The Attribution Game
Quick Refresher: Marketing Objectives
There are just 2 types of Marketing Objectives, Direct Response and Brand
Attribution is most often used to evaluate Direct Response campaigns
What is Attribution?
For direct response campaigns, Attribution refers to the identification of the media Touchpoints that:
Put simply, attribution seeks to give credit
where credit is due
What are Conversion Events?
Conversion Events can occur online or offline. The most common conversion events are:
Quick Refresher: The Purchase Funnel
The Multiple Touchpoints on a Consumer’s Journey to Conversion are often depicted as a Funnel. The theory being that a conversion cannot occur until Upper Funnel activities have created Awareness and Interest.
Attribution Models
Attribution Models help media planners assign credit to the multiple touchpoints on the Consumer’s Journey from Awareness to Interest to Purchase Intent to Conversion.
Let’s look at the more common models…
Common Attribution Models
Conversion
Event
Last Touch: 100% of credit given to the last Touchpoint before the conversion event
What are the Pros & Cons of Last Touch?
0%
0%
0%
0%
0%
100%
Common Attribution Models
Conversion
Event
First Touch: 100% of credit given to the first Touchpoint before the conversion event
What are Pros & Cons of First Touch?
0%
0%
0%
0%
100%
0%
Common Attribution Models
Conversion
Event
Linear: Credit awarded equally to each Touchpoint before the conversion event
What are the Pros & Cons of Linear Attribution?
17.6%
17.6%
17.6%
17.6%
17.6%
17.6%
Common Attribution Models
Conversion
Event
Time Decay: Credit awarded to each Touchpoint but credit weighted more heavily toward Touchpoints closest to the conversion event
What are the Pros & Cons of Time Decay?
10%
30%
20%
10%
15%
15%
Common Attribution Models
Conversion
Event
Custom: Credit Awarded Based on the Media Planner’s Judgement as to the Impact of Each Touchpoint on the Conversion Event
What are the Pros & Cons of Custom Attribution Models?
20%
20%
10%
10%
10%
10%
In the Real World…
Numerous companies provide attribution software to help assign credit. A few of the most popular are...
Visual IQ (Nielsen owns) visualiq.com
Convertro (AOL owns) convertro.com
C3 Metrics c3metrics.com
But today, without any software, we will play a game to teach you the fundamentals of attribution.
How to Play
Let’s Play the Attribution Game
The Game Board
6
Conversion
Event
5
4
3
2
1
30 Days
Touchpoints 1 - 6
The Game Board
6
Conversion
Event
5
4
3
2
1
30 Days
Touchpoints 1 - 6
Menu of Media Options
(optional legacy bucket)
Media Option Terms: https://docs.google.com/document/d/1Xn49hB5uULnnO9gSvk3Rxtl4BlbaZPUPS4haposUs2Y/edit?usp=sharing
You may select as few as one, or as many as six media, for your Media Touchpoints on the Game Board
Once Done, Present Your Gameboard
(Important Note: There are no “right” answers)
https://analytics.google.com/analytics/web/?authuser=0#/report/bf-top-conversion-paths/a54516992w87479473p92320289/�