Google Analytics just released a video with details on its brand new multi-channel funnels or media attribution solution that's currently being introduced as a limited pilot. Watch the video below to see all five new reports in the new multi-channel funnels section including the overview, assisted conversions, top conversion paths, path length and time lag reports. 

This is a good video to watch if you just want to find out about cross-channel campaign tracking and optimisation in general, quite well done and explain, but keep in mind that the solution only includes data from direct visits and not mere banner impressions (that didn't result in a click-through) which is a big limitation (but who knows what will happen with that, Google owns DoubleClick after all).

Anyway, even if you are a big display advertiser, you should sign-up for early access to the new reports, more insights can never hurt as long as they're interpreted correctly.

We're excited to announce that Hamish Ogilvy, our Head of Data, will be running a workshop on digital data, campaign measurement and optimisation at the upcoming ad:tech event in Sydney

The workshop will be held from 10-1pm on Wednesday, March 9th, and will cover a diverse range of topics from standardisation of metrics over digital data sources and their limitations to advanced media attribution and targeting to reduce media waste.

It doesn't matter whether you’re agency or client side, the workshop will enable you to make better data driven campaign optimisation decisions through a combination of marketing theory and hands-on group exercises.

For more information on the workshop and to register please visit the official event page.

StickyBits is a new service that lets you attach content to any bar code anywhere as long as you have an iPhone or Android. Other users who scan the same bar code can then see your comment or attachment (image, video, audio, etc). 

Visit the official website below for more information or email us at insights@datalicious.com if you want to find out how your business could us this technology to improve user experience or campaign tracking.

How many times have you talked about a truly integrated campaign but lacked a diagram and metrics framework to properly explain and measure the interaction between channels? We recently designed the below campaign flow and simplified metrics framework for one of our clients to explain the interaction between the various different paid and organic channels, websites, social networks, retail outlets and CRM. 

 

Unfortunately we can't share the actual campaign results but the impact was amazing. The traffic levels increased significantly during the campaign and for the first time rivalled historic peaks from previous Christmas periods mid year. However, the integration of the analytics framework into the campaign planning process from the very beginning ensured that tracking best practice was followed and a maximum amount of data could be collected across all channels. Best of all, if the below framework is used across all campaigns they start to become comparable and a benchmark emerges but that requires a lot fo discipline on all sides.

 

But let me explain a little more about our thinking behind the metrics framework. First of all, we renamed the 'awareness' stage to 'reach' because those metrics are a lot less debatable for all channels (i.e. we know how many people search for something or were exposed to a banner but not really how many people actually become aware of a message). As metrics on 'interest' and 'desire' are actually hard to differentiate in the standard AIDA(S) formula we combined them into a single 'engagement' category (i.e. everything after a non-bounce and before an actual conversion). The 'action' metrics category stayed the same, it simply contains all the conversion data on actions we wanted people to take but doesn't have to be limited to sales of course. Finally, 'loyalty' is a hard one to measure at the best of times and pretty fluid so we renamed that stage to '+buzz' which stands for positive buzz or people talking about the company in favourable terms which is of course far from being loyal but we would argue it's easier to measure and one would be pretty hard to achieve without the other.

 

Anyway, what do you think? Please feel free to comment and help us to improve the model and maybe even share some actual metrics you measure at the different stages.

Similar to Omniture's Campaign Stacking plugin Google has finally launched a new AdWords report called 'Search Funnels'. Unfortunately, it only seems to consider paid search interactions leading up to a conversion whereas Omniture can path all search activity, organic and paid. Email us at insights@datalicious.com if you would like to find out more or read our earlier post on how to actually do multi channel media attribution.

Read the official article here