Attribution

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 your online bookings, but also bookings that may have been completed offline via the call center. As those events are not directly linked (several days can pass between a marketing campaign and a booking), we need to define the attribution method.

1. Add a new blank panel to our dashboard by clicking the + icon at the bottom of our dashboard.

2. Ensure that the CID Release 5 (Nov15 - Jan 15, 2024) is selected in the Data View selector and the reporting date range is Nov 15 2023 - Jan 15, 2024. Then select the Freeform visualisation from the options presented.

3. Add the dimension Marketing Channel to your freeform.

4. Now take the booking_completed 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 bookings. But the data we have in CJA is not just online data, we are also collecting bookings from offline channels such as the Call Center. Let's break down the submissions here by Interaction Channel. Click into the Interaction Channel dimension and filter the submissions by Web, Mobile Web and Call Center.

You can see we have bookings completed on web and mobile web attributed to our marketing channels but not from the call center. This is because we use Last Touch Session attribution here, meaning we will consider that any booking 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 booking_completed column. Then select to Use non-default attribution model.

7. Select Algorithmic, and define lookback windows at 30 days. By doing this, CJA will automatically calculate revenue by comparing conversion of people who have received this communication and people who haven't to determine what is the impact.

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.