ATTRIBUTION

Connecting the dots

THE PATH TO BETTER MEASUREMENT

Analytics help you understand your customers' experience. Attribution informs your marketing mix

Marketing attribution — knowing the value of each marketing touchpoint — has never been more complicated. The explosion of marketing channels and devices has added layers of complexity to what was, a few years ago, a relatively simple funnel. Whether or not your digital teams are working in channel or device silos, one of the absolute requirements of attribution is for all parties to agree on the goals of the attribution program, the key metrics involved, and the models to test.

Among the metrics your teams need to understand, the most important, and effectively functioning as the fulcrum of a good attribution program, is the lifetime value (LTV) of a customer. U-shaped, Game Theory, econometric, Time Delay, etc., are all nuanced and complex, and they give you more insights than simple last-click models. But none of them paints an exact picture, which is why part of the secret of mastering attribution is knowing when your goals have been reached versus when the pursuit of perfection is a dangerous rabbit hole.

What is marketing attribution?

Short answer: It’s the science of identifying what media are driving what actions and when

The first thing to pay attention to is whether or not the default attribution model is accurately reflecting channel performance. It’s no secret that different channels bring visitors to your site at different times in the conversion path. Some channels bring visitors to your site early on, while others are more likely to bring traffic towards the middle or end. Just because these channels aren’t the last click doesn’t mean you should overlook them.

  • Attribution modelling
  • Customer journey mapping
  • Attribution dashboard

The value of marketing attribution

If a conversion is going to have multiple touchpoints, it stands to reason that they should share credit
ATTRIBUTION MODELING

An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to each touchpoint in a conversion path. For example, the last interaction model assigns 100% credit to the final touchpoint, or click, that immediately precedes a sale or other conversion. We will work with you to determine the model that will give you the best ROI for your business.

CUSTOMER JOURNEY MAPPING

Attribution is all about looking at past performance to inform your decisions going forward. Data-driven attribution gives us a much more customised picture of your website, your customers, and the journey they take to conversion.

ATTRIBUTION DASHBOARD

Attribution dashboards let you actually see the touchpoints your customers are engaging with, how much, and in what order. Your dashboard will form an integral part of formulating your marketing mix and budget allocations.

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