Maximizing Your ROI with AI Attribution Models in Kickbite
Last Updated: 16.11.2023
Welcome Kickbiter. This article will guide you through the power of attribution models and how they can revolutionize your understanding of channel performance. By the end of this guide, you'll have a clear path to selecting the right attribution model for your unique marketing needs.
Getting Started
When to Use These Models?
Here, we'll introduce two key attribution models to help you make informed decisions.
AI Click Based
PROS
- 100% based on the Kickbite tracking system. - Utilizes behavioral signals for touchpoint evaluation. - Achieves a 100% match with your backend revenue.
CONS
- Does not measure the impact of impressions.
RECOMMENDATION
Use this model when you need data you can trust 100% and want to compare cross-channel performance equally.
AI Click & Impression Based
PROS
- Integrates impression conversions from Ad Platforms. - Emphasizes upper-funnel channels. - Achieves a 100% match with your backend revenue.
CONS
- Relies on impression data from Ad Platforms.
RECOMMENDATION
Choose this model when you trust impression conversions from Ad platforms and want to understand the impact of view conversions.
Click on your profile avatar located in the upper-right corner of the header, near the 'profile' section.
From the dropdown menu, select 'Preferences'.
A popup labeled 'Preferences Attribution' will appear on your screen.
Within this popup, choose the attribution model that aligns with your preferences.
Once you've selected your desired model, click on the 'Apply' button.
You'll receive an alert message confirming that your attribution model has been changed successfully.
The 'Preferences Attribution' popup will then close automatically.
If you wish to exit the 'Preferences' menu, simply click the 'x' button, and the popup will hide.
Following these changes, you'll notice modifications in all channel-related views. Look for the 'i' info icon next to the “channels” section title. Hover over this icon to view a tooltip displaying the current attribution model in use.
Your chosen changes will be saved in your profile. The next time you access your dashboard, it will automatically reflect the updated attribution model.
Use Cases
Let's explore two real-world scenarios where attribution models can make a significant impact:
Case Study 1: Proving Upper-Funnel ROI
Scenario
You've invested heavily in upper-funnel channels and need to evaluate the ROI for your investors or management. You aim to demonstrate the impact of this strategy by calculating the return on investment (ROI) and comparing it against your ambitious targets.
Case Study 2: Efficient Budget Allocation for ROAS
Scenario
You have a specific ROAS (Return on Ad Spend) target to meet, and you want to allocate your budget efficiently across channels that generate traffic translating into revenue.
FAQs
How do you distribute value for different touchpoints? based on what factors? what do you take into account?
The first part of the technology is our tracking system that maps the customer journey. Once the customer journey is mapped, the attribution algorithm enters into action and distributes the value of conversion across different touchpoints. Attribution is based on a marketing theory that users go through three stages before buying. We called them Touch, Tell, Sell. The Touch phase is where the attention of the users is caught, in the Tell phase the user engages with the brand/product, and in the Sell phase the user decides to buy.
