w2l1 Flashcards
There are many attribution-techniques* on digital landscape. Main Question: Which one to use ?
Depends (1) which is usable for you (2) campaign objectives (3) data analytical and financial capabilities
Challenges in Attribution 4
1: Varying-Roles of Touchpoints 2: Time-Window 3: What If Customer Did Not Click (But Saw the Ad)4: Multi-Device Attribution
Challenges in Attribution 1: Varying-Roles of Touchpoints: how many roles can a touchpoint have?
—A TOUCHPOINT can have three roles in a customer journey— I INTRODUCTION, ASSIST, AND CONVERSION
Challenges in Attribution 1: Varying-Roles of Touchpoints what doe we want
Optimal mix of TOUCHPOINTS that provide the highest return on investment (ROI) – while being used in the right stage (with the right timing).
Challenges in Attribution 1: Varying-Roles of Touch problem
the problem is NOT only – WHICH touchpoint – but WHEN and HOW ?
Challenges in Attribution 2: Time-Window explain
if you only look at 6 day time window and customer purchases on 7th day it is considert as no purchase. but it is
Challenges in Attribution 2: Time-Window solution
No definite solution since the customer may always come back to purchase. Howwver statistics on average customer journey durations fordifferent industries may be helpful in deciding on the most accurate attribution window (time-slot). –> know your sales cycle
Challenges in Attribution 3: What If Customer Did Not Click (But Saw the Ad)
VIEW-THROUGH ATTRIBUTION
Challenges in Attribution 3: view-through attribution what is the ratio of click-through conversions to view-through conversion
y 1:5. However, counting view-through conversions is difficul
what is helpful in order to see the effect of views on conversions = view-through-conversions
A/B test: divide audience in 2 group:
group 1: relatable ad for store
group 2 unrelatable ad to store
how to calculate increase in conversion with A/B test
Increase in conversions = (CR1 – CR2) /CR2,
Increase in conversions = (0,304 – 0,241) / 0,241 = 26% (through view-through; not clicked but supposedly seen ad)
Challenges in Attribution 4: Multi-Device Attribution
Main Challenge
To match/integrate (same) customers’ holistic journey on different devices
Challenges in Attribution 4: Multi-Device Attribution example
Example: A customer sees an on Mobile Phone – later go and check the user reviews on Tablet > eventually purchase from my Laptop.
How do we know these devices represent the journey of the same person ?
Challenges in Attribution 4: Multi-Device Attribution solution
Google uses its 8 main apps that are mostly available on all our devices to bridge/capture the multi-device customer journeys.
In this example: Email (Gmail) log-ins on different devices (by same customer) are used to bridge – integrate the journey parts with each other.
Marketing landscape evolved from
From where channels seen as separate (multichannel) to a perspective where they are seen as integrated and in an inter-play with each other
Main Differences: Multichannel to Omnichannel 3
Channels Interact/ Link with each other. Seamless and Integrated Customer Experience
* Touchpoints play an important role as channels
* Customer Experience and (Micro) Moments play a central role
Cross-Channel Effects: Carry-Over effect + example
The effect of a channel on the same channel in the subsequent (later) phases
Example: Facebook ads (that you liked) will have positive impact on you clicking Facebook ads again (later) !
Cross-Channel Effects Spill-Over Effects
The effects of a channel on another channel (cross-effect)
Example: The emails you clicked (and read) direct you to a social media ad that you were not aware of !
Combined use of touchpoints can (possibly) lead to
synergetic outcomes
when can we talk about synergetic effects
If we observe a higher purchase (conversion) % in the case of a combined use of two touchpoints
cannibalistic cross-channel effects
certain channels – if used together- have negative effect or making each other less visible
Research Shopping:
When a customer uses different channels to search and purchase the product
Online Search –> Offline Purchase:
Webrooming (most common type 5-10 years ago, it still is)
Offline Search –> Online Purchase
Showrooming (Many people still prefer seeing and touching the merchandise they buy before they buy online)
Customer Journey (maps) visualize
multiple stages of customer journey in more detail
Customer Journey is rather a cycle-loop rather than straight timeline:
they repeats in an evolving manner, being updated with new experiences
Touchpoint Exposure:
How frequent-often is a touchpoint is exposed to customers in a customer journey
Touchpoint Reach:
What is the % of customer that encountered each touchpoint at least once along their shopping journey
Loyalty-Loop
Shorter-Faster journeys with a shorter search-consideration stage where customers know what and how to do – maybe not at the first time but when you are back again for a repeat-purchase
Product Type: Hedonic vs. Utilitarian has impact on how
a customer-journey: (i) its stages and (ii) the journey touchpoints shape-up
Impact on Customer JourneysFor hedonic purchases (e.g. toys), c
consumers use social media and on-site product pages as early as two weeks before the final purchase
Impact on Customer Journey For utilitarian purchases (e.g. office supplies),
consumers use third-party reviews up to two weeks before the final purchase and make relatively greater usage of search engines, deals, and competitors’ product pages closer to the time of purchase
Product Types: Impact on customer journey works idfferen with
no-purchase sessions: consumers’ information channel choices vary significantly with H/U characteristics of purchases
Touchpoints Hedonic Products such as toys 3
(1) embrace social media and (2) monitor on-site product page views. (3) on-site product pages are leveraged extensively at the beginning of the journey and start to reduce before the purchase.
Touchpoints Utilitarian Products such as office supplies 2
(1) benchmark price and product, due to intensive use of third-party reviews and (2) prioritize search engine marketing (SEM)
Would a multi-device journey could be distracting (thus decreasing attention-focus) or enriching for the experience – what do you think?
Along the journey: cross (multi) device users have significantly higher conversion rates.
which multi device jurney leads to batter conversion rate
customers switch from a more mobile device, such as a smartphone, to a less mobile device, such as a desktop,
the effect of multi device journey (customers switch from a more mobile device, such as a smartphone, to a less mobile device, such as a desktop) is larger when 3
Product category–related perceived risk is higher, * Product price is higher, * Customer’s experience with the product category and the online retailer is lower.
