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Attribution Models .pdf

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4​ ​Attribution​ ​Models​ ​to​ ​Fuel​ ​Your​ ​Google​ ​Adwords 
In the world of marketing, with the building status and the espousal of digital marketing
models, attribution has become the talk of the town. The foremost reason behind this building
popularity is the fact that value can be tied to a set of users' actions. But designing an
attribution program can be a nerve-racking task; this is because choosing the right attribution
model to suit the company requires focusing on various considerations such as budget,
resourcing,​ ​culture​ ​and​ ​technical​ ​considerations.

It is true that in data marketing one size doesn’t fit all. This is where Google analytic’s flexible
and powerful tools come to rescue. Basically, Digital Marketing gives integration between a
diverse set of products, which provides you a sufficient amount of agility to customize in
accordance to your specific goals. Let’s take a look at the various opportunities you can grab
using​ ​attribution​ ​modeling​ ​and​ ​Google​ ​analytics:
● Baseline​ ​Attribution​ ​Modeling
There are seven attribution models offered by Google analytics that can be applied right
now across all your analytics data. This allows you to create and evaluate different
attribution outlooks on the go, so you can settle on the model that fits you the best.
Through Baseline Attribution Modeling in Google Analytics, you can explore which
Dorfstrasse​ ​27,​ ​8037​ ​Zürich,Switzerland

models work best for your business providing you with a very clear and great
opportunity to analyze well internally before jumping on to the larger and much
expensive​ ​solutions.
● Custom​ ​Attribution​ ​Modeling
If the baseline model doesn’t quite fit your needs, then opt for a Custom Attribution
Modeling feature that allows you to design your own custom-made model instead. This
attribute gives you the ability to weight different campaigns and activities in a manner
that reflects your company’s digital proposals. Through a custom attribution model you
can screen through the various touch points based on goal. The options are many, but
there is only one limitation to it, i.e. the conversion path alongside which your models
can​ ​be​ ​applied​ ​will​ ​only​ ​consist​ ​of​ ​clicks,​ ​and​ ​will​ ​not​ ​the​ ​impression​ ​value.
● Display​ ​Attribution​ ​Modeling
If understanding impression value is your primary concern, then centralizing all views
and clicks based tools in a single ad server will be a good idea. DoubleClick Campaign
Manager will offer you a reliable data storehouse by duplicating conversions across the
various advertising platforms and generating a single source of truth for metric volume.
In addition to this, it also allows you to apply for other attribution models based on the
same​ ​lines​ ​such​ ​as​ ​Last​ ​Touch,​ ​First​ ​Touch,​ ​Time​ ​Decay,​ ​etc.

● Data-Driven​ ​Attribution​ ​Modeling
As the complexity of your marketing campaigns grows, the attribution modeling in Google
Analytics and DoubleClick Campaign Manager single-handedly may no longer match your
requirements. That is when you will need a model that has much wider scope in order to match
your integrated marketing mix completely. The Data-Driven Attribution Modeling, an
mechanism available in Google Analytics 360 provides an algorithm that assigns fractional
conversion credit to touch-points. Through Data-Driven Attribution Modeling in Google
Analytics 360, Google does the task for you by providing you with recommendations based on
an​ ​algorithm​ ​in​ ​order​ ​to​ ​guide​ ​you​ ​in​ ​taking​ ​ideal​ ​action​ ​against​ ​your​ ​media​ ​spending.
So, these were a few of the tools that you can use to get the best out of your marketing plan.
The flexibility that the ​Google Adwords Marketing enhances its ability to fine-tune
measurement. Research well before adopting any attribution tool and make the right pick, as
its job is not to sell you on what it sees, it’s to make you competent enough to see it for

Dorfstrasse​ ​27,​ ​8037​ ​Zürich,Switzerland

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