Multi-touch Attribution
Results:
Optimize marketing budget allocation by increase Email/DM and Online Display spend in order to drive conversions.
Reporting Console
Reporting console was developed to visualize conversion rates by different combination of prior channel touches.
Benefit
An intuitive tool for channel managers to understand the interactions among channels. The results help them capitalize on the synergy (or lack thereof) through better coordination in future campaigns.
Sample report
Conversion rate for new customers during non peak season where first touch was Email and last touch was Online Display:
2 way interactions
3 way interactions
4+ way interactions
