Pathway and Attribution Exercise

Question: Discuss about the Pathway and Attribution Exercise. Answer: Calculate the FollowingMetrics impressions CPM normalization factors Remarketing on non- FBX 7494800 63.26 14 Remarketing on FBX 2092117 48.12 13 retention 4568725 26.45 16 Prospecting 1758239 41.26 11 ROAS impressions CPM normalization factors Total ROAS Remarketing on non- FBX 7494800 63.26 14 118476.1303 Remarketing on FBX 2092117 48.12 13 43477.07814 retention 4568725 26.45 16 172730.6238 Prospecting 1758239 41.26 11 42613.64518 Incremental Rate impressions CPM normalization factors Total ROAS Cntrl revenues incremental rate Remarketing on non-fbx 7494800 63.26 14 118476.1303 1658665.824 416866.7269 Remarkeing on FBX 2092117 48.12 13 43477.07814 565202.0158 31731.40034 retention 4568725 26.45 16 172730.6238 2763689.981 166200.1655 Prospecting 1758239 41.26 11 42613.64518 468750.0969 155965.9413 Incremental ROAS impressions CPM normalization factors Total ROAS cntrl revenues incremental rate incremental ROAS Remarketing on non- FBX 7494800 63.26 14 118476.1303 1658665.824 416866.7269 49388756634 Remarketing on FBX 2092117 48.12 13 43477.07814 565202.0158 31731.40034 1379588572 retention 4568725 26.45 16 172730.6238 2763689.981 166200.1655 28707858257 Prospecting 1758239 41.26 11 42613.64518 468750.0969 155965.9413 6646277284 Re-run and Analyze using a First Touch Attribution model Attribution model is the main foundation of marketing analysis and helps the market researcher to optimize and drove the ROAS and ROI of their campaigns. The fist touch attribution models allocates hundred per cent of the credit to the campaign that started the very first interface somebody with the business (Chaffey and Smith, 2017). Moreover the model i.e. first touch attribution models pay no attention to the campaign that mainly drove the conversation and each interaction after the first touch. As per the analysis and evaluation it has been observed that marketers who are mainly empathized upon the demand generation rather than rely on conversations may use this techniques and it is useful from them. In addition to this the first touch attribution models highlights the campaigns that initial introduce a client or consumers to the organization brand regardless of the result. Instead of this, utilizing first touch attribution model presents very limited optimization capability to m arketers (Chaffey and Smith, 2013). With not gaining and understanding the capability to identify what mainly drove revenues and conversations, marketers or researcher will have no easy task to justify its impact on the organizations bottom line (PAIGE, 2017). Prepare a Deck that: As per the findings of the data from the calculation, it has been observed that the total roas values of Remarketing on non-fbx, remarketing on FBX, retention and prospecting are $118476.1303, $43477.07814, $172730.6238 and $42613.64518 respectively. Therefore use of this technique the marketers effectively determined the dollors achieved per spend on the corresponding ads. Moreover from the findings it has been seen that values of Incremental roas of Remarketing on non-fbx, remarketing on FBX, retention and prospecting are $49388756634, $1379588572, $ 28707858257 and $6646277284 the shows that organization generating better revenues from the market. Distinguish methodology As per the analysis and evaluation it has been obtained that use of the first touch attribution methods in not appropriate to find the optimum outcomes and also drove the revenues in effective manner. Moreover, it has been seen that most of the market researchers or analysts are not in favor of use of first touch attribution methods to calculate the revenues because the methods has limited optimization ability to computer conversions and revenues (Jeffery, 2010). Therefore to find better outcomes and optimum result most of the marketers prefers last touch attribution procedures and time decay attribution methods. In the process of the last touch attribution approximately hundred per cent of the credit goes to the marketing dealings that drove the conversation in last touch attribution models. Whereas, in the process of time decay procedures, the most credit is goes to the dealings that outcome in conversion. Therefore, from the above evaluation and analysis it has been suggested that marketer needs to implement time decay attribution models. From the above analysis it has been suggested that marketers need to implement the time decay attribution procedures in order to calculate the revenues generated from the ads. The main benefits of this procedures is that it has an effectiecve ability to compute and optimize truly and accurate (Lee, 2009). In addition to this it is also helps the marketers to determine the significance of each interaction foremost up to the conversation while still incorporating the vital values of performance that mainly drove the conversion. With the help of use this tools, marketers can effectively optimize for touches and obtain conversation and the touches which raise the likelihood on conversation in upcoming years. Therefore from the above discussion and analysis I would recommend that the marketers needs to adopt other methodology to find the revenues and conversation in successfully and effective manner. In addition to this it has been seen that this procedure aids the marketer to determine the values in accurate and optimum methods. Provides a Perspective on the Top Conversation Path As per the calculation and findings it has been said that the best and top conversation path is E1w E1f E1w because it is associated with the high demand and high profits. From the findings it has been seen that the order that is placed by the customers are above than 3000 and the total order is $201895 that indicates this path conversation performing well and helps the marketer to generate better revenues in successful and effective manner. References Chaffey, D. and Smith, P. (2013).Emarketing Excellence. 1st ed. Hoboken: Taylor and Francis. Chaffey, D. and Smith, P. (2017).Digital Marketing Excellence. 1st ed. Florence: Taylor and Francis. Jeffery, M. (2010).Data-Driven Marketing. 1st ed. Hoboken: Wiley. Lee, K. (2009).Pay-per-click search advertising. 1st ed. Upper Saddle River, N.J.: FT Press. PAIGE, L. (2017).FIRST TOUCH. 1st ed. [S.l.]: ST MARTIN'S PRESS.