Have you just discovered our website and have some questions about our technology or our methodology ? Don’t worry, you have come to the right place ! Please see below answers to our most frequently asked questions about Mazeberry.
An attribution model is made of three pillars: an attribution curve, one or more prioritisation rule(s) and 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. For example: adjusting attribution in accordance with the time spent on the site.
The attribution window refers to the time lapse between the first and the last visit before a conversion. Only clicks and impressions in this time frame will be part of the conversion scenario.
Attribution is primarily aimed at websites that make advertising investments into at least four Internet marketing channels. Attribution is compatible with all the websites leading to involving conversions. The best known action in e-commerce is the transaction, but some other actions can be involved, such as account creation, or application, and so on.
Note that the more important the average basket of e-commerce sales will be, the more complex the scenarios will be. In that sense, Multitouch Analytics becomes a priority.
A sales attribution approach has consulting and technology costs, charged by the service provider. In the objective of measuring the ROI of such a task, this kind of service is intended for advertisers with annual Internet marketing budget larger than €500,000.
PASID stands for: Presence, Attribution, Segmentation, Interaction, and Decision.
- Presence consists in measuring the number of conversions impacted by a marketing campaign. In this part, our goal is not to calculate the weight of a multi-channels conversion yet. Presence includes single channel conversions (exclusive) and multi channels conversion (contribution).
- Attribution is certainly the most important part of the analysis. It consists in assigning the value of a conversion to every channel involved.
- Segmentation allows you to identify the role of a channel (notoriety, influence, buying decision…).
- Interactions allow you to identify the most efficient marketing mixes, as well as all the cannibalisation effects between different Internet marketing channels.
- Decision is a part consisting in summarizing the results in order to facilitate decision making. For example, we make performance radars with 6 KPI.
A standard Web Analytics solution assigns Internet marketing performances to the last source before the purchasing act. However, in more than 50% of on-line purchases, the user encounters several Internet marketing campaigns (emailing, SEO, sponsored links, social networks, and so on). With the Mazeberry Solution all the sources, which contributed to a purchase journey are included in the results. Our platform also offers a modern and refined design dashboard, as well as custom-made computer-graphics. Finally, e-merchants can inform their Internet marketing investments by themselves, so the Mazeberry Solution can automatically calculate the campaigns’ ROI and CPA.
The Multitouch Analytics concept was born out of the necessity for advertisers to understand the real performances of their Internet marketing actions. First of all, the principle consists in collecting the full user’s scenario before his purchase. Indeed, about 50% of web users visit a site at least twice before finalising their purchase on an e-commerce site. “Monotouch” has a simple behaviour, which consists in affecting all the revenue to the last traffic source used. With “Multitouch”, the objective is to allocate a proportion of this revenue to each visit. This methodology allows a better understanding of web users’ behaviour, so as to optimize Internet marketing investments.
When a transaction is concluded, we consider that several marketing channels played a part in the conversion scenario (e.g. SEO, SEM, affiliation). Attribution is a way of determining what proportion can be attributed to which marketing channel for the sale (e.g. 50% SEO, 30% SEM, 20% affiliation).