What is Attribution Modeling? Attribution modeling is a strategy that allows marketers to analyze and assign credit to marketing touchpoints that occur at specific stages of the customer journey, from finding a product online to buying a product. purchase, and at each intermediate action. Using attribution models helps marketers better understand which parts of their marketing effort are driving the most leads to that part of the sales funnel. With multi-touch modeling, you can spread credit across multiple touchpoints to see how marketing interactions affect the entire sales funnel. Lead-Attribution-Banner-CTA Why are attribution models important in digital marketing?
As a marketer running multiple campaigns across multiple platforms, it can be difficult to determine what combination of PPC keywords, display ads, landing pages, and SEO is driving leads that effectively move through the web. sales funnel and along the employee email database conversion path. With attribution modeling, marketing teams have a holistic view of every customer journey, from inception to final purchase. Example of attribution For example, customer A and customer B are both looking for a product that your company sells. Customer A converts in 1 step because they came to your website knowing what they wanted and your site was able to deliver it. It's pie. Customer B, however, may have a completely different experience for this conversion.
Let's say Customer B first clicked on your company's display ad, then interacted with your brand on social media before visiting your company's website from an organic search listing, downloaded an ebook and contacted via live chat a week later before signing up for a demo of your product. As you can see, Customer B's user journey had multiple stages, or touchpoints, over a period of time. If you only give credit to the last touchpoint before a sale, you're missing out on all the touchpoints that influenced your customer's choice to invest in your brand. This is a perfect example of a multi-touch conversion route and is becoming the rule rather than the exception in today's online sales conversion reality. By understanding which top-of-funnel efforts are successful, you are able to determine which marketing efforts attract customers in the first place and guide them deeper down the sales funnel.