PERFORMANCE SETTLEMENT AND THE SPECIFICITY OF A GIVEN INDUSTRY
Posted: Thu Jan 30, 2025 6:42 am
Another, somewhat controversial, issue is what attribution model we adopt.
For example, when it comes to Google Ads campaigns, or broader campaigns in general, we adopt a linear model in Google Analytics at the very beginning. We assume that equal distribution (per campaign, per campaign impact of individual marketing channels) is fair when activities are just starting.
However, people who ask about performance-based billing most often want it to be a last-click model. Meanwhile, considering how users search or how the purchasing process works, very often this last click is not very effective.
The average length of a query in the real estate industry is 2–3 months, portugal rcs data in the data center industry (where I once had the opportunity to work on such extravagant products as server colocation) it was even several months. After all, not everything is a dress or a gadget that we can buy overnight.
And what about B2B , would it be possible to calculate it that way? We work with clothing wholesalers who have the biggest sales in a window from 2 weeks to a month. And it's really hard to say which channel was responsible for the sale.
In my opinion, this type of approach and looking at attribution modeling only from the last click perspective will result in all the cream of the crop flowing to the benefit of just one channel. And let's face it, marketing is a team game and every channel is a valuable member of the team.
For example, when it comes to Google Ads campaigns, or broader campaigns in general, we adopt a linear model in Google Analytics at the very beginning. We assume that equal distribution (per campaign, per campaign impact of individual marketing channels) is fair when activities are just starting.
However, people who ask about performance-based billing most often want it to be a last-click model. Meanwhile, considering how users search or how the purchasing process works, very often this last click is not very effective.
The average length of a query in the real estate industry is 2–3 months, portugal rcs data in the data center industry (where I once had the opportunity to work on such extravagant products as server colocation) it was even several months. After all, not everything is a dress or a gadget that we can buy overnight.
And what about B2B , would it be possible to calculate it that way? We work with clothing wholesalers who have the biggest sales in a window from 2 weeks to a month. And it's really hard to say which channel was responsible for the sale.
In my opinion, this type of approach and looking at attribution modeling only from the last click perspective will result in all the cream of the crop flowing to the benefit of just one channel. And let's face it, marketing is a team game and every channel is a valuable member of the team.