Quantifying the Incremental Impact and Halo of Top Funnel Marketing

Priority Questions to Answer

1. How do I quantify the impact of top-funnel channels (OTT, Linear TV, Radio, Direct Mail)?
2. How can I identify which bottom-funnel channels are directly impacted by top-funnel marketing?

1. How to quantify the impact of top-funnel channels

UI Views to Utilize

A) Reports - Analytics

1. Go to Analytics - Reports

2. Look at Channel, Tactic, or Objective level to identify true efficiency

3. Use Customer Type filter to look at new vs. existing customers

B) Customers - Paths

1. Go to Customers - Paths

2. Add filter for channel in "Where path contains" section on left side

3. Use the Summary Stats section to see the total number of conversions with that channel as a touchpoint (overall reach)

2. How to identify the halo on bottom-funnel channels

A) UI Views to Utilize

Go to Customers→ Paths and then click on the middle notebook icon

B) Steps to Analyze

1. Select desired timeframe on the upper right-hand side

2. Select Last Touch from the top bar - this will show attributed conversions by last touch

3. Use the filter function on the left-hand side to create the following views and copy and paste each one to a Google Sheet.
   
   

Views to include:
1- Unfiltered - Add NO filter
2- The desired channel analyzing under “where path contains”
3- The desired channel analyzing under “first touch is”

**In the Google Sheet**

Create a new table that includes the conversions (converters) from the 3 three views you created above (via either a v-lookup or new table which you then pivot up)

• Rows = channels
• Columns = each of the 3 views
• Include the % of conversions for each column by totaling each column and taking the %