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

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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