Multi Channel Attribution Model – How to get the Insight?

Multi Channel Attribution helps to understand how the vistor used different channel touchpoints  to convert & crediting the channel based on different Models (Like First, Last, Linear, time decay, etc)






Advantage of Multi Channel Attribution helps to identify the channel

  • that drives conversion in first interaction
  • that drives conversion in last interaction
  • that drives conversion not in first or in last

Attribution Model Mix Approach

Last Vs First INteraction Model

•    If First Interaction % is Red, Then The Channel has the ability to Persuade
•    If First Interaction % is Green, Then The Channel ability to Build Awareness 

First Interaction Vs Time Decay Model

If Time Decay % is Green, Then The Channel ability to Persuade in Successive touch points till Conversion

MCF with Path "Position Relative to Conversion" Dimension

Marring the MCF with "Postion Relative to Conversion dimension with Assisted Conversion metrics helps to understand in which touchpoints the channels drives conversion (In 1st Touch Point, 2nd Touchpoints, 3rd touch points etc) 

Google Analytics Release Notes – 9th Sep’15 Brief

Ad Group-level Device Bid Adjustments: Ad Group Level Bid Adjustment data will be reflected in Google Analytics (Acquistion > Adwords > Bid Adjustement)  Audience Insights Report: Adds a new report that shows all Audience Segments … [Continue reading]

“Buy Now Button” in Google & Facebook – Product & Consumer Behavior Insights

Facebook & Google is slowly introducing / testing "Buy Now Button" option in their interface. The catch is that, you don't have to reach the ecommerce site to make the payment. It cuts the multiple registration process in ecommerce … [Continue reading]

Google Search Query to Search Analytics? What’s in it?

Google launched "Search Analytics Beta" evolved version of "Search Queries Report How you can slice & dize keyword report  Devices (Desktop Vs Mobile Vs Tablet) Breakup - Slice the keyword engagement on … [Continue reading]

“Mobile Search Overtakes Desktop in 10 Countries” Says Google – Why it Happened? Advantage Corporates & start-ups

Google says that “More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.”  Why & How it happened? Connectivity & Affordability - Better … [Continue reading]

Twitter Social Signals

Tweets - tweet can be just a statement made by a user Shared to followers. More relevent tweets, more network Retweet "RT"     copy someone else’s tweet as one’s … [Continue reading]

What are Twitter Characteristics?

Each Social Media Platform (Facebook, Twitter, Linkedin) has unique Characteristics What are Twitter Characteristics.... User Intent     Very Rational Audience     80% … [Continue reading]

Upgraded URL in Adwords

Adwords introduced upgraded URL instead of destination URL Upgraded URL's Upgraded URLs let you enter the landing page portion of your URL and your tracking information separately in AdWords. Manage tracking for many … [Continue reading]

Google Tag Manger (V2) for Google Analytics – Advantages & Pain Points

Google Tag Manager is a good tool to manage google analytics tag effectively. Google Analytics has Containers where Tags are communicated. We can create custom Tags  based on our requirement.  That "Tag" Contains … [Continue reading]

Microsoft Acquires R Software & Services

Microsoft closes acquisition of R software and services provider Microsoft today closed its acquisition of Revolution Analytics, a commercial provider of software and services for the R programming language, making it a wholly owned … [Continue reading]