Applying "Marketing Channel Overriding" logic to the Raw Click stream data

[#1]

Hey Guys,

We are in the phase where we work on Adobe click stream data. So as to see the same stats we see in the Adobe front end reports, we are applying all the necessary logics to declare marketing channel for each visit/order to the click stream data.

I got stuck on applying the "Marketing Channel Overriding" logic to the click stream data. If anyone had already worked on this, it will be great if you share the knowledge / logic by considering the sample data feed.

Thanks,

Karthik

[#2 · Accepted solution]

If you're referring to the 'Override last touch channel' checkbox in the Marketing Channel manager, basically what that does is prevents hits matching that rule from overriding last touch channel if its unchecked. This is common for channels like 'internal', where you don't want to have that channel override something more important like paid search. In other words, if 'last touch override' is unchecked, that rule can only work if the visitor hasn't had a prior channel before. It populates both first and last touch if they're blank.

[#3]

Hi Karthik, are there any follow up questions you'd like to ask?

[#4]

Dear Karthik,

Nothing much. Just ignore the Last Touch i.e. va_closer_id and va_closer_detail when you don't want your Last Touch in your calculation. Just use the the Channels in First Touch.

The tricky part comes when you have more than one Last Touch Channel over the time period. If that's the case, you should consider your previous visit Last Touch Channel.

Thank You

Arun

[#5]

Hey, Thanks for getting back on this !!

Verbally, I understood the logic of Overriding. But when applying the same to data feed level, I am not sure what all need to be considered.

Also, when channel is deselect for overriding - Will this applies for Visits metric as well or Only the conversion metrics?

Thanks,

Karthik

[#6]

In data feeds, va_finder_id and va_finder_detail are Marketing Channel First Touch Channel and Detail, respectively. va_closer_id and va_closer_detail are for Last Touch Channel.

Every hit, Adobe checks the relevant columns against the Marketing Channel Processing Rules and figures out which channel it should go into (if any). For channel ID's, they should match the number in the Marketing Channel Manager.