Advertising budget optimization, attribution model analysis
Related Marketing Services: Search Advertisement | Viral Marketing | SNS Marketing | YouTube Advertisement
Attribution Model Analysis Strategy
Optimize advertising budget by finding hidden credit channels through performance analysis through multi-faceted contribution models
We will teach you advertising budget optimization, attribution model analysis, and performance analysis strategies.
Attribution Model Core Strategy
1. Last click
All credit goes to the last click before conversion.
- Direct conversion measurement
- simple analysis
- immediate effect
- limited field of view
2. First click
Give all the credit to the first click in the customer journey.
- brand awareness
- initial interest
- channel discovery
- long term effects
3. Linear
Give equal value to all touchpoints.
- equal distribution
- fair evaluation
- simple calculation
- reflects real value
4. Time decay
This is a model whose value decreases over time.
- time based value
- Reflection of recency
- actual behavior patterns
- complex calculations
5. Location-based
Value is assigned based on the location of the touchpoint.
- 40% first click
- Middle click 20%
- Last click 40%
- balanced evaluation
6. Data driven
We add value by analyzing real data.
- machine learning
- actual performance
- accurate analysis
- advanced technology
Comparison of characteristics by contribution model
| Contribution model | accuracy | complexity | data needs | Recommended use |
|---|---|---|---|---|
| last click | low | low | low | initial stage |
| first click | low | low | low | brand awareness |
| linear | middle | middle | middle | equal evaluation |
| time decay | high | high | high | time based |
| location based | high | middle | middle | balance assessment |
| data driven | very high | very high | very high | Advanced analytics |
5 Steps to Building Attribution Model Analysis
Step 1: Set goals
Set goals for your attribution model analysis.
- Analysis Objectives
- key indicators
- Budget Optimization
- performance improvement
Step 2: Data collection
Gather the data needed for attribution model analysis.
- touchpoint data
- conversion data
- channel data
- time data
Step 3: Model setup
Set up an appropriate attribution model.
- Select model
- Parameter settings
- Weight adjustment
- run test
Step 4: Run the analysis
Run analysis with the set model.
- data analysis
- get results
- Insight Extraction
- visualization
Step 5: Optimize and Run
Optimize based on analysis results.
- budget redistribution
- Channel Optimization
- Performance Monitoring
- continuous improvement