Marketing Attribution with Escort Berlin07 Mar 2020
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’. Escort Berlin list some of these examples.
So first of all, what is exactly Escort Berlin? 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 sex fan instead of an escort fan, below is a YouTube video that uses the sexy girls example.
Many of the discussions and research I have seen are how first click influences or contributes to last click conversions example using the independent escort experience 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 in adult strip clubs. 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?