Multichannel Attribution Paradigm

Attribution Modelling Video Presentation

It could not have been a bad english. The first video presentation, using more than one marketing channel for the calculation of the troubles, “transformation”, the definition of channel relationships, and have neglected such as-assits. I like very much tried to show the relationship between marketing channels with the soccer metaphor.

Context:

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Hello Everyone,

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This is video number one ! It’s Gorky’s Attribution
Modelling Paradigm.

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We got really cool topic ! Many digital marketing
geek is trying to implement the right model

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for their business.

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Today, we will discuss “What is conversion,
how we tracking it and what is the big paradigm

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behind of it”

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As you see on the screen, it is our context.

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So, let’s get start with the definition of
Conversion.

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You probably define a conversion for your
own business model already. But, let me clarify

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again for all the fellas are still getting
trouble with it. A Conversion is an action

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that is important and valuable for your business
strategy. So, it might be a

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sale, might be a download or a membership,
even it might be an average time on site or

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something different.

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The only thing you need to emphasize, conversions
can be anything that you can measure it.

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Today, we will take into consider a sale action
as a conversion.

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Okay, if we got a definiton for a conversion.
Let’s move on another topic of today.

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How We Need To Calculate A Conversion?

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Last touch attribution is used by most analytics
packages in default. It simply gives full

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credit to the most recent interaction right
before they converted.

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Let’s give an example:

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A visitor finds your site by clicking AdWords.
He visit back a day later by clicking your

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Facebook ad and a week later he opened your
email campaign, landed to your website and

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bought it. And the conversion goesss to Email.
Simply because it was the last channel of

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him before transaction.

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This tricky nature of calculation can affect
your decision on overall performance of a

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channel. Because at the end of the day, you
will focus on your cost and revenue relation.

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ROI target is the important KPI that shows
your management success.

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The budget allocation is also became another
issue for you. If we would like to put some

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costs into our first example.
And let’s say, monthly you spent 200$ to adwords.

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150$ (a hundered fifty) to facebook ads and
hundred dollars to email. Next period of time,

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you may would like to increase the budget
of email marketing while decreasing spending

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of adwords and facebook ads accordingly. Because
this path shows that you spent 450$ and email

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is the only channel that brings conversion
! But be careful to think like that !

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I got a saying that, Google Analytics can
be only platform in our earth that the last

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enjoy the most !
Email marketing gets all the credits simply

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it poses at last. It might be seem the most
efficient channel as you compare with the

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rest. Moreover, the rest might be seem as
“money burning” channels. But it is not true!

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So, what you need to do?

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As I said before last touch attribution is
used by most analytics packages in default.

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However, it might lead to misinterpretation
of data. Now, think about a soccer game. If

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you just focus on scorer and give all your
power to made striker position as best, it

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basically means that you misinterpret the
situation because team playing is a crucial

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point for soccer, right?

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So, we need to give some credit to the mid,
defender and the goal keeper, because it is

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the way how to be a team player. You can’t
win the game just because of your scorer,

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you need to have powerful team players as
well. Similary, If you are using multichannels

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in your online marketing campaigns you should
clearly define your strategy

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accordingly.

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As the nature of marketing channel direct,
seo branded, sem branded are more tend to

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get credits in last touch. These channels
act like striker. So, basically no matter

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what do you do before, if you are not a last
channel in this methodolgy, you will lose

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it. I would like to share a video with you.
You will see how the players interact each

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other or let’s say players interact in each
other right before a goal.

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You might couldn’t keep the path lenght but
it was 8. So, there were 7 assists before

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conversion.

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This is the paradigm behind of the conversion
tracking. Because of your attribution model,

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a channel can be seem as under-credited or
over-credited.

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I would n’t like to say “change your attribution
model, try this, give some credit that channel

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so on forth”

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I just would like to underline some points
that you need to emphasize before decide on

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which channels works better than it other.

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Make a Portfolio (Pie)

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There is a really simple way of doing this.
Make a pie, and divide into different channels.

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Give some weight on these channels. Periodically,
check your conversions based on first-click

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interaction, view thru conversion based, last-click
model, U curve method. And try to understand

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how the channel differs each other according
to different models.

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Importance of Assisted Conversion

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Either give some weight to assisted channels
or not. Please make sure that which channels

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are more tend to provide assisted conversion
to you. Before change your budget or start

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a new campaign, evaluate your assisted conversions.
Because, if you do not emphasize enough or

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do not analyze deeply to your assisted conversion,
you can lose your last conversion as well.

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Dont forget, assits are the important steps
before transaction. Always remember soccer

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metaphore.

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To Sum Up !

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You know that conversion can be anything ! If
you can measure it, if you find useful metric

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you can make it as conversion

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Conversion tracking is really difficult to
understand and analyze. Evaluate different

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methods before your budget allocation or optimization
process. Share this ideas with your team and

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management

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Big paradigm of conversion still stands. Challenging
behavior of consumers and the recent technology

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make our job harder. But if you can analyze
the nature of marketing channels, how they

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interact each other. Soccer metaphore. You
will win it !

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I hope this video helps a lot and give another
perception to look at marketing channels.

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See you on next video !

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