Google
Case Studies
Sellpoints moves beyond last-click attribution to double performance of non-brand paid search and triple performance of display
Overview
Sellpoints moves beyond last-click attribution to double performance of non-brand paid search and triple performance of displayGoogle |
Analytics & Modeling - Predictive Analytics Analytics & Modeling - Real Time Analytics | |
Retail | |
Sales & Marketing | |
Demand Planning & Forecasting Predictive Quality Analytics | |
Data Science Services | |
Operational Impact
Highlighted brand and non-brand interaction – 40% of conversions attributed to brand terms in last-click model had actually started on non-brand interactions | |
Improved display measurement – while last-click model reported display CPA as eight times higher than goal CPA, other attribution models showed that display CPA in fact outperformed goal CPA | |
Refined marketing spend according to findings – doubled non-brand paid search performance and tripled display performance | |
Quantitative Benefit
40% of conversions attributed to brand terms in last-click model had actually started on non-brand interactions | |
Display CPA outperformed goal CPA, contrary to last-click model's report | |
Doubled non-brand paid search performance | |