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Campaign Attribution Modeling & Analysis
Interacting multiple times with a potential customer both within and across channels is extremely common before a purchase is made. It is not unusual for a single website visitor to do a significant amount of research, evaluation and price comparison over a period of time before actually purchasing a product.
When this happens – and for most products multiple touches happen prior to "conversion visits" – there comes the inevitable question of how to assign credit for the conversions that resulted from these visits (or impressions). A look across 200 advertisers found the median is 13.8 total ad events within 30 days of conversion. That means people can look at between 40 and 50 ads before converting (Microsoft Atlas Institute).
STRADA campaign attribution tracks visitors over time - across all of a visitor’s touch points. This model accounts for how various campaigns interact for each customer segment so that a reasonable, data-driven attribution strategy and model can be derived.
STRADA answers questions like:
- How long is a conversion cycle for a specific product or segment?
- Where is this visitor according to the average conversion cycle?
- How many touch points over what period of time did it take to make a purchase?
- How much influence on purchase did my banner ad campaigns have compared to their total cost?
- Does that decrease when campaign frequency is increased? Is the additional cost worth it?
STRADA is designed to provide sophisticated campaign attribution across visitors and segments, and can provide this information to advertisers and publishers alike. Campaign Insight provides granular visibility into when, what sequence, and what frequency affected conversion. You can set up your own rules and weighting criteria to provide accurate attribution.
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Continuous Analytics Technology