Tuesday, November 08, 2011

Multi Channel Attribution

So, in this blog I try to make sure I only say things that Adobe cant do me for. In many cases its about Intellectual Property (i.e. things I've created whilst under their tenure).

Fortunately, most of what I come across is something that has been addressed elsewhere so whilst I may worry about a legal suit from SPSS their focus is elsewhere. Talking about Multi Channel attribution does not leave me worried about the legal giants at Adobe.

So here's the lowdown.

1) Have you got a multi-channel (online) problem. e.g. does PPC clash with SEO and affliates. Find out and size it. You really may not have a problem at all. No, really. Do this before you buy something you regret.

2) Be all means try a bit of time series. Have a look at consumption of channels over time and see if that correlates with anything that happens on your website. From that think of something that you can actively change as a result. Good luck with that.

3) Dont even think about some crazy weighting system that allots some figure based on time or the number of interactions between it and something else like a purchase. Its really naff. BTW how are you going to pick your weights?

4) Very simply, work out for a given time frame, what is the likelihood of any channel/campaign whatever to lead to a conversion if its the only thing a customer sees/clicks on. You then look at how this compares to the figures when an customer clicks on another campaign/channel etc. Now you've got to spot/calculate whether any stand out, i.e. the likelihood to convert increases if certain things occur together rather than if they were alone.

And that aint Adobe IP. We did that at SPSS across "true" multichannel.

Oh, and once you've done all that and found a relationship, think about what that actually means in terms of "action". What can you actually influence in terms acquisition for customers that you know something about? Some things are possible but not as easy as you think...

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