What is Attribution
Each marketing channel has a report that presents their sales in the best light.
If you add up all of the sales reported across different platforms, like Facebook & Google. They will usually add up to more than the orders that have completed.
The HDDN framework says that to be able to effectively take action from data, you need to have the right data, apply context, and have a construct or model to view that data.
Attribution is the process of assigning a sale, or part of a sale, to a single channel.
What is WebFusions approach to Attribution
WebFusion Attribution allows you to take control of your attribution model.
With enhanced data collected tracking online, offline and above the line data, we focus on simplifying how we model, and allowing users to translate their insights into their attribution model.
There are three phases to this:
- Explore; where we use the suite of reports to understand key trends
- Configure; allows users to define key customer journeys we want to track
- Attribute; combines all the logic into a single – simple – attribution model
Explore
Which attribution model we use, it has to make sense and we should see the patterns in the customer journey.
In the explore section we try to understand how channels are working together.
A range of reports that help you understand how channels work together, and whether they are providing uplift.
The reports allow you to consider complex channel sequencing, whether that sequence is online, offline or both. We also have reports that measure uplift of channels.
Configure
Once we have a good idea of the key customer journey trends, we isolate them.
Users can build key channel sequences to track how they work together
Attribute
Now we are ready to attribute. WebFusion uses simple models to report and split by the newly configured customer journeys, channels and uplift:
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