The subject of conversation attribution in marketing is regularly debated. Until recently, most advertisers attributed the marketing conversion to the last touchpoint, the one directly prior to the final conversion – called the “last click” or the “last touch”. However, it is clear that in the vast majority of cases, other touchpoints are involved. With the increasing importance of online media, the analysis of different conversion journeys and the interplay between the various touchpoints have become crucial issues.
New players are constantly appearing, each promoting its own vision of attribution. There are a multitude of solutions available from traditional models which can be applied manually, to more complex models using statistical or algorithmic models. The first thing to consider before implementing an attribution tracking tool is to ensure that all the data gathered via the different tools is reliable and useable, and absolutely correct. This obvious step is crucial, but nevertheless often neglected… Once a clean set of data has been collected and adequate historical information is available, it is a matter of analysing the different journeys which led, or not, to a conversion. The challenge is to establish which touchpoints have the most weight and at which point on the conversion journey, in order to determine which partners are not being fairly remunerated… Depending on the number and the complexity of the conversion journeys several options are available. If a simple model is close to reality, it is advisable to implement it directly in the data collection and analysis tool (Google Analytics, Adobe etc.) via the custom attribution modeling tool. If the model is more complex and difficult to implement, the possibility of using an outside provider – offering a customized attribution solution via an algorithm – should be considered.
For example, identifying the role of each driver at an international level is much more complex than at a national level, just because an attribution model that is adapted to one country may not work for another.
In this case it is possible to bring in an external partner. Nevertheless, the black-box effect of certain tools and the transfer of data ownership, which no longer belongs to the company or dependency on a third-party player represent risks… which may explain the reticence of some advertisers regarding a far-reaching study of attribution! Tellingly, today, only 14% of advertisers on the French market consider that the last-click method of attribution is efficient, and yet, more than 50% continue to use it. There is recognition for the need to change; it is time to set the process in motion.