Attribution modelling

Attribution modelling

This is fantastic article and currently I am writing something not too dissimilar.

IMO the industry will struggle to create a ubiquitous methodology for attribution as there are just such a large set of unknowns

 With your described position based attribution you fail to take into account the time on site each click delivers.

Through analysis one of our clients found out that for every additional minute a user spends on site that it is worth an additional amount of money in revenue and profit.

Therefore the time a user spends on site is critical in influencing the customer journey, as not each click to a site is created equal time on site therefore is the governing factor in executing attribution.


Attribution rules

If there is no click activity for a four day period prior to the sale then the sales is deemed organic and no channel is attributed the sale

If there is a click within a four day period of a sale being made then the following attribution model is instigated


5% of Sales Revenue = CPA = Analysis of click path { Channel A (time on siteA / Total time on site)+Channel B (time on siteB/ Total time on site) +Channel N (time on siteN/ Total time on site)}

It is worth noting there are significant known flaws with all current attribution models, under the below conditions attribution modelling falls down completely

  • When multiple users use the same computer, attribution tracking cannot identify which user agent is using the computer at any one time
  • When first and third party cookies are deleted are blocked by a browser
  • When a single user uses multiple devices to complete a purchase, currently attribution systems are not sophisticated in pairing multiple devices to a single user
  • If a user is a member of a cashback or loyalty points scheme any advertiser who wants to implement attribution and engage these type of audiences must have  a hierarchical structure that can supersede attribution in order to give a constant monetary value to these type of transactions

Every industry, brand, segment and sometimes even products have a different purchase paths and as such require their own customised attribution model.

And this is the problem with defining standard media attribution models. Because your businesses are unique, with unique products, strategies, competitors and environments, picking a cookie cutter (pardon the pun) attribution model based on an industry average can potentially be as misleading as last click attribution. 


The only way to guarantee attribution models are accurate and thus can be utilised for major strategic decisions such as media budget allocation between channels is to use a custom attribution model.




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