Analytics Recipe Cookbook - Summaries

  • 1.  Attribution

    Posted 08-31-2017 12:55 PM

    Introduction:  An attribution model is set of rules, that determines how credit is assigned for KPIs (visits, sales, conversions, etc.) to touchpoints in the conversion path to better optimize your marketing strategy and spend on various channels.

    Analysis Overview: In marketing, attribution is the identification of a set of customer actions events/touchpoints that contribute to the desired outcome(conversion), and then the assignment a value to each of these events/touchpoints.

    Analysis Benefits:  

    1. We get to know the top performing channels, and channels receive equal credit based on the model being used.
    2. Future Planning and optimization can be done based on current attribution results   resulting in effective budget investments.
    3. Overview of cross channel lift, when combining display ads with search when compared with search alone.
    4. With Digital attribution we can get an overall insight into how various partners (google, ESPN, NBC etc.)  are performing.
    DAA members, go here to view full recipe.

    Pranav Patil
    Data Analyst
    Jersey City NJ
    Essential Series: Applying Digital Analytics