W2: Amazon (2021a). What is marketing attribution? A beginner’s guide Links to an external site. Flashcards
What is marketing attribution?
It identifies how marketing tactics and customer interactions contribute to sales, conversions, or other goals.
Why is marketing attribution important?
It helps in understanding customer journeys, measuring touchpoint effectiveness, optimizing ROI, and refining future marketing strategies.
What are the challenges associated with marketing attribution?
Ensuring accurate credit distribution to touchpoints, capturing the entire customer journey, avoiding inefficiency and inaccuracy.
What does the first-touch attribution model credit?
Credits the first customer touchpoint with your brand.
What does the last-touch attribution model credit?
Credits the final touchpoint leading to a sale.
How does the linear attribution model distribute credit?
Distributes equal credit across all touchpoints in the customer journey.
What focus does the lead-conversion touch attribution model have?
Focuses on the touchpoint that generated the lead.
How does the time-decay attribution model allocate credit?
Gives more credit to recent interactions in the purchase funnel.
What is unique about the position-based attribution model?
Allocates major credit to the first and last touchpoints, with remaining credit to other touchpoints.
What flexibility does the custom attribution model offer?
Allows custom weight assignment to each touchpoint, considering industry, channels used, and buyer behaviors.
What factors should be considered when choosing an attribution model?
Length of sales cycle, customer journey map, and campaign objectives.
What are key strategies in marketing attribution?
Includes omnichannel approach, consideration of diverse leads, CRM campaign measurement, and automation.
