Data Description: A major retailer has secured data on purchase paths of its new and returning customers. Marketing channel performance is computed and indicated for the “last click” and “attributed” model within the data set. Both the order allocation and actual revenue allocated are provided for both attribution models. The client is interested in understanding more about effectiveness of each marketing channel and how it could utilize attribution data to inform marketing investment decisions. Purpose: Understand how to utilize attribution data to interpret how each marketing channel supports the conversion funnel and how to subsequently make marketing investment decisions. Specific Excel Procedures Used: Pivot tables, Lookup Tables, If commands, etc. How much revenue was generated by the Paid Search marketing channel in a Last Click vs. Attributed model? a. Please explain the importance of viewing this program in an Attributed compared to a Last Click model. 2. What is the count of Introducers, Influencers and Closers for the “Organic Search” marketing channel? a. Please describe the relative role of “Organic Search” within the conversion funnel. 3. What is the Mean, Median and Mode of the customer purchase latency? a. What is the most common type of purchase path? b. Why is calculating purchase latency important for marketers (i.e., how can it be used)? 4.Using the marketing investment sheet provided within the Excel workbook, how would you recommend the client invest an additional $5,000? Please explain your answer. 5. Bonus: Using the marketing investment array provided within the Excel workbook, how would you recommend that the client reallocate the marketing channel investments if budget was to remain the same going forward?

1. Attribution Modeling
Marketing Analytics 310
Fall 2015
IzmirVodinaj

2. Outline
▪ Paid Search Analysis: What touch point should be given more credit?
▪ Organic SearchAnalysis: What is organic search best at?
▪ Customer Purchase Latency: How long does it take a customer to
purchase?
▪ Channel Investment Analysis: Where should the most money be
invested in?

3. Paid Search: Attributed vs. Last Click Model
Attributed Revenue Last Click Revenue
$91,648.76 $75,461.15
91648.7563
75461.15
Paid Search Channel: Attributed vs. Last Click Model
Attributed Last Click
The paid search revenue
calculation through the
attributed model exceeds
the revenue through the last
click model calculation. This
means that more credit is
given to multiple touch
points during the conversion
than to the last click.
Question #1
Insight

4. Organic Search Purchase Path Analysis
Introducer Influencer Closer
36 65 229
229
65
36
0
50
100
150
200
250
Organic Search Purchase Path
Closer
Influencer
Introducer
The organic purchase
path analysis shows that
customers are generally
informed and ready to
purchase when they buy
through the organic
search due to the high
number of closers.
Question #2
Insight

5. Customer Purchase Latency Analysis
Mean Mode Median
12.1 0 1
12.1
0 0
0
2
4
6
8
10
12
14
Mean Mode Median
Customer Purchase Latency
Customers make decisions of
purchase instantly and buy
the product the same day.
However, some customers
take over 12 days after the
first visit. Finally, this data is
very helpful for marketing
managers to determine
inventory and make
predictions for future sales.
Insight
Question #3

6. Marketing Investment Decisions:
ROAS Based on Channels
Direct Email
Organic
Search
Paid Search Social
Attributed 3.48 1.33 6.6 8.33 0.41
Last Click 3.17 1.23 8.82 6.86 0.51
Direct, 3.48
Email, 1.33
Organic Search, 6.6
Paid Search, 8.33
Social, 0.41
3.17 1.23 8.82 6.86
0.510
1
2
3
4
5
6
7
8
9
10
DollaronAdSpend
Return on Ad Spend Organic Search and Paid
Search generate the highest
marketing efficiency. In
attribution view, paid search
scores highest while in last
click view organic search
brings the highest return.
Insight
Based on the analysis laid out
above, the retailer should spend
the invest another $5,000 in
Organic Search and Paid Search
Marketing Channels
Recommendation
Question #4

7. Marketing Channel Re-Investment Decisions
Direct, 3.48
Email, 1.33
Organic Search, 6.6
Paid Search, 8.33
Social, 0.41
3.17 1.23 8.82 6.86 0.510
1
2
3
4
5
6
7
8
9
10
Direct Email Organic Search Paid Search Social
DollaronAdSpend
Return on Ad Spend
Bonus
Investment/Channel Direct Email Organic
Search
Paid Search Social
Original investment 30000 20000 12500 11000 1000
Recommended
Investment
18500 4000 26000 25000 1000
Looking at the data, the biggest
re-investment focus should be
organic search and paid search,
but one must not neglect the
other channels because they
serve branding purposes the
return of which may not easily be
calculated the same way as our
current calculation.
Recommendation