It is not surprising that companies, nowadays, trust more and more in the agencies of Performance Optimization since they know that with their investment they will achieve their objectives. There is a widespread need to analyze and improve digital marketing investments.
The fact of implementing a strategy focused on results marketing will help your company to differentiate itself competitively. Results measured by last-click? That's not enough. We must fully immerse ourselves in the study of the attribution models and the importance of analyzing the different interactions before the purchase in order to assign responsibility for the sale to one channel or another.
And you will ask yourself: What is this attribution models?
It is the information that allows attribution marketing to tell us it works And why not.
- Effective investment: directing our marketing budget to more profitable media and channels.
- Know your client: understand the messages and channels preferred by customers.
- Channel synergy: know how different channels work with each other.
- Internal improvement: It will allow the professionals of the company to better understand the products and services.
It is very important to be fair with each channel, when we talk about the mix of media used, and for this we must go beyond the click. This will allow us to determine which have been the most profitable media.
The performance marketing carried out by Teralco, does it work?
Traditionally, the most widespread attribution model is the last click, the model that counts the last click that leads to conversion. In Teralco Group We didn't want to attribute all the credit for a conversion to a random click, so we introduced the Markov chain as an advanced attribution model.
Through this model, it is possible to determine the conversion probability of each channel, as well as estimate future user behavior patterns by taking into account previous experience and results. Wow, we calculated the probability of conversion for each channel by simulating the removal effect of each of the channels.
A true teamwork, nothing that only the striker plays as in the model of the last click.
Success story: HotelBeds
One of our success stories is Hotelbeds, the world's leading bed bank. The company connects more than 60.000 sellers in more than 140 source markets around the world, with trips in more than 185 countries representing more than 170.000 hotels, 24.000 transfer routes and 18.000 activities.
On this platform, the user has a very long decision path and will surely be influenced by actions on Facebook, newsletter, Remarketing...
Hence, we carried out, in an integral way, a channel analysis. In this way, we took into account the different user interactions, granting different weights, although by default we also continue to optimize our campaigns with the classic last click or last interaction model.
At Teralco Group we apply our technological knowledge by implementing at each step of the marketing funnel of Hotelbeds the most appropriate technology for your case.
- The system Tracking allows to generate an identifier for each new anonymous visitor. Able to stay and identify recurring visitors and thus be able to improve actions and strategies thanks to the information.
- The generation, processing and storage of events User tracking is accomplished by implementing an event pipeline. This monitoring is done by tracking events registered through cookies, their flow between components thanks to EventDispatcher and the ingestion of data from said events.
- Regarding the data lake, we are experts in cloud architectures. The infrastructures that we prepare are always in accordance with the needs of each client. The most complex and robust architectures allow the processing of millions of concurrent events from different sources in real time.
- La model application It is an important decision to assess. Depending on the Region and within it the Market, the difference in the choice of the Model depends on the support sale, which is different in each of them.
- Consume the processed data, showing it, exporting it, integrating it and consuming it is one of the fields of specialization for us.
It is very important to make a good investment in digital marketing to achieve your goals. Now that you have come this far, knowing how much to invest or how to do it can be truly tedious work, so if you are thinking of taking the big leap, we are here to help you.