---
title: Marketing Performance
slug: lab-fsi/marketing-performance
docTags: 
createdAt: 2024-01-30T23:36:00.578Z
---

:::hint{type="warning"}
**IMPORTANT**: numbers shown in this guide, including screenshots, may differ from your reports due to different underlying datasets.
:::

# Goals

- Understand the full impact of digital marketing efforts on conversions regardless of channel
- Compare single vs multi touch attribution models

# Marketing Channel Performance

**Scenario: **A marketing manager wants to identify the top-performing marketing channels and campaigns leading to new accounts.

**Task:** Leverage Adobe's Algorithmic attribution to understand which marketing channels are influencing both online and offline actions.

1. Create a new panel with a Freeform Table and title it **Marketing Performance**. Ensure your date range is the `last 3 full months`. 
2. Drag the **Marketing Channel** dimension & drop it into the panel, then add in the **Ad Clicks **and **Account Created **metric. 

Remember that Account Created here will include accounts created directly in the branch as well as online.   Let's see how this attribution is distributed across channels.  

3. In the components menu find** Interaction Channel **and drag it to filter the **Account Created** column.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/baNnk6Cwwri0NHkVwnD5G_image.png)

We can see that conversions are happening across online web and mobile as well as offline at the point of sale.  

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/SNhb_i1o1VY4p6ZRMXduE_image.png)

y default Secur Financial use a **Last Touch **attribution model, but what if the customer see's multiple campaigns across different channels?     

Adobe's **Algorithmic **attribution model uses machine learning to dynamically distribute conversion credit across all marketing touchpoints.  Unlike fixed models, it analyses interaction sequences to determine the actual influence of each touchpoint, providing a fractional, data-driven assessment of complex customer journeys.

4. Right click on the **Account Created** column header and select **Compare Attribute Models**
   - In attribution model settings, select the **Algorithmic** model, leave the container as **Person** and set the lookback window to **Custom Time 7 days.**
5. Click **Apply.**

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/kQZzOuQokDV6Cm7jMt5zb_image.png)

You'll notice the top channels often have reduced credit using this model as earlier touch points are considered for their role in influencing the action.  Marketers can now see the full impact digital campaigns are having on conversions both online and in branch.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/5klJ6OSztFpC16hi95M4X_image.png)

:::hint{type="success"}
Congratulations, this completes the exercise on Marketing Performance!
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