How to measure the contribution of a specific marketing channel ?

[stephins9615423]

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.

[yuhuisg · Accepted solution]

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]

@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?

[yuhuisg]

@Andrey_Osadchukwell, it wouldn't be a model where you specify the order of channels. That's impossible to do anyway. But it would be a model where you assign different weights based on the order of the channels used by the visitors.

…I just realised that that is not exactly what @stephins9615423 has in mind. In that case, a Flow visualisation should work better to analyse specific paths. 

[Fox_mulder007]

Hi @Andrey_Osadchuk and @yuhuisg,

[stephins9615423]

Hello, Thank you both for your inputs. I have not thought leveraging the flow report with the marketing channel dimensions so I will give a try with that.