Tip:<\/strong> Don\u2019t juggle attribution models too much or compare apples to oranges. Instead, focus on understanding your customer journey. Analyze how often customers typically buy and use that to segment your data and avoid overexposing people – reducing your cost per customer.<\/div>\nBut Micky, can\u2019t we just turn off a channel for a month?<\/strong><\/p>\nI’ve heard this question countless times, but it\u2019s not that simple.<\/p>\n
Facebook ads and branding efforts often have a long-term effect. Turning them off for a month may not show immediate results.<\/p>\n
The bigger issue is seasonality. You can\u2019t test one month against another – they\u2019re always different. Weather, holidays, global events, stock levels – all play a role.<\/p>\n
More channels = more data = more complexity.<\/p>\n
<\/span>Future systems<\/strong><\/span><\/h3>\nMany marketers are exploring new systems. Facebook\u2019s Atlas, Google\u2019s new Attribution feature, Adform, and Google’s DoubleClick platform are all worth looking into.<\/p>\n
If you\u2019re ready to tackle the attribution challenge, these tools might be a good place to start.<\/p>\n
<\/span>Think of your marketing as a funnel<\/strong><\/span><\/h2>\nYou can\u2019t just run brand-name Google Ads. You need to reach potential customers at every stage especially if you\u2019re new to the market.<\/p>\n
Let\u2019s revisit the classic marketing funnel.<\/p>\n
\n- Top funnel<\/strong> \u2013 New potential customers being introduced to your brand, service, or product. These are “cold leads” you want to guide toward a purchase. Here, you test which messages create engagement. Use everything from social media (Twitter, LinkedIn, Facebook, Instagram) to TV, radio, and print. Exposure is key – tailored to your industry.<\/li>\n
- Mid funnel<\/strong> \u2013 These people have some knowledge of your brand. They\u2019re not yet convinced but easier to convert. Influencers, newsletters, and brand personality play a big role here. Why should they choose you?<\/li>\n
- Lower funnel<\/strong> \u2013 These customers know your brand. They might\u2019ve abandoned their cart or just need a small nudge. They may find you through brand search, Facebook retargeting ads, or cart abandonment emails.<\/li>\n
- Retention engine<\/strong> \u2013 This is your loyalty machine. Retaining customers through good service, email flows, and personal touches is cheaper than acquiring new ones. Companies that master this enjoy a higher LTV (lifetime value). Amazon\u2019s Prime model is a prime example.<\/li>\n<\/ul>\n
<\/span>My model for data analysis \u2013 for start-ups<\/strong><\/span><\/h2>\n