kraftshala

youtube , banner , fb , google search

google search directed you to jeep - last click - 100% weighage attribution

but, you have spent 3cr on youtube , 5lac on google search

two types of digital interactions:

clicks

impression based attribution model

what exactly is the attribution model used for conversion?

most popular is last click - one truth

need more info - youtube deprioritised

google analytics , app analytics

First click:

believes all credit should go to that channel which got you first click

first click ( build awareness , get new reach)

to give credit to that platform which gave me first click , and got a consumer

lot of marketeers have stopped build awareness

Linear - equal weightage to every banner/ad/channel

average indian spends 5-6months to buy car

so , it makes sense to marketeer to use linear and spread out ads

time decay - closer the interaction/click has been towards conversion , it gets more weightage

position based -

first ad might be for creating awareness

check FUNNEL

check - Youtube masthead

TIme decay , pos based, linear - ideal as weightage spread across all channels
Youtube masthead is the first banner that you see on youtube. Its used for mass awareness and is a highly
popular and expensive property!

Data driven attribution

Looks at consumer journeys , WHICH HAVE NOT BEEN CONVERTED AS WELL ( IMAGE 12)

Group all similar consumer journeys to compare ( 13)

Then calculate conversion probability (14)

Each channel’s contribution calculated – adv of data driven attribution

Cost per lead vs cost per acquisition

DDA – tools are there in google analytics to calculate it

Use cookies – to track unique users , unique address gets created for each user when he/she visits a
site.

problems

1)Fb , google – walled gardens –

2)no tracking for offline media ( there are some models like marketing mix – Nielsen )
3) models break if journeys break from online to offline. Eg: car purchase – once he goes to
showroom to buy , cant track.

Another example is home/car purchase

 Google analytics works on non-direct attribution – cos mostly work done by paid-ads , but
consumer need not convert. So , GA uses non-direct so that paid-ads gets credit

Direct – typing out URL , without going to google search ( kraft)

Organic – getting from google search