There are a few strategies you can develop to define the best attribution model for your business.
We know that each model has its strengths and weaknesses, so your choice will depend on the moment your business is facing in the market.
But, we have reserved some tips for you to learn how to choose an attribution model.
Create the customer journey how-to-choose
Evaluate the different touchpoints shop that make up the customer’s purchasing journey. You can use Google Analytics as a basis, as it tracks data from each channel differently.
On each channel, your numbers are tracked using Key Performance Indicators (KPIs) .
The tool can also measure other interesting data:
- which consumers are engaged with your page;
- what channels accessed your site;
- how long it takes to acquire a product or service.
Google Analytics is an intuitive and practical tool for marketing professionals.
Define your goal
The choice of attribution model will build a winning marketing strategy depend on the objective of your campaign. If you want to know how many people reached the cart page through your blog, the last interaction is best.
If your focus is on a branding campaign, first click is a great option.
Know your buyer persona how-to-choose
Knowing your buyer persona ‘s profile christmas island businesses directory is essential to achieving your goal. Understand their reasons for buying, their interests, demographic profile and which channels they frequent. This will make it easier to choose your attribution model.
Test, test, test! how-to-choose
In any marketing strategy, testing is key. In attribution modeling, the situation would be no different. So, be flexible and change attribution based on your results.
The rule is clear: attribution models should change as your business develops. After a period, make a new plan. At that point, you should reallocate investments and allocate the budget appropriately.
Then, re-evaluate the impacts of each action.
Where to monitor attribution models? how-to-choose
The best tool to analyze attribution models is Google Analytics. It has several alternatives that can be customized according to your business’s objective.
You can access the data this way: go to “Conversions” which is located in the left menu. Then click on “Attribution”. After that, simply click on “Model Comparison Tools”.
As a marketing professional, you must keep in mind that multi-channel campaigns affect consumers on a daily basis. That’s why you must put a value on each one.
Attribution models help you improve the results of your strategies, identify channels that need improvement, and provide a complete view of all your team’s efforts.