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)
