Friday, May 10, 2013

Search Marketing Attribution – % Of Non-Brand Keywords Drive Branded Keywords Conversions/Sales?


Over the years, there have been tons of articles or research regarding marketing attribution. The most common talked about are first click/interaction and last click/interaction. Some other attribution modeling includes ‘time decay’, ‘linear’ and ‘position based’. Google analytics list some of these examples:

In the “Last Interaction” attribution model, the last touch point -- in this case the Email channel -- would receive 100% of the credit for the sale.

In the “First Interaction” attribution model, the first touch point -- in this case the Paid Advertising channel -- would receive 100% of the credit for the sale.

In the “Linear” attribution model, each touch point in the conversion path -- in this case the Paid Advertising, Social Network, and Email channels - share equal credit (33.3% each) for the sale.

In the “Time Decay” attribution model, the touch points closest in time to the sale or conversion get most of the credit. In this particular sale, the Email and Social Network channels would receive the most credit because the customer interacted with them on the day of the conversion. Since the Paid Advertising interaction occurred one week earlier, this channel would receive significantly less credit.

In the “Position Based” attribution model, 40% credit is assigned to the first interaction, 20% credit is assigned to the middle interactions, and 40% credit is assigned to the last interaction. The Paid and Email channels would each receive 40% credit, while the Social Network would receive 20% credit.


Definition of Attribution

So first of all, what is exactly marketing attribution? To explain this simply, attribution is about understanding which of your marketing channels or advertising contributed to a sale or conversion on your website. Using a soccer analogy, last click/interaction would be like attributing the goal (conversion) to Lionel Messi (striker), the goal scorer. With first click/interaction, the goal would be attributed from the assist provided by Xavi (midfielder), where his assist was made possible by Carles Puyol (defender) who broke up an attack from the opposition and launched a counter attack. If you a basketball fan instead of a soccer fan, below is a YouTube video that uses the basketball example:


Below we also have an image that illustrates how attribution funnels work from Zappos:


Many of the discussions and research I have seen are how first click influences or contributes to last click conversions example using the soccer analogy above. Or how other ‘first click’ marketing or advertising efforts such as display or social media drives conversions on the last click which could be from paid search, etc.

However, so far I have not seen much information in regards to how non-brand paid search advertising contributes to branded conversions. To answer this question, I had a looked at 10 retail clients/websites’ conversion funnels over a 30-day period and with 12 months worth of data (if available). The average percentage (%) of branded conversions came via non-branded keywords as a first click was between 1.21% (lowest) to 7.86% (highest). One of the trends I did noticed was that the percentage gets higher with more well-known brands as compared to lesser-known brands.

Therefore, with this data, one of the question to ask is when we measure branded performance, should we also be adding these percentages to the total branded performance as well?



21 comments:

Urban dictionary said...

Great post as ever. You define all the points really very well.

Rosa-Channel Letter said...

Each of the points discussed above are of vital importance when making marketing. These issues are mainly related to technology and how it is a vital ally for advertising and marketing.

CMSmart Chanel said...


Virtuemart Extensions

Virtuemart Templates

Joomla Furniture Template

Joomla Flower Template

One Page CheckOut for Virtuemart

Magento Jewelry Theme

Magento Printing Website Theme

Magento Facebook Login

Responsive Magento Themes

Magento Quick View Extension

Magento Color Swatch

Magento Themes

Magento Extensions




http://marketing2040.blogspot.com/ said...

thank you

H Romareo said...

WoW! It's a nice post about search marketing Attribution! I found it useful one. Thanks from Mobile Marketing

John Decker said...

This is a great article. I have been trying to increase my sales and marketing leads over the past few years. My company has a effective business plan but we needed an extra boost to get good sales results. I decided to use lead generation services because they can help us get a higher client investment.

John Mathew said...

Very informative and interesting post.It is really a big help. Thank you so much for sharing it with us.
Bronx Marketing Consultant
Pet Marketing

think box said...

I am impressed by the way you covered this topic. It is not often I come across a blog with captivating articles like yours . That was a very helpful piece.
Advertise In UK And Get More Business

Robert Gomez said...
This comment has been removed by the author.
Robert Gomez said...

Nice tips for blogger blog users. i love the post :) . I am also a blogger blog user but i haven’t done any SEO on them and they are getting a huge amount of traffic without any promotion from my side. I am building a new blog based on blogspot and i’ll sure try your tips out and see how it goes. I have seen some good search engine marketing company in market will keep you update.

think box said...

You made some good points there. I looked on the internet to learn more about the issue and found most people will go along with your views on this site.
Advertise In UK To Promote Your Business

inshal hassan said...

online advertising software - get your ads out today 11686
are you spending countless hours trying to promote a product online? visit us today for time saving software, blasters and submitters that will save you hours and
put money in your pocket. submit to over 20,000 websites in 5 minutes visit:the links on the right.
for more information visit: (http://tinyurl.com/6j53ne6) ids (11686)

Jacob Martin said...

Email marketing is one of the easiest and inexpensive ways to spread the word about a product or service. For the most part, marketing with this method doesn't cost anything except time.

Packers movers and Transportation
packers movers and transportation in lucknow
packers movers and transportation in bangalore

akshay kumar said...



1.
nice blog sir,
thanks for sharing information about employment.this very helpful(greatful,good) for all employed or unemployed guies. today this is very difficult to find a good job in the best track so most of the guies change his track.

if you looking for a job experienced or freasher
visit us:
Job Oppertunity
job exposure

L Suletha said...


Very amazing topic to talk about. Very timely post. Well said.

Sohidul Islam said...

We can tell you quickly what proportion we'll lend supported your auto’s value cash advance chicago. We’ll tell you what the terms unit of measurement in plain, straightforward language. We’ll tell you what knowledge is required, direct you to our nighest store, and let our friendly loan specialist do the rest. We’ll examine your automotive vehicle whereas you’re filling out our transient, straightforward application.

Sohidul Islam said...

I merely have a look here and emerge big to hunt out out this diary. created content conceiving hand and very cooperative location. I crave most of we tend to tend to United Nations agency area unit to hunt out these kinds of things, here we are going to notice everything fast payday loans newport news. i am with the content esteem associate degreed do esteem him as an honest provider. Thanks for your exertions and you too.

Nippun Tyagi said...

The points defined by you in the posts are easy to understand & your blog provide a great source of Knowledge for marketing!!
SEO Company in India

Kezya Wulandari said...

I recently came accross your blog and have been reading along.I thought I would leave my first comment. I dont know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.
Please don't forget to visit My Blog
Best Android
Thankyou ;)

Best Android Apps said...

Great site you have here.. It's hard to find excellent writing like yours these days. I honestly appreciate individuals like you! Take care!!

seofor josoft said...

We are the Best Services supplier of outsourcing and offshore back office services including offline and online Data Entry, Data Capture, Data Processing, Data Conversion, Image Scanning, OCR and Indexing, Forms Processing, Web and Internet Marketing , Services.

More Info……..

Mobile Number: - +91 8009 777 666
Visit Website : - http://www.josoftech.com
Submit Query : - http://www.josoftech.com/josofttechnologies/enquery.php
Online Chat Support : - http://josoftech.com/josofttechnologies/livezila/chat.php