Attribution Modelling

 

Attribution modelling is the process of understanding and assigning credits to marketing channels that eventually lead to conversions and sales.

Through attribution modelling you can determine the most effective marketing channel for investment. You can get answers to  questions like:

Q. How can I evaluate the performance of a particular marketing strategy? For example what is the value of doing paid search campaigns for branded terms when I already rank in the top 5 organic search results?

Q. How can I optimally balance my digital marketing portfolio and optimize marketing spend?

Q. What is actually influencing the purchase decision of my customers?

Q. How can I get more holistic picture of how different marketing channels work together to create conversions?

Attribution Modelling service includes fixing:

1. Online-offline attribution issues – It refers to the situation in which digital marketing channels are impacting offline conversions and offline marketing channels are impacting online conversions but the impact can’t be easily measured and reported.

2. Multi device attribution issues – It refers to the situation in which multiple devices (Desktop, Tablets, Smart Phones, Smart TVs etc) are impacting online and offline conversions but the impact can’t be easily measured and reported.

3. Multi-channel attribution issues – It refers to the situation in which multiple digital marketing channels (paid search, organic search, email marketing, direct traffic, referral traffic, display advertising etc) are impacting conversions but the impact can’t be easily measured and reported.

4. Intrachannel attribution issues – It refers to the situation in which multiple websites within a channel are impacting conversions but the impact can’t be easily measured and reported.  For example within social media you might want to know, whether you should invest more in Facebook or Twitter.

 


Himanshu Sharma

Certified web analyst and founder of OptimizeSmart.com

My name is Himanshu Sharma and I help businesses find and fix their Google Analytics and conversion issues. If you have any questions or comments please contact me.

  • Over eleven years' experience in SEO, PPC and web analytics
  • Google Analytics certified
  • Google AdWords certified
  • Nominated for Digital Analytics Association Award for Excellence
  • Bachelors degree in Internet Science
  • Founder of OptimizeSmart.com and EventEducation.com

I am also the author of three books:

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