Thursday, July 9th, 2015
11:15 AM - 12:30 PM: Breakout 6
Digital Attribution: How To Measure Success in The Digital Channel
You and I are living in a new multi-channel/multi-device world that has changed the way we look at analytics and how we make the best possible marketing and fundraising decisions. This session will provide you with an overview of the current landscape and identify what tools can be used to help figure out a more complicated digital channel. You'll discover and delve into some of the more popular tools and how experts use them to help figure out which campaigns and placements are driving success. You'll learn the difference between drivers and converters, and how to be successful by understanding what was the first touch point that drove a conversion, not just the last touch point. And we'll review real life nonprofit examples to help you better understand how you can allocate digital fundraising budgets.
Learning Outcome #1
By attending this session participants will learn: Apply basic (in some cases free) tools that you can use to improve your analytics and make better budget allocation decisions for your digital campaigns.
Learning Outcome #2
By attending this session participants will learn: Measure the entire conversion funnel and not over-optimize towards the last converting touch point.
Learning Outcome #3
By attending this session participants will learn: Implement new, more effective ways to make budget allocation decisions.