Marketing Analysis: Attribution Modeling
Building an End-to-End Marketing Analysis and Attribution Solution
Providing marketing attribution modeling at big data scale is difficult for most data analysis platforms. Ingesting a variety of data from different sources in multiple formats can be a data integration nightmare as there are multiple levels of ETL to perform, then joining the disparate data into a cohesive customer journey table, and finally applying rules based or algorithmic attribution models against the combined data.
Our solution engineers built the platform, that later evolved to become the Essentia Marketing SaaS, to be able to connect, cleanse, process and analyze enormous amounts of diverse marketing data in a flexible, fast and iterative way. The basic workflow is as follows:
1. Connecting to the Data
In addition, some customers utilize a tag script that we provide and manage to collect data from various advertising and marketing channels. Collected data is stored on the cloud in Amazon S3, and left in their raw original state. Typically data is in the form of delimited file types that have been compressed in either zip or gzip format.
2. Data Categorization
The Essentia approach minimizes management as more data is added, since files do not have to be copied to specific locations or modified in any way. Because of this ‘data lake’ philosophy, your data is left in its original state, and when analysis needs to be performed, Essentia references the category database to find which files to include in its analysis.
3. Data Preparation
In addition to structuring the raw data, different data sources can be blended and merged at the same time. A combination of key-value matching and fuzzy logic allows Essentia to join disparate data into a cohesive and comprehensive customer journey table that contains the record of all events and interactions for each user.
Analysis and Visualization
Customers work with our data scientists and engineers to define their analysis requirements. From there Essentia can analyze millions to billions of records and provides various reporting options including marketing attribution analysis, conversion path analysis, behavioral analysis, and much more.
Conversion Path Analysis
Campaign and Site Trends
Customer data is analyzed on a regularly scheduled basis and visualized through custom dashboards. Any new analysis can be easily provided with short turn-around times due to the flexibility and scalability of the Essentia platform.
Read the product sheet for an overview of the features and services of the Essentia Marketing SaaS!
Download the whitepaper to find out how easy it is to get accurate marketing attribution from tons of raw log data!