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TanmayMathur
Adobe Employee
TanmayMathurAdobe Employee
Adobe Employee
August 2, 2016

Blog and Article Sharing Corner

  • August 2, 2016
  • 13 replies
  • 53958 views

Hey Community Folks!

This space is created exclusively for users who write blogs or articles around Adobe Advertising Cloud/Adobe Media Optimizer/Tubemogul and related technologies. You can feel free to post your genuine content around topics like Search/Display/Social Marketing, programmatic ad buying etc. If we like what you have written, we may well include it in our official Knowledge Base Articles and give you the due credit! If you have any questions before posting you can send me a private message.

Hope to see some great content here!

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    R
    Adobe Employee
    ritikam90154231Adobe Employee
    Adobe Employee
    September 4, 2016

    By Ritika Mahajan, AMO - Consultant, Adobe

    AMO: Conversion Tracking

     

    In today’s dynamic digital marketing space, it is very crucial to track the conversion, this helps us to quantify our marketing efforts into Return on Investment (ROI). Industries which do not track conversion assume that if the sales increase during the run time of the ad copies it is due to the ad copies however there is no data to back this assumption and it may or may not be the case.

     

    An intelligent marketer would always setup a conversion tracking system and make all his marketing efforts quantified assets of the business. Another myth regarding conversion is considering conversion equal to a purchase. This is not always true. Any action that a visitor takes on the advertiser website that results into benefit of the advertiser is a conversion.

    For instance, in services industries specifically B2B Business there is no purchase instead a call made to the advertiser’s call center results into revenue for the advertiser. Does that mean Digital marketing is not for Services industry at all, the answer is No, A Service industry advertiser can have different ways of tracking conversion like offline conversion or tracking chats on the website through analytics.

    Being A marketer it is absolutely critical for us to define the conversion and set up an achievable target – AMO hits the bulls eye here. With the Portfolio theory of AMO it is very easy to set up a target and let the optimizer work towards the same in order to maximize the ROI.

     There are three types of conversion tracking that can be done through Media optimizer, based on advertiser’s need we can choose one:

    1. Pixel tracking
    2. Feed tracking
    3. Combo tracking

     

    Media optimizer tracking if enabled will have a unique click tracking code in the URL of the Adcopy, keyword or a placement in each campaign managed by media optimizer. It is through this code the technology will track ad impressions, clicks and conversions.

    Pixel Tracking —  In this type of tracking, you must include either a 1-pixel x 1-pixel transparent image or a JavaScript tag on the conversion page, with information embedded in the tag to note the transaction data and send it to a tracking server.

    This type of tracking must be used for advertisers whose conversions are online and no offline calculation is required for the same. Also they won’t delete augment, or correct previously-reported conversions.

     

    Feed Tracking —  In case the business requirement is to track conversion data from a different method, Media optimizer provides an option of sending a daily feed file with conversion data.  This data can be either aggregated daily by keyword or consist of individual transactions.

    This type of conversion tracking can be used by advertisers who already has a conversion tracking system in place that provides conversion data at a keyword level. Also, the advertiser wants to be able to delete, correct, or augment previously-reported conversions (such as when orders are canceled, rebates or partial refunds are applied, or applications are converted to loans).

     

    Combo Tracking — Combo tracking is a combination of both pixel and feed tracking methods and can be used to track online conversions, and capture offline conversions using another method. To accomplish this method, it is necessary to include either a 1-pixel x 1-pixel transparent image or a JavaScript tag on the conversion page and send a daily feed file with transaction-level conversion data that was captured by another method for the offline conversions.

    This type of tracking can be used by advertisers where the customer completes one phase of a transaction online (for example, applying for a loan), but a second phase in the transaction (such as the application approval) occurs offline. Also, in the cases where purchase products online but discounts, credits, or other adjustments may be applied to the transactions in an offline process.

    Most of the event types are easily tracked with the Media optimizer conversion tracking. Also, it is absolutely essential to switch off Google's Conversion Optimizer or ECPC Option to let the optimizer do its job in the best possible way. However, the optimizer lets other tracking methods track conversion as well by adding extra piece of code in the URL of the entity being tracked for instance keywords, ads placement etc.

    Based on the business requirement the advertiser can choose anyone of the conversion tracking methods and start gaining insights on what is working for the business and what not. Also. This would help digital marketers to get more customers and improve the ROI of the business.

    Be the digital marketer with intent and insights, track your conversion and let each of the marketing effort count.

     

    ** Data Taken from AMO Help Section.

    TanmayMathur
    Adobe Employee
    TanmayMathurAdobe EmployeeAuthor
    Adobe Employee
    September 5, 2016

    The Blog Post below is from Pete Kluge, Product Marketing Manager for Adobe Media Optimizer

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    5 Reasons Now Is the Time to Implement Dynamic Creative

    Dynamic Creative Optimization (DCO) was introduced to marketers a decade ago, but after the initial excitement, the implementation and delivery of use cases didn’t match the expectations. However, today, DCO is riding a new wave of adoption by advertisers and agencies.

    Gartner shows DCO rising on the “Slope of Enlightenment” for its July 2016 Digital Marketing and AdvertisingHype Cycle. According to Gartner, this is the phase where “more instances of how the technology can benefit the enterprise start to crystallize and become more widely understood.” We believe several factors contribute to this newfound enthusiasm.

    Internal Image - 5 Reasons Now Is the Time to Implement Dynamic Creative

    Five Reasons Why DCO Is Back and Stronger than Ever

    1. Programmatic Advertising Powers DCO and Retargeting
    Before demand-side platforms (DSPs) and real-time bidding (RTB), media for DCO was bought directly from the publisher or an ad network. Getting sufficient scale and unique reach could be a challenge—an advertiser had to buy media on multiple publishers or ad networks. Reaching many small and granular audiences required a manual and cumbersome set-up process. This lacked efficiency and there was no way to de-dupe user targeting among the different inventory partners.

    Being able to retarget ads to consumers who show interest in products and services through their online behaviors is an important application of DCO and RTB technologies. Combining DCO with real-time audience-based buying through a DSP addresses key challenges around scale and unique reach. The DSP is integrated with many ad inventory sources for maximum scale and has controls like frequency capping across all the inventory, allowing the advertiser to better manage scale and reach. Advertisers now have access to vast amounts of data and advanced technology platforms to apply that data to display advertising campaigns.

    2. DCO Moves Beyond Retargeting
    Early on, DCO was used primarily by the retail and travel industries for retargeting high-value consumers with advertising. Given the large number of possible ad permutations for retail and travel (thousands of SKUs or origination/destination combinations), these are the logical verticals to be the first to adopt DCO. But advertisers now grasp how DCO can be used beyond retargeting for campaigns across the marketing funnel and across verticals.

    While DCO campaigns at the lower end of the funnel—like retargeting and loyalty programs—have always made sense, DCO is also now being applied to top-of-the-funnel prospecting and awareness campaigns. Even if very little is known about a user (for example, from a geotargeted prospecting campaign), DCO can algorithmically optimize the ad content to drive the best performance for the advertiser. DCO evaluates all possible ad permutations and optimizes creative elements and delivery to the best-performing option for the advertiser’s objectives. Any vertical that has granular audience data can benefit from DCO.

    3. It’s All about Experiences
    Consumers are engaging with brands across multiple devices and digital channels and they’re expecting a personalized, consistent, and compelling experience whenever and wherever they’re accessing brand content. This is truer today than ever before. The fact that ad blocking is on the rise sends a clear signal that consumers are demanding better ad experiences.

    DCO is the solution advertisers need to deliver a better experience for their consumers. Advertisers have access to deeper audience insights than ever before and DCO allows advertisers to deliver relevant and engaging ad experiences, and in turn drive better engagement and performance.

    4. Data Feeds Are Everywhere
    A key component of DCO is the data feed. This is the content that is used to populate a dynamic ad in real time. In a change from just a few years ago, many advertisers are now using data feeds regularly to power their online advertising.

    In addition, DCO technology has become more flexible in ingesting data and it no longer requires a third-party vendor. For example, a Google Merchant Center feed can easily be translated for DCO and an Excel file can be mapped for DCO.

    Digital advertisers are generally more comfortable using data feeds and customer files to power their advertising campaigns, and they have a greater awareness of how data feeds support DCO.

    5. Creative Flexibility
    While early DCO vendors required an advertiser to select from a set of predefined and inflexible templates, today’s DCO solutions offer an agency and advertiser complete control and flexibility over the creative layout design. Dynamic ad templates can be custom built for the advertiser so they have control over how their brand is conveyed and experienced by the consumer. The ad layout can include features like a promotion countdown clock, drop-down box, search form, and product carousel, and can be delivered on mobile and across devices.

    What does the future hold for DCO?
    As DCO approaches the “Plateau of Productivity” on the Gartner hype cycle, it will attain mainstream adoption. We will continue to see advertisers better understand how DCO works and what it can do for them. Access to data and ad-buying technology combined with DCO enables advertisers to deliver relevant and personalized ads to drive better performance and improved ROI.

    Last year, Adobe acquired Tumri from Collective, adding DCO to its advertising technology stack alongside Adobe Media Optimizer, a cross-channel programmatic ad-buying platform, and Adobe Audience Manager, a data management platform (DMP).

    This is the first in a series of five blogs on DCO. Stay tuned for blogs on what DCO can do for advertisers.

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    Read the original Blog post at - https://blogs.adobe.com/digitalmarketing/advertising/5-reasons-now-time-implement-dynamic-creative/

    M
    Adobe Employee
    ManuMalhotraAdobe Employee
    Adobe Employee
    September 9, 2016

    The Blog Post below is from Manu Malhotra, Consultant for Adobe Media Optimizer at Adobe

    Edit: This article has been published as a Knowledge Base article for Adobe Media Optimizer and can be viewed here yes

    *************************************************

    Dealing with Model Inaccuracies

    AMO technology predicts performance based on data models it builds over a period of time. However, at times, it is very challenging to get the models accurate. When models go off because of various factors changing in the eco system, it results in uncertain performance. Hence, it is very important to keep a close eye on model accuracy.

    What is Model Accuracy?

    Model accuracy shows how precise the cost and revenue models are which are being used to optimize bids. In simple terms, model accuracy is a comparison of predicted performance and the actual performance. You can check model accuracy by clicking on Portfolio Cards > View. Day on day break down of accuracies is listed in the table.

    The model accuracy reports for multiple portfolios can also be easily accessed in AMO by clicking on Reports > Create Report > Model Accuracy > Forecast Accuracy

    Why is it important?

    If model accuracy is off, it simply means AMO doesn’t have as much information as is required and hence the bidding on the bid units is not resulting in expected impactful returns.

    Why do I have inaccurate cost models and what can I do to correct them?

    • Following a large scale account audit, check if you have changed a large number of landing pages / ad copies. In such a case it might result in cost model inaccuracy. It should take some time for quality score to build again.
    • Nature of the business – Check if there is a case of seasonality or a big event such as Olympics or change in competition such as a new entrant or aggressive strategy by competition. This can bring in cost model inaccuracy. Though AMO will adjust and adapt to changes but it may take time. In such cases try reducing the cost half-life to make AMO take more consideration of recent change in eco system.
    • New Additions – If new campaigns and keywords are getting added, this will impact cost models.  In such cases, you might like to add the new campaigns in active state initially in a separate portfolio. Else, wait for some days and AMO cost models will stabilize.
    • Significant changes in settings – Any changes in campaign settings such as geo targeting or match type strategy at search engine level can result in cost model inaccuracies too. You can either wait for next sync cycle for AMO to fetch the changes from search engine or you can make changes directly from AMO so that the technology is very much aware of the changes.
    • Significant changes in budget: This is a tricky scenario, try sticking to small and incremental changes in budgets. However, if you do have to make drastic changes because of business requirements, be ready for cost model inaccuracies. To handle it, try reducing the half-life.
    • Changes beyond your control: Bing updates its search algorithm, google decides to do away with right side ads, what do you do? Try reducing the half-life and technology should well adapt swiftly to the change.

    How to handle Revenue Model inaccuracy?

    • Special promotions: The rate of conversions will see a jump and models might take some time to adapt and learn from the changes. It is suggested to reduce the half-life for models to adapt and learn quickly.
    • Market competition: In case of competition getting aggressive or new entrants bidding high results may differ from forecasted. In such a case resort to reducing revenue half-life for models to catch up.
    • Lag in revenue numbers from feeds: This can happen for operational as well as other business reasons. In such a case try increasing revenue half-life to accommodate the lag in reporting revenue.

    Apart from these scenarios, at times there are pixel tracking codes issues where in pixels aren’t firing for some reason on the web properties. It is best recommended to highlight such an issue to AMO and the client team to troubleshoot it.

    nidhik
    nidhik
    Level 4
    September 12, 2016

    The Blog Post below is from Nidhi Kapoor, Senior Consultant for Adobe Media Optimizer at Adobe

    *****************************************************************************************************************************

    Bulk Edit Feature to Support Manual Bidding

     

    ‘’Manual Bidding” is the most common and important step seen in case of newly created campaigns. This method let the advertiser set the manual CPC for keywords as per its targets and enhance their exposure.

    AMO has its competitive bidding technology with which it takes the control and automate bids on bid units (keyword + match type) using its algorithm such that it maximizes advertiser’s objective.

    The process being followed in AMO for newly created campaigns is that when they are new should be kept under ‘Manual Portfolio’ first for few days before getting assigned to the ‘Optimized Portfolio’. This is to ensure that they build good performance data history around them before getting under AMO’s technology. In an Optimized portfolio, bid units are bid automatically by the technology as per its algorithm.  The factor history plays an important role in bidding technology of AMO as it helps in generating the models (cost & revenue) and therefore calculating appropriate bidding for bid units.

    Usually the common method seen among advertisers for manual bidding regularly for keywords in bulk are through the bulk sheet method. In this, keyword's bids are modified as per their performance, business requirement or some best practices such as for example:

    • Keywords with conversion and avg pos worse than position 3 = +20%
    • Keywords with conversion and avg pos between 2 and 3 = +10%
    • Keywords with no conversion and avg pos worse than 3 = +30%
    • Keywords with no conversion and avg pos better than 2 = -10%

    These increases or decreases are made as per the bids in ‘current bid column’. This method requires downloading the current status of keywords first in a bulk sheet format and then making changes and posting the modifications later on through AMO on search engine.

    There is also another way to execute and expedite the manual bidding is by using AMO’s ‘bulk edit feature’.

    To use the ‘bulk edit’ feature, visit the keywords tab, create a filter to select the keywords to perform the bid increase/decrease action. To start with, use the ‘Add Filter’ option, select the date range of the data on which the analysis will be appropriate for keywords and then filter the keywords on the basis of their conversions/avg. position data etc.

    Select those filtered keywords > click on the ‘bulk edit’ option on the left > select the ‘available actions’ such as ‘formulaic bid change’ in case of ‘manual bidding’ and then increase or decrease the percentage depending upon the data, best practices, budget targets and requirement of exposure. In case of increase, it’s always good to set the max limit and in case of decrease, the minimum bid limit to avoid the sudden increase or decrease. Click ‘Apply’ then to execute the changes.

    Changes made will be available under ‘bulk edit status’ link under the ‘filter’s row. This is one of the quickest method to avail the option of manual bidding in bulk, change the ‘status’ of keywords, ‘create’ and ‘Find & Replace’ in bulk.

    Depending upon the number of keywords to be manual bid, filter requirement and the frequency of changes to be made, a choice can be made between the options of bulk sheet or bulk edit to be used.

     

     

     

     

      TanmayMathur
      Adobe Employee
      TanmayMathurAdobe EmployeeAuthor
      Adobe Employee
      September 14, 2016

      The Blog Post below is from Pete Kluge, Group Product Marketing Manager for Adobe Media Optimizer

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      Creating Relevant Ad Experiences Without Thousands of Ad Units

      Consumers are frustrated with the number of irrelevant advertisements they have to deal with daily:

      • According to Infolinks, only 2.8 percent of study participants thought ads on websites were relevant.
      • Adobe and PageFair found that in the United States, there were 45 million monthly active users (MAUs) of ad blockers during Q2 2015—equal to about 20 percent of Internet users, according to Strategy Analytics.
      • According to PageFair, 33 percent of Internet users find display ads completely intolerable because they are not pertinent or interesting.

      To rebuild consumers’ trust and drive better engagement, businesses today need to build more personalized ads.

      Many advertisers still use static ads for their display advertising. This means that the actual content within the ad doesn’t change and therefore a different ad must be created for each audience segment. For any brand that is interested in delivering personalized ads to highly segmented audiences, the number of static ads necessary becomes a nightmare for the creative and traffic teams. The result? Impersonal ads that don’t engage the customer.

      On the other hand, dynamic ads use a single ad layout (or dynamic template) that can be populated on-the-fly with predetermined personalized content.

      Introducing Dynamic Creative Optimization
      Dynamic creative optimization (DCO) allows advertisers to drive better engagement and performance from their ads by delivering the most relevant experience to the user in real time. DCO uses an ad layout with several dynamic elements that change depending on who the user is or which audience is actually seeing it. The content changes can include things like the product description, image, price, and call-to-action (CTA). Promotional copy can also be switched dynamically.

      Retargeting campaigns is currently the most common use for DCO. It requires an advertiser to maintain a data feed with the dynamic outputs used to populate the ad at the time of the ad call. The ad is assembled in real time to deliver the most relevant content for any user. But DCO is not only for retargeting. It enables advertisers from a variety of verticals to deliver personalized experiences for consumers across the marketing funnel.

      internal-image-creating-relevant-ad-experiences-without-thousands-of-ad-units

      Elements of a DCO System
      DCO works by combining several elements to output a real-time and relevant ad. Here’s a primer on some terms and definitions related to dynamic creative:

      Dynamic Triggers: Pixels on a brand website capture retargeting values (i.e., product SKU) and are used to trigger outputs from the content source—such as data feed or API—to populate a dynamic ad. Other elements that can trigger dynamic ad content include geolocation and audience segment data.

      Content: In the case of DCO, content refers to the advertiser feed, API, XML, business rules, offer grid, or product catalog that the dynamic trigger references for outputs to populate fields in the ad template. Content is provided by the advertiser, ingested by the DCO system, and output in the dynamic ad.

      Dynamic Outputs: These outputs are ad elements that can be referenced by a dynamic trigger in the content source. Examples include images, URLs, and copy that are referenced in a data feed.

      Variable Attribute: Variable attributes are dynamic elements within ads that are not referenced from the content source by a dynamic trigger. Delivery of the ad element is based on business rules (like A/B testing) and is not feed based. Examples include CTA, background color, and offer. Some items, such as copy or CTA, can be either a dynamic output or variable attribute, depending on setup.

      Ad Layout or Dynamic Template: In DCO, these elements are the shell design that houses the dynamic content.

      Experience: An experience is created by the combination of one ad layout and one or more content sources.

      (No Cookie) Default Ad: The default state of a dynamic ad occurs when cookie targeting is missing or does not match the content source. Advertisers predefine defaults for each dynamic output. For example, if the DSP makes an ad call and there is no matching DCO cookie or if the dynamic trigger does not match the content source, the default experience will be generated.

      DCO Delivers
      Delivering highly personalized ads improves your campaign effectiveness. DCO can help manage the expense of ad creation and production by using an ad template and data feed to create infinite ad combinations without infinite time and money.

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      Read the original blog post at - https://blogs.adobe.com/digitalmarketing/advertising/creating-relevant-ad-experiences-without-thousands-ad-units/

      TanmayMathur
      Adobe Employee
      TanmayMathurAdobe EmployeeAuthor
      Adobe Employee
      January 16, 2017

      Below blog post is from Bruce Swann, Senior Product Marketing Manager for Adobe Campaign

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      Building A Winning Strategy That Drives Engagement, Loyalty And Revenue

      Somewhere in the world — right at this very moment — there is a good chance a customer is engaging with your brand. We’re living in the age of buyer empowerment, an era in which digital devices provide customers with access to information they want — whenever they want it.

      This dynamic has given marketers a lot to contend with. Such challenges include understanding the contexts of customers engaging with your brand, their dispositions toward your brand when doing so, and the fragmented ecosystems within marketing departments that keep teams from working together to obtain a single view of the customer.

      Just as architects don’t build homes without an established set of blueprints, connecting with the always-on customer doesn’t happen without first building a winning strategy that drives engagement, customer loyalty and revenue to your brand. Where can your brand start?

      Build On A Foundation Of Data
      Without a solid foundation of data, companies are setting themselves up for serious problems down the road. Making sure your blueprint doesn’t lead to cracks in the foundation requires answering a few simple questions.

      First, think about the data you’re using in the context of the customer lifecycle, and then ask yourself what type of data will be the most impactful for your enterprise. When you acquire customers, what data is appropriate? It’s also important to consider how you can best collect and leverage such data — perhaps using mobile metrics to help you engage your existing customers or becoming more data-driven by applying database marketing principles to future email campaigns.

      Building a comprehensive and open architecture will further allow you to add data sources, as needed, to keep up with company growth while enhancing the single customer view as time goes on.

      Your Content Is Your Brand
      Marketers may appreciate a solid foundation and framework built for data-driven marketing, but customers don’t think that way. In the same way a home-buying decision is influenced by the way a home is decorated and finished, customers interacting with your brand are influenced by the content they are presented.

      Customers are also engaging with brands across a variety of marketing channels and touchpoints, making the centralization of your assets into a single source a top priority. Another benefit — marketing collaboration — stems from unified access to content and assets. When marketers are able to share the same depository of assets, choke points are eliminated, time to market is reduced, and teams are able to work from the same playbook to collaborate on the best ways to engage with customers quickly and consistently.

      Decisions Drive The Experience
      From the foundation to the fixtures, you’ve followed the blueprint to create a winning strategy. Now, it’s time to deliver the experience. You can start by utilizing a centralized decision-making platform that helps marketers understand and interpret all inbound and outbound marketing activities from a single location.

      This type of comprehensive audience activation helps marketers leverage data to develop the single view of the customer that is crucial in today’s buyer-centric world. It also leads to the creation of more contextually relevant content that new customers value and advocates demand.

      Every solid structure begins with a detailed set of blueprints to guide builders in the right direction. Your brand can begin building a winning strategy today by focusing on data, content and delivery to create a set of blueprints designed to drive engagement, loyalty and revenue right to your front door.

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      Read the original blog post at - https://blogs.adobe.com/digitalmarketing/campaign-management/building-winning-strategy-drives-engagement-loyalty-revenue/


      Below blog post is from Chris Haleua, Senior Product Marketing Manager for Adobe Media Optimizer

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      Algorithmic Attribution: Choosing the Attribution Model That’s Right for Your Company

      Put simply, attribution is about identifying who receives the credit for conversions — a device, a person, an ad, a keyword, or a channel. And, it serves to reach several key goals within a company. First, there’s budgeting. Companies use attribution to help plan their budgets in a data-driven way, ensuring they invest money where the most profit is being generated. Second is bid optimization. Companies often use more granular data with attribution to determine how they want to emphasize their placements for certain search display ads or social apps. And, finally, companies will use attribution for general targeting refinement.

      The Different Attribution Models
      Companies have several attribution models to choose from. Let’s examine a few, including their strengths and weaknesses. Then, we’ll take a look at how to choose the best fit for your needs.

      Last Click or Most Recent
      The attribution model that first comes to mind for most marketers because of its ease of use is last click or most recent. We can liken this model to a relay race. The guy who runs the anchor leg and crosses the finish line is often the flashiest person and receives the most credit. Spectators often ignore the runners of the earlier legs and even the coach and sponsors — all of whom deserve credit for their contributions, too. Likewise, last click or most recent focuses solely on the last link in the customer journey toward conversion, without giving due credit for the contributions of other key touchpoints in reaching conversion.

      First Click
      First click is the other, less-popular extreme and is frequently checked as a backup to last click. Usually, this is where display and social channels really shine, as they do the heavy lifting to build initial awareness. Without a very complex option around attribution flexibility, many people often just choose last click as their primary attribution perspective and then double-check first click now and then when results seem too good to be true.

      Linear Attribution and Participation
      The linear attribution model attempts to be fair. We can liken this one to the political debate of equality versus equity. Many progressives believe in equality — everybody deserves the same opportunities — and that’s what linear is like. Linear starts with the final conversion total, divides it, and gives an average to each one of the touches. Linear’s strange cousin is called participation. Instead of dividing up the pie to give everybody a piece, participation tries to give 100 percent of the credit to everybody — even though this method tends to mess up the totals.

      Custom-Weighted
      The custom-weighted perspective is an attribution model with many variations. For example, the popular U-shaped custom model heavily weighs the first and last clicks and gives less weight to the middle. Another popular custom perspective is decaying, in which much of the credit is given to the last click, only a little bit is given in some sort of predetermined recency curve, and the ones before that are “decayed out.”

      The Inherent Problem With Attribution Models
      The problem with these attribution models is that, no matter how smart you are — no matter how diligent you are in choosing last and double-checking first or trying to do some fancy data science to determine what the weight should be in decaying — you still must decide what you want the weights to be for each touch along the customer journey. No one wants to make that decision because it means a lot of heavy lifting. Users must review and revise every few minutes, hours, or days to keep it close to a version of the truth. This review is exhausting. There’s good news, though: there are now tools on the market that can help ease this heavy lifting.

      Algorithmic Attribution as the Solution
      Algorithmic attribution is about taking advantage of advanced statistics and machine learning to objectively determine the impact of marketing touches along a customer’s journey toward conversion, leading to a better understanding of marketing-campaign effectiveness.

      Algorithmic attribution uses an econometric model of logistic regression, which estimates the true incremental number of purchases or conversions that can be attributed to or give credit to a given marketing channel. Going deeper, algorithmic attribution looks for differences in the ways customers who convert engage with marketing versus those who don’t convert to determine the credit that should be assigned. Basically, it looks for patterns between profitable audiences and unprofitable audiences. When it finds consistent patterns in the sequence and touches of people who do convert, it focuses more on those patterns than inefficient ones.

      Benefits of an Algorithmic Attribution Model
      Algorithmic attribution is objective instead of subjective. It’s automated instead of manual and is very actionable, which is important because the primary danger with attribution is becoming so engrossed in the search for perfection that you forget why you were searching to begin with. When you have algorithmic attribution, you can be confident that your budgeting, bidding, and targeting are going to result in more balanced and more sustainable profit for your company.

      Computer Sciences Corporation (CSC) — a top IT service provider with a very long sales cycle — applied a combination of algorithmic and rules-based attribution. Notice that CSC’s solution wasn’t to just go full-blast algorithmic but to use both. In doing so, they were able to gain multiple perspectives and combine them to develop what they felt gave them a whole truth. As a result, they were able to budget better, driving a significant increase in leads year over year.

      The Attribution Model That’s Right for You
      Despite the power of algorithmic attribution, no single perspective on attribution will be 100 percent true for everybody and everything. It’s important not to obsess over finding the perfect one, but rather to choose the best one or ones that make the most sense to you, and then — before you make any rash decisions around staffing or advertising budgets or bidding or targeting or anything like that — validate against the farthest opposites.

      Algorithmic attribution is a very powerful tool but only when used wisely. It is something that everyone should be asking about, but nobody should be blindly following. Adobe can help provide the tools for algorithmic attribution, but you still have to apply what some consider old-fashioned validation of the truth. Because, in attribution, one must always consider multiple perspectives to understand the holistic impact of multiple touches along the customer journey.

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      Read the original blog post at - https://blogs.adobe.com/digitalmarketing/advertising/algorithmic-attribution-choosing-attribution-model-thats-right-company/

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