Cases where attribution analysis is appropriate
Posted: Wed Jan 29, 2025 9:38 am
Even for advertisements or campaigns where the indirect effects are difficult to understand, attribution analysis makes the degree of contribution visible, making it possible to develop optimal web advertising operations and marketing strategies.
On the other hand, there thailand cell phone number list are cases where the effects of attribution analysis are difficult to see or feel.
Here, we will explain in detail the cases where attribution analysis is suitable and the cases where it is not.
Attribution analysis is a method of measuring indirect effects, so it is effective when the path to conversion is complex or there are multiple types of paths.
The following cases are possible concrete examples:
Conversions occur through multiple channels
When multiple channels are used to drive a conversion, attribution analysis allows you to quantify the contribution of each channel.
A typical example is B2B business.
In most B2B businesses, a company representative first comes into contact with the product or service at an exhibition or other venue, and then goes through several channels to reach a conversion, such as visiting the company's website or social media, or attending a seminar.
Attribution analysis makes a significant contribution to making a comprehensive and fair evaluation of marketing strategies in today's world, where consumer behavior is becoming increasingly complex and diverse across online and offline activities.
The proportion of branded searches among conversions is high
If you are dealing with products that have a high proportion of brand-name searches, attribution analysis can help to further improve your conversion rate.
A typical example would be a B2C product such as a car or a house, which is expensive and takes a long time to convert.
Many consumers who perform name searches, such as those involving a specific car model, develop purchasing intent as they go through several different channels.
By visualizing the path from branded search to conversion, in other words, the path that fosters consumer desire to purchase, and strengthening each channel, it is possible to further increase conversion rates.
Retargeting ads are working, but site sales aren't increasing
The reason why retargeting ads do not result in increased sales for your site may be due to issues with factors that indirectly influence purchasing decisions.
Since retargeting ads are delivered to users who are deemed to have a particular interest in the product or service in question, it is expected that the number of visitors from the ad to the purchase page will increase.
However, even if you are successful in attracting visitors to your site, if they leave the page without making a purchase, it means that your target users' purchasing motivation is not high.
By utilizing the results of attribution analysis, it is possible to verify and improve how measures are implemented for each channel through which users who are the targets of retargeting ads come into contact.
When attribution analysis isn’t suitable
As mentioned above, attribution analysis, which is a method for visualizing "indirect effects," may not be suitable depending on the characteristics of the product or service.
As specific examples, the following cases are considered to be unsuitable for attribution analysis:
Products that are difficult to compare
For sites that sell daily necessities or consumables, or products where similar products or services are not compared, there may not be much point in using attribution analysis.
When a product or service is widely available and there isn't a huge price difference between online and offline, consumers tend to buy what they see.
Attribution analysis is a method that excels at analyzing how consumers behave during the consideration period, so it will not be effective for products that do not involve a comparison and consideration process.
The consideration period before conversion is short
Attribution analysis is more suitable for products where the consumer has a long and complex path before converting, so it is less meaningful for products where the consideration period is short.
A short review period means that there may be very few or even none of the channels that have contact, making it unnecessary to measure indirect effects.
On the other hand, there thailand cell phone number list are cases where the effects of attribution analysis are difficult to see or feel.
Here, we will explain in detail the cases where attribution analysis is suitable and the cases where it is not.
Attribution analysis is a method of measuring indirect effects, so it is effective when the path to conversion is complex or there are multiple types of paths.
The following cases are possible concrete examples:
Conversions occur through multiple channels
When multiple channels are used to drive a conversion, attribution analysis allows you to quantify the contribution of each channel.
A typical example is B2B business.
In most B2B businesses, a company representative first comes into contact with the product or service at an exhibition or other venue, and then goes through several channels to reach a conversion, such as visiting the company's website or social media, or attending a seminar.
Attribution analysis makes a significant contribution to making a comprehensive and fair evaluation of marketing strategies in today's world, where consumer behavior is becoming increasingly complex and diverse across online and offline activities.
The proportion of branded searches among conversions is high
If you are dealing with products that have a high proportion of brand-name searches, attribution analysis can help to further improve your conversion rate.
A typical example would be a B2C product such as a car or a house, which is expensive and takes a long time to convert.
Many consumers who perform name searches, such as those involving a specific car model, develop purchasing intent as they go through several different channels.
By visualizing the path from branded search to conversion, in other words, the path that fosters consumer desire to purchase, and strengthening each channel, it is possible to further increase conversion rates.
Retargeting ads are working, but site sales aren't increasing
The reason why retargeting ads do not result in increased sales for your site may be due to issues with factors that indirectly influence purchasing decisions.
Since retargeting ads are delivered to users who are deemed to have a particular interest in the product or service in question, it is expected that the number of visitors from the ad to the purchase page will increase.
However, even if you are successful in attracting visitors to your site, if they leave the page without making a purchase, it means that your target users' purchasing motivation is not high.
By utilizing the results of attribution analysis, it is possible to verify and improve how measures are implemented for each channel through which users who are the targets of retargeting ads come into contact.
When attribution analysis isn’t suitable
As mentioned above, attribution analysis, which is a method for visualizing "indirect effects," may not be suitable depending on the characteristics of the product or service.
As specific examples, the following cases are considered to be unsuitable for attribution analysis:
Products that are difficult to compare
For sites that sell daily necessities or consumables, or products where similar products or services are not compared, there may not be much point in using attribution analysis.
When a product or service is widely available and there isn't a huge price difference between online and offline, consumers tend to buy what they see.
Attribution analysis is a method that excels at analyzing how consumers behave during the consideration period, so it will not be effective for products that do not involve a comparison and consideration process.
The consideration period before conversion is short
Attribution analysis is more suitable for products where the consumer has a long and complex path before converting, so it is less meaningful for products where the consideration period is short.
A short review period means that there may be very few or even none of the channels that have contact, making it unnecessary to measure indirect effects.