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Attribution Examples for the Sporting Goods Industry

Let’s dig into marketing attribution for the sporting goods industry, focusing on an online offer or coupon as the conversion point. The goal is to be as strategic and tactical as NuSpark Media Group, ensuring that every marketing dollar is optimized for maximum ROI. We’ll explore two scenarios using Time-Decay and Position-Based attribution models, incorporating four paid media channels in each example.

Example 1: Time-Decay Attribution Model

Scenario: A consumer first learns about the sporting goods store’s online coupon through a TV ad featuring a vanity URL. They visit the URL and browse the store’s offerings. A few days later, they see a Retargeting ad while scrolling through a sports blog. They then encounter an Online Display ad on a news website. Finally, they convert by clicking on a Facebook ad that leads them to claim the coupon.

Paid Media Channels:

  • TV ad with vanity URL
  • Retargeting ads
  • Online Display
  • Facebook

Attribution Breakdown:

  • TV ad with vanity URL: 10% credit
  • Retargeting ads: 20% credit
  • Online Display: 30% credit
  • Facebook: 40% credit

Insights:

  • The Time-Decay model gives the most credit to the touchpoints closest to the conversion. Facebook, being the final nudge, gets the most credit.
  • Online Display and Retargeting ads act as crucial middle touchpoints, keeping the sporting goods store and its offer top-of-mind.
  • The TV ad, although the first touchpoint, receives the least credit but is essential for initial awareness.

Example 2: Position-Based Attribution Model

Scenario: A consumer initially discovers the sporting goods store’s online coupon through an Instagram ad. They then see an Online Display ad while browsing a fitness website. Later, they encounter a Retargeting ad on another site. Finally, they convert after clicking on a Google Paid Ad that leads them to the coupon.

Paid Media Channels:

  • Instagram
  • Online Display
  • Retargeting ads
  • Google Paid Ads

Attribution Breakdown:

  • Instagram: 40% credit (First Touch)
  • Online Display: 10% credit (Middle Touch)
  • Retargeting ads: 10% credit (Middle Touch)
  • Google Paid Ads: 40% credit (Last Touch)

Insights:

  • The Position-Based model gives significant credit to the first and last touchpoints. Instagram and Google Paid Ads each get 40% of the credit, emphasizing their critical roles in the customer journey.
  • Middle touchpoints, Online Display and Retargeting ads, still play a role but are considered less influential in this model.

Strategic and Tactical Takeaways:

  • Both models highlight the need for a multi-channel approach, leveraging the unique strengths of each platform.
  • Time-Decay is useful for campaigns where nurturing leads is vital, while Position-Based is excellent for emphasizing the importance of the first and last touchpoints.

By adopting these attribution models, you can make data-driven decisions that align with your objectives, much like how NuSpark Media Group operates to produce stellar results.

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