Attribution Modelling
INTRODUCING DC STORM VIDEO
Individual Models for Individual Business Needs
Attribution analysis can help businesses to see their marketing activity more clearly than ever, but the attribution model must be bespoke for their needs.
It may be tempting to choose a solution with a ready made model that allows attributed results to be seen straightaway, but in reality getting accurately attributed data for your business is not that easy. It takes strategic thought and insight to help shape a model that meets the individual characteristics and requirements of each business.
In-depth Consultations by Attribution Experts
Our expert consultants work with marketers to develop the most suitable attribution model for their business by analysing real data.
Find answers to key questions:
- Which activities and visits are actually contributing towards the ultimate goal?
- How far back do visits contribute to the conversion?
- In what combination are they effective?
- How should the conversion value be shared between the contributing visits?
- How should each channel be weighted?
On-Going Support
In order to see the true picture of digital marketing activity attribution models must be consistently revised. Online marketing is constantly evolving, with new sites, channels and opportunities appearing all the time. In addition to this, business’ campaigns will change and focus will be shifted to reflect new activity.
DC Storm have regular contact with all clients and will work with marketers to ensure their multichannel attribution model continues to grow and develop alongside their business.
Storm can set weightings on the key metrics:
- Brand or non-brand – Visits that reflect that the user knows the brand name of the website can be treated differently from those that don’t.
- Marketing Channel – Weighting can be changed based on the marketing channel that brought the visit.
- Keyword Grouping – For visits from paid and natural search, the weighting can be based on groups of keywords that can be defined using free text matching.
- Position in the path to conversion – Once a set of visits has been identified, weightings can be set for visits based on the position of visits in the path to conversion.
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To discuss any of our features, and how DC Storm can help your business, please get in touch.
