MCA-O2S covers the challenge of attributing the offline impact (revenue/brand value/butts in seats/phone calls/etc) driven by online marketing and advertising. In a recent post, Multi-Channel Attribution: Definitions, Models and a Reality Check, I outlined three distinct attribution challenges. ~ In Closing, Five Quick Tips/Reality Checks. Customized/Personalized Attribution Model. First Interaction/First Click Attribution Model.Ĩ. Last Non-Direct Click Attribution Model.Ĥ. Last Interaction/Last Click Attribution model.Ģ. Here's the outline of our incredible multi-channel attribution modeling adventure:ġ. By the end of this post, if you pay attention, you'll know the often hidden nuances and you'll be dangerous to any analyst/consultant/vendor who walks into your cubicle/office with I've got the God's-gift-to-humanity, easy-to-implement solution with insights riding out to you on a Unicorn. My macro goal is to make you dangerously informed. ![]() I'll close with a custom attribution model into which you can insert all your biases – sorry, I mean expertise – and get something better than good to make incremental progress from where you are today. You'll know how to use the good model, even if it is far from perfect. Let's try to make some sense of it all.īy the time you are done with this post you'll have complete knowledge of what's ugly and bad when it comes to attribution modeling. So, let's apply Occam's Razor to this complicated challenge. Neither of which has stopped Gurus and Masters and Agency High Priests from trumpeting here's the next thing directly from Lord Krishna that will solve all your problems. And as if that were not enough, there is lots of unknowable data. We have fought valiant battles, paid expensive consultants, purchased a crazy amount of software, and achieved an implementation high that is quickly, followed by a " gosh darn it where is my return on investment from all this?" low.Ī lot of that is because of all the stuff we don't know. There are few things more complicated in analytics (all analytics, big data and huge data!) than multi-channel attribution modeling.
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