With the increase and expansion of novel technology, the task of conversion attribution has become much too complicated. In fact, pinpointing which one source or channel (e.g. SEO, display) influenced or triggered the purchase is deemed nearly impossible to tell, so much so that 'last touch' attribution has become the norm for businesses.
Last touch, as the name suggests, accredits the sale to the point of contact (or "opportunity") directly preceding the conversion. For example, say a person attended a makeup workshop at Sephora which was showcasing Rihanna's new face powder. After the session is over, the person returns home and receives an email from the store, one, asking for feedback and , two, giving the client a special 15% off discount. The person swiftly ignores the feedback query and jolts the cursor over to the browser to write sephora.com/rihannapodwer/where/I-need-now. Shortly after, the purchase is made. According to last-touch attribution, the source responsible for the purchase is the email sent out by the store.
This model, while convenient, is often inaccurate. As such, google ads among other players started to move to a multi-touch attribution model. Specifically, "Google will likely emphasize its multi-touch attribution reporting, and in particular Data-Driven Attribution (DDA), which uses algorithmic attribution to credit sales across Google’s ad properties" writes Marketingland.com. One such way, Google reveals, is to use Multi Channel Funnel Reports within Google Analytics. This approach is still in its trial-and-error phase and it would be interesting to see if a simple yet quality tool comes out to help businesses pinpoint what drives the most sales.
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