Media & Campaign Attribution Analysis
Advertisers run sophisticated integrated online campaigns because people rarely behave in a linear manner. Users are influenced by any number of affiliate, search, email, banner, social media or offline campaigns. More often than not the online customer journey will include several visits to your website before any key action is completed. Yet every day brands still attribute sales to the last ad the consumer clicked without considering the whole journey. RedEye’s media and campaign attribution analysis will help you understand what media sources work the best for your business and how you can improve the ROI of the campaigns you run.
Why use RedEye?
Through the development of Media Mix reporting, monarch.co.uk’s long term relationship with RedEye has really paid dividends. Using RedEye for all web metrics, campaign tracking and our e-CRM programme has given monarch.co.uk a true apples-for-apples insight into what is and isn’t working for us online. Adding Media Mix has allowed us to make further commercial decisions with confidence and has resulted in an improved understanding of customer behaviour plus delivered real cost savings with no negative impact on booking volumes.
Monarch
RedEye has over 10 years’ experience in web analytics and using analytics to interpret online user behaviour in order to improve ROI.
With RedEye’s media and campaign attribution analysis we collect data from a range of inputs in order to achieve a full picture of online user behaviour: where users come from; what online customer journeys are made and what are most effective; how different online sources of media integrate with each other in order to create a conversion.
With all this data collected in one place it enables clients the flexibility to review what they feel is most important to their businesses. All data is stored and can be used for ongoing analysis, allowing customers to continually optimise their online businesses.
The detail…
RedEye’s media and campaign analysis works through a suite of media attribution reports.
The reports help you understand the complex detail of what happened before that ‘last click’, enabling you to evaluate the full customer journey. These reports show how each component of your online campaigns work together, allowing you to optimise your media and give each placement credit where it’s really due.
A node diagram to understand the relationship between media different channels
RedEye’s media attribution analysis includes a variety of data interpretations, below are a few examples:
- purchase lifecycle attribution
- campaign paths
- 1st click Vs last click matrix
- assist correlation nodes
- contribution analysis
These reports allow you to answer key questions about your online marketing campaigns such as:
- How many visits does it take to convert and is this different between the channels?
- Do people use the same channel to return and convert or do they convert across different channels?
- How does an increased spend on one channel affect results on other channels?
- What is the true contribution of each channel, including sales where they have an influence?
