Building Trust and Value Through Attribution By Dave Rigotti
Building A Conversion Attribution Model
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Transcript of Building A Conversion Attribution Model
25 March 2009
BUILDING A CONVERSION ATTRIBUTION MODEL
TRACK EVERYTHING
• Track as much as you can through one system– Display– Search– Email– Affiliate– Sponsorships– Video Links– Other Conversion Tags or Pages of Your Site
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EXAMPLE CONVERSION PATH
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EXAMPLE CONVERSION PATH: In Tracking System
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SIMPLE WEIGHTING SYSTEMS
• Last Ad Click = 100%• Even Credit• Simple Models– Last Ad gets 50%, remaining events
split 50%
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BASIC ATTRIBUTION APPLIED
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CUSTOM MODEL: Variables to Consider
• Clicked vs. Viewed• Type of Ad • Ad Size • Messaging • Time Lag/Recency• Event Path• Engagement inside unit• Engagement on advertiser’s site
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EXAMPLE WEIGHTING SYSTEM
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WEIGHTING APPLIED
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KNOWN ISSUES
• Tracking everything takes time and requires a process
• Tracking everything in one system may be difficult based on your current setup
• Cookie tracking discrepancies– Deletion– User behavior
• An accurate weighting system will take time to develop
• Inability to track offline influencers
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