Comparing different vendors based on their website info with heavy marketing lingo or making heads and tails from a few sales pitches can deem a tricky and drudgery task. That’s why we made a structured comparison of 15 key attributions features between Roivenue and Google Analytics 360.
What is Google Analytics 360 (GA 360) in a nutshell?
Have a look at the full rankings of the Attribution Scorecard 2019
Have a look at the full rankings of the Attribution Scorecard 2019
What is Google Analytics missing?
Cross-Channel
attribution
Measuring performance means measuring performance everywhere. Nothing less is acceptable, especially when the customer journey stretches over more than one device and a lot of touchpoints.
Real champion vendors are the ones who can incorporate all online channels (including organic) as well as add offline touchpoints.
Built-in TV Attribution
TV attribution can sometimes be a tough nut to crack, yet ignoring offline activities can heavily skew your results.
Big brands still spend big on TV advertising as they know there is just no substitute to it. You simply will not achieve the same scale without it and its impact is something you should think highly of in your marketing ecosystem.
Unified Marketing
Mix Model
Bringing Marketing Mix Modeling with Multitouch Attribution Modeling can provide better answers and optimization to marketers' efforts.
Even though MTA can get you very far and its importance has skyrocketed with the growth of digital marketing, good old MMM can still come in handy. While MMM's strong point remains offline, having a unified model - MMM + MTA can help to shed a light on the entire customer journey.
Multiple and customs
DDA Models
Data-driven Attribution Models are offered by number of vendors, however for most of them the computations themselves remain a "black box" - no one will tell you how it works and you just have to trust the algorithm, take it or leave it. The same goes for GA 360.
We at Roivenue for one hate that. That’s why we provide three different data-driven models. We can tell you exactly how the math being them work. And if you’re still not happy we can import your own model into the platform.
Over the last few years several major attribution vendors were acquired by major digital ad players. Which in turn made a lot of clients feel uncomforable with their results. Some even abandoned those providers altogether. When looking for the ultimate source of truth clients are now opting for solutions that are independent of agencies, DSP or adexchanges.
We hate silos.
Companies today have a lot of data centers and clients don't have to be locked out of it. A reasonable question to ask would be whether your vendor is providing you with the opportunity to make a further use of those data. Wide-ranging possibilities of data usage can help you to produce a meaningful analysis - doesn't matter if you are marketer, analyst or just curious.
Separate Acquisition
and Retention Attribution
We don't have to tell you that it costs 5–10 times more to attract a new customer than to keep an old one. You probably also know that totally different channels, tactics and messaging are used for these two separate disciplines. So why would you work with a provider that puts all that in the same bucket?
Calculating attribution for acquisition campaigns together with those targeted at repeated buyers just makes no sense at all. Just saying.
CLV Attribution
Using CLV, marketers get a powerful tool to help them invest in channels and users with the biggest potential in the long-term. Once you know your cost of acquisition and your CLV, you can get on real stuff - optimizing. Simply put, you can spend more money on acquisition because you simply know it is gonna do wonders. That is exactly how the fastest growing players increase the value of their customer base.
Not having this capability within the system on the other hand is then a pity at least. More likely a disaster if you think about it.
Attribution Path Lenght
W
e once found a customer that made 36 paid clicks before he finally bought a fridge. Analysing only the last four touchpoints would mean ignoring 89 % of his customer journey. Not very sound in other words. Yet, that’s exactly what GA 360 does.
The path that customers take to get to you and eventually (hopefully) buy from you is often a long and complex one. Restraining yourself to anything less than the unlimited length of touchpoints is going to obscure the results.
Impression based
(view-through) Attribution
Why all the fuss about the impression based attribution or view-throughs? Savvy marketers know that they should not overlook the value gained from impressions. Why? Let's say someone saw your display ad 6 times. He never clicked on it once, but two weeks later made a direct visit to your site and bought. Without impression-based attribution you would never know that direct conversion actually originated from those display ads.
Some people might have forgotten that that’s exactly the reason why you do display ads in the first place. To make your brand recognizable so that you become the brand of choice when the need for your stuff finally arises within the your customers’s head.
Fast Onboarding
You finally choose your provider, get all the budgetory approvals, fix all inconsistences in your analytics… and then wait for another half a year until the implementation is finally done.
Not gonna happen with us. Be fast or last. We all know that saying too well. And we also know that every week that is not spent optimizing, when it could have been, costs a great opportunity to improve your ROI. Our record implementation time is one week. Will we beat it together?
Customizable
Channel Definition
You finally choose your provider, get all the budgetory approvals, fix all inconsistences in your analytics… and then wait for another half a year until the implementation is finally done.
Not gonna happen with us. Be fast or last. We all know that saying too well. And we also know that every week that is not spent optimizing, when it could have been, costs a great opportunity to improve your ROI. Our record implementation time is one week. Will we beat it together?
What does Roivenue offer on top of that?
- A dedicated Customer Success Manager (no, we don't mean an outsourced chat support person but a person who has helped CMOs of many brands with attribution before you).
- Eight week training programme as a part of the deal.
- Discount for longer commitment.
- Experienced Business Consultants that can help you make meaningful budgetary decisions.
- A chance to be a beta-tester of our new features and have a reasonable chance on influencing the future development of the product.
- Team that breaths to accommodate any needs you may have.
- Unlimited number of users.
- Share data easily with your agency.
- Integrate unlimited amount of goals.