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What You Need to Know

Why Attribution Tracking is Critical in Measuring Performance Media

Attribution tracking is essential as it accurately assesses which marketing channels and touchpoints drive conversions, optimizing budget allocation and improving ROI.

 

When to Use Models Other than Last Click

Other models, like first-touch, linear, or time-decay, should be used to understand the impact of initial or multiple interactions throughout the customer journey, not just the final touchpoint.

 

What are Lookback Windows and Their Strategy

Lookback windows define the time period during which a conversion can be attributed to a marketing effort. Choosing the right lookback window involves analyzing the typical sales cycle and adjusting the window to capture all relevant interactions without over-attributing.

 

Why Use Paul Mosenson and NuSpark Media Group for Proper Campaign Measurement?

Paul Mosenson and NuSpark Media Group offer expertise in precise campaign measurement, leveraging advanced attribution models and analytics to optimize marketing strategies, improve ROI, and ensure effective budget allocation.

Attribution Measurement & Campaign Tracking Services

 

An important service we offer at NuSpark Media Group is media attribution consultation and management services to help you understand and maximize the potential of your marketing investments. If you’re dealing with complex marketing metrics or struggling to identify which channels are driving your business growth, our expertise and tools can guide you through the world of media attribution. We provide clarity and strategic insights to enhance your marketing performance by tracking the buyer’s journey and giving credit to influential media sources.

Maximize Your ROI with Precise Attribution

Do you know which marketing activities are driving your leads and conversions? Are you confident that you’re investing in the most effective strategies? With our robust attribution modeling, we’ll help you answer these questions with utmost certainty.

Whether it’s first-click, last-click, linear, time-decay, or position-based attribution, we’ll help you identify the model that best fits your marketing goals and customer behavior. Or go a step further with our advanced data-driven attribution, which leverages artificial intelligence and machine learning to assign credit based on the actual impact of each touchpoint in the customer journey.

Understanding Attribution

Understanding the impact of your media efforts in a B2B or B2C setting is crucial to optimizing your marketing strategies. Two crucial components of this measurement are lookback windows and attribution settings. Both play a significant role in accurately attributing conversions and determining the effectiveness of your campaigns.

Lookback Windows:

A lookback window is the period during which a conversion (like a sale or lead) can be attributed to a particular marketing activity. This window can range from a few days to several months, depending on your business cycle and the buying behavior of your customers.

To set an effective lookback window, you should consider the length of your sales cycle. In B2B marketing, the sales cycle can often be several months long, so you might consider a longer lookback window than typically used in B2C marketing. For example, if your average sales cycle is six months, you might use a lookback window of 90 days to capture all the interactions that contributed to the conversion.

Keep in mind that using a lookback window that’s too long can over-attribute conversions to your media efforts, while one that’s too short can miss important interactions. Adjusting your lookback window periodically based on data can help you maintain accuracy in your measurements.

Attribution Settings:

Attribution models determine how credit for sales and conversions is assigned to touchpoints in conversion paths. They play a key role in understanding the effectiveness of various marketing activities and optimizing your media spend.  

Here’s examples and use cases of various attribution models

 

 

1. Last Touch Model

  • Description: Allocates 100% of the conversion value to the last channel interacted with before a purchase or conversion.
  • Use Case: Ideal for ads and campaigns aimed at immediate purchase decisions, or for businesses with a transaction-focused model lacking a prolonged consideration phase.

2.  First Touch Model

  • Description: Credits the entire conversion value to the initial interaction channel.
  • Use Case: Suitable for campaigns focused on raising initial awareness, particularly for lesser-known brands.

3. Linear Model

  • Description: Distributes conversion credit equally across all interacting channels.
  • Use Case: Effective for campaigns maintaining consistent customer engagement throughout the sales cycle.

4. Time Decay Model

  • Description: Based on exponential decay, it prioritizes touchpoints closer to the conversion time.
  • Use Case: Ideal for short, promotional campaigns where recent interactions are deemed more valuable.

5. Position Based Model

  • Description: A hybrid model that allows flexible credit assignment to initial and final interactions.
  • Use Case: Optimal for valuing customer introduction and concluding sales touchpoints. 

Choosing the right attribution model for your business largely depends on your marketing goals, customer buying behavior, and the complexity of your sales cycle. Many businesses use a combination of models or opt for data-driven attribution, which uses machine learning to assign credit based on the actual impact of each touchpoint.

Here’s a simple example of attribution tracking with various models. Depending on the offers and timeframes, we’ll create a custom model for your business.  The goal is to give credit to mediums that influence conversions as well as those mediums that generate the “last click” conversion.

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