Data-driven marketing attribution for today's digital economy
Only with an accurate understanding of marketing performance can you optimize for the highest ROI.
Rules based attribution models like "last-click" don't account for the complexities of
today's customer journeys.
"We would have stopped spending on what was actually one of our most valuable marketing channels if
we didn't start using Trialfire."
CMO, DTC Brand
Customer journeys are complex and unpredictable
There are often 8 or more touch-points along the customer journey leading to a conversion.
More importantly, touch-points are inter-connected and influence one another, as shown
Most analytics platforms including Google Analytics, attribute conversions to
marketing touch-points based on a simple rule. Usually "last-click", which gives sole credit
to the last touch-point before a conversion.
By looking at the diagram below, its easy to
see the flaw in this approach, based on how much of the customer journey is ignored.
By looking at attribution in the context of the customer journey, its easy to see where
traditional rule based attribution models fail. More importantly, it shows that without
accounting for all of the relevant touch-points along the customer journey, investment
decisions could be made based on misleading information.
"We now make decisions based on an accurate understadning of ROAS."
Director of Digital Marketing, SaaS ISV
Analyze all touchpoints, measure how they work together, and assign credit based on their
impact to conversion
Trialfire attribution uses an approach based on Nobel prize winning "collaborative
game-theory". It credits marketing channels and touch-points based on how they
perform in concert. This ensures marketing investment decisions can be made based on an
accurate understanding of what's actually working and what isn't.