What is Marketing Attribution?
Here’s how one company defines it:
Assign credit for sales and conversions to touchpoints in conversion paths. An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, the Last Interaction model in Google Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. In contrast, the First Interaction model assigns 100% credit to touchpoints that initiate conversion paths.
And that’s a bit literal, thank you Google.
To the team at C3, Marketing Attribution is the way for companies to connect with their customers.
It shows what real customers are searching for, a sometimes circuitous path to conversion. Versus the traditional single entry field for “Who Converted” C3 Metrics will see the number of touch-points in a typical funnel averaging 32 touch-points.
It allows us to show full user funnels from the first touch point to the last. Spanning sometimes up to 1 year.
Originators show how a potential customer was first exposed to your product and how they entered the sales funnel: where they did their research, and when they finally purchased… and at C3 metrics dividing credit among these using a machine learning Bayesian model, which compares converters and non-converters in context of thousands and millions of data points.
Garbage Data, however, will lead to garbage outcomes. At C3 there is a way to see which advertisements are being seen and which ones are actually having impact…In addition to critical cross-device tracking in today’s mobile centric world.
When all the pieces are put together you get a whole new world of possibilities never before thought possible.
Marketing Attribution allows for anyone at any agency or company to see the effectiveness of all their advertising in a simple user-friendly dashboard.
As one of our founders says:
“Just because Marketing Attribution seems magical, doesn’t mean it has to be a mystery”