Attribution analysis is a method of evaluating the contribution of customer touchpoints to a direct conversion.
It has become possible to measure indirect conversions cross-sectionally, and has been attracting attention in recent years.
In this article, we will introduce what kind of analysis is attribution analysis, its methods, and how to use it in practice.
■What is attribution analysis?
Let’s take a look at what attribution analysis is and how it came to attract attention.
●Attribution analysis is a web advertising evaluation method that takes even indirect conversions into consideration.
Attribution analysis is a method of analyzing conversions of web advertisements.
You can evaluate the contribution of each ad to conversions by taking into account not only direct conversions but also indirect conversions.
●Previously, only the last clicked ad could be evaluated.
Before ad networks became popular, the only way to measure the effectiveness of an ad was by looking at direct conversions that resulted in actual clicks.
Therefore, even if multiple web ads are posted, only the last clicked ad will be evaluated.
Customers typically take many paths before clicking on your ad.
The inability to evaluate indirect conversions that occur along the way, such as view-throughs that appear on a page viewed by a customer but do not result in a click, has become a major issue.
●Duplication occurred even after indirect conversions could be evaluated.
The issue of not being able to evaluate indirect conversions has been resolved to some extent with the advent of ad networks.
Ad networks also allow view-through measurement.
Ad networks measure conversions by medium.
This resulted in duplication of conversions between media.
●3PAS makes it possible to evaluate conversions of multiple media
Conversion overlap between media was resolved through third-party advertising delivery (3PAS).
By using 3PAS, which centrally manages ad distribution, you can measure all indirect conversions leading up to direct conversions without duplication.
Attribution analysis is an analysis that evaluates the contribution of conversions measured in this way.
The reason why attribution analysis has received attention in recent years is because the ability to measure conversions has only recently become possible.
Attribution model types
Now, in order to conduct attribution analysis that evaluates the contribution of all touchpoints leading directly to conversion, we must assume a “model.”
There are many types of models, mainly
・Result distribution model
・Bayesian network model
・Markov chain model
・Boltzmann weight model
and so on.
Let’s take a look at the “result distribution model,” which is the easiest attribution model to use even for beginners.
A performance allocation model uses analytics to weight the touchpoints a customer goes through before a direct conversion.
The type of weighting is
1. end point model
2. starting point model
3. linear model
4. damping model
5. Contact base model
There are five.
1. end point model
The end point model allocates 100% contribution to the last touchpoint.
This is the same way of thinking as before the advent of ad networks.
Ideal for use in cases where the sales cycle is short and does not include a consideration stage, such as limited-time campaigns.
2. starting point model
The starting point model allocates 100% of the contribution to the first touchpoint the customer interacts with.
Suitable for campaigns aimed at brand recognition.
3. linear model
A linear model gives equal credit to all customer touchpoints on the path to conversion.
This model is suitable if your goal is to maintain customer engagement and increase awareness throughout the sales cycle.
It is easy to use even for beginners, and it can be said to be the most orthodox of the outcome distribution models.
4. damping model
A decay model reduces the contribution of a touchpoint as it occurs earlier than the date of the conversion.
Like the end point model, it is suitable for running limited-time campaigns.
5. Contact base model
The contact-based model increases the contribution of the start and end points and reduces the contribution of the touch points in between.
Suitable if you want to focus on both “touchpoints that made customers aware of your brand” and “touchpoints that led to sales.”
How to use attribution analysis in BtoB
The concept of attribution analysis can be said to be very familiar in BtoB.
This is because in BtoB, it is common to build sales strategies by considering multiple touchpoints and channels.
In BtoB, marketing automation (MA) is often introduced.
In M.A.
・Exhibitions and seminars
・Blogs, videos, press releases
・SNS and email
・Advertisement on TV, newspapers, etc.
・Approach from sales department
You can evaluate the cost-effectiveness of various lead nurturing measures such as
One way to utilize attribution analysis in BtoB is to link it with this MA.
Attribution analysis alone cannot tell you which of the leads that convert actually become deals or sales.
However, by linking with MA, you can optimize the delivery of web advertisements while referring to actual business results.
By implementing attribution analysis, B2B businesses can develop more comprehensive and effective marketing strategies.
summary
◆ What is attribution analysis? A method of evaluating web advertising that takes into account all customer touchpoints.
◆ It is now possible to measure indirect conversions cross-sectionally and is attracting attention.
◆ Among the attribution models, the “outcome allocation model” is easy to use.
◆ By linking attribution analysis with MA, comprehensive and effective marketing strategies can be formulated.