Advanced-Multi-Channel-Funnel-Analysis-using-Google-Analytics
Multi-Channel Funnel has been in Google Analytics for a while. Although by searching
"Multi-Channel Analysis" you could find a lot of great how-to articles to leverage this powerful function, but seldom of them have explored the opportunities in using it for better resources allocation decision based on ROI estimation, particularly, using Assisted Conversions. Hence, i have decided to put together my experience in marketing, analytic, and infographic to demonstrate the following analytic model. Enjoy.
(Disclosure: i am currently working at MRM Worldiwide, a Digital Strategy agency under McCann WorldGroup, and hopefully the following model will be used in our service someday.....so........ have fun ! XD)
A Closer Look to Assisted Conversion
Apart from the Multi-Channel Funnel view in Google Analytics, Assisted Conversion Report is the one that we are looking for. If you have some experience in Omniture, you would know that Assisted Conversion is indeed having similar logic as
Participation Variable, a way to estimate the potential value that a particular entity, exists within a funnel of process, has driven. For example, if a visitor purchase a dress online after she visit a review on a forum (outside the eshop), both our eshop and the external forum will be entitled to have contributions, in terms of conversions and revenue, counted towards themselves, either evenly (all entities have the same value) or linearly (all entities gain the average of value gained, only in Omniture), demonstrating that how the entity "participate" within the whole conversion path.
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| A snapshot of Assisted Conversion Report of my groupbuying site: Cheapppy |
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