Marketing Attribution

Data Science

Get Recast - The main problem with standard last-click attribution for digital marketing channels are: - Bottom-of-funnel channels (e.g., branded search) get over-credited compared to top-of-funnel channels (e.g., social media engagements) - Offline channels (e.g., radio or TV ads) don’t have a digital trail and so can’t be easily tracked - There’s no simple way to understand the interactions between channels — maybe a customer needs to see both a TV and a facebook ad to convert. - models fall into three different buckets: - Order-level attribution (attributing a specific order to a specific channel or set of channels) - Incrementality via experimentation (making a change to spend and measuring what happens) - Media mix modeling (using statistical approaches to unpack the relationship between time series of spend and revenue)