Impara Analyzing Marketing Attribution | Advanced Analytics for Marketers

Marketing attribution is the process of determining which marketing channels and touchpoints contribute to a conversion, such as a sale or sign-up. Understanding attribution is crucial for marketers because it helps you assess the effectiveness of different campaigns and allocate resources more strategically. There are several common attribution models, each offering a different perspective on how credit for conversions should be assigned. The first-touch model gives all credit to the first channel a customer interacts with, emphasizing the importance of initial engagement. The last-touch model assigns all credit to the final channel before the conversion, highlighting the channel that closed the deal. The linear model distributes credit equally across all channels in the customer journey, recognizing that each step played a role. Choosing the right attribution model can significantly impact how you interpret campaign performance and make budgeting decisions.


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import pandas as pd

# Sample customer journeys
data = {
    "customer_id": [1, 2, 3, 4, 5],
    "journey": [
        ["Email", "Social", "Paid Search"],
        ["Social", "Email"],
        ["Paid Search", "Direct"],
        ["Email", "Direct", "Social"],
        ["Social", "Paid Search"]
    ],
    "converted": [True, True, False, True, True]
}

df = pd.DataFrame(data)

# Apply last-touch attribution: assign conversion to the last channel in the journey
def last_touch_channel(journey):
    return journey[-1]

df["attributed_channel"] = df["journey"].apply(last_touch_channel)
df["conversion"] = df["converted"].astype(int)

# Calculate conversions attributed to each channel
last_touch_results = df[df["converted"]].groupby("attributed_channel")["conversion"].sum()
print("Last-touch attribution results:")
print(last_touch_results)

The choice of attribution model has a direct impact on how you allocate your marketing budget and optimize campaigns. Attribution analysis helps you identify which channels are most effective at driving conversions, allowing you to invest more in high-performing channels and adjust or improve those that are underperforming. By understanding the customer journey and the role of each touchpoint, you can make more informed decisions about campaign design, channel selection, and resource allocation. This leads to better ROI and more efficient use of your marketing spend.


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# Compare first-touch, last-touch, and linear attribution models

def first_touch_channel(journey):
    return journey[0]

def linear_channels(journey):
    return journey

# First-touch attribution
df["first_touch"] = df["journey"].apply(first_touch_channel)
first_touch_results = df[df["converted"]].groupby("first_touch")["conversion"].sum()

# Linear attribution
from collections import Counter

linear_counter = Counter()
for idx, row in df[df["converted"]].iterrows():
    for channel in set(row["journey"]):  # set to avoid double-counting if channel appears twice
        linear_counter[channel] += 1 / len(set(row["journey"]))

linear_results = pd.Series(linear_counter)

print("First-touch attribution results:")
print(first_touch_results)
print("\nLast-touch attribution results:")
print(last_touch_results)
print("\nLinear attribution results:")
print(linear_results)

1. What is the purpose of marketing attribution?

2. Which attribution model gives all credit to the last channel before conversion?

3. Fill in the blank: Attribution analysis helps marketers allocate ______ more effectively.

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Sezione 3. Capitolo 6

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