DJ Attribution

The DJ Attribution dashboard enables you to determine the marketing channels that are driving revenue for your business. Attribution models calculate how much revenue to assign to each marketing channel for each purchase made by a customer who had at least one interaction with a brand on that channel during the "lookback window," which is the number of days prior to a purchase where a channel interaction would influence that purchase.

DemandJump provides a variety of attribution models for your to measure each channel's effectiveness. The examples below assume a 30 day lookback window.

  • DJ Attribution: An algorithmic attribution model that uses statistical modeling and machine learning techniques to derive probability of conversion across all marketing touchpoints to assign the value of each touchpoint preceding the conversion.
  • Last Click: The last channel touchpoint a user interacted with prior to making a purchase receives 100% credit for the revenue.
    • Customer 1 interacted with paid search, social, and email (in that order) in the last 30 days prior to making a purchase. Email receives 100% of the credit.
  • First Click: The first channel a user interacted with during the lookback window receives 100% credit for the revenue.
    • Customer 1 interacted with paid search, social, and email (in that order) in the last 30 days prior to making a purchase. Paid search receives 100% of the credit.
  • Time Decay: The most recent channel touch points receive more credit than the previous touch points.
    • Customer 1 interacted with paid search 20 days ago, social 10 days ago, and email today prior to making a purchase. Email receives 50% of the credit, social receives 33.33% of the credit, and paid search receives 16.67%.
  • Position Based: The first and last marketing touchpoint within the lookback window each receive 40% credit for the purchase. All touchpoints between the first and last interactions split the remaining 20% evenly.
    • Customer 1 interacted with paid search 20 days ago, social 10 days ago, a display ad 3 days ago, and email today prior to making a purchase. Paid Search and Email receive 40% of the credit, and Social and Display each receive 10% of the credit.
  • Linear: All channel touchpoints that occurred within the lookback window receive equal credit for the revenue.
    • Customer 1 interacted with paid search, social, and email (in that order) in the last 30 days prior to making a purchase. Paid search, social, and email each receive 33.33% of the credit.
  • Last Adwords Click: 100% of revenue is given to Paid Search if any paid search interaction occurred within the 30 days prior to the conversion.
    • Customer 1 interacted with paid search, social, and email in the 30 days prior to making a purchase. 100% of the credit is assigned to Paid Search.

Additionally, this dashboard surfaces your marketing costs and provide a calculation of your return on ad spend (ROAS) per marketing channel. You can add, edit, or remove cost data for each channel by navigating to Channel Builder.