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Question 1

There are many attribution-techniques* on digital landscape. Main Question: Which one to use ?

Answer 1

Depends (1) which is usable for you (2) campaign objectives (3) data analytical and financial capabilities

Question 2

Challenges in Attribution 4

Answer 2

1: Varying-Roles of Touchpoints 2: Time-Window 3: What If Customer Did Not Click (But Saw the Ad)4: Multi-Device Attribution

Question 3

Challenges in Attribution 1: Varying-Roles of Touchpoints: how many roles can a touchpoint have?

Answer 3

—A TOUCHPOINT can have three roles in a customer journey— I INTRODUCTION, ASSIST, AND CONVERSION

Question 4

Challenges in Attribution 1: Varying-Roles of Touchpoints what doe we want

Answer 4

Optimal mix of TOUCHPOINTS that provide the highest return on investment (ROI) – while being used in the right stage (with the right timing).

Question 5

Challenges in Attribution 1: Varying-Roles of Touch problem

Answer 5

the problem is NOT only – WHICH touchpoint – but WHEN and HOW ?

Question 6

Challenges in Attribution 2: Time-Window explain

Answer 6

if you only look at 6 day time window and customer purchases on 7th day it is considert as no purchase. but it is

Question 7

Challenges in Attribution 2: Time-Window solution

Answer 7

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

Question 8

Challenges in Attribution 3: What If Customer Did Not Click (But Saw the Ad)

Answer 8

VIEW-THROUGH ATTRIBUTION

Question 9

Challenges in Attribution 3: view-through attribution what is the ratio of click-through conversions to view-through conversion

Answer 9

y 1:5. However, counting view-through conversions is difficul

Question 10

what is helpful in order to see the effect of views on conversions = view-through-conversions

Answer 10

A/B test: divide audience in 2 group:
group 1: relatable ad for store
group 2 unrelatable ad to store

Question 11

how to calculate increase in conversion with A/B test

Answer 11

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)

Question 12

Challenges in Attribution 4: Multi-Device Attribution
Main Challenge

Answer 12

To match/integrate (same) customers’ holistic journey on different devices

Question 13

Challenges in Attribution 4: Multi-Device Attribution example

Answer 13

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 ?

Question 14

Challenges in Attribution 4: Multi-Device Attribution solution

Answer 14

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.

Question 15

Marketing landscape evolved from

Answer 15

From where channels seen as separate (multichannel) to a perspective where they are seen as integrated and in an inter-play with each other

Question 16

Main Differences: Multichannel to Omnichannel 3

Answer 16

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

Question 17

Cross-Channel Effects: Carry-Over effect + example

Answer 17

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) !

Question 18

Cross-Channel Effects Spill-Over Effects

Answer 18

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 !

Question 19

Combined use of touchpoints can (possibly) lead to

Answer 19

synergetic outcomes

Question 20

when can we talk about synergetic effects

Answer 20

If we observe a higher purchase (conversion) % in the case of a combined use of two touchpoints

Question 21

cannibalistic cross-channel effects

Answer 21

certain channels – if used together- have negative effect or making each other less visible

Question 22

Research Shopping:

Answer 22

When a customer uses different channels to search and purchase the product

Question 23

Online Search –> Offline Purchase:

Answer 23

Webrooming (most common type 5-10 years ago, it still is)

Question 24

Offline Search –> Online Purchase

Answer 24

Showrooming (Many people still prefer seeing and touching the merchandise they buy before they buy online)

Question 25

Customer Journey (maps) visualize

Answer 25

multiple stages of customer journey in more detail

Question 26

Customer Journey is rather a cycle-loop rather than straight timeline:

Answer 26

they repeats in an evolving manner, being updated with new experiences

Question 27

Touchpoint Exposure:

Answer 27

How frequent-often is a touchpoint is exposed to customers in a customer journey

Question 28

Touchpoint Reach:

Answer 28

What is the % of customer that encountered each touchpoint at least once along their shopping journey

Question 29

Loyalty-Loop

Answer 29

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

Question 30

Product Type: Hedonic vs. Utilitarian has impact on how

Answer 30

a customer-journey: (i) its stages and (ii) the journey touchpoints shape-up

Question 31

Impact on Customer JourneysFor hedonic purchases (e.g. toys), c

Answer 31

consumers use social media and on-site product pages as early as two weeks before the final purchase

Question 32

Impact on Customer Journey For utilitarian purchases (e.g. office supplies),

Answer 32

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

Question 33

Product Types: Impact on customer journey works idfferen with

Answer 33

no-purchase sessions: consumers’ information channel choices vary significantly with H/U characteristics of purchases

Question 34

Touchpoints Hedonic Products such as toys 3

Answer 34

(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.

Question 35

Touchpoints Utilitarian Products such as office supplies 2

Answer 35

(1) benchmark price and product, due to intensive use of third-party reviews and (2) prioritize search engine marketing (SEM)

Question 36

Would a multi-device journey could be distracting (thus decreasing attention-focus) or enriching for the experience – what do you think?

Answer 36

Along the journey: cross (multi) device users have significantly higher conversion rates.

Question 37

which multi device jurney leads to batter conversion rate

Answer 37

customers switch from a more mobile device, such as a smartphone, to a less mobile device, such as a desktop,

Question 38

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

Answer 38

Product category–related perceived risk is higher, * Product price is higher, * Customer’s experience with the product category and the online retailer is lower.