Post by mijus572 on May 6, 2024 1:27:15 GMT -6
In today's article we will try to clarify a topic underlying Digital Marketing, that is, we will try to understand what an attribution model is , but above all why we should know how they work to refine our strategies... However, before venturing into this exciting world it might be useful to make a small introduction. One of the great legacies of the digital revolution in the marketing field is certainly the advent of the so-called Digital Marketing , that is, that set of activities pursued by a company through digital channels and tools. In practice, it involves the implementation of the fundamentals of traditional marketing to the technologies offered by the internet. What is an attribution model? Some peculiar characteristics of Digital Marketing arise from this synergy between the world of marketing and the potential of the internet : selectivity of the message personalization in communication interactivity in the communication flow measurability of actions In particular, the latter is given by the possibility of tracing every online step in our consumer's customer journey, making the results of the action taken on the individual channel and for each activated tool measurable in an objective and timely manner.
But what happens when multiple channels and tools are used Denmark Phone Number List 3 Million Users within the digital strategy in a logic of interdependence and omnichannel? To find an answer to this question, attribution models were created . statistical models capable of attributing responsibility for a certain action carried out by the user to each digital tool, allowing us to evaluate which marketing action was the most profitable. What is an attribution model? How does an Attribution Model work? Google defines attribution models as: “A rule, or a set of these, capable of determining how a conversion is tauntaunigned to the individual touchpoint during the conversion path of the same”. How can we translate it? Let's imagine the path of a user who, through a search on their browser, comes across one of our adverts on the search network. After a few days, he returns to the site via an advert seen on Facebook; finally in the afternoon, finding a newsletter in his email inbox, he returns to the site now determined to purchase your product.
Which of these channels helped close the sale ? Which traffic source was most useful to my strategy? Attribution models really help us understand this! Each organisation, based on its objectives, available resources and the business model adopted, can adopt the model it deems most useful; in particular, the most used include: Last Interaction Model ; the conversion is attributed entirely to the last touchpoint Last Non-Direct Click Pattern ; the conversion is attributed entirely to the last touchpoint, excluding all direct traffic to the site Google Ads Last Click Model; the conversion would be attributed entirely to the click on the Google ad. This methodology could be useful if I want to identify which keyword brings me the most conversions First Interaction Model ; the conversion is attributed entirely to the first touchpoint Linear Model ; the conversion undergoes a linear distribution between all the touchpoints involved in the process Temporal Decay Model ; the conversion undergoes a non-linear distribution.
But what happens when multiple channels and tools are used Denmark Phone Number List 3 Million Users within the digital strategy in a logic of interdependence and omnichannel? To find an answer to this question, attribution models were created . statistical models capable of attributing responsibility for a certain action carried out by the user to each digital tool, allowing us to evaluate which marketing action was the most profitable. What is an attribution model? How does an Attribution Model work? Google defines attribution models as: “A rule, or a set of these, capable of determining how a conversion is tauntaunigned to the individual touchpoint during the conversion path of the same”. How can we translate it? Let's imagine the path of a user who, through a search on their browser, comes across one of our adverts on the search network. After a few days, he returns to the site via an advert seen on Facebook; finally in the afternoon, finding a newsletter in his email inbox, he returns to the site now determined to purchase your product.
Which of these channels helped close the sale ? Which traffic source was most useful to my strategy? Attribution models really help us understand this! Each organisation, based on its objectives, available resources and the business model adopted, can adopt the model it deems most useful; in particular, the most used include: Last Interaction Model ; the conversion is attributed entirely to the last touchpoint Last Non-Direct Click Pattern ; the conversion is attributed entirely to the last touchpoint, excluding all direct traffic to the site Google Ads Last Click Model; the conversion would be attributed entirely to the click on the Google ad. This methodology could be useful if I want to identify which keyword brings me the most conversions First Interaction Model ; the conversion is attributed entirely to the first touchpoint Linear Model ; the conversion undergoes a linear distribution between all the touchpoints involved in the process Temporal Decay Model ; the conversion undergoes a non-linear distribution.