Data Insights

Attribution Modelling

What Is Attribution Modelling and Why Is It Important?

It’s easy to understand that your customers interact with many advertising campaigns. However, do you know which channels ‘capture’ leads and sales, and which ‘drive’ them?

It’s this relationship that needs to be understood and enabled.

Through attribution modelling, we can understand these relationships and identify the effectiveness of channels in the sales-cycle stages. Data and technology are the heart of attribution and the elected tool must drive ‘actionable’ insight.

Indago Digital’s extensive experience allows us to comprehend the importance of this analysis and the complicated data sets. We analyse all your digital and available offline channels to present easy-to-understand, actionable insights. This feedback showcases how your marketing activities work together to influence your sales process.

What Is Attribution Modelling and Why Is It Important?

Attribution Modelling at Indago Digital

Attribution Modelling is the process of analysing the channels which drive visitors to your site, and how profitable each channel is at doing so.

Attribution Modelling also identifies the sales-cycle stage – at which each marketing channel most effectively drives its messaging. This is done through applying a set of custom rules for determining how a sale’s credit is distributed amongst individual touchpoints in its conversion path.

There are several generic rule-sets available. But to gain insights into your own business, we’d advise using a custom rule set that “understands” your business.

Our Methodology

Our Methodology and Results

Knowing how your marketing channels influence each other, means collecting as much quality data as possible from all sales-cycle stages. It also calls for knowing the cost of each channel and how visitors from each channel interact with your site.

Google Analytics Audit

Google Analytics Audit - The data you extract is only as reliable as the data initially input.

We start by checking all data collection points. This includes auditing all UTMs in use, and potentially rebuilding naming conventions. When we are confident that the data input is clean, we progress to the next steps.

Website Behavioural Analysis

Website Behavioural Analysis - It’s important to understand how visitors from each channel interacts with your site. It's also important to understand whether a channel is good at driving primary or secondary conversions.

The best way to accomplish this is to effectively track all form completions, email address number clicks, average transactions values etc.

We ensure that all important behaviour is being tracked correctly and accurately though a rigorous testing process.

Data uploads

Data uploads - The holy grain is getting all online and offline data costs uploaded into the Attribution Modelling tool. Google Ads (formally AdWords), Microsoft Ads (formally Bing), Facebook Ads, SEO and any other online systems have cost and conversion data available.

We clean and input all this data (as well as any offline data available) and use this as the data set.

Building the Attribution Model

Building the Attribution Model - Indago Digital builds out the complex set of rules for determining the ‘how’ and ‘when’ credit for a sale is distributed to each conversion touchpoint.

These rules require constant maintenance and updates as more behavioural patterns are gleaned from the data sets.

Reporting & Action

Reporting & Action - For Attribution Modelling to be useful, understanding the patterns within the data and their meaning is imperative.

The Indago Digital Attribution Modelling team have years of experience in unravelling the story behind the data.

We regularly update you with findings, insights, and advice. This allows both parties to construct advanced strategies, and efficiently schedule resources between channels for maximised ROI.

Those findings then need to be put into action by changing the way you invest your marketing dollars.

Meet Our

Data Insights Team

The Indago Digital data insights team consists of professionals from various development backgrounds and an expertise in various analytics and reporting platforms.

It’s a resource shared across various departments as we internally collaborate to help channel managers with the collection, visualisation and analysis of clientele data.

The team prioritises deriving actionable insights to aid channel managers and their clients in implementing data and insight-led strategies.

Data Insights Testimonials

Successful Stories

  • Jeremy Reitman
    Jeremy Reitman
    2 years ago
    Director, Digital Marketing - Expedia ;

    We’ve worked with Gary & Indago from day one. They’ve been instrumental in helping bring the Helloworld brand to life online through various performance marketing means. Their team of experts focused on everything digital from paid search, organic (SEO), mobile web/app, analytics, re-targeting. Unlike most other agencies, Indago felt like a direct extension to the core helloworld team & elected to be involved in strategic meetings to achieve the desired results.

  • Ronnie Baskind
    Ronnie Baskind
    50 years ago
    Managing Director - Kilimanjaro Consulting Pty Ltd;

    At K-C we spend a lot of time and effort understanding our clients, their businesses and requirements, which was a key consideration when picking the agency we wanted to work with. We had a few false starts with agencies promising us the world, and delivering very little. indago digital have made a huge effort to understand our market as well as our unique positioning within that market. In the short time we’ve worked with them results have improved significantly, and we hope will improve further.

  • Sebastian Graham
    Sebastian Graham
    50 years ago
    Marketing Director - Living Social ;

    We’ve worked with the team at Indago Digital for a while now. We’ve found them flexible, professional, easy to work with and most importantly they have delivered the results we need. I fully recommend Gary and his team to any business.

  • Bridget Toogood
    Bridget Toogood
    50 years ago
    Digital Marketing Executive - AAT Kings ;

    We decided to work with Indago Digital due to the work they’ve conducted with the rest of the Travel Corporation. As well as driving instant results and being subject matter experts they’ve helped us by supplying training, suggesting other channels to utilise and by providing client services in a way we believe an agency should.

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