{"id":36,"date":"2019-06-25T09:00:59","date_gmt":"2019-06-25T09:00:59","guid":{"rendered":"https:\/\/marcom.ee\/en\/?p=36"},"modified":"2019-07-24T08:40:30","modified_gmt":"2019-07-24T08:40:30","slug":"multi-touch-attribution","status":"publish","type":"post","link":"https:\/\/marcom.ee\/en\/multi-touch-attribution\/","title":{"rendered":"Multi-Touch Attribution"},"content":{"rendered":"\t\t
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Optimizing your media channels.<\/strong><\/h2>\n\n\n\n

Media\nfragmentation is increasing, the digital space is constantly evolving, and\nmulti-screen interactions are changing consumer behaviour<\/strong><\/h4>\n\n\n\n

Marketers face the challenge of\ndeciphering the role of each channel in the consumer purchase decision.\nManaging marketing in silos is no longer effective. Consumers are exposed to\nmultiple online and offline channels and interact with Paid, Owned and Earned\nMedia, often across multiple devices (computers, tablets, mobile). In order to\noptimise marketing spending, the individual impact or ROI of each channel needs\nto be understood in relation to the role it played in the consumer buying\ndecision and the complete path to conversion.<\/p>\n\n\n\n

Algorithmic Attribution\nvs Last Paid Click<\/h5>\n\n\n\n

When starting a multi touch attribution\nanalysis, we distinguish between all online media channels as well as\nbetween clicks and impressions. We\u2019ll use cookie data to construct\na path\/sequence of interactions for each individual consumer\/cookie\nfor which each path, it is registered whether or not the path ends in\na conversion.<\/p>\n\n\n\n

By including non-converting paths we\nare able to examine how often a particular constellation of interactions\nresults in converting at the end. Comparing similar paths showing different\nconversion rates gives us the possibility to investigate how strong\ncertain interactions in certain positions are involved in conversion\ndecisions. <\/p>\n\n\n\n

When using Last Paid Click<\/strong> attribution,\nthe last paid click in the path will be attributed 100% of the conversion\ncredit<\/p>\n\n\n\n

  • No other elements in the\n paths get any credit<\/li>
  • Display will not be given\n credit through impressions, and will thus only receive credit if a\n click on a display banner is the last paid click in the path<\/li><\/ul>\n\n\n\n

    By use of algorithmic attribution<\/strong> this\nproblem is solved by analysing the entire online consumer journey<\/p>\n\n\n\n

    • Each interaction type is\n evaluated and attributed effect based on the ability to contribute to\n conversion<\/li><\/ul>\n\n\n\n

      \n\nThe results from the multitouch attribution\nstudy can be used to make a new online media allocation in order\nto optimise the number of conversions generated by paid online\nmedia. By optimising the media channels with respect to the same\ntotal investment as the current allocation, it would be possible to\nimprove the number of media generated conversions by X% with a possible\ndecrease of the CPL.

      \nIf you\u2019re unsure how much you pay for your online media\nresults \u2013 contact us: info@marcom.ee<\/strong><\/p>\n<\/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

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      Optimizing your media channels. Media fragmentation is increasing, the digital space is constantly evolving, and multi-screen interactions are changing consumer behaviour Marketers face the challenge of deciphering the role of each channel in the consumer purchase decision. Managing marketing in silos is no longer effective. Consumers are exposed to multiple […]<\/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-36","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/marcom.ee\/en\/wp-json\/wp\/v2\/posts\/36","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marcom.ee\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marcom.ee\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marcom.ee\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/marcom.ee\/en\/wp-json\/wp\/v2\/comments?post=36"}],"version-history":[{"count":4,"href":"https:\/\/marcom.ee\/en\/wp-json\/wp\/v2\/posts\/36\/revisions"}],"predecessor-version":[{"id":43,"href":"https:\/\/marcom.ee\/en\/wp-json\/wp\/v2\/posts\/36\/revisions\/43"}],"wp:attachment":[{"href":"https:\/\/marcom.ee\/en\/wp-json\/wp\/v2\/media?parent=36"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marcom.ee\/en\/wp-json\/wp\/v2\/categories?post=36"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marcom.ee\/en\/wp-json\/wp\/v2\/tags?post=36"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}