12 ноября 2013 Роман Рыбальченко 2 мин на прочтение

Многоканальный маркетинг: риски и проблемы

На конференции Optimization 2013, а потом следом и в Клубе Интернет-Маркетологов выступил с докладом-размышлением на тему ремаркетинга.

Ремаркетинг (ретаргетинг), многоканальная аттрибуция очень популярны. Все рассказывают о цепочках, которые приводят к покупке. Но так ли всё гладко?

<br>Дождись, пока «закэшируется» аудио и нажми на среднюю кнопку, чтобы включить аудиокоментарии к слайдам. Если кнопка не активна — попробуй нажать кнопку «развернуть на весь экран».</p> <span id="more-2972"></span> <h2 class="wp-block-heading">Тезисы:</h2> <div class="article-side-banner"> <div class="article-side-banner_content"> <picture><source srcset="https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112-300x169.webp 300w,https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112-600x339.webp 600w,https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112-330x185.webp 330w,https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112-610x344.webp 610w,https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112-475x268.webp 475w,https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112-275x155.webp 275w,https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112.webp 620w,https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112-275x155@2x.webp 550w" sizes="(max-width: 300px) 100vw, 300px" type="image/webp"><img src="https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112-300x169.jpg" height="169" width="300" srcset="https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112-300x169.jpg 300w, https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112-600x339.jpg 600w, https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112-330x185.jpg 330w, https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112-610x344.jpg 610w, https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112-475x268.jpg 475w, https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112-275x155.jpg 275w, https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112.jpg 620w, https://roman.ua/wp-content/uploads/2014/04/iStock_000020146465_Small-e13523262202112-275x155@2x.jpg 550w" sizes="(max-width: 300px) 100vw, 300px" class="company-logo sp-no-webp" alt="" fetchpriority="high" decoding="async" > </picture> <p><a href="https://roman.ua/internet-marketing/remarketing-i-retargeting-riski-i-problemy/">Ремаркетинг и ретаргетинг: риски и проблемы</a></p> </div> </div> <ul><li>Вечный вопрос: кто «дал» конверсию? Как считать эффективность, если пользователь посетил сайт с 12 разных источников, а потом купил?</li><li>О многоканальной атрибуции на простых примерах. Разные модели: last click, any click, first click.</li><li>Хитрости подсчета разных счетчиков и риски установки чужих «пикселей». Истории из жизни.</li><li>Как понять, что ремаркетинг приводит тех людей, который купили бы и так? Как не покупать повторно свою лояльную аудиторию?</li><li>Шулера-вебмастера в партнерских программах. 3 простых метода платить за воздух, а не за продажи. CPA — возможность аутсорсить маркетинг или мина замедленного действия?</li></ul> <div class="highlight_text"> <div class="highlight_text-content"> <div class="text-wrap"> <h3>Нужна настройка веб-аналитики?</h3> <p>Мы знаем как рассчитать рентабельность инвестиций в маркетинг</p> </div> <div class="image-wrap"> <img decoding="async" loading="lazy" src="https://roman.ua/wp-content/themes/roman-ua/assets/img/icons/facebook_add.svg"> </div> </div> <div class="button-wrap"> <p><a href="#webform" class="button">Узнай подробнее</a> или <a href="https://roman.ua/clients/?type=%D0%92%D0%B5%D0%B1-%D0%B0%D0%BD%D0%B0%D0%BB%D0%B8%D1%82%D0%B8%D0%BA%D0%B0">смотри портфолио по услуге</a></p> </div> </div> </div> </article>  </div> <div class="col-12 col-lg-3 d-md-none d-lg-block"> <div class="sidebar-wrap"> <div class="articles sidebar-section"> <h3 class="selected-text"> <span> Лучшие статьи </span> </h3> <ul> <li> <a href="https://roman.ua/smm/reklama-v-facebook/"> Полное руководство по рекламе в 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Маршала Рыбалко 11, БЦ «Palo Alto»<br /> <a href="mailto:sales@roman.ua">sales@roman.ua</a></p> <p><a id="why-no-phone" class="underline-dots" href="#">почему нет номера телефона?</a></p> </div> </div> <div class="col-12 col-sm-12 col-md-9 widget-wrapper ru"> <h3>Будь в курсе!</h3> <p>Подпишись на экспертные материалы по интернет-маркетингу.</p>  <div class="sp-form-outer sp-force-hide"> <div id="sp-form-156271" sp-id="156271" sp-hash="904828166560d4177cead8d73cf51633aef12791f175f60f19c6d18eea7dc4bd" sp-lang="ru" class="sp-form sp-form-regular sp-form-embed" sp-show-options="%7B%22satellite%22%3Afalse%2C%22maDomain%22%3A%22login.sendpulse.com%22%2C%22formsDomain%22%3A%22forms.sendpulse.com%22%2C%22condition%22%3A%22onEnter%22%2C%22scrollTo%22%3A25%2C%22delay%22%3A10%2C%22repeat%22%3A3%2C%22background%22%3A%22rgba(0%2C%200%2C%200%2C%200.5)%22%2C%22position%22%3A%22bottom-right%22%2C%22animation%22%3A%22%22%2C%22hideOnMobile%22%3Afalse%2C%22urlFilter%22%3Afalse%2C%22urlFilterConditions%22%3A%5B%7B%22force%22%3A%22hide%22%2C%22clause%22%3A%22contains%22%2C%22token%22%3A%22%22%7D%5D%2C%22analytics%22%3A%7B%22ga%22%3A%7B%22eventLabel%22%3A%22%D0%A4%D0%BE%D1%80%D0%BC%D0%B0_%D0%BF%D0%BE%D0%B4%D0%BF%D0%B8%D1%81%D0%BA%D0%B8_%D0%B2_%D1%84%D1%83%D1%82%D0%B5%D1%80%D0%B5_Roman_ua%22%2C%22send%22%3Atrue%7D%2C%22ym%22%3A%7B%22counterId%22%3Anull%2C%22eventLabel%22%3Anull%2C%22targetId%22%3Anull%2C%22send%22%3Afalse%7D%7D%2C%22utmEnable%22%3Atrue%7D"> <div class="sp-form-fields-wrapper" style="margin: 0;"> <div class="sp-message" style="margin: 0;"> <div></div> </div> <form novalidate="" class="sp-element-container ui-sortable ui-droppable sp-lg sp-field-nolabel footer-form" data-form-name="footer_section" data-form-language="ru-RU" > <div class="sp-field " sp-id="sp-3bf6ab82-42ff-4522-9329-726f4c09bcf7"><label class="sp-control-label"><input type="text" sp-type="input" name="sform[0LjQvNGP]" class="sp-form-control " placeholder="Имя" sp-tips="{"required":"\u041e\u0431\u044f\u0437\u0430\u0442\u0435\u043b\u044c\u043d\u043e\u0435 \u043f\u043e\u043b\u0435"}" required="required"></div> <div class="sp-field " sp-id="sp-b0827e67-6040-40cc-ac0e-b72dd02bdf95"><label class="sp-control-label"><input type="email" sp-type="email" name="sform[email]" class="sp-form-control " placeholder="Email" sp-tips="{"required":"\u041e\u0431\u044f\u0437\u0430\u0442\u0435\u043b\u044c\u043d\u043e\u0435 \u043f\u043e\u043b\u0435","wrong":"\u041d\u0435\u0432\u0435\u0440\u043d\u044b\u0439 email-\u0430\u0434\u0440\u0435\u0441"}" required="required"></div> <div class="sp-field " style="display: none;" sp-id="sp-46cadb9a-87b1-44ce-a30c-804e9172e08a"><label class="sp-control-label"><span>URL c какой страницы подписались (без гет-параметров, www, https, домен + относительный адрес)</span></label><input type="text" sp-type="input" name="sform[U3Vic2NyaWJlLXVybA==]" class="sp-form-control " value="https://roman.ua/internet-marketing/mnogokanalnyj-marketing-riski-problemy/" placeholder="url страницы" sp-tips="%7B%7D"></div> <div class="sp-field sp-button-container " sp-id="sp-c402fe1f-79be-40ff-9259-8dbe4fdda5ba"> <button id="sp-c402fe1f-79be-40ff-9259-8dbe4fdda5ba" class="sp-button"> <svg xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" version="1.1" id="Capa_1" x="0px" y="0px" width="34px" height="34px" viewBox="0 0 268.832 268.832" style="enable-background:new 0 0 268.832 268.832;" xml:space="preserve"><g><g> <path d="M265.171,125.577l-80-80c-4.881-4.881-12.797-4.881-17.678,0c-4.882,4.882-4.882,12.796,0,17.678l58.661,58.661H12.5 c-6.903,0-12.5,5.597-12.5,12.5c0,6.902,5.597,12.5,12.5,12.5h213.654l-58.659,58.661c-4.882,4.882-4.882,12.796,0,17.678 c2.44,2.439,5.64,3.661,8.839,3.661s6.398-1.222,8.839-3.661l79.998-80C270.053,138.373,270.053,130.459,265.171,125.577z" data-original="#000000" class="active-path" data-old_color="#000000" fill="#194F90"/> </g></g> </svg> </button> </div> </form> <div class="sp-link-wrapper sp-brandname__center"></div> </div> </div> </div> <script defer type="text/javascript" src="//web.webformscr.com/apps/fc3/build/default-handler.js?1594131353539"></script>  </div> </div> <div class="row"> <div class="col-12 widget-wrapper"> <h3>Следи в социальных медиа</h3> <ul class="media-list"> <li><a href="https://t.me/joinchat/AAAAAECC9vO0lnHVH4m0Aw"> <svg width="25" height="25" viewBox="0 0 25 25" fill="none" xmlns="http://www.w3.org/2000/svg"> <rect width="25" height="25" rx="4" fill="#36ADE0"></rect> <path d="M10.0846 16.724C9.67964 16.724 9.74849 16.571 9.6088 16.1854L8.41797 12.2664L17.5846 6.82812" fill="#C8DAEA"></path> <path d="M10.084 16.7236C10.3965 16.7236 10.5345 16.5807 10.709 16.4111L12.3757 14.7905L10.2967 13.5369" fill="#A9C9DD"></path> <path d="M10.2968 13.5374L15.3343 17.2592C15.9092 17.5763 16.324 17.4121 16.4672 16.7255L18.5178 7.0627C18.7277 6.22103 18.1969 5.83916 17.6469 6.08885L5.6063 10.7317C4.78442 11.0613 4.78932 11.5199 5.45651 11.7242L8.5464 12.6886L15.6998 8.17562C16.0375 7.97083 16.3475 8.08083 16.0932 8.30666" fill="url(#tg_paint1_linear)"></path> <defs> <linearGradient id="tg_paint1_linear" x1="13.9431" y1="10.9957" x2="15.8938" y2="15.4404" gradientUnits="userSpaceOnUse"> <stop stop-color="#EFF7FC"></stop> <stop offset="1" stop-color="white"></stop> </linearGradient> </defs> </svg> <span>Telegram</span></a> </li> <li><a href="https://www.youtube.com/c/Romanua?sub_confirmation=1"> <svg width="26" height="26" viewBox="0 0 26 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M21.6821 25.1033H5.27588C2.89307 25.1033 0.979004 23.0578 0.979004 20.5578V4.64873C0.979004 2.12806 2.9126 0.103271 5.27588 0.103271H21.6821C24.0649 0.103271 25.979 2.14873 25.979 4.64873V20.5578C25.979 23.0578 24.0649 25.1033 21.6821 25.1033Z" fill="#FF0001"/> <path d="M21.5859 8.26457C21.3906 7.5001 20.8242 6.88027 20.082 6.67366C18.7539 6.30176 13.4805 6.30176 13.4805 6.30176C13.4805 6.30176 8.1875 6.30176 6.87891 6.67366C6.15625 6.88027 5.57031 7.5001 5.375 8.26457C5.02344 9.66953 5.02344 12.6034 5.02344 12.6034C5.02344 12.6034 5.02344 15.5373 5.375 16.9423C5.57031 17.7067 6.13672 18.3265 6.87891 18.5332C8.20703 18.9051 13.4805 18.9051 13.4805 18.9051C13.4805 18.9051 18.7734 18.9051 20.082 18.5332C20.8047 18.3265 21.3906 17.7067 21.5859 16.9423C21.9375 15.5373 21.9375 12.6034 21.9375 12.6034C21.9375 12.6034 21.9375 9.66953 21.5859 8.26457Z" fill="white"/> <path d="M11.7617 15.2688L16.1758 12.6035L11.7617 9.93823V15.2688Z" fill="#FF0001"/> </svg> <span>Youtube</span></a> </li> <li><a href="https://soundcloud.com/productive_roman"> <svg width="25" height="25" viewBox="0 0 25 25" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M19.9588 25H5.04115C2.26337 25 0 22.7366 0 19.9588V5.04115C0 2.26338 2.26337 0 5.04115 0H19.9588C22.7366 0 25 2.26338 25 5.04115V19.9588C24.8971 22.7366 22.6337 25 19.9588 25Z" fill="url(#Soundсloud)"/> <path d="M3.18945 15.7736C3.18945 15.9876 3.29233 16.2016 3.39521 16.3086C3.60098 16.4155 3.70386 16.5225 3.90962 16.4155C4.11538 16.4155 4.21826 16.3086 4.32114 16.2016C4.42402 16.0946 4.42402 15.9876 4.42402 15.7736V13.2057C4.42402 12.9917 4.32114 12.8847 4.21826 12.7777C4.11538 12.6707 3.90962 12.5637 3.80674 12.5637C3.70386 12.5637 3.49809 12.6707 3.39521 12.7777C3.29233 12.8847 3.18945 13.0987 3.18945 13.2057V15.7736ZM5.24707 16.8435C5.24707 17.0575 5.24707 17.1645 5.45283 17.2715C5.65859 17.3785 5.76147 17.3785 5.86435 17.3785C6.07011 17.3785 6.17299 17.3785 6.27587 17.2715C6.37875 17.1645 6.48163 17.0575 6.48163 16.8435V10.7448C6.48163 10.5308 6.37875 10.4238 6.27587 10.3168C6.17299 10.2098 5.96723 10.1029 5.86435 10.1029C5.76147 10.1029 5.55571 10.2098 5.45283 10.3168C5.34995 10.4238 5.24707 10.6378 5.24707 10.7448V16.8435ZM7.2018 17.1645C7.2018 17.3785 7.2018 17.4855 7.40756 17.5925C7.51044 17.6995 7.7162 17.6995 7.81908 17.6995C8.02484 17.6995 8.12772 17.6995 8.2306 17.5925C8.33348 17.4855 8.43636 17.3785 8.43636 17.1645V11.6008C8.43636 11.3868 8.33348 11.2798 8.2306 11.1728C8.12772 11.0658 7.92196 10.9588 7.81908 10.9588C7.61332 10.9588 7.51044 11.0658 7.40756 11.1728C7.30468 11.2798 7.2018 11.4938 7.2018 11.6008V17.1645ZM9.15653 17.1645C9.15653 17.4855 9.36229 17.6995 9.77381 17.6995C10.1853 17.6995 10.3911 17.4855 10.3911 17.1645V8.17694C10.3911 7.64197 10.1853 7.32098 9.97957 7.32098C9.77381 7.32098 9.56805 7.32098 9.36229 7.53497C9.15653 7.74896 9.05365 7.96295 9.05365 8.17694V17.1645H9.15653ZM11.2141 17.3785V7.64197C11.2141 7.32099 11.317 7.10699 11.5228 7.10699C11.9343 7 12.3458 7 12.6545 7C13.5804 7 14.4034 7.21399 15.1236 7.64197C15.9466 8.06995 16.5639 8.71192 16.9755 9.46088C17.387 10.2098 17.6956 11.0658 17.7985 11.9218C18.21 11.7078 18.5187 11.7078 18.9302 11.7078C19.7532 11.7078 20.4734 12.0288 20.9878 12.5637C21.6051 13.2057 21.8108 13.8477 21.8108 14.7036C21.8108 15.5596 21.5022 16.3086 20.9878 16.8435C20.3705 17.4855 19.7532 17.6995 18.9302 17.6995H11.4199C11.4199 17.6995 11.317 17.6995 11.317 17.5925C11.2141 17.4855 11.2141 17.4855 11.2141 17.3785Z" fill="white"/> <defs> <linearGradient id="Soundсloud" x1="12.4552" y1="0.0778807" x2="12.4552" y2="24.9936" gradientUnits="userSpaceOnUse"> <stop stop-color="#FF8800"/> <stop offset="1" stop-color="#FF3300"/> </linearGradient> </defs> </svg> <span>Soundсloud</span></a> </li> <li><a href="https://www.facebook.com/ProductiveRoman/"> <svg width="25" height="25" viewBox="0 0 25 25" fill="none" xmlns="http://www.w3.org/2000/svg"> <rect width="25" height="25" rx="5" fill="#157DC3"/> <path d="M17.314 24.9999V15.7054H20.5762L21.0631 12.0826H17.314V9.77295C17.314 8.72057 17.6159 8.01278 19.1934 8.01278H21.1994V4.7625C20.8488 4.71593 19.6608 4.6228 18.278 4.6228C15.3859 4.6228 13.4091 6.30848 13.4091 9.40974V12.0826H10.1372V15.7054H13.4091V24.9999H17.314Z" fill="white"/> </svg> <span>Продуктивный Роман</span></a> </li> <li><a href="https://www.facebook.com/Roma.net.ua/"> <svg width="25" height="25" viewBox="0 0 25 25" fill="none" xmlns="http://www.w3.org/2000/svg"> <rect width="25" height="25" rx="5" fill="#157DC3"/> <path d="M17.314 24.9999V15.7054H20.5762L21.0631 12.0826H17.314V9.77295C17.314 8.72057 17.6159 8.01278 19.1934 8.01278H21.1994V4.7625C20.8488 4.71593 19.6608 4.6228 18.278 4.6228C15.3859 4.6228 13.4091 6.30848 13.4091 9.40974V12.0826H10.1372V15.7054H13.4091V24.9999H17.314Z" fill="white"/> </svg> <span>Roman.ua</span></a> </li> <li><a href="https://www.instagram.com/roman.ua_agency/"> <svg width="26" height="26" viewBox="0 0 26 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M13.0023 0C7.57572 0 5.98866 0.0055981 5.68017 0.0311894C4.56654 0.123758 3.87358 0.299099 3.11863 0.674971C2.53683 0.963874 2.07799 1.29876 1.62514 1.7682C0.800418 2.62431 0.300587 3.67755 0.119648 4.92953C0.0316782 5.53732 0.00608683 5.66128 0.000888588 8.76583C-0.00111073 9.80068 0.000888588 11.1626 0.000888588 12.9894C0.000888588 18.4116 0.00688656 19.997 0.0328778 20.3049C0.122847 21.3886 0.29279 22.0703 0.652668 22.8161C1.34043 24.2436 2.65399 25.3152 4.20147 25.7151C4.73728 25.853 5.32908 25.929 6.08883 25.965C6.41072 25.979 9.69161 25.989 12.9745 25.989C16.2574 25.989 19.5403 25.985 19.8542 25.969C20.7339 25.9276 21.2447 25.859 21.8095 25.7131C23.367 25.3112 24.6565 24.2556 25.3583 22.8081C25.7112 22.0803 25.8901 21.3726 25.9711 20.3455C25.9887 20.1216 25.9961 16.5514 25.9961 12.986C25.9961 9.42001 25.9881 5.85642 25.9705 5.63249C25.8885 4.58885 25.7096 3.88708 25.3453 3.14533C25.0464 2.53814 24.7145 2.08469 24.2327 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