Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

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Cross-Channel Attribution

Like full-funnel attribution, cross-channel attribution does not just focus on the last touch point (i.e. click). It looks at all the media channels and considers the full path to conversion. Cross-channel attribution helps marketers understand the level of spend each channel should get in order to drive the best results. By building out a model, a marketer is able to apply different budget scenarios to better understand the outcome of all its marketing efforts and plan accordingly.

Other media channels may include print, direct response, radio, television, and out-of-home advertising. If lift is seen by an offline channel, ROI may be apportioned and credited based on the level of lift.

In the example above, a marketer is using paid search, email, display, television, and out-of-home for a campaign. The last media channel that the consumer interacted with before converting was paid search (this was done by clicking on a paid search ad after a search query). However, the consumer has also seen a television commercial, an out-of-home billboard, a display banner, and read an email prior to the search query. Therefore, while paid search gets the majority of the credit for the conversion, television, out-of-home, display and email will also get partial credit for assisting the conversion.

Page 70 of 73
 

Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

Download Now
 

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