google analytics

In performance marketing, attribution refers to repartition of revenue to marketing channels, for return-on-investment (ROI) calculations. While most attribution schemes are rule-based, we here present a data-driven scheme. Context The attribution problem was first presented in our previous article: Using alternative attribution models To sum it up, with increasingly numerous digital marketing channels (about 40 for Sephora Digital !), deriving ROI for each of them is a real hassle. In other terms, if a customer

[UPDATE] Access to our properties After GA last release, now to access our properties, we have to click on the grey button, on the top right corner, and select the correct company: Our properties We split our web analytics as follow: All the website except TH and ID: Account: Sephora REG Property: Sephora REG View: Sephora REG Sephora ID: Account: Sephora ID Property: Sephora ID View: Sephora ID Sephora TH: Account: Sephora TH Property: Sephora TH View: Sephora TH Sephora Mobile Account: Sephora REG Property: Sephora REG View: Sephora Mobile All Google Analytics Web How to segment by country?

Last Click attribution model As businesses are publishing marketing medias through dozens of different channels, a possibility to attribute each earned dollar to one of them has quickly become a real necessity. Some tools appeared and helped to attributes these revenues to the different channels: Google Analytics is one of them. If we fly back 10 years ago, the ability from the servers wasn’t allowing these tools to calculate complex attribution models.