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ATTRIBUTION MODEL

How to determine commissions such that sales is optimized? The results of conversion attribution relies on the underlying model. Most models used in practice are too simplistic such that the results do not make sense. However, my models will make a difference.

CONVERSION ATTRIBUTION FOR E-COMMERCE

How to determine the right fee for performance based campaigns run by agencies? Conversion attribution will contribute to the effectiveness of the sales funnel and will result in a higher conversion rate. You can think of a number of directions for optimization:

  • optimizing marketing budgets over different advertising channels and campaigns,
  • refine calculations for different consumer segments, and
  • determine the right fee for every campaign and channel.
each improving your return on marketing investment (ROI).

MARKETING CHANNELS AND CAMPAIGNS

Optimization is possible on campaign level or channel level, examples are:

  • finding the right balance between Adwords en online display campaigns
  • scheduling off-line campaigns and on-line campaigns
  • mixing prospecting, behavioral retargeting, retargeting, and cross-selling campaigns.