Google just uploaded the videos from last year's Think Auto events in Sydney and Melbourne so I thought I'd share that with you. Check out the below recording including slides on how we think the automotive industry could crack cross-channel media attribution and finally give digital the credit (and budgets) it deserves.

The presentation covers basic media attribution best practice as well as some suggestions on how to track offline media responses online and link offline car sales back to online campaigns and website behaviour. Have a look, especially if you work in marketing in the automotive industry, as everyone seems to know how important digital is in the research process but no-one seems to be able to quantify exactly how much - here's a few ideas.

In case you missed my presentation on The Power of Raw Visitor Data at today's SiteCore Dreamcore event in Sydney, check out the below slides.

SiteCore's build-in visitor profiling and segmentation capabilities are awesome but you can do even more advanced data mining and modelling by connecting to the platform's raw web analytics database with tools such as Tableau and SPSS. 

The dataset basically contains all campaign response and visitor behaviour in a readily accessible MS SQL data warehouse which makes it easy to create custom Tableau reports and interactive dashboards as well as run more advanced statistical analysis in SPSS such as regression modelling. In addition, Tableau makes it easy to combine the web analytics data with additional data sources such as your CRM or call center data.

You might also want to have a look at our earlier blog post and video on how to use Tableau to analyse raw SiteCore web analytics data and build interactive dashboards.

In case you missed our presentation on Re-thinking Media Attribution at the recent Google Go Measure event, check out the slide below. 

Thes slides obviously need narration, but the gist of the presentation is that the new Google Analytics multi-channel funnels are an awesome way to measure the full path to purchase as long as you're not a heavy display advertiser (the Google data only contains clicks and not mere impressions) and don't want to track offline responses via search calls to action (needs custom JavaScript otherwise just comes through as organic search traffic). You can track offline sales influenced by online media through email receipts.

McKinsey established sometime ago, that a coordinated end-to-end user experience across channels can lead to an increase of up to 10-20% in revenue for online businesses - and a coordinated end-to-end user experience is nothing else than targeting, delivering the right message to the right person at the right time through the right channel.

However, most marketers would know that this is actually much harder to achieve than one might think. Companies grow over time and so do their capabilities which can lead to a staggering amount of disconnected data sources and marketing platforms across various different business units resulting in a less than optimal user experience.

If the above challenge sounds familiar and you think your company could still improve the way it is trying to convert prospects or reduce churn with existing customers, then you will find the below slides from my recent presentation on cross-channel targeting at ad:tech in Singapore interesting.

The slides will show you how to effectively identify individuals online, profile and segment them across various different data sources and develop a cross-channel targeting matrix designed to improve content relevance and boost conversions. 

Most marketers (and especially those that listened to me at ad:tech in Singapore recently) have by now realised that the ‘last-click gets all the credit’ attribution model favoured by Google and so many others is not actually representative of how consumers interact with advertising.

Especially advertisers that invest heavily in display ads, whether historically or because they have reached a point of diminishing returns in other channels such as paid search, would cite a lack of reporting and accountability as one of their major frustrations. 

If the above challenges sounds familiar and you think your company should be analysing all campaign touch points leading up to a conversion and not just the last, then you will find the below slides from my recent presentation on media attribution at ad:tech in Singapore interesting.

The slides will show you how to record and analyse multi-channel media attribution data in your existing web analytics platform to generate some quick wins as well explain the pros and cons of more professional long-term approaches.