{"id":69,"date":"2019-05-24T08:30:50","date_gmt":"2019-05-24T08:30:50","guid":{"rendered":"https:\/\/marcom.ee\/ee\/?p=69"},"modified":"2019-07-25T13:02:20","modified_gmt":"2019-07-25T13:02:20","slug":"multi-touch-attribution","status":"publish","type":"post","link":"https:\/\/marcom.ee\/ee\/multi-touch-attribution\/","title":{"rendered":"Multi-Touch Attribution"},"content":{"rendered":"\t\t<div data-elementor-type=\"post\" data-elementor-id=\"69\" class=\"elementor elementor-69\" data-elementor-settings=\"[]\">\n\t\t\t<div class=\"elementor-inner\">\n\t\t\t\t<div class=\"elementor-section-wrap\">\n\t\t\t\t\t\t\t<section class=\"elementor-element elementor-element-f45df6d elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section\" data-id=\"f45df6d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t<div class=\"elementor-element elementor-element-58fa48e elementor-column elementor-col-100 elementor-top-column\" data-id=\"58fa48e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap  elementor-element-populated\">\n\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t<div class=\"elementor-element elementor-element-110ca77 elementor-widget elementor-widget-text-editor\" data-id=\"110ca77\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><p class=\"MsoNormal\" style=\"text-align: justify;\"><span serif=\"\" font-size:=\"\" 12pt=\"\">Meedia killustatus on t\u00f5usutrendis, digitaalne ruum on pidevas arengus ja tarbijate ekraanidevaheline liikumine muudab klientide k\u00e4itumist.<\/span><\/p><p>Turundajatel on t\u00e4nap\u00e4eval v\u00e4ljakutse m\u00f5ista iga kanali rolli kliendi ostuotsusel, sestap ei ole turunduse juhtimine meediasilodes enam efektiivne.<\/p><p>Kliendid on avatud paljudele veebi- ja veebiv\u00e4listele kanalitele ning nad suhtlevad makstud, omatud ja teenitud meedia kaudu, tihti mitme seadme vahel (arvutid, tahvelarvutid, mobiilid). Et turunduskulutusi optimeerida, peab iga individuaalset kanalit v\u00f5i iga kanali ROI-d m\u00f5istma kontekstis, millist rolli m\u00e4ngis see kliendi ostuotsusel ja konversiooni tervel teekonnal.<\/p><p>Algoritmiline atributeerimismudel (ingl <em>Algorithmic Attribution<\/em>) versus <em>Last-Paid-Click<\/em><\/p><p>Multi-Touch Attribution anal\u00fc\u00fcsiga alustades eristame nii k\u00f5ikide veebip\u00f5histe meediate kanaleid kui ka klikke ja impressioneid. Me kasutame k\u00fcpsistelt kogutud andmeid, et koostada interaktsioonide teekond iga individuaalse kasutaja\/k\u00fcpsise kohta.<\/p><p>Kui lisada <i style=\"mso-bidi-font-style: normal;\">non-converted<\/i> teekonnad, saame uurida, kui tihti konkreetne interaktsioonide jada viib konversioonini. V\u00f5rreldes omavahel sarnaseid teekondi, mis n\u00e4itavad erinevaid konversioonim\u00e4\u00e4rasid, annab see meile v\u00f5imaluse uurida, kui tugevad interaktsioonid kindlatel positsioonidel osalevad konversiooni otsustes.<\/p><p>Kui kasutada veebikanalite hindamisel laialt levinud <em>Last-Paid-Click<\/em> mudelit, mis t\u00e4hendab, et teekonna viimasele makstud klikile omistatakse 100% konversioonist, n\u00e4eme, et:<\/p><ul><li>\u00fckski teine kontaktpunkt teekonnas ei ole osa konversioonist,<\/li><li><em>display<\/em> osa j\u00e4\u00e4b impressionite kaudu m\u00e4rkimata ning seet\u00f5ttu saab m\u00e4rgitud vaid siis, kui <i style=\"mso-bidi-font-style: normal;\">display<\/i> b\u00e4nneriklikk on viimane makstud klikk teekonnas.<\/li><\/ul><p>Kui kasutada algoritmilist atributeerimismudelit, siis see probleem kaob, kuna anal\u00fc\u00fcsitakse kasutaja tervet teekonda.<br \/>Iga interaktsioonit\u00fc\u00fcp on hinnatud ja sellele on omistatud efekt vastavalt v\u00f5imele konversioonile kaasa aidata.<\/p><p><em>Multi-Touch Attribution<\/em> anal\u00fc\u00fcsi tulemusi saab kasutada sisendiks uue veebip\u00f5hise meediajaotuse tegemisel, et optimeerida m\u00fc\u00fcgikonversiooni numbreid, mis saadakse eelk\u00f5ige makstud veebip\u00f5hisest meediast. 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src=\"https:\/\/marcom.ee\/ee\/wp-content\/uploads\/sites\/2\/2019\/07\/Screenshot-2019-04-26-at-09.37.00.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/marcom.ee\/ee\/wp-content\/uploads\/sites\/2\/2019\/07\/Screenshot-2019-04-26-at-09.37.00.png 618w, https:\/\/marcom.ee\/ee\/wp-content\/uploads\/sites\/2\/2019\/07\/Screenshot-2019-04-26-at-09.37.00-300x208.png 300w\" sizes=\"auto, (max-width: 618px) 100vw, 618px\" \/>\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-abe4152 elementor-widget elementor-widget-image\" data-id=\"abe4152\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"750\" height=\"328\" src=\"https:\/\/marcom.ee\/ee\/wp-content\/uploads\/sites\/2\/2019\/07\/Screenshot-2019-04-26-at-10.13.20.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/marcom.ee\/ee\/wp-content\/uploads\/sites\/2\/2019\/07\/Screenshot-2019-04-26-at-10.13.20.png 948w, https:\/\/marcom.ee\/ee\/wp-content\/uploads\/sites\/2\/2019\/07\/Screenshot-2019-04-26-at-10.13.20-300x131.png 300w, https:\/\/marcom.ee\/ee\/wp-content\/uploads\/sites\/2\/2019\/07\/Screenshot-2019-04-26-at-10.13.20-768x335.png 768w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/>\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Meedia killustatus on t\u00f5usutrendis, digitaalne ruum on pidevas arengus ja tarbijate ekraanidevaheline liikumine muudab klientide k\u00e4itumist. Turundajatel on t\u00e4nap\u00e4eval v\u00e4ljakutse m\u00f5ista iga kanali rolli kliendi ostuotsusel, sestap ei ole turunduse juhtimine meediasilodes enam efektiivne. Kliendid on avatud paljudele veebi- ja veebiv\u00e4listele kanalitele ning nad suhtlevad makstud, omatud ja teenitud meedia [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-69","post","type-post","status-publish","format-standard","hentry","category-uudised"],"_links":{"self":[{"href":"https:\/\/marcom.ee\/ee\/wp-json\/wp\/v2\/posts\/69","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marcom.ee\/ee\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marcom.ee\/ee\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marcom.ee\/ee\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/marcom.ee\/ee\/wp-json\/wp\/v2\/comments?post=69"}],"version-history":[{"count":8,"href":"https:\/\/marcom.ee\/ee\/wp-json\/wp\/v2\/posts\/69\/revisions"}],"predecessor-version":[{"id":82,"href":"https:\/\/marcom.ee\/ee\/wp-json\/wp\/v2\/posts\/69\/revisions\/82"}],"wp:attachment":[{"href":"https:\/\/marcom.ee\/ee\/wp-json\/wp\/v2\/media?parent=69"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marcom.ee\/ee\/wp-json\/wp\/v2\/categories?post=69"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marcom.ee\/ee\/wp-json\/wp\/v2\/tags?post=69"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}