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Attribution By-Products: Additional Insights for Marketers (Part 1 of 2)

Volume 1, Issue 9 - October, 2011

Anto Chittilappilly, Co-Founder, President & CTO, Visual IQ

Beyond the multi-dimensional fractional attribution of credit for your marketing success across channels, campaigns and tactics, the attribution management process produces a number of other extremely valuable by-products. The following are a few of the insights that can be turned into actionable strategies as a result of analyzing the stack of touchpoints associated with the audience that is exposed to your marketing initiatives, and associating that touchpoint data with the degree to which you achieve your specific marketing KPIs (key performance indicators).

Conversion Propensity Analysis

Propensity to Convert by Tactic – by analyzing the most granular data associated with the touchpoints of the population of individuals that converted/bought, you are able to determine the probability of someone to convert if she is exposed to any given marketing tactic (channel, publisher, keyword, placement, creative, campaign, etc.). At a single-dimension level this lets you know what tactics produce the highest likelihood of conversion. This also informs you as to what percentage of your target audience is being exposed to a given tactic. Sample question answered: “How do I score my publishers in their capability to produce conversions with same media-cost?”

Propensity to Convert by Mix of Tactics – by analyzing the same touchpoint data, you are also able to determine the probability of someone to convert if he is exposed to any given combination marketing tactics. This multi-dimensional analysis provides a picture of the combinations of tactics that produce the highest likelihood of conversions, as well as the percentage of your target population that is exposed to each combination of tactics. Sample question answered: “How do I score my combination of publisher/creative/size in their capability to produce conversions with same media-cost?”

Lift in Propensity to Convert – from this analysis you are also able to determine the lift in the probability to convert if someone to convert if she is exposed to any given marketing tactic. This is particularly important if the tactic resulted in an impression, rather than a click, so that the incremental value of a mere impression on your overall success can be quantified. Sample question answered: “In which publisher should I invest more to generate the most lift in overall conversions?”

Affinity Analysis

Cross Channel Affinity – this analysis uncovers affinities between tactics across multiple channels, such as whether exposure to a given online display ad creative causes there to be subsequent searches for, and conversions on a given keyword search. Sample question answered: “In which display ad publisher should I invest more to generate searches for our highest converting keyword?”

Intra-Channel Affinity – finding from this analysis illustrate affinities between tactics within the same channel, such as whether exposure to a given online display ad placement results in subsequent clicks/conversions on another online display ad, or if a search on a given non-branded keyword causes there to be subsequent searches for, and conversions on a given branded keyword search. Sample question answered: “In which keywords should I invest more because of the assists they provide in producing searches for our highest converting keywords?”

The takeaway is that changes in cross channel and intra-channel tactics can be driven by the intelligence produced by all the touchpoint analyses detailed above. Next month we’ll provide part 2 of this article with a look at “Converters Analysis.”

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