We’ve investigated it and...
Our data shows that online shoppers take an average of 5.5 visits on 2+ devices before purchasing. Since the buying process is becoming more complex, ecommerce analytics and more specifically the attribution models used need to evolve.
The current models being used have numerous flaws, the most important being that they are purely position based.
Last Click only counts one channel, disregards channel value, is position based.
Linear disregards visit value, disregards channel value, is position based
Time Decay only counts one channel, disregards channel value, is position based.
First Click only counts one channel, disregards channel value, is position based.
Position Based devalues assisted visits, disregards channel value, is position based
As a result, merchants don’t know their true ROI and are leaving money on the table!
A complex buying process needs an advanced attribution model. A model that is truly multi-channel, attributes based on value and not position and improves with more data.
Divvit’s Attribution Model
Our machine learning multi-channel marketing attribution model does exactly that! By not only considering a visit's position in the buying process we use data points such as time on site, page-views and checkout visits to determine the true value of a visit. After training our model on more than 700 million events, we can predict the probability of a purchase after each visit and attribute value accurately.
Want to learn more about Divvit’s attribution model?
With Divvit you’ll be able to:
Know which channels provide the best ROI
Analyze the Customer Journey from Visit to Order
Know which channels are over/undervalued
Know your exact Customer Acquisition Cost
Compare our machine learning attribution model with last click and linear attribution models side by side
Track detailed metrics on each individual touchpoint for every order
So we help you:
Decide which attribution model to use
Determine which marketing channels to use
Allocate your marketing budget in the most effective way possible
We’ve helped our customers increase revenue by up to 40%
We've worked with great companies
Konstantin Lopatin | CMO at WestWing
With Divvit we know exactly what role each channel is playing and how it contributes to our success. Knowing exactly how your users behave is invaluable when creating a strategy to improve!
CMO at WestWing