How to measure the contribution of a specific marketing channel ?

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stephins9615423
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stephins9615423
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02-12-2020

Hello, 

 

One of our marketing channel (channel A) has become the second order contributor from a Last touch channel standpoint over the past year and I would like to understand how this channel impacts the other marketing channels.

 

I would like to build a have a view of the various paths where "Channel A" is one of the touch points : 

  • "Channel A" only = 75% of the orders
  • "Channel A" then "Channel B" = 10% of the orders
  • "Channel C" then "Channel A" then "Channel B" = 5% of the orders...
  • ...

Do you think that this kind of thing would be doable with the Attribution IQ feature ?

 

Thank you for your thoughts and your help.

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yuhuisg
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03-12-2020

Yes, Attribution IQ would be the way to go. You might want to use one of the pre-built models first (e.g. Linear, Time Decay, etc) before building your own custom model.

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