If you’re going to grow a marketing campaign beyond last-click converters, you have to know how to attribute value to channels that support conversion in other ways. A classic example: You’re running a social media campaign. Your client wants to turn it off, because they see zero conversions. But you know social media supports other channels. How do you prove it?
I often use Excel’s nifty correlation analysis tools. Yesterday, I presented a webinar on the subject. Here are the slides, and the video. The slides stand on their own pretty well, so, unless you want to hear me fumble the webinar about 30 times, I suggest starting with the slides: