Multi-channel attribution and KPIs

For marketers, the ability to communicate and track actual consumers as opposed to their various devices (multi-channel attribution), is increasingly important.

It’s clear that by analyzing each attribution model, they can get a better idea of the ROI for each marketing channel. Once marketers know what’s valuable and what’s not, actions around optimization, budgeting, and strategic planning are all based on understanding value.

Multi-channel attribution has 3 main models based on different KPIs, like:

1) Driving a user to the physical store. This is the attempt by marketers and analysts to try and understand the offline impact (revenue/brand value/butts in seats/phone calls/etc.) driven by online marketing and ads.

2) Matching the user across screens. It refers to the traditional “four screen” users: TV, desktop, tablet, smart phone. The primary challenge is that as users switch devices, it is increasingly difficult to keep track of the same person.

3) Allocating budget on the various digital channels. This is the attempt to understand which digital marketing channels contributed to a particular conversion (or multiple).

To note: adopting multi-channel attribution doesn’t happen overnight and since it’s a tech and measurement method, affects multiple teams.

-LB

Other sources: see in the LinkedIn comments.

Previously posted by Luca Brighenti via LinkedIn. 

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