The attribution challenge that we all have is which attribution model is best for you. So trying to work out how we assign the credit for a purchase to all of these digital marketing efforts is what attribution is all about-and there are many types of attribution. So how do we assign what should get the credit for the value of that purchase? Should we give it all to the abandoned cart email because if that didn’t happen, the purchase never would have occurred? Or do we assign it all to the display ad because that’s where the user clicked, and we never would have got to the abandoned cart unless the user clicked on that display ad? Or do we share credit equally to both of those areas?īut what about the Google search? The user may have never even seen the display ad if they didn’t search for that type of product, so maybe there was some branding already done or, potentially, the SEO team had a very good high ranking that really helped that user click on the display ad by affirming their understanding of your brand. The user clicks on that offer and makes a purchase. It looks like they have abandoned their cart over time though, and so at a certain point in time, the marketing organization sends an abandoned cart email. The user does a Google search for a particular product, they see a display ad that has been developed by the marketing campaigns team, they click on that display ad, they browse the products in the e-commerce store, and they add something to their cart. What we are trying to do is give the appropriate credit back to all those touches in our digital marketing world so that we can start to really understand what’s driving customers to purchase from us and how we can speed that process up from a digital marketing channels perspective.If you take a look at the sample journey here, this is more of an e-commerce type journey. There are multiple touches, and one touch will hopefully end up in a purchase for your organization. So what is digital attribution modeling? Well in marketing, we typically create journeys for customers and they have a start and an end. Today, we are going to talk about marketing attribution.
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