edrone's new attribution model

In the simplest terms, attribution is the answer to the question: whether and to what extent a particular marketing functionality - such as a newsletter, automation, onsite or SMS - contributed to a conversion.

There are various marketing and sales messages along a customer's purchase path that can influence their decision to buy.

Example:

A customer arrives at your site from a Google ad. Subscribe to your newsletter. A few days later, they see a post on Facebook. They remember the discount code from the email. They searche for the site on Google and make a purchase, using the aforementioned code.

Each of these stages influenced his purchase decision.
The question is: which one played a key role?

The attribution model aims to answer this question. It identifies which touch points along the customer's path had the greatest impact on conversion. It can be based on a variety of rules - from simple models, such as last click or equal split, to advanced solutions based on statistical analysis.

We recently made modifications to our attribution model, reducing the time in which an interaction with an edrone message can be attributed to a conversion.

Previously, there was a period of 30 days from email opening or automation.

We decided to make the change to provide more precise data and enable clients to analyze campaign performance more effectively.

The new model includes three direct channels:

Periods of attribution:

Supporting channels:

The new attribution model in edrone provides more precise analysis and easier measurement of the effectiveness of marketing campaigns. As a result, you'll be able to evaluate the effects of your efforts faster and make better business decisions.