What are you trying to achieve with your attribution model? What level of accuracy are you okay with when optimizing your campaigns?Īnswering these questions is a collaborative sport.įor instance, most people might default to Google Analytics to define a session, but Buddy believes that’s not necessarily accurate. The answer, of course, is that it depends. Do you develop a heuristic to allocate that money on a city level, or do you stick to a national level?” asks Jarry. “Not all of your spend is allocated on a city level it’s allocated on a national level. Imagine you’re running a campaign, and you want to find out how much you’re spending in a city and where you’re getting conversions from. But what happens when the data you’re dealing with isn’t accurate? When you spend millions of dollars on ads, you want to actively use spend data to optimize campaigns. Because these data sets are for the purpose of wide use and not specific use.”īut it doesn’t stop there. I think 80-90% of the initial building of the marketing attribution model is cleaning up these data in a sense that works for attribution. To make matters worse, Jarry Ahmad, an analyst at Uber, adds: “There’s no such thing as a clean data set, ever. You have to know which channel you give credit to and why. For instance, if your customer clicks on both Google and Facebook ads, both these platforms will take credit for that conversion. You have to answer hard questions to avoid wasting your budget on a channel that doesn’t give you a positive ROAS. This data helps them make improvements to their strategy and increase the conversion rate throughout the funnel.Īttribution modeling is complex, with no single source of truthĪnyone who’s tried building an attribution model will attest to its challenges and complexities.īuddy shares: “I think of all the data modeling work that an analyst has to do, building an attribution model is by far the most complex.” When you know all the touches that have occurred, marketing and sales can comprehend the entire customer journey, use the right messaging, and learn which channels actually work. As Boris Jabes, CEO at Census, shares: “There’s so much power in getting every touch point aggregated and exposing that to various teams.”īoris believes that most companies benefit from having product, marketing, and sales activity in one stream or timeline to make better business decisions. You need to aggregate all these touchpoints to understand your customer and make better business decisions. In fact, companies shouldn’t be thinking about multi-touch or single-touch at all. multi-touch.īut there’s no agreed-upon way to build an attribution model. There’s a ton of debate on which model is better: last-touch vs. Last-touch isn’t better than multi-touch attribution □ The Data Show: A series of bite-sized interviews with top data experts in SaaS.
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