Clario Marketing Measurement Attribution Methods

Clario offers a comprehensive suite of fifteen marketing measurement methods. These include twelve methods for online purchases and marketing (such as First-touch, Any-touch, Last-touch, Linear, Time decay, and 40-20-40), along with three methods that encompass all purchase and marketing channels. Additionally, one method allows clients to define their own attribution criteria, providing a versatile set of tools for evaluating marketing campaign effectiveness across various touch points.

Client Assigned: Attribution method as assigned by the Clario Client Multi-touch: Attributes purchase to multiple touchpoints along the user's journey First-touch: Attributes purchase to the first touchpoint in the user's journey Any-touch: Attributes purchase to any touchpoint involved in the user's journey Last-touch: Attributes purchase to the last touchpoint before conversion Linear: Attributes purchase equally to all touchpoints in fixed percentages Time decay: Attributes higher credit to recent touchpoints, with decay over time 40-20-40: Attributes 40% credit to first touch, 20% to middle, 40% to final touchpoint

Why have various Marketing Attribution Methods? Attribution methods help marketers understand how different marketing channels and touchpoints contribute to their overall marketing success and conversion goals. The choice of attribution method depends on the organization's specific objectives and the nature of their customer journey.

What is included in Direct (online) and Non-Direct (offline) Marketing?

Direct Marketing (Online):

• Search engine marketing (SEM) - paid search ads, SEO

• Social media marketing - social ads, organic social posts

• Email marketing - promotional emails, newsletters

• Content marketing - blogs, videos, infographics

• Affiliate marketing

• Native advertising

Non-Direct Marketing (Offline)

• Print ads - newspapers, magazines, brochures

• TV and radio advertising

• Direct mail

• Telemarketing and cold calling

• Trade shows and events

• Traditional PR activities

• Sponsorships

• Promotional products

Attribution Definitions:

Multi Touch Attribution (MTA): is a marketing attribution model that assigns value to multiple touch points or interactions a customer has with a brand or marketing campaign throughout their journey. MTA aims to provide a more comprehensive understanding of how different marketing efforts contribute to conversions by distributing credit across various touch points.

First Touch Attribution: is a marketing attribution method that attributes the entire value of a conversion or sale to the first interaction or touchpoint a customer has with a brand or marketing campaign. It emphasizes the initial contact as the most influential factor in driving the customer to take action.

Last Touch Attribution: is a marketing attribution method that attributes the entire value of a conversion or sale to the last interaction or touchpoint a customer has with a brand or marketing campaign before completing the desired action. It focuses on the final touchpoint as the primary driver of the conversion.

Any Touch Attribution: also known as Equal Attribution, is a marketing attribution method that assigns equal value to all touchpoints or interactions a customer has with a brand or marketing campaign. It assumes that every touchpoint contributes equally to the conversion process, regardless of its position in the customer journey.

Linear Attribution: is a marketing attribution method that evenly distributes credit across all touch points or interactions a customer has with a brand or marketing campaign. It assigns equal importance to each touchpoint, providing a balanced view of how various interactions contribute to conversions.

Time Decay Attribution: is a marketing attribution method that assigns more weight or credit to touch points that occur closer to the conversion event in the customer journey. It assumes that interactions that happen nearer to the conversion have a greater impact on the decision-making process.

40 20 40 Attribution: is a specific type of multi-touch attribution model where 40% of the credit is assigned to the first touchpoint, 20% to intermediate touch points, and the remaining 40% to the last touch point before conversion. This model acknowledges the influence of both the initial and final interactions while giving some credit to intermediate touch points.