When companies are doing omni-channel marketing, they hope to find a simple and effective way to evaluate the quality of channels, and based on this, they can dynamically optimize the priority of resource delivery. Generally, companies use the channel click rate or conversion amount to directly evaluate the channel quality, which is also the easiest way to understand and operate the channel quality evaluation method. When faced with more and more channels, what is an effective channel evaluation method? First, take a look at a typical omnichannel user journey for a brand.
A consumer saw the advertisement released mobile number list by the brand in the circle of friends and clicked to view the details of the advertisement; the next day, he visited the WeChat public account of the brand to learn more information; then he visited the brand micro-mall several times, and went to After experiencing the nearest store, I received a coupon, and finally downloaded the brand APP and used the coupon to complete the order. Such a multi-touch consumer journey is very common among current omni-channel brand companies, but brands have always had a question, how is the credit for this conversion calculated to each channel.
Attribution analysis is born to solve this type of problem. Only by calculating the contribution of each channel can the limited market cost be invested just right and bring greater benefits. There are two common types of attribution analysis: rule attribution and algorithmic attribution. 1. Rule attribution: artificial based heuristic attribution analysis Rule attribution is an attribution method based on the experience of operators.