Lecture 2 (2)

Question 1

Data-driven attribution key differences

Answer 1

Dealing with mid-journey funnel in a non ad-hoc way

and mid funnel parts of customer journey matter

Question 2

Markov attribution model (data driven models)

Answer 2

A probabilistic model that represents buyer journeys as a graph

graphs nodes are touchpoints

Graphs edges are observed transitions between those states

Question 3

Markov attribution models: Measuring the removal effect

Answer 3

Simulate removing an advertising campaign from a graph

Measure change in success rate (i.e. change in KPI)

(the how to is beyond the scope of this class)

A

Question 4

Attribution value of a given campaign formula (markov attribution models

Answer 4

A = total value of KPI x Campaign removal effect/Sum of all removal effects

Question 5

removal effect (markov)

Answer 5

the contribution of each channel in the customer journey is determined by removing each channel and seeing how many conversions occur without that channel being in place

Question 6

shapely value attribution (data driven models)

Answer 6

finds each ad campaigns marginal contribution, averaged over every sequence where the campaign could have been shown

Different campaigns work together in cooperation to generate value

Based on cooperative game theory (beyond this class)

Key idea: measuring each campaigns marginal contribution

Determined by what is gained or lost by removing them from a coalition of campaigns

Order of ads doesnt matter (in the standard setup)

Question 7

Two channel example: conversion

Answer 7

Facebook reaches 5 ad people
Google reaches 10 ad people

Facebook plus google somehow gets 30 people

Question 8

attribute models assign

Answer 8

Conversion credits to marketing campaigns

Question 9

Last touch attribution is

Answer 9

One of the most common attribution models but has limits

Question 10

data driven models Improve

Answer 10

on ad-hoc attribution by improving on how mid journey campaigns accrue credit

Question 11

shapely value attribution uses

Answer 11

Marginal contributions to a coalition as a means to attribute KPIs to ads

Question 12

Outstanding issues in marketing attribution models

Answer 12

Cross device journeys (search on computer and mobile)

Cookie destruction (consumer deletion of history, privacy regulations, GDPR, end of cookies)

Offline/online bridges (exposure to offline campaigns (TV, newspapers) difficult to track at user level