Attribution Analysis

In most cases people think of measuring the influence of marketing touches on driving conversions when talking about attribution. Attribution IQ supports this use case very well, but it can also be used for many other use cases. When used in CJA we can measure the influence that any data point has on driving an event of interest, for example, measure the influence of web pages on driving calls.

In this exercise we will use CJA to understand how your marketing campaign (email, Facebook, etc) impact not only your online purchases, but also purchases that may have been completed offline in a store or via the call center. As those events are not directly linked (several days or even weeks can pass between a marketing campaign and a purchase), we need to define the attribution method.

1. In Lab 1: Engagement Overview panel, clear the filter applied in previous exercise by clicking on Reset all.

2. Scroll down Lab 1: Engagement Overview panel. Click the + icon at the bottom of the panel and select the Freeform visualisation from the options presented.

3. Add the dimension Marketing Channel to your freeform.

4. Now take the total_orders metric and replace the default events metric in your freeform.

5. You can see we now understand better which marketing channels are attributing to our orders. But the data we have in CJA is not just online data, we are also collecting orders from offline channels such as the Call Center or In Store (Point of Sale). Let's break down the orders here by Interaction Channel. Click into the Interaction Channel dimension and filter the submissions by Web, Mobile Web, Call Center and Point of Sale.

You can see we have orders on web and mobile web attributed to our marketing channels but very few are attributed on the call center or point of sale channels. This is because we use Last Touch Session attribution here, meaning we will consider that any order is only due to the last communication your customer received within the same session. But maybe the call happened outside of the standard session time, or what if the customer received multiple communications. Let's see how values change based on the attribution model.

6. Click on the tool icon in your total_orders column.

7. Then select to Use non-default attribution model.

8. Select Algorithmic, and define lookback windows at 30 days. By doing this, CJA will attribute orders across marketing channels using ML-based statistical techniques.

We can see now that multiple marketing channels have been influencing not only the online coversions but those completing offline also. Providing a more wholistic picture of the impact your marketing actions are having.