Attribution Analysis: The Secret of Marketing Success

  • Jeffrey Agadumo
  • March 8, 2023

This article will explore the fascinating world of attribution analysis and how it can help your marketing team succeed in an ever-changing market.

Ever stopped to consider how you ended up buying that smartphone in your hand? If you shop online often, you know that clicking the final checkout button takes a while.  

You may have searched Google, visited a few sites, read reviews, or checked some social media pages before becoming convinced to make that final purchase. 

There’s a fancy term for all those steps: Customer Journey.

Imagine a group of marketing gurus sitting around a table trying to figure out how to sell you that exact phone. 

They’d want to know which strategies and sources were most effective in getting you to buy. Did the Google search help? What about the brand website? Or was it the reviews that really convinced you?

The fancy term for that one is called attribution analysis

It’s like having a detective track down each step of your customer journey and giving credit to the touch point that was most effective in getting you to make a purchase. 

By determining which actions had the most significant impact, marketers can better decide where to put their time, money, and resources.

What is Marketing Attribution Analysis?

Attribution here involves assigning credits or values to each marketing strategy or advertising source to understand its contribution to a desired outcome.

Attribution analysis interprets data from various marketing touchpoints to determine how they impact business goals. 

Marketing attribution analysis typically uses data from various sources, such as website analytics, CRM systems, and ad platforms, to comprehensively view the customer journey and identify the touchpoints most effective at driving conversions. 

By applying attribution models and analysis techniques, marketers can gain insights into the effectiveness of their marketing efforts and optimize their strategies to improve results.

Why is Attribution  Analysis Important?

Businesses need marketing attribution analysis to understand how their various marketing efforts contribute to their overall business goals and revenue. 

It assists them in making data-driven decisions on where to allocate their marketing budget and resources, optimize their campaigns, and improve their return on investment (ROI).

Marketing attribution analysis also helps businesses identify which marketing channels are most effective at reaching their target audience, which can inform their overall marketing strategy and lead to better business outcomes.

Marketing Attribution Models

Marketers generally implement one or more of the following attribution models to assign credit or value to marketing and ad touchpoints.

1. First Point Attribution

First point attribution is a model of attribution analysis that assigns 100% of the credit for a conversion or sale to the first touchpoint the customer had with a brand before making a purchase. 

It is ideal when the goal is to optimize the most effective channels for acquiring new customers, as it provides a clear picture of which channels are driving the most initial engagement with the brand. 

However, it may not accurately reflect the customer journey, as the first touchpoint may not necessarily be the most crucial factor in the conversion.

2. Last Point Attribution

Last point attribution assigns 100% of the credit for a conversion or sale to the customer’s previous touchpoint with a brand before making a purchase. 

It is ideal when the goal is to optimize the most likely channels to drive conversions, as it provides a clear picture of which channels are generating the most sales or conversions.

 However, it has some limitations as it does not consider the influence of other touchpoints that may have played a role in the customer’s decision to purchase.

3. Linear Attribution

Linear Attribution is a model of attribution analysis that assigns equal credit to each touchpoint in the customer journey. In other words, all touchpoints are considered equally important and are given equal credit for the conversion.

This model is best when the goal is to have a more balanced view of the customer journey, as it considers all touchpoints the customer had with the brand before making a purchase. 

However, it doesn’t accurately reflect the actual customer journey, as all touchpoints may not be equally important in driving the conversion.

4. Time Decay Attribution

Time Decay Attribution assigns more credit to touchpoints that are closer in time to the conversion. In other words, touchpoints closer to the conversion time are given more weight in the attribution calculation.

This approach adopts the idea that recent touchpoints have a more significant impact on the customer’s decision to purchase than touchpoints that occur further in the past. 

It is most useful when optimizing for the channels most likely to drive conversions in the short term, as it provides a clear picture of which channels are generating the most immediate impact. 

However, it has some limitations as it doesn’t consider the potential long-term impact of earlier touchpoints, which may have laid the foundation for the conversion.

5. Position-Based Attribution

Position-Based Attribution is a model of attribution analysis that assigns 40% of the credit each to the first and last touchpoints in the customer journey. The remaining 20% of the credit is divided equally among the middle touchpoints.

This approach considers both the initial customer acquisition and the final touchpoint that drove the conversion while recognizing the middle touchpoints’ potential influence.

Position-Based Attribution is best when the goal is to balance the importance of the first and last touchpoints in the customer journey and recognize the potential influence of the middle touchpoints. 

Attribution of this kind, however, is given without adequately considering the significance of each touchpoint in the customer’s journey.

6. Data-Driven Attribution

All the attribution models mentioned so far have been rule-based, meaning the value of touchpoints is assigned based on predetermined rules or formulas.

Data-driven attribution provides a more comprehensive and accurate view of the customer journey and the impact of each touchpoint by collecting marketing and customer data for analysis.

True to the data analytics process, the data is cleaned, transformed, and analyzed using modern tools and techniques like machine learning algorithms and data visualization to produce more precise insights into how each touchpoint contributes to the customer journey. 

Challenges of Attribution Analysis

1. Data and Metrics Quality

Tracking the right metrics and maintaining the quality and completeness of the data is vital in attribution analysis, as any inaccuracies can result in incorrect conclusions and suboptimal decision-making.

2. Model Selection

Selecting a suitable attribution model can also be a challenge. Choosing a model that accurately reflects the customer journey and provides the information needed to make informed decisions is essential.

3. Time Lag

The impact of some marketing channels may not be immediate and may take time to influence a customer’s decision, making it difficult to assign credit accurately at any given time.

4. Channel Complexity

Marketing channels are becoming increasingly complex, and it can be challenging to accurately attribute the impact of each channel on the customer journey.

Importance of Data-Driven Attribution

Although people would argue that there is no perfect multitouch attribution model, the data-driven approach is the best for accurately assigning value to each touchpoint that is relevant to the customers’ journey, 

This is because it utilizes some data-driven trends to ensure quality data analysis for quality marketing attribution insights.

Here are some of the reasons why data-driven attribution is essential:

  • Accurate Understanding of the Customer Journey

Data-driven attribution provides a more comprehensive understanding of how customers interact with your brand by analyzing multiple touchpoints across the customer journey.

  • Enables More Effective Cross-channel Marketing

By analyzing the impact of different touchpoints across multiple channels, data-driven attribution enables more effective cross-channel marketing by identifying the channels and tactics that work best together.

  • Helps Optimize Marketing Spend

By accurately attributing credit to different touchpoints, data-driven attribution helps marketers optimize their marketing spend by identifying which channels and tactics are most effective in driving conversions.

  • Facilitates Better Decision-making

By providing insights into the effectiveness of different marketing touchpoints, data-driven attribution helps marketers make better decisions about allocating their marketing budgets and prioritizing strategies.

  • Facilitates Customer Segmentation

The insights from the data can assist you in identifying some key customer segments for your business’s products or services.

An Analysis Savvy Tool

When it comes to cleaning, transforming, and analyzing data of any kind, Datameer is the tool for the job.

Datameer can help Marketing Attribution Analysis by allowing marketers to quickly gather, integrate, and analyze large volumes of data from various sources, including web analytics, social media, and customer relationship management systems. 

Marketers can use Datameer’s data integration and transformation capabilities to create a unified view of their customer’s journey across multiple channels and touchpoints. 

They can then use Datameer’s analytical tools to determine which marketing channels and tactics drive the most revenue and conversions and optimize their marketing campaigns accordingly.

CLICK HERE to understand better why Datameer is the ideal tool for your attribution analysis.

Or GET STARTED with a 14-day trial period and try it out yourself.

Related Posts