Five Options for Attribution Modeling With Analytics Engines
Making adjustments. That’s the key to success, regardless of whether we’re talking about half-time adjustments in a big game or changes you make in your marketing plan. You have to observe, learn and adjust to what’s happening in your field of play.
That is what you will learn from our article “Five Options for Attribution Modeling With Analytics Engines,” a version of which initially was published on MarketingProfs (December 11, 2014), though its principles remain relevant today.
The objective of attribution modeling is to evaluate (by using analytics) what led to every sale—so we can replicate success.
In that post, we described five methods that command the most attention or offer the most promise.
- Last Click
- First Interaction
While “Last Click” used to be the only game in town, the rise of powerful – and often-times free – analytics tools like Google Analytics have greatly expanded the playbook for marketers.
Busy marketers often stick with what they’ve previously used. We get it. Learning and implementing a new model can take time. But the payoff is often worth the effort. For example, here are “3 Reasons to Drop Your ‘Last-Click’ Crutch.” When you’re ready to change your game plan, our previous post “4 Alternatives to Last-Click Attribution Modeling” also gives you guidance on choosing the model that’s best for you.
But never fear. Despite our admonishment to drop the “last-click” crutch, we let you know in “3 Tips for Managing Attribution Modeling” that it’s okay to use that crutch to prop up your analytics.
Today’s digital commerce is complex. In turn, smart marketing dictates that you make adjustments and invest your budget dollars where they will do the most good. We believe our tips will help point you in the direction of success.