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Rakuten Attribution

The Storm Platform implements tailored attribution models that automatically attributes sales and actions for more than £3Bn in sales across 10Bn touch points every month.

Over the past 7 years we have developed the Storm Platform to support advanced, statistically derived models that reflect the unique setup of each client. 

The Storm Platform is configured for each client following an Attribution Modelling project which defines the model, and regular refinements and additional learnings are applied to ensure the model reflects real consumer behaviour. 

Dynamic Attribution Framework

The Storm Platform has a comprehensive analysis approach and advanced technology for defining how sales should be shared across the cross channel and cross device path to conversion.

Storm uses in-depth propensity analysis to set weightings on all of the metrics that matter, including:

  • 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 – Weightings can be changed based on the marketing channel that brought the visit.
  • Keyword Grouping – For visits from paid and natural search, the weightings 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.

Bespoke Statistical Models

The models deployed by Rakuten Attribution are completely tailored to each client, derived from in-depth statistical analysis of each business' individual data. The models are developed in an approach that has been refined by Rakuten Attribution over the past 7 years. 

Our consultants analyse all converting and non-converting journeys to understand the propensity to purchase for all touchpoints. By analysing which touchpoints directly increase the conversion rate we derive a coefficients matrix which is then integrated within the Storm Platform to drive real-time sales attribution.

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