11/30/2023 0 Comments Multi touch attribution marketingSo according to this model, exposure to product review and product comparison websites get more credit for conversion than all other touchpoints as they played a key role in the decision-making process and my purchase journey. The acquisition channel which assists the most gets the maximum credit for conversion and maximum resources are allocated to it regardless of it being the first touch, last touch or middle touch.Īll other touches would get credit in proportion to their contribution to the conversion path. In the case of the Proportional Multi-touch attribution model, the credit is distributed to touches in proportion to their contribution to the conversion. But this is also not a true representation of my buying behaviour. So according to this model, paid search result gets all the credit for the conversion. In the case of the Last Adwords Click attribution model 100% credit for the conversion is attributed to the last Adwords click. So this model also gives an incorrect picture of the conversion path. A ccording to this model, organic search gets all the credit for the conversion. In the case of the Last Non-Direct Click attribution model 100% credit for the conversion is attributed to the last non-direct click. Last interactions act as a last point of contact prior to purchase. By the time a customer experience last touches to marketing channel(s), a purchase decision has already been made. So it doesn’t really matter which channel closed the sale when it comes to allocating budget. One issue worth pointing out about giving more credit to last touches/interactions: The time decay model is the modified last touch attribution model. Although it is crappy, it is less crappy than the last touch and other GA models. Determine the most effective marketing channels for investmentĪgain such type of credit distribution is not accurate as had I not been satisfied with the product review or pricing, I wouldn’t have made the purchase in the first place.Understand the customer purchase journey across devices.Learn to implement attribution modelling in your organisation.Get my best selling books on Attribution Modelling So according to the time decay model, my exposure to an organic search result and visiting the website directly should get more credit than to my exposure to product reviews and pricing. In the case of the time decay model, the touchpoints which are closest in the time to conversions get more credit. Had I not been satisfied with the product review or pricing, I wouldn’t have made the purchase in the first place. These two touches were more valuable to me than the exposure to the blog post, display ad, PPC ad and organic search listing as they played a very important role in my purchase decision. I read product reviews and went to the product comparison website before making a purchase. So according to the linear model, all 7 touch points are equally important in my path to purchase. In the case of the Linear attribution model, all touchpoints get equal credit for the conversion. Again this is simply not the case as there are 6 more channels in play. So according to the last touch model, direct traffic gets all the credit for conversions. In the case of the last-touch attribution model 100% credit for the conversion is attributed to the last touch. But this is not true.Īs you can see six other acquisition channels have also played an important role in my path to conversion. So according to the first touch model, my reading of the blog post gets all the credit for the conversion. In the case of the first touch attribution model 100% credit for the conversion is attributed to the first touch. Now consider I followed this conversion path: Similarly, if you are exposed to 4 marketing channels in your path to conversion then your conversion path will include four touchpoints. So if you are exposed to one marketing channel in your path to conversion then your conversion path includes only one touchpoint. The exposure to a marketing channel during the path to conversion is known as interaction, touch or touchpoint. To learn more about these interactions types, read this article: View-through conversion tracking in Google Analytics Not All Touch Points Are Equally Valuable
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