It’s day two, here at SESNY. I got a good night’s rest and I’m ready for the first session entitled, Channel Surfing: Measuring Profit & ROI Across Channels. This presentation gives an in-depth look into the particular channels that influence conversion(s) on your website.
Speakers for this session include:
Anto Chittilappilly, Co-Founder, President & CTO, Visual IQ
Once I find attribution, how do I turn it into repeatable processes?
Use the metrics for which are already operationalized – Don’t reinvent the wheel
1. Attribution process that recalculates your metrics
Cross channel impact
Cross campaign impact
Cross “attribute” impact
Display them side by side – see what you “Though” vs. “Reality.”
Do this by:
Using your existing processes
analyzing the results
identifying areas of opportunity
defining optimization strategies
2. Enable existing processes to capitalize on affinities
Example: Affinity between unbranded to branded keyword
Example: affinity between display creatives and search keywords
Consumers experience is multi-dimensional. Imagine the touchpoints along the path to a conversion. When you really tell what is truly influencing your path to conversion, you get a more granular look through the whole process. So insist upon multi-dimensional attribution.
Plenty of factors can affect consumer behavior
Attribution can be performed within each step, so you must follow it through the whole process
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