Luigi Reggiani from Google: Attribution Modeling is the future of advertising! - Netokracija CEE

Luigi Reggiani from Google: Attribution Modeling is the future of advertising!

Yet again, Luigi opened his presentation with an interesting fact. During the 45 minute walk, more than 49 million gigabytes will be create! When we look at the number of the decisions which will be made using this data, only 6 percent of the companies will interpret it and actually make a use out of it.

Luigi Reggiani, Google (Photo: Marina Filipovic Marinshe)
Luigi Reggiani, Google (Photo: Marina Filipovic Marinshe)

Yet again, Luigi Reggiani opened his presentation with an interesting fact. During the 45 minute walk, more than 49 million gigabytes of data will be create! When we look at the number of the decisions which will be made using this data, only 6 percent of the companies will interpret it and actually make a use out of it.

Attribution is about getting the best data. It’s making the good decisions when confronted will a lot of data. It’s a way for you to spot all the marketing activities which to not work well.

It is very important to track and measure all the data so that you could attribute the model. In the past we were only focused on the last click, we therefore forgot about all the other clicks and everything prior to that.

54 percent of clients still use last click to attribute value in the US. We can add 16 percent of clients who are unsure of what model they are supposed to use, and that is a lot.

When it comes to attribution, Luigi pointed out that we can have certain issues. If we don’t have the right data, it will be very hard for us to analyze it and get the good results. His advice – invest in good data.

Luigi also added that today we give 100 percent out to the last click. Depending on the last goal, we might strive towards linear model. If users don’t have a clue on where to start, linear one is the best. We also have two more models – time delayed model and position model. These are more advanced models, which are much more suitable for more developed businesses.

You can do all of this using Google Analytics. Since page views are good for measuring engagement on your website, you can use different models for your product or service.

Luigi stated that challenge of using custom modeling is that you end up with a lot of data which is hard to interpret. Therefore, you have to invest in the good data and focus on internals. If you don’t have the right people which will analyse the numbers, you’re not in a good position.

You should also know following before you start with attribution:

  • Start focusing on the channels which will bring you the biggest volume of conversions
  • Take the shortest path
  • Look across different goals and organic campaign or channel base on its contributions

He closed his presentation by saying that attribution is not magic and it will take some time for the results to appear. It is important to document everything and start making a base. You should hire only the good people because they are the ones who will guide you and help you make your product even better.

Leave a Reply

Your email address will not be published.

Popular

Startups

Croatian agencies SeekandHit and airt presented Capt’n: „It saves time and money just like top advertising experts!”

Veterans of advertising and co-founders of the leading agencies DRAP and SeekandHit presented their AI platform that optimizes advertising for Facebook and Google networks.

Startups

Croatian fintech startup airt helps banks learn about user’s transactions using AI

This week we had opportunity to cover the announcement of airtAI, a Croatian fintech startup whose solution is based on artificial intelligence and is directed towards smaller banks that want to better assess the needs of their clients. Exclusively for Netrokracija airt’s CEO Hajdi Ćenan reveals the details.

What you missed

Startups

Croatian agencies SeekandHit and airt presented Capt’n: „It saves time and money just like top advertising experts!”

Veterans of advertising and co-founders of the leading agencies DRAP and SeekandHit presented their AI platform that optimizes advertising for Facebook and Google networks.

Startups

Croatian fintech startup airt helps banks learn about user’s transactions using AI

This week we had opportunity to cover the announcement of airtAI, a Croatian fintech startup whose solution is based on artificial intelligence and is directed towards smaller banks that want to better assess the needs of their clients. Exclusively for Netrokracija airt’s CEO Hajdi Ćenan reveals the details.

Enterprise

Cenosco: A Dutch company that prevents explosions on oil platforms from Pula, The Hague and Zagreb through software, VR and AR

Applications that control the operation of oil platforms and plants for the processing of derivatives are directly responsible for a safer and cleaner world, and one of the best is created largely in Croatia.

Startups

Blockchain from the Bloc(k): Listen to the 1st podcast dedicated to Balkan blockchain scene (by æternity and Netokracija)

We are delighted to present you Blockchain from the Bloc(k), the first podcast about Balkan's blockchain scene by Netokracija and æternity Ventures, asset management company investing in Blockchain startups.

Tech

We found out what’s happening in the Rimac Automobili office in Osijek

Rimac Automobili’s expansion is in full swing. After the opening of a development office in Split, a similar one has opened in Slavonia, or in Osijek’s Esseker center to be exact. To see the story behind the new office and the things being developed inside it, I’ve decided to simply – visit. My host was […]

Enterprise

6 Important Areas Often Overlooked by Product Leaders

Attending Product Management Festival 2017 (PMF 2017) in Zurich, Switzerland, and meeting amazing product professionals inspired me to go deeper into six important areas that are often neglected or entirely overlooked by product leaders.