Attribution Models: Making Decisions

Marketing analytics can transform how you make decisions. Here’s a quick breakdown:

Three key models to optimise your efforts:

1. Descriptive: Learn from past campaigns

2. Predictive: Anticipate customer behaviour

3. Prescriptive: Enhance experiences across all interactions

Tools to know:

1. Google Analytics: Track and report website traffic

2. Hubspot: Measure marketing campaign performance

3. Sprout Social: Manage and analyse social media engagement

4. SEMRush: Optimise content marketing efforts

5. Brandwatch: Gather trends and consumer insights

6. Salesforce: Track campaign performance across channels

Analytics types:

1. PPC: Understand your paid ad performance

2. SEO: Track and improve search visibility

3. Social media: Monitor and grow engagement

4. Email: Measure email campaign effectiveness

Attribution models:

1. First-Touch: Attribute 100% credit to the first interaction that introduced the customer to your brand

2. Last-Touch: Assign full credit to the final touchpoint before conversion

3. Linear: Distribute equal credit to all touch points in the customer journey

4. Time Decay: Weigh recent interactions more heavily than older ones to reflect recency bias

5. U-Shaped (Position-Based): Emphasise the first and last touch points while giving some credit to interactions in between

Do you use any other tool thats not mentioned? Connect with me on LinkedIn and let me know!