Discover how attribution models in digital marketing reveal the true origin of your sales and optimize your strategy. Learn with us here:
In the world of digital marketing, knowing the origin of your sales is not just a luxury, it's a necessity.
In the digital era, where every click counts, attribution models stand as guiding beacons in the ocean of online marketing. These analytical tools unravel the customer journey, allowing us to understand not only where our visitors come from, but which channels specifically lead to real conversions.
This not only helps optimize our marketing spend but also transforms strategies based on assumptions into data-driven decisions.
So, what are attribution models?
According to HubSpot, they are highly valuable tools that allow you to identify and assign value to the touchpoints in your buyer's journey. It's no wonder that over 57% of marketing specialists are using specialized software for these models.
On the other hand, Google defines it as a rule or set of rules that determines how the value of sales and conversions is assigned to the touchpoints of conversion paths.
How do we implement attribution models at Raven?
Some time ago, we partnered with a client who owns a marketplace with thousands of monthly transactions. Despite their success, they faced a challenge: a lack of clarity regarding the origin and effectiveness of their online traffic.
The main challenge was bridging the gap between the world of Google Analytics and transactional data, typically two separate sources of information but with enormous potential when combined.
That's when we stepped in. We delved into the challenge, analyzing each stage of the funnel and tracing the origin of each data point to establish clear attribution rules. This allowed us to create a tool capable of assigning each transaction to its original channel and establishing the corresponding traceability.
