How we unnecessarily burned 20k with Facebook Ads

Post by shostack » Sun, Sep 11, 2016, 12:50 AM UTC

mrgreenfur wrote: post #116

shostack wrote: post #102

Earlier quoted context omitted.

Are you doing anything with dynamic/data driven models? Or do you just focus on the same static ones as GA plus your static content models? Also, how do you handle view through and other harder to measure branding touch points? Do you integrate with things like DCM? My beef with most non-enterprise solutions (which I'd classify yours as based on pricing) is they are very limited, and typically don't do much of anythi…

All of my models are 'data-driven' in that they are computed directly from the visit & event data. I don't currently have models that change based on the data, but I could easily add them if you're interested in helping me define how they work. I find one of the big problems with GA is that it doesn't show you the actual people that are included in the final attributed credit per channel/campaign, does it? Without th…

I'm using "data-driven" synonymously with "dynamic" in this case, which is indeed the changing model based on the data using machine learning.

I haven't played with it to this extent, but can't you get a GUID of some sort using the GA API[1] or custom dimensions? I haven't tried it personally and I know they restrict some of the data so this may not be possible.

I do like that you are factoring in content into this. The regular way of doing that is to create some custom channel groupings in GA (probably some other ways) but content really deserves a place in the funnel when looking at attribution. And you are right that content marketing is hardly free and has a high cost associated with it that is hard to prove ROI on.

Definitely would be open to chatting. I work in Mountain View if you're in the area and that would be easier.

[1] https://developers.google.com/analytics/devguides/reporting/...

Post by shostack » Sun, Sep 11, 2016, 12:59 AM UTC

crdb wrote: post #109

shostack wrote: post #102

Earlier quoted context omitted.

Are you doing anything with dynamic/data driven models? Or do you just focus on the same static ones as GA plus your static content models? Also, how do you handle view through and other harder to measure branding touch points? Do you integrate with things like DCM? My beef with most non-enterprise solutions (which I'd classify yours as based on pricing) is they are very limited, and typically don't do much of anythi…

I do have a few questions... Is there a way to do TV attribution beyond multivariate statistical learning models attempting to gauge the impact on other channels based on broadcast period? (i.e. treat the offline channel as a categorical variable) What is "dynamic" attribution modelling? Does this mean the attribution model changes depending on who you perceive the customer to be? What is the best way to do multi-dev…

Check out what Adometry and other dedicated attribution providers are doing if you are interested in TV. You need a hefty budget and volume to use them though.

Basically it is a combination of art and science with the statistical modeling being more on the art side, and then the science being tagging the ever-loving crap out of everything you can through a single platform to record as many touchpoints as possible.

TV is increasingly becoming measurable through things like Hulu, etc. You can also do vanity URLs for direct response TV ads.

Dynamic attribution modeling uses machine learning to continually evaluate the effectiveness of touch points, and then changes those weights over time. There are soooo many variables to factor in (decay rate, creative, placement, etc.) and every user has their own unique conversion path where each touch point might have a different level of impact. It is in theory the holy grail of marketing, but totally unique to each company and VERY hard to implement decently.

Multi-device tracking has come a long way thanks to lots of data partnerships, but honestly a lot of that feels icky to me. They are effective though. A lot of them rely on cookies and using data brokers and cookie onboarding services to have cookies continually re-added and matched across various devices. So you may not login on my site, but if you logged-in to another site that partners with a data broker (or is Google/FB who do this on their own), they know who you are, and can then map that data to existing audience data records.

Re: How we unnecessarily burned 20k with Facebook Ads

Re: How we unnecessarily burned 20k with Facebook Ads