In a distant time when the value of the knights was judged by the strength of their exploits, the Holy Grail, the object of the quest of the Knights of the Round Table, was to heal the kingdom and bring prosperity. Like a knight, the marketer looks for the perfect attribution model, the one that will bring growth to his organization and cure his Mix Media of all the evils related to the lack of optimization. Only … Does this Grail really exist?
In our previous article “Attribution models … we explain! “, We returned to the definition of the attribution model and you drew up an inventory of the various models in presence. Only options to get out of Last Click. The perfect attribution model should be there!
Customer Journey & Attribution
In a context where multiple channels are involved in the same conversion, it is now indisputable that Single Touch-based attribution models (100% of conversion credit are allocated to one channel), even customized, no longer constitute a sufficient mean to value all the channels that create value in the Customer Journey.
What about Multi-Touch Attribution (MTA)? This model, which allows to spread the credit of a conversion to over several channels, is clearly a way to get closer to the Grail. However, the path is very long (or even fraught with pitfalls) so that figures allocated and analyzed, initially in last click pass in the end in MTA.
Multi-touch & Single Touch Attribution, when to use them?
Today, the MTA is essentially used in an Analytics logic, to better understand its Customer Journey. And understanding it is a necessity when considering moving to an attribution that is simply based on it!
That’s when the custom Single Touch attribution views, what we thought buried, have a role to play. Although they remain imperfect in the valuation of the Customer Journey, they do constitute a first phase in the evolution of the last click attribution model, by removing bias close to the conversion by the deprioritization of advertising interactions.
By creating new views of this type, you revalorize interactions that have generated a session but whose impacts have been hidden by others, between the shopping cart and the sale. You can also enhance a channel that initiate a click on a Search branding campaign that resulted in a sale. With these new views, you adjust your attribution.
Par ailleurs, la comparaison de vues (e.g. first click vs last click, dernier levier vs dernier levier hors session), vous permet d’en apprendre un peu plus. Votre Customer Journey s’éclaircit un peu plus, tout comme votre attribution.
In addition, the views comparison (e.g. first click vs. last click, last channel vs. last channel out of session), allows you to learn a little more. Your Customer Journey clears up a bit more, just like your attribution.
Cette quête du Graal, du modèle parfait, pourrait légèrement différer si vous décidiez de mettre en place, à chaque étape du Customer Journey, des KPI et des modèles d’attribution Single Touch afin de valoriser les partenaires qui génèrent un engagement stratégique. Le Graal pourrait même presque s’avérer accessible si le MTA devenait votre choix.
This quest for the Grail, for the perfect model, could slightly differ if you decide to implement KPI and Single Touch attribution models at each stage of the Customer Journey in order to value the partners that generate a strategic engagement. The Grail could almost be accessible if the MTA became your choice.
In the meantime, the quest is long. The Single Touch and MTA models each have their role to play in a first step of evolution of your attribution strategy, passing through a better understanding of the Customer Journey. It is therefore interesting to keep a Single Touch custom reference view in this quest, which will always be more accurate than your current last click view. Patience, you are on the right track!