As a marketer, you want to evaluate and enhance campaign effectiveness. To prioritize campaigns with positive returns and eliminate ineffective programs, it is helpful to calculate the return on investment.
Attribution reporting allows users to analyze, report, and visualize campaign performance across the funnel to identify and prioritize the most effective campaigns.
Multi-touch attribution reporting
A customer's journey often involves multiple touchpoints before reaching a conversion. To optimize campaigns and create personalized experiences, it is important to identify the touchpoints and messages that lead to positive actions.
Multi-touch attribution seeks to determine the value of each customer touchpoint that leads to a conversion. This feature helps to identify the marketing campaigns responsible for conversions and assists users in the effective allocation of future spending and the prioritization of the most influential campaigns.
Traditionally, marketers relied on single-touch attribution, which credits only one marketing touchpoint for conversions. For example, if a customer reads a blog post and then converts, the blog receives full credit for the conversion, while other touchpoints are ignored.
Multi-touch attribution aims to provide a fuller understanding of the conversion paths that your customers took.
Budgeting: Use historical attribution data to analyze future spending and identify the campaigns that drive pipeline and revenue.
Branding: Evaluate the effectiveness of branding campaigns.
Campaign ROI: Measure the performance of a campaign or channel to determine the most effective allocation of your marketing budget throughout the stages of the buyer journey.
Forecasting: Forecast the potential performance of future spending and prioritize campaigns that align with your pipeline and revenue goals.
Prerequisites
To enable this feature, the necessary database tables must be configured. To verify eligibility for this configuration, contact your customer value manager (CVM) or account manager.
Attribution models
You can assign different credit values to each interaction or touchpoint by using attribution models. For example, some models allocate all credit to the first or last interaction in a customer journey, while others use mathematical rules to distribute credit.
The following attribution models are available in Customer Data Platform (CDP):
First touch
Last touch
Event distribution (Linear)
U-shaped / Position-based (40-20-40)
Time-decay
First touch
This model gives all credit to the first interaction that led to a conversion.
Last touch
This model gives all credit to the last interaction that led to a conversion.
Even distribution (Linear)
This model considers all interactions that led to a conversion and assigns equal credit to each.
U-shaped / Position-based (40-20-40)
This model gives 40% credit to the first interaction and 40% to the final interaction that led to a conversion. It distributes the remaining 20% credit evenly across all interactions in between.
Time-decay
This model gives more credit to the most recent interactions. The credit for interactions keeps decaying with the time it takes for a deal to become conversion.
Important considerations
The following are the important considerations:
The dashboards and reports may take time to load due to the large volume of data being processed.
Due to the volume of data, the maximum Event Date Range is limited to 15 days. Therefore, CDP can review attribution events, such as emailOpen and emailClick, within this time period.
Dashboards and reports rely on available event data, which could be a single channel, such as email. However, if engagement events from other channels, such as SMS and app push, are available in CDP, they can also be considered.
Multi-touch Attribution
Attribution reporting
As a marketer, you want to evaluate and enhance campaign effectiveness. To prioritize campaigns with positive returns and eliminate ineffective programs, it is helpful to calculate the return on investment.
Attribution reporting allows users to analyze, report, and visualize campaign performance across the funnel to identify and prioritize the most effective campaigns.
Multi-touch attribution reporting
A customer's journey often involves multiple touchpoints before reaching a conversion. To optimize campaigns and create personalized experiences, it is important to identify the touchpoints and messages that lead to positive actions.
Multi-touch attribution seeks to determine the value of each customer touchpoint that leads to a conversion. This feature helps to identify the marketing campaigns responsible for conversions and assists users in the effective allocation of future spending and the prioritization of the most influential campaigns.
Traditionally, marketers relied on single-touch attribution, which credits only one marketing touchpoint for conversions. For example, if a customer reads a blog post and then converts, the blog receives full credit for the conversion, while other touchpoints are ignored.
Multi-touch attribution aims to provide a fuller understanding of the conversion paths that your customers took.
Budgeting: Use historical attribution data to analyze future spending and identify the campaigns that drive pipeline and revenue.
Branding: Evaluate the effectiveness of branding campaigns.
Campaign ROI: Measure the performance of a campaign or channel to determine the most effective allocation of your marketing budget throughout the stages of the buyer journey.
Forecasting: Forecast the potential performance of future spending and prioritize campaigns that align with your pipeline and revenue goals.
Prerequisites
To enable this feature, the necessary database tables must be configured. To verify eligibility for this configuration, contact your customer value manager (CVM) or account manager.
Attribution models
You can assign different credit values to each interaction or touchpoint by using attribution models. For example, some models allocate all credit to the first or last interaction in a customer journey, while others use mathematical rules to distribute credit.
The following attribution models are available in Customer Data Platform (CDP):
First touch
Last touch
Event distribution (Linear)
U-shaped / Position-based (40-20-40)
Time-decay
First touch
This model gives all credit to the first interaction that led to a conversion.
Last touch
This model gives all credit to the last interaction that led to a conversion.
Even distribution (Linear)
This model considers all interactions that led to a conversion and assigns equal credit to each.
U-shaped / Position-based (40-20-40)
This model gives 40% credit to the first interaction and 40% to the final interaction that led to a conversion. It distributes the remaining 20% credit evenly across all interactions in between.
Time-decay
This model gives more credit to the most recent interactions. The credit for interactions keeps decaying with the time it takes for a deal to become conversion.
Important considerations
The following are the important considerations:
The dashboards and reports may take time to load due to the large volume of data being processed.
Due to the volume of data, the maximum Event Date Range is limited to 15 days. Therefore, CDP can review attribution events, such as emailOpen and emailClick, within this time period.
Dashboards and reports rely on available event data, which could be a single channel, such as email. However, if engagement events from other channels, such as SMS and app push, are available in CDP, they can also be considered.
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