Andrew Rulnick

Andrew Rulnick

"I'm Andrew Rulnick, the Founder and CEO of DESIGNA. I worked four years for Go Daddy then two and a half years at TeleTech for Google! I've consulted for other companies like Reach Local, Gannett and have over ten years of SEO/SEM, AdWords, and Analytics experience. My education and experiences are in business, marketing, and management so I decided to create DESIGNA. A company geared towards solving all your SEO / SEM, analytics and design service challenges. We deal in the management of all the services and products needed to produce a successful marketing campaign(s) that consistently produces top dollar returns on ad spend. Nobody does it better than DESIGNA, many have tried only to realize they aren't prepared to service the middle market, your growing business! You want to expand with highly effective, targeted digital advertising or search engine and optimization? You've come to the right place! We're the best at advertising your business to make it grow, in the world. We've been a Google Partner since 2013. You can't beat you prices, products, or service, period!I work on all of our customers projects personally, I'm very responsive and you're welcome to call me with questions or to enquire about our services. Many of my peers and colleagues recognize me as an expert in SEO and Analytics, I just love working with Google products! It's honestly been a pleasure watching the industry grow and evolve as it has over the last decade. Find me on Google+ or follow me on twitter. Hope to hear from you soon!"

Attribution Modeling and Lead Scoring Analysis

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Attribution analysis is labeling everything in a “closed loop” to ensure we’re getting completely accurate report on every engagement, from stimulus to assist through intermediate clicks and last click; the entire journey each conversion takes from the beginning of engagement to the last click just before conversion occurs. There are a lot of methods and techniques used to management this process. A lot of my work involves manual analysis and matching to ensure the accuracy of automated systems that pass information from one platform on analytics data to another source. Sometimes this pushing/pulling is done manually for accuracy and validation. I also help companies determine what actions/events should be considered an engagement worth counting.

We can then use this data to match gclid (a value assigned by Google to every click) matched back to a callers phone number. We can then push that data and use your input values to push values into Google Analytics. ¬†Google Analytics and AdWords are capable of matching back to every touch point the gclid interacted with to know exactly what sources have the highest ROI. Now we’re getting opportunity source, opportunity cost and opportunity value! The important thing here is that Google has already created the engine that enables us to do this, it’s just a matter of employing best practices to ensure we’re getting all the necessary data points for analysis. Some of this process can be semi-automated but ultimately I believe manual review is needed to ensure a greater degree of accuracy.

In summary, the benefit of building an attribution model and conducting lead scoring is that we can clearly identify every point of interaction from stimulus to the last click leading up to conversion. Then using a well-defined lead scoring methodology we can push value metrics and data into Analytics to determine where the best return on investment is provided to aplify those points be increasing Max CPC/CPM bids and reducing waste by pausing the sources that have poor conversion rates or assist factors. This is a very complex way of managing advertising, it’s time-consuming but can produce incredible returns by lowering cost per acquisition (CPA) and improve actual monetary value for businesses that are growing or trying to improve the results from online advertising.

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