How to measure the contribution of a specific marketing channel ? | Community
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Adobe Employee
Fox_mulder007Adobe Employee
Adobe Employee
December 2, 2020
Solved

How to measure the contribution of a specific marketing channel ?

  • December 2, 2020
  • 1 reply
  • 1745 views

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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Best answer by yuhuisg

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.

1 reply

yuhuisg
Community Advisor
yuhuisgCommunity AdvisorAccepted solution
Community Advisor
December 3, 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.

Andrey_Osadchuk
Andrey_Osadchuk
Level 10
December 3, 2020
@yuhuisg, could you elaborate how it would be possible to build {Channel C" then "Channel A" then "Channel B" = 5% of the orders} with Attribution IQ?
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