Attribution ModelingMarketing Analytics 310Fall 2015Izmir Vodinaj

Outline

▪ Paid Search Analysis: What touch point should be given more credit?

▪ Organic Search Analysis: What is organic search best at?

▪ Customer Purchase Latency: How long does it take a customer to purchase?

▪ Channel Investment Analysis: Where should the most money be invested in?

Paid Search: Attributed vs. Last Click Model

Attributed Revenue Last Click Revenue

$91,648.76 $75,461.15

91648.7562999999

75461.15

Paid Search Channel: Attributed vs. Last Click Model

Attributed Last Click

The paid search revenue calculation through the

attributed model exceeds the revenue through the last

click model calculation. This means that more credit is

given to multiple touch points during the conversion

than to the last click.

Question #1

Insight

Organic Search Purchase Path Analysis

Introducer Influencer Closer36 65 229

0

50

100

150

200

250

229

6536

Organic Search Purchase Path

CloserInfluencerIntroducer

The organic purchase path analysis shows that customers

are generally informed and

ready to purchase when they buy

through the organic search due

to the high number of closers.

Question #2

Insight

Customer Purchase Latency Analysis

Mean Mode Median12.1 0 1

Mean Mode Median0

2

4

6

8

10

12

14 12.1

0 0

Customer Purchase Latency

Customers make decisions of purchase instantly and buy the product the same day.

However, some customers take over

12 days after the first visit. Finally, this data

is very helpful for marketing managers

to determine inventory and make

predictions for future sales.

Insight

Question #3

Marketing Investment Decisions:ROAS Based on Channels

Direct Email Organic Search

Paid Search Social0123456789

10

Direct; 3.48

Email; 1.33

Organic Search; 6.6

Paid Search; 8.33

Social; 0.413.17 1.23 8.82 6.86 0.51

Return on Ad Spend

Dolla

r on

Ad

Spen

d

Organic Search and Paid Search generate the highest marketing

efficiency. In attribution view, paid search scores highest while in last click view organic search brings

the highest return.

Insight

Based on the analysis laid out above, the retailer

should spend the invest another $5,000 in Organic

Search and Paid Search Marketing Channels

Recommendation

Question #4

Marketing Channel Re-Investment Decisions

Direct Email Organic Search

Paid Search

Social0123456789

10

Direct; 3.48

Email; 1.33

Organic Search; 6.6

Paid Search; 8.33

Social; 0.413.17 1.23 8.82 6.86 0.51

Return on Ad Spend

Dolla

r on

Ad

Spen

d

Bonus

Investment/Channel

Direct Email Organic Search

Paid Search

Social

Original investment 30000 20000 12500 11000 1000Recommended Investment

18500 4000 26000 25000 1000

Looking at the data, the biggest re-investment

focus should be organic search and paid search, but one must not neglect

the other channels because they serve

branding purposes the return of which may not easily be calculated the same way as our current

calculation.

Recommendation