USPS, etc.), the network will be built across the United States at first before (hopefully) expanding across the Atlantic. Shopify will be pumping over a billion dollars into this infrastructure, expanding and improving the network. The network gives Shopify merchants access to tools and services previously only available to the biggest stores in the world. Benefits include: One back office: This will reduce both errors and frustration for store management teams Maintain inventory integrity: Made possible by scheduling rhythmic cycle counts Nearly 100% accuracy: Orders will be ready to go on-time without the risk of error regarding order contents, shipping addresses, etc. Your eyes at the warehouse: Shopify is providing merchants with dedicated account managers with "logistics and Shopify expertise". The Shopify Fulfillment Network will also support the following: Multiple channels — online store, retail, Instagram, eBay, Amazon, etc. Returns and exchanges Custom (branded) packaging Stores of all sizes — "shipping 10 to 10,000 products a day", aiming to get this to "3 to 30,000" per day in coming years Is there anything we missed? Let us know. Next up, Ed will break down the announcements and unpack what they mean not only for Shopify partners and agencies, but for teams that rely on Littledata's smart connections for marketing attribution and better business decision-making. Stay tuned! Photo credits: Littledata, Shopify
Uniting after Unite: Littledata sponsors De:brief event for Shopify partners
We’re proud to announce our sponsorship with De:brief., this week's exclusive, post-Shopify Unite event. We'll look at what was announced at the leading Shopify conference, and what it all means for Shopify partners, app developers, and ultimately for merchants. Every year we go to Unite. And every year we ask ourselves: wouldn't it be nice to have some time to just debrief about all the things that were announced, and what they really mean? De:brief is an essential post-Unite gathering for partners working at the forefront of the Shopify ecosystem. It will take place on Friday this week in Toronto, the day after Shopify Unite. De:brief will be a prime opportunity hear Shopify expert analysis, dive into the details of what was announced at Unite, and unpack what those announcements mean — especially to those within the Shopify partner ecosystem. With a ton of Littledata customers using our Google Analytics Shopify app -- and the upcoming release of our V8 Shopify tracking code -- we're especially excited to chat about how we can all work together to help stores scale faster and smarter. Who's coming? Over 150 data analytics experts and colleagues will also be joining networking and discussions around panels about Shopify updates and the impact they'll have on ecommerce going forward. We're happy to announce that our leading integration partner ReCharge will be leading a panel, and the good people at our agency partner We Make Websites will be there as well. Food for thought As official sponsors of the De:brief event, Littledata's co-founders Edward Upton and Ari Messer will be at the event and Ed will be on a panel about the app economy. A terrific opportunity to network with peers, discuss key industry trends and hear from ecommerce thought leaders, De:brief is an event you can't miss. For more details or to reserve your seat, check out De:brief's registration page.
How to succeed with subscription ecommerce: podcast and virtual summit
We're excited to participate in eCommerce Master Plan's virtual summit for subscription ecommerce this week. Littledata CEO Edward Upton is one of the lecturers, and that's not all! Over 10 industry experts have contributed in-depth online sessions to the summit, with advice for a variety of sites. This popular online conference is the place to be, whether you're just launching subscription products or looking to optimize revenue and customer lifetime value for an established brand. eCommerce Master Plan Virtual Summit The summit is a gathering place for thought leaders and growing brands. Sessions are live today, Tuesday 30th April, and unlocked for participants until 5pm on Thursday 2nd May. In one of the online sessions, Ed shares essential advice about Customer Lifetime Value (CLV) for subscription ecommerce. Get the inside scoop on how to calculate CLV and what it means for your business. The summit is a who's-who of next-gen ecommerce apps and consultants. Ed is joined by experts from ReCharge, Churn Buster and more. Topics include everything from launching and scaling a subscription box company, to specifics about Facebook Ads and loyalty programmes. Why attend the summit? Why should you attend this 3-day annual conference? Chloe and the team break it down into the most convincing reasons: HUGE OpportunityThe latest Royal Mail research predicts the Subscription Box market will be worth £1 billion in 2022. This Summit will give you the knowledge to grab your share of that market growth It's a different ball gameSubscription eCommerce is a very different type of business to a 'normal' eCommerce business. Different challenges, different opportunities. This Summit will explore those differences, and how to make the most of them to build and grow your subscription business. Keep OptimisingLearn multiple ways to optimise and improve the marketing of subscription products. We couldn't agree more. It's why we built, and why we regularly highlight content specifically for online retailers selling things by subscription - whether it's the heart of your business (like it is for our customers Athletic Greens and Dry Farm Wines) or simply a part of your wider product mix. Plus, it's a virtual summit so travel costs are nonexistent. So start brewing that coffee at home and hop online for non-stop learning. Sign up today! Free podcast with subscription ecommerce tips Want to learn more before signing up? Conference organizer (and ecommerce mastermind) Chloe Thomas has you covered. Check out Chloe's latest podcast (the 213th episode!) on top tips from the summit - including some from Littledata. If you're looking for even more free content, this podcast episode is a great compliment to Ed's appearance on the eCommerce Fastlane podcast, where he breaks down how to get a complete picture of your store's performance, from marketing channels through repeat buying behaviour. Thanks and see you at the summit!
Is it worth attending that ecommerce conference?
Ecommerce conference season is upon us. In the past few weeks, the Littledata team was at Shop.org in Las Vegas, Paris Retail Week, and the Google Expert Summit in Waterloo, Canada -- three very different events in three rather different countries. Then we also hit up Agile Cambridge and Technology for Marketing in the UK, the UPRISE fest in Dublin, TechDay LA in sunny Los Angeles and the BigCommerce partner summit in Austin. And while we unfortunately couldn't make ReCharge's Recur event for the subscription industry, or Hawke Media's Hawkefest, the ultimate anti-conference, many of our partners and merchants were there and had awesome things to say. But wait a second. Slow down! With so many exciting events to potentially attend during what is already one of the busiest times of year for those of us in the industry (Black Friday is just around the corner from a marketer's perspective), how do you choose? Is that conference you've been debating attending really worth it? If we've learned anything... Over the years I've had a mixed experience with conferences. But with Littledata we've found a good rhythm. Of course it helps that we're on the cutting edge of new technology, actually using AI and machine learning as opposed to just talking about it, and that we already have major customers around the world, even though we're technically still a 'startup'. This gives us a wide range of high-quality speaking and learning opportunities. But at the same time our productive conference experiences haven't happened by accident, whether for ecommerce or general tech events. We've found such a good conference rhythm -- a dance that produces a consistently high ROI on in-person events -- by looking closely at our own data on a quarterly and yearly basis. Our strategy is always evolving, but some stats have been consistent. For example, we discovered that at the right events: Though we don't necessarily have a higher win rate for enterprise leads from conferences, the sales cycle is condensed, on average 3x faster from meeting to close. This saves our sales team valuable time chasing down leads, and also helps us improve our product, pitches and processes at a faster rate. Agencies we meet in person are 4x more likely to refer us a customer within the next 30 days -- even if we never did a formal product demo. What's your company's take on conferences? Here are a few insights that might help you get more out of the conference experience, whether that means big tech industry events or smaller, focused meetups. [subscribe] There is no such thing as a must-attend conference The great irony with ecommerce conferences is that they tend to be scheduled at what are already busy times for those of us in the industry. Whether it's the shows we attended these past 6 weeks that overlapped with everyone getting back to work after summer holidays, or European standbys like NetComm Suisse's later fall events and One to One in Monaco every March, right after SXSW in Austin, it's either an embarrassment of riches or -- depending on your perspective -- a really confusing hodge podge of hard-to-classify opportunities. There are simply too many choices, and it's especially hard to decide whether to attend a tech conference or meetup if your company has never attended that particular show before. One thing I love about our industry is that merchants (stores and ecommerce managers) and vendors (apps, platforms, consultants, designers and agencies) are all in the same boat. In short, we have no time for BS. We want events that focus on real information, emerging technologies and human connection. So how do you decide? First things first, make your own list. There are a ton of blog posts out there about 'must attend' conferences, those 'not to miss'. Give me a break! Every business is unique, and you're only as viable as your buyer personas. So make a list of conferences, events and meetups that might help connect you with your prime customers and best partners. Brainstorm, look online, ask around. Make your own list and plan to review every quarter. Then once you've made that list, on paper or Trello or however you work best, go through the following checklist with as many members of your team as possible, especially if you can bring in decision makers from both Product and Marketing. A simple checklist When deciding if you should attend a conference for the first or second time, it's useful to have a checklist for quick, consistent analysis. The checklist I use is deceptively simple. It has only 5 indicators. Would one significant sale pay for itself in terms of customer acquisition cost (CAC)? If the conference did work out, is it something you would attend every year? Would it be the right place for you to speak, either now or in the future? Is this your scene, your community? Are there companies, merchants, agencies, vendors etc. attending whom you wouldn't see any other time this year? (Even just one counts, if sufficiently high-value.) In short, if you can tick all five boxes then you should attend the conference. If you can only tick four, it's probably worth attending but needs more debate. If this is the case, then considering point number one in detail -- looking at your current LTV/CAC ratio and considering how the conference could help improve or at least maintain it -- is essential. For ecommerce tech companies like our own, this generally means one big sale or partnership. For ecommerce sites it can also take the form of discovering new tech (like Littledata, Klickly or ReCharge) that will help increase sales and marketing ROI. If you can tick all five boxes then you should definitely attend the conference The checklist works even if you've already attended the conference in the past. Just consider point two already covered and proven! If you're in the ecommerce space, definitely consider platform-specific conferences. Shopify and Magento have regular events and meetups around the world, and word on the street is that BigCommerce will be really ramping up their local partner events in 2019. Shopify Unite has consistently been that rare conference that ticks all the boxes for us here at Littledata, but that doesn't mean we're ignoring others that only tick four. We've cast our net wide (using the checklist of course) and are still seeing results. If you want to get a head start on conference browsing for next year, Veeqo has created a calendar of best worldwide ecommerce conferences for 2019. Across the board remember this: success at a conference almost never comes in the form of expected outcomes. Yes, the best outcomes will be aligned with your sales and marketing goals, but sometime the biggest benefits will not be clear for 3, 6 or even 12 months down the line. That's why we do quarterly and yearly reviews of all in-person activities, from networking events to large conferences. I suggest you do the same. Most importantly, have fun! Gone are the days of boring trade shows. Show up. Make connections. And if we're there too, come say hi! Maybe nobody can make analytics sexy, but we at least promise to make them useful. And usefulness is a good place to start...
Ecommerce trends at Paris Retail Week
Physical or digital? We found merchants doubling down on both at Paris Retail Week. At the big event in Paris last month, we found retailers intent on merging the online and offline shopping experience in exciting new ways. See who we met and what the future of digital might hold for global ecommerce. Representatives from our European team had a great time at the big ecommerce event, one of the 'sectors' at Paris Retail Week. Outside of the event, it was great to have a chance to catch up with Maukau, our newest Shopify agency partner in France. (Bonjour!) Among the huge amount of digital sales and marketing trends we observed throughout the week, a few emerged again and again: mobile-first, phygital experience, and always-on, multi-channel marketing. Getting phygital Phygital? Is that a typo? Hardly. It’s the latest trend in ecommerce, and it was prevalent everywhere at Paris Retail Week. Phygital combines “physical” and “digital” experiences in a new ecosystem. This offers the consumer a full acquisition experience across different channels. From payment providers to marketing agencies, everyone was talking about going phygital. One of our favourite presentations was by AB Tasty. They focused on how optimising client experience can boost sales and conversions in the long-term. It’s not enough to promote your products, nor to link to an influencer for social proof -- you need to create a full customer experience. Starbucks and Nespresso are good examples of how this works offline, assuring that a customer who comes in to drink a coffee will linger around for the next 20-30 minutes. By keeping the customers in the shop, they will eventually order more. The goal is to reproduce this immediately sticky experience online too, and focusing on web engagement benchmarks is the best way to track your progress here. Using the example of conversion rate optimisation (CRO) for mobile apps, AB Tasty's Alexis Dugard highlighted how doing data-driven analysis of UI performance, on a very detailed level, can help clarify how mobile shopping connects with a wider brand experience. In the end, customer experience means knowing the customer. 81% of consumers are willing to pay more for an optimal customer experience. Brands that are reluctant to invest in customer experience, either online or offline, will hurt their bottom line, even if this isn't immediately apparent. Those brands that do invest in multi-channel customer experience are investing in long-term growth fuelled by higher Average Order Value (AOV). 81% of consumers are willing to pay more for an optimal customer experience -- the statistic speaks for itself! Another great talk was from Guillaume Cavaroc, a Facebook Academie representative, who discussed how mobile shopping now overlaps with offline shopping. He looked at experiments with how to track customers across their journeys, with mobile login as a focal point. In the Google Retail Reboot presentation, Loïc De Saint Andrieu, Cyril Grira and Salime Nassur pointed out the importance of data in retail. For ecommerce sites using the full Google stack, Google data represents the DNA of the companies and Google Cloud Platform is the motor of all the services, making multi-channel data more useful than ever in assisting with smart targeting and customer acquisition. The Google team also stated that online shopping experiences that don’t have enough data will turn to dust, unable to scale, and that in the future every website will become, in one way or another, a mobile app. In some ways, "phygital" really means mobile-first. This message that rang out clearly in France, which is a mobile-first country where a customer's first encounter with your brand or product is inevitably via mobile -- whether through a browser, specific app or social media feed. [subscribe] Multi-channel experience (and the data you need to optimise it) Physical marketing is making a comeback. Boxed CEO Chieh Huang and PebblePost founder Lewis Gersh presented the success of using online data for offline engagement, which then converts directly back on the original ecommerce site. Experimenting heavily in this area, they've seen personalised notes on invoices and Programmatic Direct Mail (with the notes based on viewed content) generate an increase of 28% in online conversion rate. Our real-world mailboxes have become an uncluttered space, and customers crave the feel of a paperback catalogue or simple postcard, to name just a bit of the physical collateral that's becoming popular again -- and being done at a higher quality than in the years of generic direct mail. Our real-world mailboxes have become an uncluttered space, and customers crave the feel of a paperback catalogue or simple postcard. However, data is still the backbone of retail. In 2017 Amazon spent approximately $16 billion (USD) on data analysis, and it was worth every penny, generating around $177 billion in revenue. Analysing declarative and customer behaviour data on the shopper’s path-to-purchase is a must for merchants to compete with Amazon. Creating an omni-channel experience for the user should be your goal. This means an integrated and cohesive customer shopping experience, no matter how or where a customer reaches out. Even if you can't yet support an omni-channel customer experience, you should double down on multi-channel ecommerce. When Littledata's customers have questions about the difference, we refer them to Aaron Orendorff's clear explanation of omni-channel versus multi-channel over on the Shopify Plus blog: Omni-channel ecommerce...unifies sales and marketing to create a single commerce experience across your brand. Multi-channel ecommerce...while less integrated, allows customers to purchase natively wherever they prefer to browse and shop. Definitions aside, the goal is to reduce friction in the shopping experience. In other words, you should use anonymous data to optimise ad spend and product marketing. For marketers, this means going beyond pretty dashboards to look at more sophisticated attribution models. We've definitely seen this trend with Littledata's most successful enterprise customers. Ecommerce directors are now using comparative attribution models more than ever before, along with AI-based tools for deeper marketing insights, like understanding the real ROI on their Facebook Ads. The new seasonality So where do we go from here? In the world of ecommerce, seasonality no longer means just the fashion trends of spring, summer, autumn and winter. Online events like Black Friday and Cyber Monday (#BFCM) define offline shopping trends as well, and your marketing must match. "Black Friday" saw 125% more searches in 2017, and "Back to School" searches were up 100%. And it isn't just about the short game. Our own research last year found that Black Friday discounting is actually linked to next-season purchasing. Phygital or otherwise, are you ready to optimise your multi-channel marketing? If not, you're missing out on a ton of potential revenue -- and shoppers will move on to the next best thing.
The World Cup guide to marketing attribution
It’s World Cup fever here at Littledata. Although two of the nationalities in our global team didn’t get through the qualifiers (US & Romania) we still have England and Russia to support in the next round. And I think the World Cup is a perfect time to explain how marketing attribution works through the medium of football. In football (or what our NYC office calls 'soccer'), scoring a goal is a team effort. Strikers put the ball in the net, but you need an incisive midfield pass to cut through the opposition, and a good move starts from the back row. ‘Route one’ goals scored from a direct punt up the pitch are rare; usually teams hit the goal from a string of passes to open up the opportunity. So imagine each touch of the ball is a marketing campaign on your site, and the goal is a visitor purchasing. You have to string a series of marketing ‘touches’ together to get the visitor in the back of the net. For most ecommerce sites it is 3 to 6 touches, but it may be more for high value items. Now imagine that each player is a different channel. The move may start with a good distribution from the Display Ads defender, then a little cut back from nimble Instagram in the middle. Facebook Ads does the running up the wing, but passes it back to Instagram for another pass out to the other wing for Email. Email takes a couple of touches and then crosses the ball inside for AdWords to score a goal – which spins if off the opposing defender (Direct). GOAL!!! In this neat marketing-football move all the players contribute, but who gets credit for the goal? Well that depends on the attribution model you are using. Marketing attribution as a series of football passes Last interaction This is a simplest model, but less informative for the marketing team. In this model the opposing defender Direct gets all the credit – even though he knew nothing about the end goal! Last non-direct click This is the attribution model used by Google Analytics (and other tools) by default. In this model, we attribute all of the goal to the last campaign which wasn’t a Direct (or session with unknown source). In the move above this is AdWords, who was the last marketing player to touch the ball. But AdWords is a greedy little striker, so do we want him to take all the credit for this team goal? First interaction You may be most interested in the campaign that first brought visitors to your website. In this model, Display ads would take all the credit as the first touch. Display often performs best when measured as first interaction (or first click), but then as a ‘defender’ it is unlikely to put the ball in the net on its own – you need striker campaigns as well. Time decay This model shares the goal between the different marketing players. It may seem weird that a player can have a fraction of a goal, but it makes it easy to sum up performance across lots of goals. The player who was closest to the goal gets the highest share, and then it decays as we go back in time from the goal. So AdWords would get 0.4, Email 0.5 (for the 2 touches before) and Instagram gets 0.1. [subscribe] Data-driven attribution This is a model available to Google Analytics 360 customers only. What the Data-driven model does is run through thousands of different goals scored and look at the contribution of each player to the move. So if the team was equally likely to score a goal without Facebook Ads run down the wing it will give Facebook less credit for the goal. By contrast, if very few goals get scored without that pass from Instagram in the midfield then Instagram gets more credit for the goal. This should be the fairest way to attribute campaigns, but the limitation is it only considers the last 4 touches before the goal. You may have marketing moves which are longer than 4 touches. Position based Finally you can define your own attribution weighting in Position Based model, based on which position the campaign was in before the goal. For example, you may want to give some weight to the first interaction and some to the last, but little to the campaigns in between. Still confused? Maybe you need a Littledata analytics expert to help build a suitable model for you. Or the advice of our automated coach known as the analytics audit. After all, every strategy could use a good audit to make sure it's complete and up-to-date. So go enjoy the football, and every time someone talks of that ‘great assist’ from the winger, think of how you can better track all the uncredited marketing campaigns helping convert customers on your site.
What we learned at Techsylvania 2018
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