Quisma revealed its individual attribution model in the agency’s recent Individual Conversion Attribution white paper. The model is described as being tailored to each advertiser and is not restricted to the order of touch points, which the white paper characterises as being “shortsighted”.
The individual attribution model determines the exact contribution of each online marketing channel to every successful journey. Quisma divides and distributes the conversion proportionally among the respective touch points.
A channel’s contribution to generated conversions, or channel efficiency, is calculated by the agency. It models the user journey including those that failed to lead to a transaction, so path-to-conversions and path-to-non-conversions are both taken on board.
Channel efficiency is main factor
Channel efficiency may be the main factor for Quisma, but it also determines if the interaction is a view or a click and whether the touch point is an introducer, influencer or closer. The agency then analyses advertising medium quality, for example in search there’s a different emphasis on keyword quality and display position.
Time lag between touch points is taken into account too. If there are several occurrences of the same interaction during a specific period of time, it’s counted as one interaction. Finally, Quisma likes to differentiate journey types such as those in sales or leads and apply different emphasis to each.
The online marketing agency uses all the factors to create a scoring model to evaluate the journeys and decide on the percentage contributions of each touch point. When occasions demand it, Quisma also tries to expand the model to include customer scoring and sales the journeys generate.
Customer scoring is a method used to reflect the fine tuning of Quisma’s scoring model depending on the advertisers’ customer evaluation. Journeys are optimised depending on the lifetime value and equity of the customers in question.
Individual atrribution model is Quisma IP
UK MD, Ellie Edwards-Scott maintains that this attribution model is its intellectual property and was designed to give advertisers a better way to spend their budgets. She believes it will help companies onto better things in digital marketing.
“This model on Conversion Attribution is QUISMA’s intellectual property developed for the sole purpose of allowing advertisers to find out how they can spend their budgets more efficiently,” she said. “This model is the result of a long evaluation process of our clients’ needs aiming at increasing their online advertising success.”
There’s little doubt that Quisma has researched the individual attribution model thoroughly and the white paper discloses several case studies where it has put it into practice. Will it see widespread take up? Let us know your thoughts on the model in the comments below.