Skip to main content

Analytics and Attribution models

[PLACEHOLDER]
Image

The customer journey is packed with multiple touchpoints, making it challenging to determine which of these “moments” (actions taken by the user) have played the most significant role in the conversion of the customer. 

Photo by Mikael Blomkvist from Pexels

Model attribution provides insights into how users interacts with your web and mobile apps. The decision-makers leverage the insights to understand what marketing efforts are driving “value”, allowing them to focus on the channels that provide the best Return on Investment (ROI). 

There are several attribution models that can be used to assign credit. We will go through some of those in this article.

Customer Journey - Beolle.com

First touch attribution

It is an awareness focus, being an introduction to the brand. This model gives the conversion credit to the first point of contact (i.e. a video or a social link). 

Last touch attribution

It is a model that gives the conversion credit entirely to the final touchpoint from which a lead has converted, which also means that is conversion focus.

Last touch is easy to implement, with little room for error. It is suitable for short sale cycles. Here are some of the providers that are using it:

  • Amazon
  • Bing
  • Google
  • Adobe Analytics
  • Linkedin

Multi touch attribution

It determines the value of each touchpoint within the journey. One of the insights this model provides is the understanding of what matters most to the target audience that is going through the Customer Experience (CX). There are different types:

Linear

It gives equal credit for a conversion to all touchpoints within the customer journey.

Time decay

It organizes the touchpoints based on a percentage. A campaign of a short cycle can be a good case for this type of multi-touch attribution.

U-shape

In this case the first and last touchpoints have higher percentage value of credit.

W-shape

All touchpoints will have equal credit, except the first, middle and last touchpoints, which will hold a higher percentage.

Conclusion

It is recommended to work closely with your analytics team to determine which attribution model will work best for your business, identifying those “moments of truth”. 

Understanding the most valuable touchpoints within the customer journey will be pivotal for defining, or to change course of an existing, digital marketing strategy that meets your business objectives.

Trending posts

Assembling MLOps practice - part 1

In one of our previous articles it was highlighted how DevOps manages the End-to-End application cycle, leveraging agility and automation. CI/CD pipelines, collaboration and transparency, monitoring and automation are part of the list on how DevOps leverages and facilitates agility. What if then we bring those to support ML? That is how MLOps comes to the table and starts making sense! Lego Alike data assembly - Generated with Gemini A big tech corporation, or a startup, nowadays will see how it is becoming a requirement to incorporate AI and Machine learning (ML) in their operations. ML components are key parts of the ecosystem, supporting the solutions provided to clients. As a result, DevOps and MLOps have become part of the "secret sauce" for success.  What is MLOps Just to bring the definition of what you probably know (or put together based on the above) MLOps focuses on the life-cycle management of machine learning models. It combines machine learning with traditional ...
Read more

SLA-SLO-SLI and DevOps metrics

Companies are in need of the metrics that will allow them to stay in business by making sure they meet the expectations of their customers. The name of the game is higher customer satisfaction by winning their trust and loyalty. To do so, you want to provide good products and services. Therefore you need to find ways to monitor performance, drive continuous improvements and deliver the quality expected by the consumer in this highly competitive market. Photos from AlphaTradeZone via Pexel and Spacejoy via Unsplash SLAs, SLOs and SLIs are a good way to achieve the above. They allow clients and vendors to be on the same page when it comes to expected system performance. If we go one level deeper, vendors/providers work on NFRs (Non-Functional Requirements) when working on their solutions. NFRs define the quality attributes of a system. I bring them up because the relationship between them and the SLAs is that they provide, in a way, foundational aspects for the SLA-SLO-SL...
Read more

AI Agents is the new thing to talk about

Tech is evolving faster than ever in this AI era, that it feels every week there is something new to talk about, and what you learn weeks back is no longer relevant, or “that AI tools” already has gone through changes that you need to catch up with in order to stay relevant.  Fear not, embrace the challenges and learnings, and find applications for it that are good and ethical for this present, and the hereafter.  The new “craze” is AI agents, and for good reason!  Image generated with NightCafe In contrast with AI chatbots, an AI agent can execute tasks on your behalf. If you are thinking “ that this could be agents that we leave running independently for many days for a group of deliveries ”… Well then you are correct! Are there risks? Should we talk about trust and accountability? The answer for both is yes. I already hinted at it a couple of paragraphs above, when I wrote “ good and ethical ”. AI (Artificial Intelligence) agents are software that work autonomously,...
Read more

The value of listening

 Have you ever been in a conversation that you feel at best is just a waste of time; at worst, that the other person does not care? Have you been the messenger in some of them, the recipient in another? We’ve all been there; at times with family, with friends, at work. When at work, has this ever happened to you in a group meeting, at a one-on-one; when giving or receiving feedback?   Photo by Christina Morillo via Pexels   I knew the type of manager I wanted to be from the start of my mentorship. As I continued to navigate the waters, it became increasingly clear that the path I had chosen was appropriate, and therefore, the type of future colleagues I wanted to be surrounded by, and the type of mentors I wanted to continue seeking guidance from.  For me, the path has always been of being a leader over a manager. I believe I can attribute that, first and foremost, to my family’s values and  principles, and the way my parents raised us. Secondly, my path in the ...
Read more

This blog uses cookies to improve your browsing experience. Simple analytics might be in place for pageviews purposes. They are harmless and never personally identify you.

Agreed