The concept of Multitouch Analytics was born out of the necessity for advertizers to understand the real performance of their marketing actions. Collecting the entire conversion journey is thus necessary. Indeed, about 50% of internet users visit a website at least twice before finalising their purchase. “Monotouch” attribution consists in granting all revenues to the last channel used. With “Multitouch” attribution, the goal is to allocate a proportion of revenues to every single visit. This methodology allows for a better understanding of the behavior of internet users so as to optimize your marketing spend.
A standard analytics solution attributes the performance of your marketing channels to the last clicked channel. Yet, more than 50% of conversions involve several touchpoints. Mazeberry takes into account all the touchpoints that have lead to a conversion. The platform also provides reports and actionable insights through stramlined dashboards. eCommerce professionals can also input their cost information in the solution to calculate the ROI and CPA of their actions.
Your marketing mix should be made up of at least four marketing channels. The only prerequisite should be that conversions are properly tracked. Conversions most commonly consist in transactions, but sometimes consist in account creations...
An attribution model is made of three pillars:
-> an attribution curve,
-> one or more prioritization rule(s),
-> an attribution window.
The attribution curve represents the pattern of weight distribution between several traffic sources. This is referred to as a constant, linear, exponential or parabolic distribution curve.
Prioritisation rules allow you to change the weight of certain channels within the curve.
The attribution window refers to the time-lapse between the first and the last visit before a conversion. Only clicks and impressions within this timeframe will be part of the conversion journey.
When a transaction is finalized, we consider that several marketing channels played a part in the conversion journey (e.g. SEO, SEM, affiliation). Attribution helps to determine in what measure each single marketing channel contributed to the sale (e.g. 50% SEO, 30% SEM, 20% affiliation).
Deduplication is a method according to which a conversion is attributed to just one channel, even though several may have helped.
Cost per Click is what is paid by advertizers whenever an ad is clicked.
Unified Marketing Impact Analytics are solutions that combine several statistical techniques to attribute the performance of each and every single marketing channel.
An omnichannel strategy consists in making full use of all touchpoints with your clients or prospects whether online or offline.
A page list is the list of products that shows when users select a category.
Your eMerchandising strategy is key as your page lists should lead users straight to the items they are looking for or to items that bear the highest margin.
Product ranking is a simple and automatic answer to the following question: in which order should items on page lists be displayed?
All in all, the items displayed at the top are likely to generate more conversions. Thus, should you display first:
- Your best-sellers?
- Best reviewed products?
- Better quality items, but more expensive and more likely to scare visitors away?
- Niche products or more mainstream ones?