#7 - Understand pages driving customer care calls

Attribution IQ allows you to move beyond last-touch attribution and apply multiple models to determine the true influence of different touchpoints. It is particularly useful in multi-step customer journeys, where a single touchpoint rarely leads directly to an outcome. Why Not Just Use Last Touch? Last-touch attribution only gives credit to the final interaction before a conversion (in this case, a call center dial-in). However, earlier interactions also contribute, making models like Time Decay more effective. When to Use Attribution IQ? Attribution IQ is useful when you need to understand which pages or touchpoints drive actions rather than just capturing the last-click behavior.

Use a free form table with page name dimentions aganist call center dial in metric to start with.

Attribution IQ provides several models—each with a different way of assigning credit to touchpoints. Selecting the right model depends on the business question being asked. First Touch: Assigns full credit to the first interaction in the journey. Use this to understand which pages first introduce users to a potential issue. Last Touch: Assigns full credit to the last interaction before the call. Use this if you want to see which pages are the final triggers before a user calls. Time Decay (Recommended): Gives more credit to pages visited closer to the call event while still considering earlier interactions. This is best for understanding progressive influence over time. Linear: Distributes equal credit across all touchpoints. This is useful when each step is equally important in influencing the call. For this exercise, we recommend Time Decay with a 1-day half-life to ensure that recent interactions have more weight but earlier steps are still considered.

The lookback window determines how far back CJA will track interactions that could have contributed to the event. There are different options: Session-Based Lookback: Limits attribution to interactions within the same session. This is too restrictive for analyzing call center activity. Person (Reporting Window) Lookback (Recommended): Tracks all user interactions within the reporting window (e.g., last 90 days). This ensures that longer customer journeys are properly credited. For this exercise: Use "Person (Reporting Window)" for full visibility into how users interact with content over time before calling.

Customers call for different reasons—not all dial-ins should be attributed the same way. Segmenting by call reasons can reveal patterns in user behavior. Steps to filter by Call Reason in CJA:

Observe how different pages influence different types of calls. By understanding which pages drive which call reasons, the company can improve self-service options, chatbot guidance, and content enhancements to reduce unnecessary calls.