Nadia Cameron’s Post

Great article to understand Multi-touch Attribution(MTA)! Few pointers to summarize: 1) MTA is a strategy that helps in evaluating the influence of different touchpoints in the customer's conversion rate in their digital journey. 2) MTA is very very specific to the kind of touch points that we want to focus. 3) Choosing a type of MTA model relies a lot on the business understanding and it looks very important to brainstorm on the potential touch points. 4) Adobe Analytics (a tool by Adobe) helps in collecting the web data for the companies and those insights could be used to deliver better digital experience for customers. Feel free to share any of your experiences in the digital space. Happy to learn! https://lnkd.in/g7WN9HiZ

Why haven’t you grieved attribution? Here's 2 reasons I see this happening: 1️⃣ You aren't educated on why a shift needs to happen and want to default to the way things have always been. Worshipping an inaccurate in-platform KPI is the only way you know how to measure performance. 2️⃣ You don’t know of a solid system that exists to execute this. (This is a lie), and we tell ourselves lies subconsciously when we don't want to do the hard work to find the solution. But the solution is sitting in plain sight. Here are 2 much better high-level alternatives you should have started measuring a lifetime ago. • MER • Marketing Efficiency Ratio is the efficiency of your marketing in regards to your top-line revenue. If I spend $3 on marketing, and I get $10 in sales, that's a 30% MER. The smaller the percentage, the better. If the percentage is smaller (i.e. 10%) that means I'm only having to spend $1 to achieve the same amount of top line revenue. This leaves more $ on the table for other things like COGS and Operating Expenses (OpEx). • Contribution Margin • Contribution Margin is like Gross Margin, but also deducts your variable costs on a per order basis. There's contribution margin before marketing costs, and after. Regardless, here's a simple example: If I have $100 in revenue, and I sell a product at 70% margin, that means that I have $70 left over after my COGS. Once I subtract other offsets to that revenue, like payment processing, shipping, and other related expenses tied to a product's variable cost, I'm left with a lesser amount. Let's say those expenses are $20, and I'm left with $50. Let's also say that I spent $15 to acquire that customer that brought in $100 in revenue. Pre-Marketing Contribution Margin: 50% ($50 / $100) Post-Marketing Contribution Margin: 35% ($35 / $100) Contribution margin is the margin leftover to put towards the business itself, or reinvest it back into marketing. Businesses have inevitable Operational Expenses (OpEx) they need to cover outside of variable costs, which is why this is so important. Many D2C businesses avoid these very basic calculation (on a much larger scale) because they're busy trying to measure direct feedback from ad efforts, and looking at fake in-platform results data. Are you still chasing after the lie of in platform ad attribution?

As the CEO of a digital marketing agency, I found this article on the history and future of marketing attribution to be quite insightful. It's fascinating to see how attribution models have evolved over time, from simple last-click attribution to more complex multi-touch models that take into account the entire customer journey. As the digital landscape continues to evolve, it's clear that attribution models will need to become even more sophisticated in order to accurately measure the impact of various marketing channels and touchpoints. I look forward to seeing how this field develops in the coming years. #marketing #attribution #digitalmarketing #dataanalytics #customerjourney #marketingmetrics

Multi-touch marketing attribution has been around for a while in different forms. What started as a campaign-only lens with single touchpoints now may involve external databases and multiple multi-touch models. But the additional data points and complex models haven’t made things any more intuitive for marketers and executives to wrap their heads around. Learn Why Attribution Has Failed & How to Fix It and watch the webinar featuring this powerhouse panel on Why Attribution Alone Isn't Enough. #multitouch #attribution #marketingoperations #marketingops

🌟 Don't bother with complex attribution modelling - Last touch is the pragmatic approach🌟   Let's explore the basics: Your high level options are: Last-Touch, Multi-Channel, and First-Touch attribution. o  Last-Touch: Simple, but does it tell the full story? o  Multi-Channel: Comprehensive, but is the complexity feasible? o  First-Touch: Acknowledges the start, but what about subsequent touchpoints?   In the ongoing attribution debate, especially for smaller brands, my perspective would always be: The tactic directly driving the sale deserves significant attention. However, that’s not to say you underestimate the contributions of other touchpoints.   It's not about oversimplifying a nuanced process but finding a practical approach aligned with smaller-scale operations. For businesses on a tight budget, the implementation of complex attribution models is too much of a stretch, especially when traditional metrics can showcase the effects of each strategy used along the journey without delving into the complexities of assigning attributable values.   What's your take on finding the right balance between simplicity and depth in attribution for small-scale operations? Let's share insights! 🚀 #Marketing #AttributionModeling #SmallBusinessDebate #MarketingStrategy 🤔🌟 I wrote a blog exploring this in more detail which you can read here. https://lnkd.in/epRhdBYn

Let's talk attribution modelling... 📊   As GA4 discontinues the support for first-click, linear, time decay, and position-based attribution models this month, this presents the perfect opportunity to delve into other forms of attribution modelling and explore which approach best suits your business.   It’s important to know which channels are delivering the best performance, so that you can identify the most effective ways to apply your marketing budget.   Attribution modelling techniques can help you spot the star performers, showing how your channels and touchpoints are influencing purchasing behaviour. And, with advances in technology and access to more data, the types of attribution models available have increased.   Let's explore some of the approaches to AM: ❇ First-touch - one of the traditional types of attribution modelling, this approach assigns conversions to the first instance where a user engages with your brand. ❇ Last-touch - another commonly used approach which assigns conversions to the last touch point before your customer converted. ❇ Multi-touch - a form of AM which shows the success of touchpoints along the entire customer journey. Great for identifying the star channels that drive conversions, but can be challenging to implement. ❇ Cross-channel data-driven - this distributes credit to the better performing part of a user conversion journey, meaning that you're able to see a more reflective overview of key converting ad performance. ❇ Cross-channel last click - this model attributes 100% of the conversion to the last non-direct channel that a user engaged with. ❇ Ads preferred last click - in this instance, the model gives 100% credit to the last Google ads channel the user clicks through before converting, and is therefore great for businesses who run multiple campaigns through the Google ads network.   ❓ Unsure which attribution modelling approach is best for your business, or need support with implementing your preferred AM approach? Get in touch with the team at Jarmany today.   https://lnkd.in/e7_9fEtk

𝐀𝐝𝐯𝐚𝐧𝐜𝐞𝐝 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐀𝐭𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐌𝐨𝐝𝐞𝐥𝐬: 𝐌𝐞𝐚𝐬𝐮𝐫𝐢𝐧𝐠 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐈𝐦𝐩𝐚𝐜𝐭 𝐨𝐧 𝐑𝐎𝐈 In today's data-driven marketing landscape, understanding the true impact of your marketing efforts on your Return on Investment (ROI) is paramount. Gone are the days of blindly allocating budgets based on instinct or last-click attribution. Advanced revenue attribution models have emerged as the compass guiding marketers to make informed decisions and optimize their strategies effectively. 𝐖𝐡𝐲 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐀𝐭𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐌𝐚𝐭𝐭𝐞𝐫𝐬?: At its core, revenue attribution answers the fundamental question: "Which marketing #touchpoints or channels are driving revenue?" This insight is gold for marketers aiming to allocate their budgets wisely and maximize their #ROI. It goes beyond basic #metrics and connects the dots between your marketing investments and your business growth. 𝐌𝐞𝐚𝐬𝐮𝐫𝐢𝐧𝐠 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐈𝐦𝐩𝐚𝐜𝐭 𝐨𝐧 𝐑𝐎𝐈: Let's face it; ROI is the heartbeat of every marketing campaign. Traditional attribution models often fall short in capturing the intricate #customerjourney of today's digital world. Advanced attribution models, on the other hand, provide a more granular view of how each touchpoint contributes to #conversions. This enables you to make data-backed decisions that drive #revenuegrowth. 𝐌𝐮𝐥𝐭𝐢-𝐓𝐨𝐮𝐜𝐡 𝐀𝐭𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐯𝐬. 𝐒𝐢𝐧𝐠𝐥𝐞-𝐓𝐨𝐮𝐜𝐡 𝐀𝐭𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧: Multi-touch attribution models recognize that the customer journey is rarely linear. They consider all the interactions a customer has with your brand before making a purchase. Single-touch attribution, on the other hand, attributes all credit to a single touchpoint, often the last one. Understanding the differences and nuances between these models is key to optimizing your #marketingstrategy. 𝐂𝐮𝐭𝐭𝐢𝐧𝐠-𝐄𝐝𝐠𝐞 𝐀𝐭𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐌𝐨𝐝𝐞𝐥𝐬: Let's explore some advanced attribution models: 𝗟𝗶𝗻𝗲𝗮𝗿 𝗔𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻: Distributes credit equally among all touchpoints in the customer journey. 𝐓𝐢𝐦𝐞 𝐃𝐞𝐜𝐚𝐲 𝐀𝐭𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧: Gives more credit to touchpoints closer to conversion. 𝐀𝐥𝐠𝐨𝐫𝐢𝐭𝐡𝐦𝐢𝐜 𝐌𝐨𝐝𝐞𝐥𝐬: Utilize machine learning to assign credit based on historical data and patterns. Choosing the right attribution model depends on your unique business goals and #customerbehavior. Experimentation is key! 𝐉𝐨𝐢𝐧 𝐭𝐡𝐞 𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧: Have you implemented advanced attribution models in your marketing strategy? Share your insights and experiences in the comments below! Let's learn from each other and stay ahead of the curve in the world of #marketinganalytics.

Attribution can be quite a complex project. Hopefully this webinar can help you simplify it!

☠ In recent times I have often heard people say "Multi Touch Attribution is Dead!" Here is my take on this statement. MTA is alive and kicking! While I do think marketing measurement is becoming more challenging, due to limitations in our ability to track user touch points, to a certain extent this type of problem has always existed, especially in measuring the impact of upper funnel channels. In my view, we are simply more aware of the limitations of an MTA models compared to the past. Now MMM is the new-old kid in town but how long until the limitations of this approach also become apparent? Will we then proclaim that MMM is now dead too? 👓 In my opinion, MTA is just one of the tools that you need in your Marketing Measurement stack. You also need to have a top down model such as MMM and an incrementality testing framework to calibrate this. Together these provide a set of instruments needed to guide your marketing budgets and optimization algorithms. But how many companies, even with large data science teams and the capabilities to tackle these problems at scale, actually have these tools in place? Very few still, but there is a lot of focus on these topics at the moment so the future looks bright and one day soon we may actually be able to proclaim that "LAST TOUCH IS DEAD!" 💡 So what does the future hold? These are the trends I expect to see over the next few years: > Continued use of MTA in walled-gardens such as Google or Amazon > Continued use of MTA in CRM contexts where users can be better tracked > Stabilization and standardization of privacy-centric tracking systems which will allow tracking on groups of users where MTA can still be applied. Fingers crossed! > Widespread adoption of MMM and incrementality testing solutions along with an understanding of the pros and cons of these approaches > The development of new models which can seamlessly combine touch point data (bottom up) with impression data (top down) 📣 At Channel Attribution we are working to provide companies with tools to build best of class measurement frameworks in-house. One step in this direction is the recent release of our top down model Hidden Touch Attribution model. 📓 If you are interested in finding out more about this new approach check out our recently published article https://lnkd.in/ejjfC97E. 🤝 If you are and if you are interested in becoming a design partner to push the envelope in marketing measurement together feel free to PM me.

Struggling to measure the success of your digital campaigns? 📊 Data-driven attribution modeling might be the game-changer you're looking for. Here's why: 1️⃣ It's All About the Customer Journey - Data-driven attribution gives credit to all the touchpoints in a customer's journey. - It provides a holistic view of the customer's interaction with your brand. - This helps you understand which channels and campaigns are truly driving conversions. 2️⃣ It's Objective and Unbiased - Traditional models often give too much credit to the last touchpoint. - Data-driven attribution uses algorithms to assign value to each touchpoint. - This removes bias and provides a more accurate picture of your campaign's effectiveness. 3️⃣ It Helps You Optimize Your Budget - By understanding which touchpoints are most effective, you can allocate your budget more wisely. - This can lead to better ROI and more successful campaigns in the future. 4️⃣ It's Adaptable and Flexible - Data-driven attribution models can adapt to changes in customer behavior and market trends. - This ensures that your attribution model remains relevant and accurate over time. Remember, data-driven attribution is not a one-size-fits-all solution. It's important to choose the right model for your business and continually refine it as you gather more data. So, are you ready to take your digital campaigns to the next level with data-driven attribution? 🚀