Marketing Attribution Software
AppsFlyer helps brands make good choices for their business and their customers through innovative, privacy-preserving measurement, analytics, fraud protection, and engagement technologies. Built on the idea that brands can increase customer privacy while providing exceptional experiences,…
Google offers the Firebase suite of application development tools, available free or at cost for higher degree of usages, priced flexibly accorded to features needed. The suite includes A/B testing and Crashlytics, Cloud Messaging (FCM) and in-app messaging, cloud storage and NoSQL…
Everflow, from the company of the same name in Mountain View, is presented by the vendor as a smart partner marketing and tracking platform. Performance marketing has grown sophisticated, so the vendor has designed Everflow to help companies stay ahead. Everflow handles scale through…
Attribution in Analytics is Google's free cross-channel, multi-touch attribution solution. It's currently released as a beta feature and is based on the former Adometry, a cross-channel marketing analytics and attribution platform that was acquired by Google in May 2014.
The Equifax Data-Driven Marketing platform and technology suite, including technology from Datalicious like OptimaHub which was acquired by Equifax along with the company in 2016, is a digital marketing solution designed to help find the right customers for a brand: Audience…
Veritone Attribute is presented by the vendor as a turnkey attribution solution that correlates broadcast ad placements of all formats, including pre-produced spots, organic mentions and live reads, with website interaction data in near real-time. With it, they state users can gain…
Order Metrics, from the company of the same name in San Francisco, is an ecommerce analytics and and multi-touch journey attribution tool that combines daily profit reporting, with insights to grow an ecommerce business. The vendor states their software can help improve paid marketing…
JustControl.it develops a tech marketing solution enabling businesses to gain control over their ad spending, evaluate campaign performance across a range of channels, and get up-to-date reports on virtually every slice of data. The system architecture, powered by an elaborated ETL…
RedTrack.io is ad tracking and conversions attribution platform for media buyers, from the company of the same name in Vilniu. RedTrack helps customers consolidate data across their media buying activities and turn insights into actions through real-time notifications and campaign…
What is Marketing Attribution?
Marketers are constantly running digital and offline campaigns across one or many channels (e.g. email, social, web, direct mail, etc). Their primary goal is to connect with potential and existing customers and provide them with a personalized digital experience.
But this means brands end up having multiple different interactions with prospects and customers throughout a campaign. Marketing attribution helps marketers understand the impact and value (or ROI) each online and offline touchpoint has. Thus the goal of marketing attribution is to help marketers figure out which advertisements, content, messaging, and channels contribute the most to success. For most organizations, success is defined as one or more of the following:
Attribution analysis helps marketers assess their overall campaign strategy, figure out which touchpoints and channels are the biggest drivers of success, and make adjustments where necessary. For example, attribution analysis may reveal that display ads convert better than search ads (PPC) for a specific audience segment.
Marketing attribution tools are incredibly important in the consumer space, especially among retailers and ecommerce businesses. These tools are also relevant for B2B companies but are less widely used than they are in the B2C world.
Marketing Attribution Models
There are a few core marketing attribution models organizations use. Not all models work equally well for every business. So marketers should think carefully before deciding which model to use.
Here are some of the most common types of marketing attribution models:
First-touch attribution models give all the credit to the first point of contact the prospect or customer had with your brand. So if a prospect received an email, then saw an ad on social, and then received another email—the outcome of that lead making a purchase would be 100% attributed to the first email they received.
Similar to the first-touch approach, last-touch attribution gives all the credit for converting a lead to the last touchpoint. While first-touch attribution doesn’t account for continued engagement after the first point of contact, the last-touch model doesn’t account for prior forms of engagement.
Multi-touch/source attribution models aim to account for all the different touchpoints a lead engaged with before converting. This could be multiple touchpoints within one campaign or several interactions across different campaigns. Under the umbrella of multi-touch/source attribution are a few key ways to weight the different engagement touchpoints:
Linear: weights all interactions equally.
U-shaped: weights each interaction individually, giving the first and last touchpoints higher weightings.
Time decay: weights interactions closest to the time of conversion or purchase the highest.
W-shaped: weights the first, last, and middle ‘opportunity creation’ touchpoints more than others.
Marketers should keep in mind that no attribution model is perfect or completely rules out all forms of bias. But the consistency of approach is almost as important as how well the model fits your business.
Marketing Attribution Biases
Most prospects and customers will have multiple interactions with a brand, potentially both online and offline. This makes it difficult to separate the impact of one specific touchpoint from all the other touchpoints a customer may have received.
There are different types of biases that marketers should be aware of as they conduct attribution analysis, to make sure they are not misattributing the success of a specific touchpoint or campaign.
For example, correlation bias is when it looks like one event causes another when it’s actually unclear if the two are related. In-market bias can be another source of frustration for marketers trying to conduct attribution analysis. This happens when something like an ad gets credit for converting a customer that would have made a purchase with or without having seen the ad.
Marketing Attribution Software Features
Most marketing attribution software will have the following core features:
Owned media attribution
Ad network & DSPS attribution
Ad network partnerships
Ad spend aggregation and tracking
Marketing analytics dashboard
Marketing Attribution Software Comparison
For marketers evaluating different marketing attribution or measurement platforms, make sure to consider these six key factors:
Cost: does the price of the platform match your organization’s budget?
User experience: how user-friendly is the platform overall, and will your team feel comfortable using it?
Platform focus: is attribution the core focus of the platform, or is it primarily focused on other areas like traffic analysis or campaign automation?
Geographic reach: are you looking for a global platform or one that operates within one specific world region?
Customer and technical support: what type of support does the vendor offer? Do you need to pay more for higher levels of access to support?
Integrations: does the platform integrate with the ad networks, paid media channels, and other third-party systems you use?
Pricing for marketing attribution platforms can vary based on several factors. Products that include additional capabilities typically cost more than products that squarely focus on measuring attribution across channels.
Frequently Asked Questions
Prices can vary across marketing attribution or marketing measurement platforms. For example, some vendors charge based on monthly active users while others charge per conversion.
Most vendors do no provide pricing information publicly but will provide a quote upon request.