4.- Development and creativity
Posted: Mon Dec 23, 2024 9:26 am
Attribution marketing allows professionals to better understand which products or services meet consumer needs.
It also gives us the opportunity to evaluate the most creative and engaging elements of the campaigns in order to refine the message, the visual elements, and to understand how and when to communicate with users.
That's why attribution marketing reduces the need to guess what might be happening by providing clear metrics and data.
It allows us to understand the consumer, how they behave and the different phases they go through before conversion.
Attribution marketing optimizes our budget.
Attribution models in digital marketing
Attribution marketing uses attribution models to assign value to the different touchpoints a consumer has gone through.
At first glance it seems simple, but do you think a customer goes directly to a website to make a purchase?
This rarely happens.
Multiple channels and messages were involved in this process, and these were responsible for the purchasing decision, including the Facebook ad they saw, the email they received, and the display ad they were shown on a website.
In a utopian sense, we could consider the buyer journey to be flat and linear, from start to finish, but this is a biased view of reality.
The user is becoming more complex, the number of contact points before making a purchase and the operational marketing roles are increasing.
Luckily, attribution models have evolved and emerged to determine exactly what is happening, although depending on the attribution model you choose, even using the same base data, the results will be completely different.
We can establish two main attribution models:
Single point of contact.
Multi-source or multi-touch.
Attribution of a point of contact
These models assign all credit to a single touchpoint, either the first or the last.
1.- First point of contact
The First Touch attribution model assumes that the consumer converted after the first ad they viewed.
Give full attribution to the first point of contact, regardless of what happened next.
100% of the success is attributed to this.
We could say that it is the perfect and simple method, easy to set up and focuses on brand awareness.
But it is also susceptible to channel bias, technological limitations and user behaviour, email list of kuwait businesses as customers have gone through different points before converting and contact with them feeds the purchasing decision.
Attribution Marketing - First Contact
2.- Last point of contact
This type of attribution gives full attribution credit to the last touchpoint the consumer interacted with before converting.
It doesn't take into account previous interactions you've gone through previously, so you miss key insights from other marketing channels.
This model is the most popular and the one that comes by default in the Google Analytics account.
Attribution Marketing - Last Point of Touch
If conversion is the main objective of our campaigns, then the last touchpoint model is the easiest to use.
But again, it ignores all the steps that were taken up to the point of conversion.
It also gives us the opportunity to evaluate the most creative and engaging elements of the campaigns in order to refine the message, the visual elements, and to understand how and when to communicate with users.
That's why attribution marketing reduces the need to guess what might be happening by providing clear metrics and data.
It allows us to understand the consumer, how they behave and the different phases they go through before conversion.
Attribution marketing optimizes our budget.
Attribution models in digital marketing
Attribution marketing uses attribution models to assign value to the different touchpoints a consumer has gone through.
At first glance it seems simple, but do you think a customer goes directly to a website to make a purchase?
This rarely happens.
Multiple channels and messages were involved in this process, and these were responsible for the purchasing decision, including the Facebook ad they saw, the email they received, and the display ad they were shown on a website.
In a utopian sense, we could consider the buyer journey to be flat and linear, from start to finish, but this is a biased view of reality.
The user is becoming more complex, the number of contact points before making a purchase and the operational marketing roles are increasing.
Luckily, attribution models have evolved and emerged to determine exactly what is happening, although depending on the attribution model you choose, even using the same base data, the results will be completely different.
We can establish two main attribution models:
Single point of contact.
Multi-source or multi-touch.
Attribution of a point of contact
These models assign all credit to a single touchpoint, either the first or the last.
1.- First point of contact
The First Touch attribution model assumes that the consumer converted after the first ad they viewed.
Give full attribution to the first point of contact, regardless of what happened next.
100% of the success is attributed to this.
We could say that it is the perfect and simple method, easy to set up and focuses on brand awareness.
But it is also susceptible to channel bias, technological limitations and user behaviour, email list of kuwait businesses as customers have gone through different points before converting and contact with them feeds the purchasing decision.
Attribution Marketing - First Contact
2.- Last point of contact
This type of attribution gives full attribution credit to the last touchpoint the consumer interacted with before converting.
It doesn't take into account previous interactions you've gone through previously, so you miss key insights from other marketing channels.
This model is the most popular and the one that comes by default in the Google Analytics account.
Attribution Marketing - Last Point of Touch
If conversion is the main objective of our campaigns, then the last touchpoint model is the easiest to use.
But again, it ignores all the steps that were taken up to the point of conversion.