Prepare. Assemble. Hack. The Building Blocks of Attribution in Google Analytics sobota 16:35 - 17:10

Sandra Camacho usa

Sandra Camacho

Sandra má kolumbijské jméno, americké občanství a bydliště v Paříži. Ve francouzské pobočce Google se od roku 2010 specializuje na atribuční modely ve webové analytice. Aby toho nebylo málo, je také designérkou na volné noze. Svůj pohled na věc (bez cenzury) ukáže i na festivalu – na datech někoho z vás.

Diskuze o atribučních modelech je stále v kurzu. A Sandra ji zaručeně rozvíří na reálných příkladech!

Popis přednášky

Attribution is one of the biggest buzzwords in digital marketing. Some say it’s game-changing, some say it's broken, and almost everyone says it’s complicated. This presentation will show how to set up the building blocks of attribution in Google Analytics and how to hack the data to draw richer insights from attribution reporting.

You will walk away with tips on how to steer your practice of attribution away from simply choices of arbitrary models and towards richer customer and marketing insights that you can put into action through experimentation.

Proč si nenechat přednášku ujít?

  • Build a sound data foundation, conceptual knowhow, and objectives for your attribution projects
  • Set up your baseline reporting properly in Multi-Channel Funnels
  • Hack your data to go beyond basic insights using filtering, segmentation, and other customizations
  • Ready your insights for controlled testing, the outcomes of which can be used to inform your attribution model