One of the most common questions marketers ask when getting started on attribution reporting is which model they should use?
The answer depends on the goals of your team and the supporting analysis that’s expected of you. The important thing to remember is that there isn’t a one size fits all for attribution reporting: when in doubt use multiple models.
With this in mind:
Which attribution model have you been using or experimenting with to measure the success at your business?
If you haven't quite started with attribution, what are you trying to measure or track using attribution reports?
for a holistic view of marketing assets efficiency, I rather use a linear/full path Model; though, a first touch model would be more meaningful for a lead generation compaign assessment...
Olha, para uma imobiliária que prestamos serviços de mareketing estamos testando o modelo de atribuição que geralmente funciona melhor é o "modelo de atribuição multi-toque". Isso porque a jornada do comprador de um imóvel é longa e complexa, passando por vários pontos de contato antes da decisão final. Com esse modelo, você consegue ver o valor de cada interação ao longo do caminho, desde o primeiro anúncio que chamou a atenção até as visitas ao site e conversas com corretores. Assim, fica mais fácil entender o que realmente está funcionando e ajustar a estratégia de marketing a medida que for preciso.
Well, I saw a lot of good ideas that I can personally use. Since I basically just started out, I'm thinking the linear is essential. I have been experimenting with some changes in my advert style, such as memes (ah, the ever popular meme). I have seen my impressions for one increase 5x and the click rate is definitely higher. I will definitely incorporate a/b testing soon and see what the story is on landing pages and so on.
Learning about attribution models has given me a different perspective on designing my website traffic strategy and getting prospects to click on a CTA. I now understand that a time-decay strategy would work best for building initial traffic and getting sign-ups for my newsletter or subscriptions for my YouTube channel. I have never thought of using these techniques to help build subscriptions for either of these two CTAs.
Now that's an idea J Williams808! I really liked the part of you talking about the time decay strategy because I agree it would work best for the business model it sounds like you have set up.
I find the full-path attribution model most effective as it provides a comprehensive view of the entire customer journey, attributing value to all touchpoints.
Abosfruitley I agree Mandi. It really touches on all bases doesn't it when it comes to a full fledged business model. Great discussion post, enjoyed reading it a lot.
I think time decay is overall the best method and most used one that my company applied, it's not just about the strategy, but I think it's also become a standart data that in the current era is a must.
Our business is of Real Estate under which we are more likely interested to know the number of assests that generated our leads and customers, therefore time decay would be the best one.
The time decay model has been implemented to measure the success of our business as there is a lot of build-up to 'purchase' that sets the stage for success in the consumer's journey.
Since ours is a new startup and we wabt to learn what brings the customer to our product or which creates the awareness of our brand. and we also want to learn which leads to conversion, so I would like to fo with first touch and time decay attribution.
Some attribute models my job uses are linear and time decay. To be honest, we start the the process but then we fail to keep up with the data. I feel that consistancy will better track our results.
