{"id":2370,"date":"2019-10-18T20:06:28","date_gmt":"2019-10-18T20:06:28","guid":{"rendered":"https:\/\/brandfinity.ch\/?p=2370"},"modified":"2022-01-26T14:10:42","modified_gmt":"2022-01-26T14:10:42","slug":"what-is-attribution-modeling","status":"publish","type":"post","link":"https:\/\/brandfinity.ch\/en\/2019\/10\/18\/what-is-attribution-modeling\/","title":{"rendered":"what is attribution modeling"},"content":{"rendered":"

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Attribution modeling – a definition<\/h3>\n

The way your website receives traffic has evolved over time, so did evolve the behavior of users, reason why you need to look at attribution modeling. The customer journeys have more\u00a0and more touchpoint to the different digital\u00a0<\/span>platforms – from search engines, social\u00a0<\/span>media, direct, display advertising and third\u00a0<\/span>party websites. It is not rare that there will\u00a0<\/span>be about 10 visits to your website before\u00a0<\/span>you get your visitors to fill out a form\u00a0<\/span>or complete a transaction. If you invest\u00a0<\/span>money in digital advertising for example on\u00a0<\/span>a paid search, social paid, programmatic\u00a0<\/span>advertising, display advertising, buying\u00a0<\/span>e-mail lists, creating content or doing\u00a0<\/span>content partnerships, you will mostly use a\u00a0<\/span>simple model to optimise your campaigns;\u00a0<\/span>which is known as the last click attribution\u00a0<\/span>model. This attribution model gives all the\u00a0<\/span>credit of an action to the last visit source,\u00a0<\/span>making you invest more money into that\u00a0<\/span>advertising channel whilst not taking into\u00a0<\/span>consideration the source of the 9 previous\u00a0<\/span>visits which contributed to the conversion.\u00a0<\/span>But what is an attribution model ? Here is a definition by google<\/a><\/span><\/p>\n

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Why use attribution models<\/h3>\n

Using attribution models to balance your marketing investment in different channels will save you a lot of money and massively reduce your cost per lead \/ cost per acquisition \/ cost per sales. As an example, you would evaluate programmatic or display advertising as being an expensive acquisition channel. But if you look at your\u00a0conversion paths, you will most certainly see that display advertising helps to convert visitors into buyers, therefore adapting your investments on that platform and helping to create retargeting or look-a-like campaigns\u00a0<\/span>to maximise that channel. To define your\u00a0<\/span>attribution model for your business, you will\u00a0<\/span>have to view the different standard models\u00a0<\/span>(first click, last click, time decay, etc.) to see\u00a0<\/span>which one fits best to your business and\u00a0<\/span>adapt it to maximise its efficiency.<\/span><\/span><\/p>\n

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The tools ?<\/h3>\n