Multi channel multi device emarketing

eMarketing – BASE
Basics , Attribution , Scams , Earnings
*Image Source: Google Images

About Me
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Traveler
Contributor

Which Ad has a better ROI on marketing Spend
*Source: Google Images

Rahul Just completed his 2rd year exam. He has 2 months Break before Next term starts. Rahul wants to
spend time in picking Best books for Next term. Below are the searches. He does not know which
website to purchase books from , He uses his best friend Google to start
1-Jun
Rahul Does a blank search on google. Gets flipkart.com as first Url , clicks it. Rahul does not know it
was a paid search. Browses for 2 Hours. Rahul costed 2$ as spend which flipkart.com pays Google
10-Jun
Rahul does search on flipkart.com , this time he clicks the third link which is SEO. Browses for 30
minutes but does not make a purchase
11-Jun
Rahul receives a mail and goes flipkart.com , browses for another hour and does not make any
purchase . Rahul costed flipkart.com 0.01$
18-Jun
flipkart.com knows Rahul likes them. They ask facebook to target Rahul with flipkart.com ads , Rahul
clicks ad make a purchase after 5 mins of browsing. flipkart.com pays facebook 1$

Online Channels
SEM SEO EMAIL META
Social
Media
Affiliates Display Blog/Reviews
News
paper
TV Radio Telephone Hoardings
Door to
door
Events
Marketing Channels
Offline Channels

Email Marketing
Email marketing is the act of sending a
commercial message, typically to a group
of people, using email. In its broadest
sense, every email sent to a potential or
current customer could be
considered email marketing.
Source:wikipedia
Img source :http://www.ofekcloud.com/Email-Marketing-1/

Display Marketing
Display advertising is a type of online advertising that
comes in several forms, including banner ads, rich media
and more. Unlike text-based ads, display advertising
relies on elements such as images, audio and video to
communicate an advertising message
- marketingland.com/library/display-advertising-news

Affiliate Marketing
• It’s a marketing that partners with third parties that bring in traffic
• Its success is usually based on Performance (Conversions)
• In Many cases revenue can be between 1-100%
• Sometimes affiliate marketing company pass on profit in form of rebate
• Payout many times is also based on parameter such as sales , volume , App
installs etc.

CPC(PPC) vs CPI(CPM) vs CPA
Image source :http://www.lafandar.org/2015/08/what-is-online-advertising-what-are-cpm.html

Day 1:Rahul Does a
search for network
analysis book
Originating Channel

Day 1:Rahul Does a
search for network
analysis book
Originating Channel
Day 10:Rahul Does a
search for buying
books online Assisting Channel

Day 1:Rahul Does a
search for network
analysis book
Originating Channel
Day 10:Rahul Does a
search for buying
Day 11:Rahul Gets a
mail and he clicks
and opens the mail
Assisting Channel

Day 1:Rahul Does a
search for network
analysis book
Originating Channel
Day 10:Rahul Does a
search for buying
Day 11:Rahul Gets a
mail and he clicks
and opens the mail
Assisting Channel
Converting
channel
Day 18:Rahul gets
ad on facebook ,
clicks it and makes a
purchase

Day 1:Rahul Does a
search for network
analysis book
Originating Channel
Day 2:Rahul Does a
search for buying
Day 3:Rahul Gets a
mail and he clicks
and opens the mail
Assisting Channel
Converting
channel
Day 4:Rahul gets ad
on facebook , clicks
it and makes a
purchase
M
a
r
k
e
t
i
n
g
S
p
e
n
d
2$ - SEM
0$ - SEO
.01$ - Email
1$ - Social Media
Purchase
Value = 85$

“Given today's challenging economic times, attribution is critically
important because so many organizations are questioning the value
of their outbound marketing efforts. Marketers should begin
measuring multi campaign attribution now, before it becomes a
corporate mandate” – Forrester , Multicampaign Attribution
Image src :DigitalMarketingAnalytics.net

Last Interaction attribution model, the last touchpoint—in this case, the Facebook would receive
100% of the credit for the sale
Last Non-Direct Click attribution model, all direct traffic is ignored, and 100% of the credit for the sale
goes to the last channel that the customer clicked through from before converting
First Interaction attribution model, the first touchpoint—in this case, the Paid Search channel—would
receive 100% of the credit for the sale
Linear attribution model, each touchpoint in the conversion path—in this case the Paid Search, Social
Network, Email, and SEO channels—would share equal credit (25% each) for the sale.
Time Decay attribution model, the touchpoints closest in time to the sale or conversion get most of the credit.
In this particular sale, facebook and Email channels would receive the most credit because the customer
interacted with them closer to conversion. SEO and SEM will receive less credit.
Position Based attribution model, 40% credit is assigned to each the first and last interaction, and the
remaining 20% credit is distributed evenly to the middle interactions. In this example, the Paid
Search and facebook channels would each receive 40% credit, SEO and Email channels would each
receive 10% credit.
Source: Google Anslytics

Attribution
Model
Day 1: SEM Day 10: SEO Day 11: Email Day 18: Facebook
Last Click 0 0 0 85
First Click 85 0 0 0
Linear Distribution 21.25 21.25 21.25 21.25
Time Decay 7 18 20 40
Position Based 34 8.5 8.5 34
New Model ? ? ? ?

• Time on Site per channel
• Total Page views per channel

This model takes into account the time spend on each page by customer for a given Marketing channel. At a granular level
its divides the revenue on page basis and finally aggregates the same to get revenue at channel basis. There is page start
time, Page end time. The difference between the two gives time spend of each page.
If there are multiple touch points in Booking path, then divide the revenue of 85$ for each of the touch points.
Channel Name Total Time spent in
seconds
Revenue based on Time
on Site
Revenue Based on Last
Paid click
Day 1: SEM 7200 51.1 0
Day 10: SEO 1800 13.7 0
Day 11: Email 1800 13.7 0
Day 18: Facebook 300 2.4 85

This model takes into account total number of pages seen by customer for a given Marketing channel. At a granular level
its divides the revenue on page basis and finally aggregates the same to get revenue at channel basis. Easiest way to
derive the revenue per channel is to count total number of channel seen by the user
Channel Name Total Time spent in
seconds
Revenue based on Time
on Site
Revenue Based on Last
Paid click
Day 1: SEM 100 21.2 0
Day 10: SEO 150 31.8 0
Day 11: Email 100 21.2 0
Day 18: Facebook 50 10.6 85

http://marketingland.com/wp-content/ml-
loads/2014/06/shutterstock_181286708devices-touchpoint-attribution-600x535.png

Multi channel multi device emarketing

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