Mastering Multi-touch Attribution: Unlock E-commerce Growth with First-party Data

[00:02] elar thank you f and if you are not familiar with elvar basically our job is to manage all of the tagging and tracking for your shopy store and all of the essentially online consumer behavior that happens from that

[00:21] consumer behavior that happens from that ad click or that affiliate link all ad click or that affiliate link all the way to their final purchase the way to their final purchase conversion and we certainly like to feel conversion and we certainly like to feel that we do this better than anyone in that we do this better than anyone in the industry we do this primarily

[00:36] the industry we do this primarily through very comprehensive through very comprehensive server side server side tracking and we also have client side tracking and we also have client side tracking for certain areas that do not tracking for certain areas that do not support that are supported by server support that are supported by server side and if you want to learn

[00:55] side and if you want to learn anything more about elvar we’ll give you anything more about elvar we’ll give you a way to do that in the chat I am joined a way to do that in the chat I am joined today by John Cairo who is our lead today by John Cairo who is our lead Solutions engineer and he works very

[01:08] Solutions engineer and he works very closely with our partner closely with our partner ecosystem and one of our key Partners is ecosystem and one of our key Partners is SourceMedium and really the guy that’s SourceMedium and really the guy that’s going to give us the bulk of the going to give us the bulk of the information today is Fe Wang and he is

[01:23] information today is Fe Wang and he is the founder and CEO of SourceMedium I’m the founder and CEO of SourceMedium I’m going to let them both sort of you know going to let them both sort of you know do a hello and introduce themselves the do a hello and introduce themselves the way that we will run this is it’s

[01:33] way that we will run this is it’s going to be very conversational with going to be very conversational with John maybe a little of myself and Fei John maybe a little of myself and Fei and sharing basically how you can use and sharing basically how you can use multi-touch attribution for the success multi-touch attribution for the success of your online store or if you’re an

[01:50] of your online store or if you’re an agency for the success of your client agency for the success of your client we want you to also participate but we want you to also participate but what we’re going to do to keep things what we’re going to do to keep things flowing is have you put your questions in the

[02:02] is have you put your questions in the chat so if you don’t want to forget your chat so if you don’t want to forget your question you can put it in the chat at question you can put it in the chat at any time and what we’ll do is at the end any time and what we’ll do is at the end we’re just going to open it up to an

[02:11] we’re just going to open it up to an open discussion Q&A so please hang on open discussion Q&A so please hang on and then we’ve got some special offers and then we’ve got some special offers at the very end for everyone as well so at the very end for everyone as well so without further Ado I am going to

[02:23] without further Ado I am going to ask you Fei and John to just unmute and ask you Fei and John to just unmute and go ahead and introduce yourselves go ahead and introduce yourselves go ahead John you wan to okay thank go ahead John you wan to okay thank you so thank you the partners

[02:38] you so thank you the partners at elar for giving us this opportunity at elar for giving us this opportunity to share a little bit of what we know to share a little bit of what we know and also you know the learnings that and also you know the learnings that we’ve accumulated over time working

[02:50] we’ve accumulated over time working very deeply with our customers and very deeply with our customers and scaling with them and I think one of the scaling with them and I think one of the most fun things so far ever since we most fun things so far ever since we developed the L ofr integration was to developed the L ofr integration was to continuously explore the opportunity

[03:03] continuously explore the opportunity that is actually within the data set that is actually within the data set that alavar produces so I’m very excited that alavar produces so I’m very excited to actually get into that a little bit to actually get into that a little bit just a oneliner on SourceMedium and just a oneliner on SourceMedium and then I won’t say anything more you know

[03:15] then I won’t say anything more you know we help ambitious Omni Channel brands we help ambitious Omni Channel brands with digital only with Advanced Data with digital only with Advanced Data infrastructure so they can have high infrastructure so they can have high quality metric system reporting but also quality metric system reporting but also some of the more advanced use cases like

[03:31] some of the more advanced use cases like attribution so you know everything attribution so you know everything that’s here today have been you know that’s here today have been you know experimented and co-developed and experimented and co-developed and co-designed with some of our mutual co-designed with some of our mutual customers so very excited to be able

[03:45] customers so very excited to be able to you know share my knowledge and to you know share my knowledge and hopefully folks can learn something hopefully folks can learn something new awesome f I’m John KY I’m the new awesome f I’m John KY I’m the solutions engineer at elar and this is

[03:57] solutions engineer at elar and this is really exciting for us because a lot of really exciting for us because a lot of the data we produce never really gets the data we produce never really gets processed and a lot of times our clients processed and a lot of times our clients and partners ask us what’s next after we

[04:08] and partners ask us what’s next after we provide them with data and that is provide them with data and that is exactly where a company like Source exactly where a company like SourceMedium comes into the mix so this is medium comes into the mix so this is exciting because they take our data and make it a

[04:20] because they take our data and make it a lot more valuable it’s kind of like lot more valuable it’s kind of like secondary processing so we’re going to secondary processing so we’re going to talk about all that and maybe some talk about all that and maybe some misconceptions about lar and where a misconceptions about lar and where a company like SourceMedium comes in so

[04:29] company like SourceMedium comes in so super excited to add some clarity and super excited to add some clarity and information for you information for you guys thank you John shall we get guys thank you John shall we get started all right so a quick agenda started all right so a quick agenda you know we’re GNA just start with what

[04:47] you know we’re GNA just start with what is attribution period you know you is attribution period you know you know the goal really is to help know the goal really is to help everybody understand for Technical and everybody understand for Technical and non-technical users you know so non-technical users you know so hopefully if you don’t have any prior

[05:00] hopefully if you don’t have any prior knowledge about it you just hear about knowledge about it you just hear about this a lot you know in everyday this a lot you know in everyday conversations this will help you to conversations this will help you to mystify that a little bit and then we’re mystify that a little bit and then we’re going to dive into two of the most

[05:10] going to dive into two of the most popular methodologies multi-touch popular methodologies multi-touch attribution or MTA and mediax modeling attribution or MTA and mediax modeling or mmm and most of what we’re going to or mmm and most of what we’re going to unpack is going to be around MTA U but unpack is going to be around MTA U but if there’s interest to dig into

[05:24] if there’s interest to dig into other methodologies you know perhaps we can methodologies you know perhaps we can have future sessions around that have future sessions around that and then we’re going to talk a little and then we’re going to talk a little bit about the first party data that

[05:36] bit about the first party data that every brand already produces but may not every brand already produces but may not be necessarily owning and what the be necessarily owning and what the actual kind of like impact of that could actual kind of like impact of that could be in the context of attribution and be in the context of attribution and hopefully then we’ll have some time to

[05:49] hopefully then we’ll have some time to answer questions and then of course John questions and then of course John feel free Darren feel free to interrupt feel free Darren feel free to interrupt me anytime you know I’d like for this me anytime you know I’d like for this to be a to be a conversation so what is attribution

[06:04] conversation so what is attribution you know it’s just a concept or a you know it’s just a concept or a methodology or a set of methodologies methodology or a set of methodologies that helps marketers understand the that helps marketers understand the effectiveness of their marketing efforts effectiveness of their marketing efforts you know and their customer Journeys and

[06:18] you know and their customer Journeys and really it’s about understanding where to really it’s about understanding where to prioritize your marketing efforts prioritize your marketing efforts whether that is about optim optimizing a whether that is about optim optimizing a specific Channel or allocating or specific Channel or allocating or reallocating budget it and it has to be reallocating budget it and it has to be a holistic way of looking at it so that

[06:34] a holistic way of looking at it so that you know the last touch channels don’t you know the last touch channels don’t always end up with all the credit right always end up with all the credit right because ultimately marketing is a because ultimately marketing is a holistic effort holistic effort overall and with the goal of

[06:48] overall and with the goal of essentially right maximizing your return essentially right maximizing your return on your advertising spend on your advertising spend overall before you move forward here Fei overall before you move forward here Fei I want to talk a little bit about l are I want to talk a little bit about l are in the context of attribution so a lot

[07:02] in the context of attribution so a lot of our clients will say do you guys do of our clients will say do you guys do attribution and the easy answer to that attribution and the easy answer to that is we don’t we don’t do attribution at is we don’t we don’t do attribution at all but we have the raw materials that

[07:13] all but we have the raw materials that are needed to do attribution so Darren are needed to do attribution so Darren came up with a great analogy yesterday came up with a great analogy yesterday about a sports about sports and about a sports about sports and about how a channel May broadcast a sports how a channel May broadcast a sports game which would be aint to what elvar

[07:26] game which would be aint to what elvar does with what’s going on your SES does with what’s going on your SES but we don’t start commenting and but we don’t start commenting and saying well you know this guy Leon I’m saying well you know this guy Leon I’m going to use hockey because I’m Canadian

[07:36] going to use hockey because I’m Canadian we’re gonna we’re not going to say Leon we’re gonna we’re not going to say Leon dry Sidle pass to Conor McDavid but so dry Sidle pass to Conor McDavid but so he McDavid scored a lot of goals but he McDavid scored a lot of goals but really it was dry Sidle who made all the

[07:44] really it was dry Sidle who made all the passes so we should really be crediting passes so we should really be crediting dry Sidle with a lot we won’t ever do dry Sidle with a lot we won’t ever do that kind of stuff but we will broadcast that kind of stuff but we will broadcast the game and allow a company like Source

[07:54] the game and allow a company like SourceMedium to start making those comments medium to start making those comments and decisions but we are kind of sort of and decisions but we are kind of sort of attribution agnostic but again we have attribution agnostic but again we have the raw materials yeah that’s a the raw materials yeah that’s a really great analogy and just for

[08:09] really great analogy and just for some interesting data points you know we some interesting data points you know we looked at the L our data set that we looked at the L our data set that we have on behalf of some of our customers have on behalf of some of our customers some of you guys are here right now

[08:20] some of you guys are here right now what we were able to see is that out of what we were able to see is that out of all of the purchasing events that we all of the purchasing events that we were able to were able to identify over 80% of them and some identify over 80% of them and some times over 90 for some customers have

[08:33] times over 90 for some customers have user ID level identification that can user ID level identification that can allow us to tie back into prior allow us to tie back into prior activities so you know ultimately my activities so you know ultimately my understanding of lr’s way of doing understanding of lr’s way of doing identity resolution is it’s more

[08:46] identity resolution is it’s more descriptive right it’s not descriptive right it’s not probabilistic and that can give you more probabilistic and that can give you more certainty but even in that case we’re certainty but even in that case we’re seeing a lot of touch points that leads seeing a lot of touch points that leads to the eventual conversion so there

[09:00] to the eventual conversion so there is going to be a lot of opportunities in is going to be a lot of opportunities in terms of the kind of value that you can terms of the kind of value that you can unlock with the data set here yeah unlock with the data set here yeah exactly we hold the information together

[09:11] exactly we hold the information together better than you can do out of the box better than you can do out of the box with your traditional say Shopify with your traditional say Shopify integration we will collect and store integration we will collect and store information about click IDs UTM that information about click IDs UTM that would probably get lost as a user goes

[09:23] would probably get lost as a user goes through their purchase Journey if that through their purchase Journey if that Journey takes any more than a couple Journey takes any more than a couple days so I’ll stop there but there’s a days so I’ll stop there but there’s a bunch of stuff that we’re doing to make bunch of stuff that we’re doing to make this data work really

[09:33] this data work really [Music] [Music] well so you know attribution technology well so you know attribution technology is Advanced but also a lot of it is Advanced but also a lot of it is still the same from like decades ago still the same from like decades ago right so but what’s actually kind of right so but what’s actually kind of driving the advancement in attribution

[09:48] driving the advancement in attribution technology right it’s really this technology right it’s really this increasingly complex purchasing Journey increasingly complex purchasing Journey from Mostly single touch to multi-touch from Mostly single touch to multi-touch and now multi- channel right but also and now multi- channel right but also so there is just a lot more first-party so there is just a lot more first-party data and just real quick first-party

[10:04] data and just real quick first-party data just means the data that you data just means the data that you produce just by operating so that’s the produce just by operating so that’s the data that you own right so as a brand data that you own right so as a brand there is more and more first party data

[10:15] there is more and more first party data being available the platforms are making being available the platforms are making it easier and easier to actually get the it easier and easier to actually get the data out so that also then gives the data out so that also then gives the brand a lot of potential and possibility brand a lot of potential and possibility in terms of you know start owning some

[10:27] in terms of you know start owning some of this attribution in house and then of this attribution in house and then of course there’s this focus on privacy course there’s this focus on privacy whether that is regulations or iOS 14 or whether that is regulations or iOS 14 or ad blocks and last but not least is

[10:38] ad blocks and last but not least is right all of the advancements and Ai and right all of the advancements and Ai and machine learning that has been happening machine learning that has been happening that now also makes this actually easier that now also makes this actually easier but also it can be more customizable for but also it can be more customizable for the brand with not without an army of

[10:51] the brand with not without an army of data scientists so a quick comparison on scientists so a quick comparison on the methodology itself you know so the methodology itself you know so the best way that I understand it and of best way that I understand it and of course I’m not claiming to be an

[11:05] course I’m not claiming to be an expert this is just my best effort at expert this is just my best effort at understanding this and also presenting understanding this and also presenting this to everyone you know mo MTA is a this to everyone you know mo MTA is a lot more tactical it’s a lot more ground

[11:16] lot more tactical it’s a lot more ground up while mmm is a lot more strategic and up while mmm is a lot more strategic and a lot more top down so on the MTA side a lot more top down so on the MTA side right we rely on actually very granular right we rely on actually very granular user level event level data so that

[11:29] user level event level data so that necessarily also means that it’s mostly necessarily also means that it’s mostly going to be data from digital channels going to be data from digital channels right because that’s where you can right because that’s where you can actually kind of collect some of this actually kind of collect some of this data you know the focus can be more

[11:43] data you know the focus can be more on the short to medium term and we’ll on the short to medium term and we’ll get into some of that as we kind of get into some of that as we kind of get into the use cases but the what’s cool into the use cases but the what’s cool about that is it actually allows for

[11:52] about that is it actually allows for near realtime optimization whether that near realtime optimization whether that is your marketing campaign or your is your marketing campaign or your on-site journey and of course it does on-site journey and of course it does face tracking and privacy challenges so face tracking and privacy challenges so you know the goal here isn’t to have the

[12:06] you know the goal here isn’t to have the ability to track every single user and ability to track every single user and every single touch point that they have every single touch point that they have with you but ultimately you’re still with you but ultimately you’re still going to be able to capture a good going to be able to capture a good percentage of those users and a good

[12:17] percentage of those users and a good percentage of their touch points and you percentage of their touch points and you can actually extrapolate from there can actually extrapolate from there use cases are actually a lot more than use cases are actually a lot more than just allocating budget right so just allocating budget right so you know that obviously it does help you

[12:34] you know that obviously it does help you with the budget allocation question but with the budget allocation question but it’s actually really good for things it’s actually really good for things like conversion rate optimization like conversion rate optimization personalization you know things like personalization you know things like assigning page value so there’s a lot assigning page value so there’s a lot of different use cases once you have

[12:47] of different use cases once you have this data set on the mediax modeling this data set on the mediax modeling front you know again it’s very top down front you know again it’s very top down right so it’s really good for medium to right so it’s really good for medium to long-term strategic planning it does long-term strategic planning it does incorporate data points from online and

[13:01] incorporate data points from online and offline channels right so that could be offline channels right so that could be obviously in-person activation event obviously in-person activation event or Billboards or TV or even celebrity or Billboards or TV or even celebrity activation that you can’t really track activation that you can’t really track with a pixel right it does also not

[13:15] with a pixel right it does also not every model does it but some model every model does it but some model takes into external factors into takes into external factors into consideration you know things like consideration you know things like you know the macroeconomic conditions you know the macroeconomic conditions you know and even weather you know

[13:28] you know and even weather you know and then it’s really kind of then use and then it’s really kind of then use casewise res revolves around high casewise res revolves around high level budget allocation but also level budget allocation but also scenario and Analysis and planning so scenario and Analysis and planning so you can have a good way of understanding

[13:41] you can have a good way of understanding you know where can you actually scale you know where can you actually scale and where does that saturation Point and where does that saturation Point reach in terms of Roi you scale a reach in terms of Roi you scale a channel so fate can you just quickly go channel so fate can you just quickly go back to that so these aren’t opposing

[13:54] back to that so these aren’t opposing Technologies these are really Technologies these are really complimentary right yeah and complimentary right yeah and the way that I would think about it is the way that I would think about it is you know it’s never going to hurt to you know it’s never going to hurt to have multiple attribution

[14:08] have multiple attribution methodologies because there is no Silver methodologies because there is no Silver Bullet when it comes to attribution and Bullet when it comes to attribution and I think in within those methodologies I think in within those methodologies where you’re not dealing with models where you’re not dealing with models so it also will not hurt to have

[14:21] so it also will not hurt to have multiple models right whether that is an multiple models right whether that is an off-the-shelf model which there are off-the-shelf model which there are many in our industry many in our industry or something that is internally or something that is internally developed or open-source models right so developed or open-source models right so as an example both Facebook or meta and

[14:37] as an example both Facebook or meta and Google have open- Source mm models that Google have open- Source mm models that you can actually leverage and deploy you can actually leverage and deploy internally got it the one thing I wanted internally got it the one thing I wanted to mention before we move on is if

[14:49] to mention before we move on is if you’re used to Universal analytics an you’re used to Universal analytics an attribution in Universal analytics you attribution in Universal analytics you know back in the day when we had that know back in the day when we had that you’d have these live screens where you’d have these live screens where you could see what was happening with your

[14:58] could see what was happening with your adver vertising like up to the well I adver vertising like up to the well I don’t know if it was millisecond but don’t know if it was millisecond but very recently like during the day that very recently like during the day that changed with G4 you can’t do that changed with G4 you can’t do that anymore there’s a 24 to 48 to sometimes

[15:10] anymore there’s a 24 to 48 to sometimes 72 hour delay which means that when 72 hour delay which means that when you’re doing something like when you’re you’re doing something like when you’re launching a campaign and you want to launching a campaign and you want to know how it performs right away you know how it performs right away you actually you can’t really see that which

[15:20] actually you can’t really see that which I know many of the people we work with I know many of the people we work with are super disappointed about what are super disappointed about what we’re talking about with MTA and using we’re talking about with MTA and using levar’s data and then eventually getting levar’s data and then eventually getting it to SourceMedium the information is

[15:32] it to SourceMedium the information is live so you get that Real Time stuff live so you get that Real Time stuff back which is really important and back which is really important and that’s part of elars Pub sub integration that’s part of elars Pub sub integration which is like a raw data stream and this which is like a raw data stream and this is what SourceMedium consumes from us

[15:46] is what SourceMedium consumes from us and builds on so just important and builds on so just important to note that we’re with what we’re to note that we’re with what we’re talking about today we’re talking about talking about today we’re talking about bringing back realtime reporting to bringing back realtime reporting to you yeah and I think one thing to re

[15:58] you yeah and I think one thing to re emphasiz is that data is not emphasiz is that data is not sampled you know so that is all of the sampled you know so that is all of the user streams all of the server side user streams all of the server side streams that is happening via lar

[16:10] streams that is happening via lar directly made available to you without directly made available to you without sampling just means you know sampling just means you know GA takes a percentage of the data and GA takes a percentage of the data and extrapolates on probably what’s going on extrapolates on probably what’s going on right and of course there is inherent

[16:22] right and of course there is inherent risk within that risk within that and the other thing I wanted to and the other thing I wanted to add that I love about the LR data stream add that I love about the LR data stream is that is a data stream you is that is a data stream you actually do care about right if that

[16:35] actually do care about right if that data stream isn’t good then your data stream isn’t good then your Downstream destinations will have Downstream destinations will have performance issues so that then gives performance issues so that then gives the brands the incentive to really make the brands the incentive to really make sure that the sure that the implementation is and the

[16:49] implementation is and the instrumentation is perfect and then of instrumentation is perfect and then of course the downstream impact of that is course the downstream impact of that is the data that you get from that is also the data that you get from that is also of a higher quality as a result great of a higher quality as a result great point so let’s start with some use cases

[17:05] point so let’s start with some use cases right where is the ROI at right so on right where is the ROI at right so on the NTA side again there’s a lot more the NTA side again there’s a lot more than the bullets that you see here but than the bullets that you see here but both of them will both methodologies

[17:18] both of them will both methodologies as you can see in the first bullet will as you can see in the first bullet will help you measure the effectiveness of help you measure the effectiveness of awareness channels and brand awareness channels and brand campaigns you know in different ways campaigns you know in different ways but they can give you data points that

[17:31] but they can give you data points that again is going to be complimentary for again is going to be complimentary for you to triangulate what’s really working you to triangulate what’s really working on the MTA side you know because the on the MTA side you know because the data is so granular right it’s at the data is so granular right it’s at the user level it’s at the event level you

[17:45] user level it’s at the event level you can really do very complicated user can really do very complicated user Journey analysis right so I have a Journey analysis right so I have a screenshot of the San ke chart below screenshot of the San ke chart below that’s actually something that we’re that’s actually something that we’re going to be launching relatively soon

[17:57] going to be launching relatively soon in the next few weeks for some of our in the next few weeks for some of our customers which I’m very excited about customers which I’m very excited about but also you know you can now have but also you know you can now have these Custom Touch point value

[18:06] these Custom Touch point value assignments right so if you think about assignments right so if you think about the landing page optimization use case the landing page optimization use case if I have two or three landing pages in if I have two or three landing pages in the middle of the purchasing Journey in the middle of the purchasing Journey that was actually instrumental for me

[18:20] that was actually instrumental for me to make that decision right those to make that decision right those landing pages deserve credit right and landing pages deserve credit right and of course that scales out to all kinds of course that scales out to all kinds of things like UTM prams and channels of things like UTM prams and channels and things like that as well and

[18:31] and things like that as well and ultimately that’s going to help you with ultimately that’s going to help you with conversion rate optimization because conversion rate optimization because only when you understand your user only when you understand your user Journey can you and where what Journey can you and where what channels they’re coming from right can

[18:43] channels they’re coming from right can you truly understand how to optimize you truly understand how to optimize those landing pages which can ultimately those landing pages which can ultimately lead to personalization efforts and lead to personalization efforts and because also we have the ad ID in a lot because also we have the ad ID in a lot of these events you can also now tie

[18:56] of these events you can also now tie that user journey to a specific creative that user journey to a specific creative or app or app which then further goes into that whole which then further goes into that whole personalization effort personalization effort overall on the mmm side you know it’s overall on the mmm side you know it’s really kind of about understanding your

[19:09] really kind of about understanding your media mix budget decisions right are you media mix budget decisions right are you spending too much on meta where you’re spending too much on meta where you’re not spending enough right should you be not spending enough right should you be start should you start spending other start should you start spending other channels right you started spending and

[19:23] channels right you started spending and testing a specific Channel you want to testing a specific Channel you want to have confidence around scaling that have confidence around scaling that right so the example that I have right so the example that I have below is you know below is you know essentially the relationship between

[19:36] essentially the relationship between spend and projected Revenue right so a spend and projected Revenue right so a lot of these mmm providers but also open lot of these mmm providers but also open source models will give you what the source models will give you what the likely saturation point is with a Target likely saturation point is with a Target row ass right so then that can give you

[19:51] row ass right so then that can give you a sense for okay we can ramp this up a sense for okay we can ramp this up another 1.5x and then the rest of that marketing 1.5x and then the rest of that marketing budget can go to some new initiatives or budget can go to some new initiatives or other channels and then lastly you know

[20:02] other channels and then lastly you know it’s about scenario analysis and it’s about scenario analysis and planning right projecting out different planning right projecting out different scenarios different budget mixes scenarios different budget mixes understanding how that may impact understanding how that may impact your return on ad spend and your Revenue your return on ad spend and your Revenue growth

[20:15] growth overall hey ba I did have a question so overall hey ba I did have a question so I see that for mmm you have the I see that for mmm you have the geographic incre geographic incre incrementality easy for me to say and incrementality easy for me to say and not for MTA not for MTA so I guess my question is why is the

[20:33] so I guess my question is why is the geographic relevance not called out in geographic relevance not called out in MTA because wouldn’t that also provide MTA because wouldn’t that also provide me with some important information that me with some important information that may feed the mmm model right may feed the mmm model right absolutely yeah that’s a great

[20:49] absolutely yeah that’s a great question yeah so I think one thing that question yeah so I think one thing that I forgot to mention is that the mmm I forgot to mention is that the mmm model improves as you feed it better model improves as you feed it better data deeper data and Fuller data you

[21:01] data deeper data and Fuller data you know so you know obviously okay know so you know obviously okay you have these touch points and their you have these touch points and their geographic location IP address and all geographic location IP address and all kinds of stuff but well there has to be kinds of stuff but well there has to be a model on top of that helps you to

[21:15] a model on top of that helps you to understand what’s going on right so the understand what’s going on right so the incrementality one is a more advanced incrementality one is a more advanced tactic that typically larger Brands tactic that typically larger Brands employ because you know you can run employ because you know you can run awareness campaigns you can even run

[21:28] awareness campaigns you can even run direct response to campaigns in a direct response to campaigns in a specific geographic area that exhibit a specific geographic area that exhibit a specific customer Behavior right so in specific customer Behavior right so in that case the other the rest of the that case the other the rest of the country in this case wouldn’t know or be

[21:44] country in this case wouldn’t know or be exposed to those messages right so exposed to those messages right so that’s where you can then start running that’s where you can then start running different types of experiments provided different types of experiments provided that the geographic region exhibits that the geographic region exhibits similar behaviors and that’s going to

[21:58] similar behaviors and that’s going to also allow you to have more also allow you to have more confidence to scale out to the rest of confidence to scale out to the rest of the country rest of the world whatever the country rest of the world whatever the case may the case may be perfect thank you

[22:10] be perfect thank you yeah so let’s unpack so we’re gonna just yeah so let’s unpack so we’re gonna just kind of like really focus on unpacking kind of like really focus on unpacking MTA you know because I think this is MTA you know because I think this is what I hear a lot as people kind of

[22:22] what I hear a lot as people kind of come in and wanting to have come in and wanting to have more advanced use cases with their data more advanced use cases with their data so I have a very simple example here so I have a very simple example here you know this is one purchase that

[22:34] you know this is one purchase that happened over 3 happened over 3 days and you know it started with a view and you know it started with a view item so these event names are item so these event names are standardized to the ga4 e-commerce event standardized to the ga4 e-commerce event names just FYI so view item is the

[22:49] names just FYI so view item is the same as view PDP right this same as view PDP right this hypothetical company sells t-shirts hypothetical company sells t-shirts right so as you can see I’ve highlighted right so as you can see I’ve highlighted the join key that we can use to the join key that we can use to resolve this entire Journey which in

[23:04] resolve this entire Journey which in this case is a user ID that lvar this case is a user ID that lvar actually assigns right so if lvar can actually assigns right so if lvar can resolve an identity across sessions it’s resolve an identity across sessions it’s going to give it that same user ID so as going to give it that same user ID so as long as you have that you can stitch

[23:20] long as you have that you can stitch your Journeys together and that’s why your Journeys together and that’s why other data sources will actually be other data sources will actually be complimentary like G4 because G4 also complimentary like G4 because G4 also has a user ID has a user ID but what’s interesting here is if you

[23:31] but what’s interesting here is if you look at the journey right with the view look at the journey right with the view item in July 1 the UTM is telling us item in July 1 the UTM is telling us that right meta a meta prospecting that right meta a meta prospecting campaign drove that click right with an

[23:44] campaign drove that click right with an ad IDE of the you know shirt at number ad IDE of the you know shirt at number seven right and then they landed on seven right and then they landed on white t-shirts landing page PDP and then white t-shirts landing page PDP and then they probably close the session from they probably close the session from there a little bit later in the day they

[23:57] there a little bit later in the day they come back come back with a retargeting ad from meta right with a retargeting ad from meta right and now they’re landing on a midf funnel and now they’re landing on a midf funnel landing page which is something that we landing page which is something that we did a lot in my mattress days back

[24:13] did a lot in my mattress days back when I used to sell when I used to sell mattresses the landing page of 10 mattresses the landing page of 10 reasons right so we have 10 reasons why reasons right so we have 10 reasons why our shirts the best or whatever the case our shirts the best or whatever the case may be right and you have an ad that

[24:25] may be right and you have an ad that is driving that right 10 reasons ad is driving that right 10 reasons ad whatever that may be but then not whatever that may be but then not convinced yet but maybe a lead cap convinced yet but maybe a lead cap happened you know so you can imagine

[24:36] happened you know so you can imagine another Point here for leap we just another Point here for leap we just ran out of ran out of space but then right they leave again space but then right they leave again so let’s say later tonight later that so let’s say later tonight later that night they get the clavio abandoned

[24:49] night they get the clavio abandoned browse pre-purchase campaign right browse pre-purchase campaign right because of that leap event so now they because of that leap event so now they add to cart but what’s interesting here add to cart but what’s interesting here is perhaps in that abandoned browse is perhaps in that abandoned browse you have some product recommendations

[25:04] you have some product recommendations and one of them is a black T-shirt like and one of them is a black T-shirt like I’m wearing right now right so they I’m wearing right now right so they actually end up landing on the black actually end up landing on the black t-shirts right but now this event t-shirts right but now this event have a revenue impact right because now

[25:16] have a revenue impact right because now we have the line item information and we have the line item information and how much is in the how much is in the cart but then they go to sleep and then cart but then they go to sleep and then they forgot about you Al together right they forgot about you Al together right so then July 3rd comes along and you

[25:28] so then July 3rd comes along and you abandoned cart email triggers and that abandoned cart email triggers and that brings them back to begin checkout but brings them back to begin checkout but what’s interesting here is you know what’s interesting here is you know their landing page now is officially the their landing page now is officially the checkout page right so that’s where

[25:42] checkout page right so that’s where you’re going to lose the value of the you’re going to lose the value of the initial PDP view the 10 reasons page and initial PDP view the 10 reasons page and the black T-shirt page but also the black T-shirt page but also the value that meta actually drove right of value that meta actually drove right of course meta will take credit because of

[25:55] course meta will take credit because of the attribution window and things of the attribution window and things of that nature that nature and of lr’s tracking right so but and of lr’s tracking right so but ultimately it doesn’t really give you ultimately it doesn’t really give you the type of data that you need to be

[26:06] the type of data that you need to be able to say yeah 10 reasons landing page able to say yeah 10 reasons landing page actually has a monetary value to us of X actually has a monetary value to us of X but in this case you can’t and then but in this case you can’t and then lastly the purchase finally happens and

[26:18] lastly the purchase finally happens and as you can see we have now our as you can see we have now our settled IDs right so settled ID just settled IDs right so settled ID just means you can now point that to actual means you can now point that to actual customer and an actual order right

[26:32] customer and an actual order right but the user ID stay consistent as one but the user ID stay consistent as one two three throughout the whole journey two three throughout the whole journey and but we can also now add and but we can also now add additional data sources like zero party additional data sources like zero party attribution from our partners at Fairing

[26:44] attribution from our partners at Fairing and no Commerce and maybe they actually and no Commerce and maybe they actually say I actually originally heard about say I actually originally heard about you from Tim Ferris okay so without that you from Tim Ferris okay so without that piece then you would have assumed that piece then you would have assumed that the awareness came from meta but it’s

[26:56] the awareness came from meta but it’s actually from an influencer I hope that’s clear is this clear for everybody okay awesome so what did we everybody okay awesome so what did we learn from all that let’s just do a learn from all that let’s just do a quick checkin for this particular order quick checkin for this particular order with the order ID of 789 right it took a

[27:14] with the order ID of 789 right it took a total of five sessions for the total of five sessions for the conversion to happen it took three days conversion to happen it took three days right it has a revenue impact of 100 right it has a revenue impact of 100 bucks and then we actually have multiple bucks and then we actually have multiple conversion channels starting with Tim

[27:26] conversion channels starting with Tim Ferris on the awareness front Ferris on the awareness front followed by The Meta prospecting and followed by The Meta prospecting and retargeting ads followed by the final retargeting ads followed by the final conversion driven by clavio your email conversion driven by clavio your email efforts there was actually Four efforts there was actually Four landing pages involved right the two

[27:42] landing pages involved right the two pdps a 10 reasons page and the final pdps a 10 reasons page and the final checkout there was two ad creatives checkout there was two ad creatives involved here right the shirt ad and the involved here right the shirt ad and the 10 reasons ad two claval flows involved 10 reasons ad two claval flows involved and then there’s of course other inputs

[27:55] and then there’s of course other inputs like referral domains promo code used like referral domains promo code used etc you know but we can spend all etc you know but we can spend all day basically digging up all the day basically digging up all the metadata there but what’s cool is that metadata there but what’s cool is that now that you’ve linked it to an actual

[28:07] now that you’ve linked it to an actual customer you have all of the customer you have all of the customer level data right so are they a first or level data right so are they a first or repeat purchaser right if they a repeat purchaser right if they a repeat purchaser is this their first

[28:18] repeat purchaser is this their first second third fifth order what is their second third fifth order what is their LTV right what are their previous order LTV right what are their previous order attributions you know so now you really attributions you know so now you really truly have like this holistic really truly have like this holistic picture of how this customer actually

[28:33] picture of how this customer actually got to know you so I’ll just do a quick crash course on what are all the different MTA models on what are all the different MTA models that is like popular right you might that is like popular right you might find this on a textbook right but of find this on a textbook right but of course with the advancement in

[28:54] course with the advancement in machine learning you know you can now have much learning you know you can now have much more nuanced credit assignment logic of nuanced credit assignment logic of course you don’t need machine earning to course you don’t need machine earning to necessarily do that it can be developed

[29:09] necessarily do that it can be developed internally so starting with linear internally so starting with linear right really this is saying every single right really this is saying every single touch Point gets the same credit right touch Point gets the same credit right so what that means is out of that 100 so what that means is out of that 100 bucks of this Revenue impact we had five

[29:24] bucks of this Revenue impact we had five sessions so each session gets 25 bucks sessions so each session gets 25 bucks for 20 bucks right if we’re just kind of for 20 bucks right if we’re just kind of doing really simple math here doing really simple math here time decade is really about having an

[29:37] time decade is really about having an emphasis on the more recent events right emphasis on the more recent events right so of course last click is just like the so of course last click is just like the only thing that happened right before only thing that happened right before the purchase but this is still putting the purchase but this is still putting more emphasis on the recency of the

[29:50] more emphasis on the recency of the events and giving those events more events and giving those events more credit because they’re closer to the credit because they’re closer to the purchase you shaped is interesting purchase you shaped is interesting because it essentially gives the most because it essentially gives the most credit to the first touch and the last

[30:03] credit to the first touch and the last touch so you know that’s giving credit touch so you know that’s giving credit to however the awareness may have to however the awareness may have happened and then also the thing that’s happened and then also the thing that’s closest to the conversion and then closest to the conversion and then evenly spread out the rest of what’s

[30:15] evenly spread out the rest of what’s left and W shaped is essentially so left and W shaped is essentially so the last two is a little bit more the last two is a little bit more nuanced you know so w-shaped it’s about nuanced you know so w-shaped it’s about giving credit to the first touch and

[30:27] giving credit to the first touch and then giving credit to the lead capture then giving credit to the lead capture moment which you know is going to be moment which you know is going to be somewhere in the middle of the funnel somewhere in the middle of the funnel where it could be in the beginning and where it could be in the beginning and then again giving the most credit

[30:37] then again giving the most credit towards the end of the purchase funnel towards the end of the purchase funnel a full path is probably not really a full path is probably not really necessary I don’t think for most brands necessary I don’t think for most brands but this is giving credit giving the but this is giving credit giving the most credit to the first touch the leap

[30:52] most credit to the first touch the leap and some kind of a activating or key and some kind of a activating or key purchasing pre purchase event like purchasing pre purchase event like adding to cart right and then the adding to cart right and then the last thing being the actual purchase last thing being the actual purchase you know of course sorry I just

[31:11] you know of course sorry I just want to reiterate back to what we were want to reiterate back to what we were talking about earlier where is lovar an talking about earlier where is lovar an attribution tool do we do attribution tool do we do attribution this is the stuff that we don’t do we

[31:20] this is the stuff that we don’t do we just don’t make these kinds of decisions just don’t make these kinds of decisions and this is the kind of stuff that a and this is the kind of stuff that a company like FaZe at SourceMedium company like FaZe at SourceMedium May there’s another aspect to this

[31:29] May there’s another aspect to this though with a channel like meta you though with a channel like meta you probably everyone seems to be on one probably everyone seems to be on one side or the other in terms of do they side or the other in terms of do they take too much credit for what they’re

[31:39] take too much credit for what they’re doing or too little credit I think from doing or too little credit I think from our perspective I think we’re on the our perspective I think we’re on the opposite side of the merchants and we opposite side of the merchants and we oftentimes think that a channel like oftentimes think that a channel like meta or Google ads should actually

[31:50] meta or Google ads should actually receive more credit than they do and receive more credit than they do and they should take credit for absolutely they should take credit for absolutely everything that they do because they’re everything that they do because they’re not necessarily an natur distribution not necessarily an natur distribution tool either they’re just trying to tell

[32:00] tool either they’re just trying to tell you when they were involved and you want you when they were involved and you want to know that so where this is all to know that so where this is all leading is meta has a tool called leading is meta has a tool called Channel lift studies and those Channel lift studies and those Channel lift studies allow meta to kind of get

[32:14] lift studies allow meta to kind of get in the mix on attribution a little bit in the mix on attribution a little bit so you can send them information about so you can send them information about how conversions happen let’s say you how conversions happen let’s say you have a Google ads conversion somebody have a Google ads conversion somebody buys last click was Google ads you send

[32:27] buys last click was Google ads you send them the information along with who you them the information along with who you think made that conversion happen in think made that conversion happen in this case Google ads and meta will this case Google ads and meta will say we were involved in a click like a say we were involved in a click like a day ago and we think we deserve some

[32:40] day ago and we think we deserve some credit here and they’ll take credit here and they’ll take credit in the platform these Channel LIF in the platform these Channel LIF studies are a fairly new feature of met studies are a fairly new feature of met I think they’ve been around for a year I think they’ve been around for a year or so they’re relatively hard to

[32:50] or so they’re relatively hard to implement lvar makes it push button so implement lvar makes it push button so if you’re looking for a new perspective if you’re looking for a new perspective and you have a meta rep that you can and you have a meta rep that you can talk to you can get that New Perspective

[33:00] talk to you can get that New Perspective with like no work you enable it in the with like no work you enable it in the app you talk to your met rep and tell app you talk to your met rep and tell them it’s on and they will provide you them it’s on and they will provide you kind of sort of similar data to what

[33:09] kind of sort of similar data to what fa’s showing you here from their fa’s showing you here from their perspective they’ll take credit for what perspective they’ll take credit for what they think they deserve so I just I they think they deserve so I just I think it’s the easiest way forward with think it’s the easiest way forward with this stuff is usually what’s gets done

[33:21] this stuff is usually what’s gets done and The Meta Channel live study is if and The Meta Channel live study is if you’re interested in like dipping a toe you’re interested in like dipping a toe in the pool it’s an easy way to sort of in the pool it’s an easy way to sort of start exploring this

[33:30] start exploring this stuff yeah thank you for that I think stuff yeah thank you for that I think that’s really exciting and I think that’s really exciting and I think Geo incrementality testing is also an Geo incrementality testing is also an option so you know we helped one option so you know we helped one of our customers ALS overnight a few

[33:45] of our customers ALS overnight a few months ago you know getting that data months ago you know getting that data set ready with dma level information set ready with dma level information and you know you can imagine a situation and you know you can imagine a situation where they’re testing a new campaign where they’re testing a new campaign type or way of doing your ads but just

[33:58] type or way of doing your ads but just for Texas right so then your whole for Texas right so then your whole business doesn’t tank right if the thing business doesn’t tank right if the thing doesn’t work so you know there’s a doesn’t work so you know there’s a lot of different ways of again

[34:10] lot of different ways of again understanding attribution you know and understanding attribution you know and you know is incrementality part of an you know is incrementality part of an mmm methodology or is it its own thing mmm methodology or is it its own thing right like ultimately it’s it’s it could right like ultimately it’s it’s it could be all kinds of different things it’s

[34:23] be all kinds of different things it’s just about first of all having all of just about first of all having all of your first party data ready your first party data ready and at a highest quality possible but and at a highest quality possible but then second of all drive that from the then second of all drive that from the use cases which move on from this I

[34:36] use cases which move on from this I just have a couple of questions you just have a couple of questions you might be getting to the answer but so might be getting to the answer but so one I just want to confirm these one I just want to confirm these percentages that you have for all these

[34:43] percentages that you have for all these different models those are industry different models those are industry standard percentages so if you choose standard percentages so if you choose that model that’s the way it’s going to that model that’s the way it’s going to be applied right okay and then yeah be applied right okay and then yeah do you see or so do you see that clients

[34:56] do you see or so do you see that clients merchants typically go with one of these merchants typically go with one of these over any other for a particular reason over any other for a particular reason and do you have and John to answer do and do you have and John to answer do you have one that you think is the most

[35:11] you have one that you think is the most relevant and would give them sort of the relevant and would give them sort of the most realistic picture of who the most realistic picture of who should get credit for should get credit for what that’s a great question I’m what that’s a great question I’m happy to go first so yeah I think

[35:26] happy to go first so yeah I think most of what we see right now is you most of what we see right now is you know folks are using more of an know folks are using more of an off-the-shelf Tool where it’s not off-the-shelf Tool where it’s not really clear you know and there may be

[35:39] really clear you know and there may be documentations but it’s sitting with a documentations but it’s sitting with a vendor so that’s I think if you’re vendor so that’s I think if you’re using one of these tools it’s important using one of these tools it’s important to understand how they’re doing credit to understand how they’re doing credit assignments and all kinds of stuff like

[35:51] assignments and all kinds of stuff like that and you know because it may or may that and you know because it may or may not be the right fit for you not be the right fit for you and the other thing is it’s really and the other thing is it’s really specific to the business type you know

[36:02] specific to the business type you know so one of our share customers elix so one of our share customers elix Health elix healing.com they have a Health elix healing.com they have a more intensive sort of pre purchase more intensive sort of pre purchase journey of you know evaluation and journey of you know evaluation and personalization and things of that

[36:19] personalization and things of that nature so in that case right you have to nature so in that case right you have to have certain things happen before you have certain things happen before you can really even buy the thing can really even buy the thing so you know so what are the touch so you know so what are the touch points in that pre- purchase quiz or

[36:34] points in that pre- purchase quiz or evaluation you know another one of evaluation you know another one of our share customer CPAP has something our share customer CPAP has something similar right when it comes to a similar right when it comes to a prescription right so without those prescription right so without those things a conversion cannot happen so you

[36:47] things a conversion cannot happen so you know in that case hey maybe the full know in that case hey maybe the full path makes a little bit more sense right path makes a little bit more sense right or maybe the W shape makes a little bit or maybe the W shape makes a little bit more sense but if the purchasing journey

[36:56] more sense but if the purchasing journey is relatively straight forward you is relatively straight forward you know it’s just a great product another know it’s just a great product another one of our share customers that’s here one of our share customers that’s here perfect gnyc right people want jeans they need gnyc right people want jeans they need shirts like it doesn’t take a whole

[37:11] shirts like it doesn’t take a whole lot of lot of evaluation if it’s a good value and a evaluation if it’s a good value and a good product so in that case I think good product so in that case I think a more a more simple model is would a more a more simple model is would probably

[37:23] suffice I’m going to cheat here and say data driven attribut bution and that’s data driven attribut bution and that’s the only reason I cheat here is just the only reason I cheat here is just because it’s something that you can because it’s something that you can explore if you have a G4 property set up explore if you have a G4 property set up Google it I won’t go through all the

[37:36] Google it I won’t go through all the details here but Google it if you’re details here but Google it if you’re interested it’s a little bit different interested it’s a little bit different than what we’re talking about here where than what we’re talking about here where you let an algorithm decide where the you let an algorithm decide where the weights should be placed so something

[37:46] weights should be placed so something you can explore pretty easily if you’re you can explore pretty easily if you’re interested and there’s a question from interested and there’s a question from a participant that I think is a participant that I think is fitting here so if you don’t mind I’ll fitting here so if you don’t mind I’ll just ask it here

[37:58] just ask it here and it’s how much customization is and it’s how much customization is possible in terms of either crediting or possible in terms of either crediting or penalizing one of the different sources penalizing one of the different sources so they have a source for example that so they have a source for example that they would like not give any credit to

[38:10] they would like not give any credit to are you able to do that in yeah are you able to do that in yeah like for example what we do is we like for example what we do is we actually just unify and get the data actually just unify and get the data right up to the point where you can

[38:23] right up to the point where you can start doing the start doing the customizing and I have a good customizing and I have a good graphic in a couple different slides graphic in a couple different slides that will kind of allow you to visualize that will kind of allow you to visualize that but I think the key is you know

[38:37] that but I think the key is you know I mean that is a reason why as a brand I mean that is a reason why as a brand is scaling to start owning this in house is scaling to start owning this in house because only the brand would understand because only the brand would understand those nuances that an off-the-shelf

[38:52] nuances that an off-the-shelf provider may not be able to provide you provider may not be able to provide you know and ultimately one size fits know and ultimately one size fits all is tricky when it comes to all is tricky when it comes to modeling just in general you know any modeling just in general you know any kind of modeling

[39:05] kind of modeling so and the data D attribution so and the data D attribution piece with GA is also a great Point like piece with GA is also a great Point like that is an example of using machine that is an example of using machine learning to essentially figure out hey learning to essentially figure out hey this is how I want to spread out the

[39:20] this is how I want to spread out the credits and it could just be any percent credits and it could just be any percent right I can give 1% to One Touch point right I can give 1% to One Touch point and 98 to another because the machine and 98 to another because the machine said so right so that’s where you’re

[39:32] said so right so that’s where you’re going to give up some control as a going to give up some control as a result of that but it’s important to result of that but it’s important to experiment like what I would do really experiment like what I would do really is to you know create a reusable like

[39:43] is to you know create a reusable like data template where you can have all of data template where you can have all of these different models and compare right these different models and compare right and using that’s where the human and using that’s where the human actually comes in to sort of evaluate actually comes in to sort of evaluate the outputs relative to what they know

[39:56] the outputs relative to what they know to be true and the human ultimately have to be true and the human ultimately have to be the one that decides on the on how to be the one that decides on the on how to do the credit assignments and but to do the credit assignments and but it’s not when andone because your

[40:06] it’s not when andone because your business is always evolving all of a business is always evolving all of a sudden you’re in Costco all of a sudden you’re in Costco all of a sudden you are you know in Canada right so all you are you know in Canada right so all of those things is good reasons to also

[40:17] of those things is good reasons to also just be always rerunning these models just be always rerunning these models and always be Rec comparing and always be Rec comparing and re-evaluating what you should be making re-evaluating what you should be making your decisions with so what are the building blocks of attribution right and this is generally

[40:36] attribution right and this is generally I would say this is generally I would say this is generally applicable to like mmm as well but applicable to like mmm as well but some of it is more specific to MTA on some of it is more specific to MTA on the on the technical side so there is

[40:50] the on the technical side so there is two aspects right one is organizational two aspects right one is organizational or cultural right so this is human or cultural right so this is human beings have to sitting room right beings have to sitting room right computers can help you with that right computers can help you with that right and really the most important thing is

[41:03] and really the most important thing is start with the underlying business start with the underlying business objective of why you need to do objective of why you need to do attribution and what Northstar kpis attribution and what Northstar kpis should be the one that you’re looking at should be the one that you’re looking at in terms of optimizing towards right

[41:17] in terms of optimizing towards right because if the initiative is successful because if the initiative is successful and you’re your object your objective is and you’re your object your objective is to grow Topline with a you know media to grow Topline with a you know media efficiency ratio of three right like efficiency ratio of three right like that should continue to be the case and

[41:32] that should continue to be the case and the model should be giving you all the model should be giving you all the information you need to make that happen information you need to make that happen but it could be profitability right it but it could be profitability right it could be other things as well or R

[41:40] could be other things as well or R purchasing right then the other thing is purchasing right then the other thing is to just really map out your customer to just really map out your customer journey and to be continuously updating journey and to be continuously updating that as you add different sales channels that as you add different sales channels right so you obviously have your website

[41:53] right so you obviously have your website but you might have a mobile app that but you might have a mobile app that you know you build with something you know you build with something like tap card or other like tap card or other Technologies you know or you know Technologies you know or you know other sort of ways of essentially

[42:05] other sort of ways of essentially generating sales right that includes generating sales right that includes Facebook shop right and Instagram shop Facebook shop right and Instagram shop understanding the privacy and compliance understanding the privacy and compliance that has to happen there right because that has to happen there right because obviously if you’re collecting pii then

[42:19] obviously if you’re collecting pii then there is a privacy implication and how there is a privacy implication and how that data needs to be stored and then that data needs to be stored and then aligning on measurement framework what aligning on measurement framework what are the events you actually are tracking are the events you actually are tracking that is in your funnel right that’s that

[42:32] that is in your funnel right that’s that goes beyond pdpv at AAR begin check out goes beyond pdpv at AAR begin check out and purchase and what can you actually and purchase and what can you actually do with that if you did start do with that if you did start tracking those events and then

[42:42] tracking those events and then standardizing your inside generation standardizing your inside generation practices reporting templates and practices reporting templates and ultimately actually what is the plan ultimately actually what is the plan around activation of all of that once around activation of all of that once you have the outputs what are you have the outputs what are you actually going to do with that on the

[42:55] actually going to do with that on the technical side the most important technical side the most important thing really is about aggregating thing really is about aggregating your first party data right and for some your first party data right and for some data sources you can’t go back in data sources you can’t go back in history and I think lvar is a good

[43:08] history and I think lvar is a good example of that we can start collecting example of that we can start collecting the data the moment we start collecting the data the moment we start collecting the data and look back is difficult the data and look back is difficult for some data sources so it’s always

[43:19] for some data sources so it’s always going to be worth it to start your data going to be worth it to start your data aggregation Journey as early as aggregation Journey as early as possible so you have all of the data possible so you have all of the data points for when you need to make certain

[43:28] points for when you need to make certain decisions later on and then of course decisions later on and then of course you actually have to in you actually have to in instrument these tracking instrument these tracking instrument elevar instrument ga4 instrument all of elevar instrument ga4 instrument all of that on your website and other on your

[43:39] that on your website and other on your app right all kinds of stuff app right all kinds of stuff standardizing the data format and the standardizing the data format and the taxonomy which I’ll have a slide on in a taxonomy which I’ll have a slide on in a little bit unifying your naming little bit unifying your naming conventions like UTM promo codes landing

[43:52] conventions like UTM promo codes landing pages and then ultimately just like the pages and then ultimately just like the example that I showed connecting your example that I showed connecting your user Journeys with the anonymous ID user Journeys with the anonymous ID which was the user ID from the previous which was the user ID from the previous example with persistent IDs right

[44:05] example with persistent IDs right persistent IDs being your order ID and persistent IDs being your order ID and customer ID that Shopify generates or customer ID that Shopify generates or any other platform and then getting to any other platform and then getting to the actual modeling bit you know at the actual modeling bit you know at the very end the reason that I kind

[44:20] the very end the reason that I kind of wanted to show this slide is because of wanted to show this slide is because I think most of us probably have I think most of us probably have experienced this right a customer comes experienced this right a customer comes for a prospect comes and says I need to

[44:29] for a prospect comes and says I need to do attribution right but it’s like okay do attribution right but it’s like okay why though right what do you actually why though right what do you actually want to do and do you kind of have some want to do and do you kind of have some of these foundational building blocks

[44:38] of these foundational building blocks because if you have incomplete data or because if you have incomplete data or low quality data and you model on top low quality data and you model on top of that it’s going to give you bad of that it’s going to give you bad outputs and you’re going to be making

[44:47] outputs and you’re going to be making bad decisions which ends up being worse bad decisions which ends up being worse than actually just doing nothing at all than actually just doing nothing at all right I just wanted to give you a heads right I just wanted to give you a heads up that we have like 10 minutes left and

[44:56] up that we have like 10 minutes left and I know you have some great I know you have some great customer examples to show so I wanted to customer examples to show so I wanted to make sure that you’re able to share make sure that you’re able to share those yeah yes I’m actually at the end

[45:07] those yeah yes I’m actually at the end just because of the timing constraint just because of the timing constraint so after this slide we can move into so after this slide we can move into Q&A so this is a diagram of essentially Q&A so this is a diagram of essentially all of the event streams that a brand

[45:22] all of the event streams that a brand likely already has access to today you likely already has access to today you know so from the website you have know so from the website you have your ga4 event stream you have your lar your ga4 event stream you have your lar event stream right obviously combining

[45:34] event stream right obviously combining the two can make it even more powerful the two can make it even more powerful right whatever lar may have missed ga4 right whatever lar may have missed ga4 may have picked up and vice versa right may have picked up and vice versa right from your mobile app also you have ga4 from your mobile app also you have ga4 but also tapar we are able to ingest

[45:47] but also tapar we are able to ingest their event stream as well but what’s their event stream as well but what’s also interesting here that I added more also interesting here that I added more recently is physical retail right I know recently is physical retail right I know buckon has a lot of physical retail

[45:58] buckon has a lot of physical retail data there but also some of our partners data there but also some of our partners like novel and Bridge right whether like novel and Bridge right whether that’s using an apple wallet pass or that’s using an apple wallet pass or a QR code allows for that sort of like

[46:11] a QR code allows for that sort of like offline Redemption offline Redemption offline self-identification so we can also self-identification so we can also resolve that to a customer record and resolve that to a customer record and then ultimately also the zero party then ultimately also the zero party piece with you know our partners at piece with you know our partners at Fairing and no Commerce so now you have

[46:26] Fairing and no Commerce so now you have all of these different data streams all of these different data streams that’s basically going to be fire hosing that’s basically going to be fire hosing 24/7 right well you need a way to 24/7 right well you need a way to essentially centralize that so that’s essentially centralize that so that’s where a data warehousing technology

[46:38] where a data warehousing technology comes into play so whether you want to comes into play so whether you want to adopt something like bit query or data adopt something like bit query or data bricks or you know AWS or whatever bricks or you know AWS or whatever snowflake right where you can use a snowflake right where you can use a vendor like SourceMedium to just like

[46:50] vendor like SourceMedium to just like simplify that and really kind of simplify that and really kind of just get to the part where you need to just get to the part where you need to just work on the modeling right and just work on the modeling right and then what’s key here really is about

[47:00] then what’s key here really is about producing a unified event schema that producing a unified event schema that unifies all of these different event unifies all of these different event streams into one event stream right so streams into one event stream right so identifiers right your session ID user identifiers right your session ID user ID customer ID but also in the physical

[47:15] ID customer ID but also in the physical retail case what is the store ID or even retail case what is the store ID or even what is the clerk ID that actually run what is the clerk ID that actually run up the order hey do you have some up the order hey do you have some questions to ask about that today maybe

[47:26] questions to ask about that today maybe not but might you have a question about not but might you have a question about that a month from now maybe yes right so that a month from now maybe yes right so that’s why you want the data then the that’s why you want the data then the next piece being the attribution right

[47:35] next piece being the attribution right the utm’s landing page referral domains the utm’s landing page referral domains the ad ID Etc and then standardized the ad ID Etc and then standardized events right so the events should all be events right so the events should all be any PDP View events from any of these any PDP View events from any of these sources should just say view item right

[47:50] sources should just say view item right they shouldn’t have different names they shouldn’t have different names because every vendor does have a because every vendor does have a different naming convention so unifying different naming convention so unifying that’s very important and also that’s very important and also Event Source like did that come from Event Source like did that come from your mobile app from your website from

[48:02] your mobile app from your website from physical retail the revenue impact and physical retail the revenue impact and of course the timestamp which is going of course the timestamp which is going to allow you to have that timeline to allow you to have that timeline view of you know how a purchase happens view of you know how a purchase happens and ultimately pii right name email

[48:15] and ultimately pii right name email phone Etc and then in that data phone Etc and then in that data warehousing environment or in that data warehousing environment or in that data infrastructure environment is where you infrastructure environment is where you can then go ahead and do the modeling can then go ahead and do the modeling piece at the end so that’s kind of

[48:27] piece at the end so that’s kind of what I meant by like what we do is we what I meant by like what we do is we bring the data to 90% of what you need bring the data to 90% of what you need to do the boring stuff essentially but to do the boring stuff essentially but that’s also very scaled and it’s very

[48:38] that’s also very scaled and it’s very hard to do for a brand so then you can hard to do for a brand so then you can essentially focus on the part where it’s essentially focus on the part where it’s just about deciding on the model right just about deciding on the model right and how you actually want to model that

[48:49] data that is it so would love to take some questions and also I’m going to have our questions and also I’m going to have our offer here as well okay so oops Darren you’re on so oops Darren you’re on mute oh Darren mute oh Darren so for anyone that wants to scan so for anyone that wants to scan these QR codes for if you’re still on

[49:20] these QR codes for if you’re still on the line you get to take advantage of the line you get to take advantage of this 50% off our expert install which this 50% off our expert install which Bas basic basically is the endtoend Bas basic basically is the endtoend implementation of everything for elar implementation of everything for elar for client and serice side tracking

[49:34] for client and serice side tracking and it’s with the purchase of our and it’s with the purchase of our Essentials planner above and for Source Essentials planner above and for SourceMedium a free data audit so go ahead medium a free data audit so go ahead scan those QR codes we’ll just leave scan those QR codes we’ll just leave this up while we take your questions

[49:48] this up while we take your questions here’s a question Fei what would you say here’s a question Fei what would you say is the hardest part about adapting a is the hardest part about adapting a solution like this for a solution like this for a brand yeah so the hardest part is brand yeah so the hardest part is probably just building the left

[50:01] probably just building the left side of all of this right so you got to side of all of this right so you got to think about you know every vendor has a think about you know every vendor has a different way of pushing data to you different way of pushing data to you obviously then you need to adopt an

[50:14] obviously then you need to adopt an actual data warehouse right without actual data warehouse right without accidentally spending $110,000 a month accidentally spending $110,000 a month which has happened to us you know more which has happened to us you know more than once and just like the data than once and just like the data modeling of it right so that’s just tons

[50:28] modeling of it right so that’s just tons of SQL should I be using DBT or should I of SQL should I be using DBT or should I be doing something else right so like be doing something else right so like that is the part that is expensive and that is the part that is expensive and risky to do you know but then of

[50:42] risky to do you know but then of course the model selection process as course the model selection process as well you know and I think understanding well you know and I think understanding which ones of these models most closely which ones of these models most closely correlates with the correlates with the mechanics of your business

[50:57] mechanics of your business right but that right but that necessitates understanding the mechanics necessitates understanding the mechanics of your business right things like of your business right things like seasonality things like right a seasonality things like right a campaign blast what that actually does campaign blast what that actually does right or promo codes or your LTV motion

[51:12] right or promo codes or your LTV motion right because only when that happens right because only when that happens especially when LTV comes into the especially when LTV comes into the question it becomes really tricky question it becomes really tricky because well are you a do we start because well are you a do we start assigning Credits based on LTV right

[51:24] assigning Credits based on LTV right some might say that’s a good idea but some might say that’s a good idea but that sounds kind of hard right so that’s that sounds kind of hard right so that’s like where some of these things can like where some of these things can become tricky on the on the other end of

[51:34] become tricky on the on the other end of it we put that last slide up again it we put that last slide up again because we so first of all I want because we so first of all I want people to have the offer but also people to have the offer but also there was a question about Source

[51:43] there was a question about SourceMedium pricing and I think we’ll medium pricing and I think we’ll what who should people contact Fai they what who should people contact Fai they want to get a hold of you guys yeah so want to get a hold of you guys yeah so you can email me directly a f sourc

[51:54] you can email me directly a f sourc medium.com that’s f as Frank EI sourc medium.com that’s f as Frank EI sourc medium.com our pricing is pretty medium.com our pricing is pretty straightforward we look at your trailing straightforward we look at your trailing 12 months Top Line you across 12 months Top Line you across essentially e-commerce channels that

[52:09] essentially e-commerce channels that we support so we currently support we support so we currently support Shopify Amazon charge B and stripe so Shopify Amazon charge B and stripe so like everything else from there like if like everything else from there like if you add additional data sources into our you add additional data sources into our hosted bit query or whatever that’s all

[52:24] hosted bit query or whatever that’s all going to be included going to be included and I’m going to ask one more question and I’m going to ask one more question there’s there’s nothing else from the there’s there’s nothing else from the floor but so when you were saying about floor but so when you were saying about you know you want to standardize on

[52:36] you know you want to standardize on naming conventions and things which naming conventions and things which makes total sense right and anytime makes total sense right and anytime you’re building any kind of database you’re building any kind of database that’s what you want to do you want to that’s what you want to do you want to be forward thinking ahead for

[52:47] be forward thinking ahead for how might I use this how should I how might I use this how should I name this name this right and right and John add in some color here because I John add in some color here because I may be confused things but I know that a may be confused things but I know that a lot of times Brands will have their own

[52:59] lot of times Brands will have their own custom naming convention for a variety custom naming convention for a variety of things so how does one balance right of things so how does one balance right having a bunch of custom names versus having a bunch of custom names versus being able to apply something like being able to apply something like multitouch attribution properly when

[53:15] multitouch attribution properly when you’re going to need for obvious reasons you’re going to need for obvious reasons not just have those events named but not just have those events named but probably also promotions and other probably also promotions and other things that are going to be very things that are going to be very important in that model yeah so

[53:27] important in that model yeah so this is like something around the Realms this is like something around the Realms of like marketing Ops or ad Ops right so of like marketing Ops or ad Ops right so you know a lot of Brands come in with to you know a lot of Brands come in with to into our you know Universe with naming

[53:40] into our you know Universe with naming conventions that was messy right where conventions that was messy right where maybe the first 10 million was kind of maybe the first 10 million was kind of all over the place all of that can all over the place all of that can happen but in a data warehouse happen but in a data warehouse environment that’s why it’s important to

[53:51] environment that’s why it’s important to have access to the underlying data you have access to the underlying data you can fix that but then from there can fix that but then from there what’s important is to have planning what’s important is to have planning right relative to the channels and right relative to the channels and relative to the campaigns right unifying

[54:08] relative to the campaigns right unifying your UTM values unifying your promo code your UTM values unifying your promo code values making sure you know the Cs team values making sure you know the Cs team is creating you know Z reshipment promo is creating you know Z reshipment promo codes and things like that in a codes and things like that in a consistent manner so that you can

[54:26] consistent manner so that you can actually then understand what those actually then understand what those values are right and then ultimately values are right and then ultimately connect that to the channel right so you connect that to the channel right so you know Google CPC is probably the one that know Google CPC is probably the one that is like the most default and no one

[54:38] is like the most default and no one really customizes it that much but once really customizes it that much but once you get into Affiliates or influencers you get into Affiliates or influencers and all kinds of stuff right if you have and all kinds of stuff right if you have a good UTM coverage on that and the

[54:50] a good UTM coverage on that and the influencers are using it and they have a influencers are using it and they have a dedicated landing page which you know dedicated landing page which you know one of our share customer elements does one of our share customer elements does you know quite a bit then you can you know quite a bit then you can actually maybe even if you didn’t get

[55:02] actually maybe even if you didn’t get the I heard about you from Tim Ferris the I heard about you from Tim Ferris you can still get to Tim Ferris in that you can still get to Tim Ferris in that attribution Journey right so that’s kind attribution Journey right so that’s kind of where the naming convention can of where the naming convention can really come in but it’s never too late

[55:13] really come in but it’s never too late to start unifying your naming to start unifying your naming conventions we have a UTM template conventions we have a UTM template for example that you know I’d be for example that you know I’d be happy to share as happy to share as well I think that’s everything

[55:25] well I think that’s everything super interesting I want to thank super interesting I want to thank everybody that attended for taking everybody that attended for taking time out of always busy days we time out of always busy days we appreciate it and please reach out to us appreciate it and please reach out to us with any questions you can reach me

[55:38] with any questions you can reach me at Darren d a r Ren get at Darren d a r Ren get el.com John is at el.com John is at Jonathan gar.com and Fei is Fei at sourc Jonathan gar.com and Fei is Fei at sourc medium.com thank you everybody medium.com thank you everybody appreciate it fa thank you guys thanks

[55:54] appreciate it fa thank you guys thanks much thanks guys bye-bye all righty much thanks guys bye-bye all righty byebye