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Attribution Examples for the Children’s Enrichment Industry

Let’s explore how marketing attribution can be a pivotal tool for the children’s enrichment industry, specifically in the realms of tutoring and summer camps. We’ll focus on two examples that employ different attribution models: Time-Decay and Position-Based. These models provide a comprehensive understanding of the customer journey, allowing businesses to make data-driven decisions—a strategy that NuSpark Media Group excels at.

Example 1: Time-Decay Attribution Model for Tutoring Services

Scenario: Sarah, a concerned parent, is looking for a tutoring service for her son who is struggling in math. Over a week, she interacts with multiple ads from “SmartKids Tutoring,” which is offering a free first session.

Customer Journey:

  • Day 1: Clicks on a Google Ads search ad.
  • Day 3: Clicks on a Retargeting ad while reading a parenting blog.
  • Day 5: Notices a Facebook ad and clicks.
  • Day 7: Finally, clicks on an Organic Search result and redeems the free session.

Time-Decay Attribution:

  • Google Ads: 10% credit
  • Retargeting Ad: 20% credit
  • Facebook: 30% credit
  • Organic Search: 40% credit

Insight: The Time-Decay model shows that the Organic Search and Facebook are the most influential in Sarah’s decision to redeem the offer. This suggests that these channels are effective in nudging the customer towards conversion and may warrant a larger share of the marketing budget.

Example 2: Position-Based Attribution Model for Summer Camps

Scenario: Mike and Emily are looking for a summer camp for their daughter. They come across various ads from “AdventureKids Camp,” which is offering an early-bird discount.

Customer Journey:

  • Day 1: Clicks on an Instagram ad.
  • Day 2: Clicks on an Online Display ad on a parenting website.
  • Day 4: Clicks on a TikTok ad.
  • Day 5: Redeems the early-bird discount after clicking a Retargeting ad.

Position-Based Attribution:

  • Instagram: 40% credit (First Touch)
  • Online Display: 10% credit
  • TikTok: 10% credit
  • Retargeting Ad: 40% credit (Last Touch)

Insight: The Position-Based model highlights the importance of Instagram and Retargeting Ads in both initiating and closing the customer journey. These channels appear to be the most effective in capturing attention and driving action, suggesting they should be focal points in future campaigns.

Key Takeaways:

  • Time-Decay is valuable for understanding the increasing influence of each channel as the customer nears the decision point.
  • Position-Based identifies the key channels that are instrumental in both starting and concluding the customer journey.

By leveraging these attribution models, NuSpark Media Group can strategically allocate resources to the most impactful channels, ensuring a higher ROI and more effective campaigns in the children’s enrichment industry.

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