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.
This is video number one ! It’s Gorky’s Attribution
We got really cool topic ! Many digital marketing
geek is trying to implement the right model
for their business.
Today, we will discuss “What is conversion,
how we tracking it and what is the big paradigm
behind of it”
As you see on the screen, it is our context.
So, let’s get start with the definition of
You probably define a conversion for your
own business model already. But, let me clarify
again for all the fellas are still getting
trouble with it. A Conversion is an action
that is important and valuable for your business
strategy. So, it might be a
sale, might be a download or a membership,
even it might be an average time on site or
The only thing you need to emphasize, conversions
can be anything that you can measure it.
Today, we will take into consider a sale action
as a conversion.
Okay, if we got a definiton for a conversion.
Let’s move on another topic of today.
How We Need To Calculate A Conversion?
Last touch attribution is used by most analytics
packages in default. It simply gives full
credit to the most recent interaction right
before they converted.
Let’s give an example:
A visitor finds your site by clicking AdWords.
He visit back a day later by clicking your
Facebook ad and a week later he opened your
email campaign, landed to your website and
bought it. And the conversion goesss to Email.
Simply because it was the last channel of
him before transaction.
This tricky nature of calculation can affect
your decision on overall performance of a
channel. Because at the end of the day, you
will focus on your cost and revenue relation.
ROI target is the important KPI that shows
your management success.
The budget allocation is also became another
issue for you. If we would like to put some
costs into our first example.
And let’s say, monthly you spent 200$ to adwords.
150$ (a hundered fifty) to facebook ads and
hundred dollars to email. Next period of time,
you may would like to increase the budget
of email marketing while decreasing spending
of adwords and facebook ads accordingly. Because
this path shows that you spent 450$ and email
is the only channel that brings conversion
! But be careful to think like that !
I got a saying that, Google Analytics can
be only platform in our earth that the last
enjoy the most !
Email marketing gets all the credits simply
it poses at last. It might be seem the most
efficient channel as you compare with the
rest. Moreover, the rest might be seem as
“money burning” channels. But it is not true!
So, what you need to do?
As I said before last touch attribution is
used by most analytics packages in default.
However, it might lead to misinterpretation
of data. Now, think about a soccer game. If
you just focus on scorer and give all your
power to made striker position as best, it
basically means that you misinterpret the
situation because team playing is a crucial
point for soccer, right?
So, we need to give some credit to the mid,
defender and the goal keeper, because it is
the way how to be a team player. You can’t
win the game just because of your scorer,
you need to have powerful team players as
well. Similary, If you are using multichannels
in your online marketing campaigns you should
clearly define your strategy
As the nature of marketing channel direct,
seo branded, sem branded are more tend to
get credits in last touch. These channels
act like striker. So, basically no matter
what do you do before, if you are not a last
channel in this methodolgy, you will lose
it. I would like to share a video with you.
You will see how the players interact each
other or let’s say players interact in each
other right before a goal.
You might couldn’t keep the path lenght but
it was 8. So, there were 7 assists before
This is the paradigm behind of the conversion
tracking. Because of your attribution model,
a channel can be seem as under-credited or
I would n’t like to say “change your attribution
model, try this, give some credit that channel
so on forth”
I just would like to underline some points
that you need to emphasize before decide on
which channels works better than it other.
Make a Portfolio (Pie)
There is a really simple way of doing this.
Make a pie, and divide into different channels.
Give some weight on these channels. Periodically,
check your conversions based on first-click
interaction, view thru conversion based, last-click
model, U curve method. And try to understand
how the channel differs each other according
to different models.
Importance of Assisted Conversion
Either give some weight to assisted channels
or not. Please make sure that which channels
are more tend to provide assisted conversion
to you. Before change your budget or start
a new campaign, evaluate your assisted conversions.
Because, if you do not emphasize enough or
do not analyze deeply to your assisted conversion,
you can lose your last conversion as well.
Dont forget, assits are the important steps
before transaction. Always remember soccer
To Sum Up !
You know that conversion can be anything ! If
you can measure it, if you find useful metric
you can make it as conversion
Conversion tracking is really difficult to
understand and analyze. Evaluate different
methods before your budget allocation or optimization
process. Share this ideas with your team and
Big paradigm of conversion still stands. Challenging
behavior of consumers and the recent technology
make our job harder. But if you can analyze
the nature of marketing channels, how they
interact each other. Soccer metaphore. You
will win it !
I hope this video helps a lot and give another
perception to look at marketing channels.
See you on next video !