What is attribution?
Attribution basically means: If you have a conversion to connect it to a winning touchpoint. In other words: A sale will be attributed to a click.
In single attribution this means: If you have more than one touchpoint, the winning one will be chosen.
In multi touch attribution this means: If you have more than one touchpoint, the winning ones will be chosen.
The result: data of conversion + data of touchpoint(s)
Every conversion has data attached to it, like products purchased, an order id, order value, vouchers used etc. And every touchpoint also has data and meta data, like the type (click or adimpression), partner name, partner category, channel, subid, etc.
Remember: Attribution means selecting the winning touchpoint.
Attribution does NOT yet mean defining commissions - that is a separate step!
What is multi touch attribution?
Why going for multi touch attribution?
If you attribute a conversion only to one touchpoint in the customer journey, channels early in the customer journey rarely have a chance to be rewarded.
However, often there are good reasons to attribute costs or commission to multiple touch points within the customer journey.
So the idea of splitting the credit of a conversion across multiple touchpoints and channels seems fair and is a way to better reward channels like content or display that usually happen earlier in the customer journey than models like voucher that happen rather at the end of the customer journey.
So what does multi touch attribution allow to do?
Multi touch attribution means:
More than 1 winner touchpoint of an attribution is possible (multiple winners)
Commission is split among all winners (commission is defined per touchpoint)
Credit for every touchpoint is calculated in percent. So a total of 100% can be splitted among touchpoints.
Example: Every touchpoint of this customer journey should get an equal share of the commission:
100 % divided by 4 means:
Click, channel display: 25%
Click, channel content: 25%
Click, channel search: 25%
Click, channel voucher: 25%
Attribution Model
An attribution model defines how a total credit of 100% is distributed among touchpoints of a customer journey. The Ingenious Attribution distributes the total credit by allocating parts of the total credit to particular touchpoints.
Credit is distributed by the use of functions. These functions can be freely defined in the multi touch attribution manager.
Functions
Functions allocate credits to touchpoints. Typically you will define multiple functions within an attribution model. The final credit of a touchpoint will be the combination of the results of all functions.
The Ingenious Attribution supports multiple types of functions. Each function type implements a different method of allocation.
The following table shows the different function types:
Type | Description | Example Usage |
|---|---|---|
Credit | Allocates a configurable credit value to touchpoints. | Multiply the credit |
CreditLinear | Dynamically allocates credit to touchpoints based on the time of a touchpoint and a configurable linear function. | Credit all touchpoints linear. |
KeepWinners | Keeps a configurable maximum count of winners. | Keep 10 winners. |
Condition Attributes
You can use the following attributes in the parameter "condition" to match touchpoints.
Name | Description | Data Type | Value Range |
|---|---|---|---|
requestType | The type of the request. | String | click, view |
deviceType | The type of the device. | String | desktop, tablet, mobile |
position | The position of the touchpoint in the customer journey | Number | 1-n |
positionFromEnd | The position of the touchpoint in the customer journey when counted from the end. | Number | 1-n |
adspaceId | The adspace id. | Number | |
partnerId | The partner id. | Number | |
adspaceCategoryId | The adspace category id. | Number | |
adspaceSubcategoryId | The adspace subcategory id. | Number | |
channelId | The channel id. | Number |