Dive summary:
- Google on Tuesday announced the new "Data-Driven Attribution" feature for Google Analytics Premium, the paid version of its analytics platform geared towards enterprise.
- Data-Driven Attribution helps marketers move past last click attribution to better understand their media spend across all channels.
- Rather than just focus on those touch points that lead to conversion, Data-Driven Attribution allows marketers to analyze each incremental contribution of each touch point for a clearer picture of the customer journey and a better understanding of ROI.
From the article:
"Kee explains that the algorithmic approach takes the conversion rate for all users coming through a certain path and then compares that to a similar set that does not include exposure to a particular touch point. For example, you might look at users who followed a path of display > search > social > direct and compare that to the set of users who came via display > search > direct to understand the impact of social on conversion rates in the customer journey. How did having social in the mix increase the likelihood of conversion?"
