To effectively compete in today's competitive educational marketplace, colleges and universities must improve on their marketing strategy and on their commitment to measure their marketing impact.

1. Multi-attribution modeling: A way to enhance your
school’s marketing measurability
Slide 1
Multi-attribution modeling: A way
to enhance your school’s
marketing measurability

2. Multi-attribution modeling: A way to enhance your
school’s marketing measurability
Slide 2
1) Measurability
2) What is Multi-Attribution?
3) Choosing the Justified Multi-Attribution Tool
4) Top 5 Attribution Tools
Overview
Source: Higher Education Marketing – Multi-attribution modeling: A way to enhance your school’s marketing measurability

3. Multi-attribution modeling: A way to enhance your
school’s marketing measurability
Slide 3
 To effectively compete in today's competitive educational
marketplace, colleges and universities must improve on their
marketing strategy and on their commitment to measure
their marketing impact.
 These enhancements in strategy and measurement will produce
changes in the marketing channels used to reach specifically
targeted audience groups (e.g. prospective students, alumni donors,
the local community etc.) based on their intimate understanding of
their marketing channels, tactics and touchpoints.
 “93 to 95% of all touch points are ignored when you attribute
conversions to the last click.”
1. Measurability
Source: Higher Education Marketing – Multi-attribution modeling: A way to enhance your school’s marketing measurability

4. Multi-attribution modeling: A way to enhance your
school’s marketing measurability
Slide 4
 As we all know, most of the analytics tools use last click
attribution by default.
 In this case, using last click would result in the review portal getting
full credit for generating a new conversion.
 All of the previous touch points would not be acknowledged as being
a part of the entire process. In contrast, multi-attribution tools track
all the touch points that the prospect was exposed to before the
conversion, and allocate credit among all these nodes accordingly.
 Understanding the role each touch point has can further help you
make vital marketing decisions to manage advertisement budget at a
macro level.
2. What Is Multi-Attribution Modeling?
Source: Higher Education Marketing – Multi-attribution modeling: A way to enhance your school’s marketing measurability

5. Multi-attribution modeling: A way to enhance your
school’s marketing measurability
Slide 5
 There are a few different ways to distribute credits when
using a multi-attribution tool. Here are some of the most
used ones:
 Funnel Position: Classify the touch points as Introducers (the
initiator), Influencers (touch points in the middle of the funnel) and
Closers (last known touch point before conversion) and distribute
credit based on organizational preferences.
 Time decay: Assigns the maximum credit to the touch point that
occurred nearest to the time of conversation.
 Algorithmic: Use statistical and predictive models while taking time
decay and a linear model into account.
 Even credit: Simply divide the credit evenly among all known touch
points
2. What Is Multi-Attribution Modeling?
Source: Higher Education Marketing – Multi-attribution modeling: A way to enhance your school’s marketing measurability

6. Multi-attribution modeling: A way to enhance your
school’s marketing measurability
Slide 6
 Picking the right tool is perhaps one of the most vital
decisions your college marketing team will make.
 Each tool is unique, they have their own algorithm, but for the sake
of simplicity and effectiveness, here is a comprehensive set of
parameters you should consider while choosing a multi-attribution
solution.
DATA ACCURACY AND INTEGRITY:
 The tool is nothing more than a way to visualize data. Quality data is
persistent and continues to provide insights way beyond its projected
life. In order for any multi-attribution solution to board your college’s
needs, it is essential that it should be able to answer affirmatively to
following questions:
 Does the tool account for cookie deletion and the use of multiple browsers?
 Does the tool retain historical data?
 Can the tool track user interactions across both online and offline
channels?
 Does the tool store data at a granular level (including clicks)?
3. Choosing the Justified Multi-Attribution Tool
Source: Higher Education Marketing – Multi-attribution modeling: A way to enhance your school’s marketing measurability

7. Multi-attribution modeling: A way to enhance your
school’s marketing measurability
Slide 7
CUSTOMIZATION AND FLEXIBILITY
 Make sure the tool is flexible enough with well-reasoned and built-in
attribution models that you can easily pick from.
 Also ensure that the tool allows for enough customization to suit your
organization needs and goals.
 Additionally, ask your vendor the following questions to
make sure it’s the right fit:
 Does the tool allow you to easily build custom attribution models?
 Does the tool allow you to use custom cookie windows?
 Does the product allow you to change attribution methodologies?
 Is the tool flexible enough to allow multiple models at the same time?
3. Choosing the Justified Multi-Attribution Tool
Source: Higher Education Marketing – Multi-attribution modeling: A way to enhance your school’s marketing measurability

8. Multi-attribution modeling: A way to enhance your
school’s marketing measurability
Slide 8
DEPLOYMENT
 IT resources at most colleges are already tight and don’t
have the flexibility to allocate dedicated resources. In order
to reduce (or avoid) extra overload, the proposed tool should
meet the following criteria:
 The tool should be easy to deploy.
 The tool should play nicely with existing web ecosystem and tag
management solutions.
 The tool should be easy to maintain on an ongoing basis when new
updates are deployed or changes are made for conversion
optimization.
 While choosing the multi-attribution solution, keep in mind that data
quality in particular is vital.
 In order to truly evaluate the performance of your marketing effort,
your tool needs to have a robust tracking mechanism that can
account for all user touch points on- and offline.
3. Choosing the Justified Multi-Attribution Tool
Source: Higher Education Marketing – Multi-attribution modeling: A way to enhance your school’s marketing measurability

9. Multi-attribution modeling: A way to enhance your
school’s marketing measurability
Slide 9
 Using a multi-touch attribution model allows your college to track all user touch
points and pull more precise information about user interaction with their brands.
4. Top Five Multi-Attribution Tools
Source: Higher Education Marketing – Multi-attribution modeling: A way to enhance your school’s marketing measurability

10. Multi-attribution modeling: A way to enhance your
school’s marketing measurability
Slide 10
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info@higher-education-marketing.com
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