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adelar-ward · 2 years

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Saeran de Winter, my love, MC of "Creme de la Creme" game by @hpowellsmith.

Amazing drawing by mistfall_crow. I'm gonna commission them to draw Hartmann and them both together too, and i'm gonna babble a LOT about Saeran and Hartmann again, okay?

- It was by no means love at first sight or a smooth ride – they have grown to appreciate and love each other through many steps of honesty and respect toward each other, through misunderstandings and miscommunications, and they've learned to understand and be supportive to each other first. Saeran did like Hartmann in a friendly way almost from the off, but they had a massive crush on Blaise at that point. They still lowkey do but won’t act on it.

- Saeran respects and admires the fact that Hartmann always tells them the truth despite obviously stressing over it, especially that time when he confessed that he liked them but was afraid of being associated with their family reputation. It wasn’t pleasant one bit, but Hartmann could just lead them on or pretend that nothing happens between them, yet he chose to be painfully honest at the risk of looking bad. This emotional bravery meant a lot for Saeran. As a response, when Hartmann went with them to the winter ball despite being worried about his reputation, they chose the most proper clothes and behavior despite that normally they'd choose to be more flamboyant about their outfit, just to show Eugene that they respect his worries, care about his reputation, and won’t hurt it if they can help it. They did help him rebel against his controlling parents later, and oh boy, did they give his parents a piece of their mind. Though aside from standing up for Eugene when they push him too much and too unfairly, Saeran is always polite with Saeran.

- Hartmann's mother coldly tolerates Saeran. She is always perfectly polite as well, but doesn't like them much because they've put in [formerly manageable] Eugene's head this atrocious idea that in order to be loved and accepted he doesn't have to be perfect all the time and always do everything "right", or to live up to someone's expectations and sacrifice his own ambitions to deserve recognition. The audacity! Hartmann’s father mostly follows suit with cool politeness but reluctantly admits that maybe Saeran isn’t that bad for Eugene because his son has grown some backbone, ans mr. Hartmann Sr is even [his definition of] friendly with them sometimes.

I decided to embrace the AU about my CDLC MC as a teacher later as canon because the vibes are <3.

- They and Hartmann still go to the university after Gallatin, according to my canonical walkthrough, i simply can’t deprive Hartmann of this achievement, he really needs it to realize that he deserves more credit than his parents give him. But i decided to headcanon that right after graduating from Gessner they both are asked to teach in Gallatin for the next year to temporarily fill the gaps in the staffing table, and they agree. Saeran teaches either zaledoan language or etiquette (maybe both). Hartmann teaches either history or, unexpectedly, geography (maybe both).

- When the student makes a silly mistake that makes their words change the meaning to something outrageous, Saeran sometimes doesn't correct it straight away. Instead, they sit back relaxed and watch the student continue to talk nonsense with a slowly growing smile. Actually, that works, because when other students see Saeran smiling at someone speaking, they start to pay attention to the speech.

- Quite a few students have a crush on either of them, because they’re handsome, only a few years older, and pretty much on the same wavelength. Plus Saeran is lenient to students’ struggles, they haven’t yet forgotten how it is when you are stressed and not sure what to do with your life, or want more freedom, or feel like you don’t belong, or have put too much on your shoulders. Well, Hartmann does remember all this, but he's not lenient.

- They and Hartmann decided not to make any of their personal life known at school, only the headteacher knows that they're married. They keep it strictly professional, like no brushing hands, no visits between classes, no first names when referring to each other. They wouldn’t lie about their marriage if asked directly, but they try not to give students the reason to ask.

- Some excitable students ship teachers with other teachers, and just like we could try and influence teachers into relationships in CDLC, they too try to influence Saeran into taking an interest in some young female Athletics teacher they think Saeran would make a good pair with.

- At the end of the year, when students say that mx de Winter simply can’t go alone to the graduation ball, and Saeran says “I appreciate your concern, but hopefully my husband will not refuse to accompany me”, they are like “0_o hwusbwand?..” and start making theories about who their husband might be – if they work here and not visit just for the event that is, and Hartmann is barely on the list at all because he’s way too uptight for them and they don't even mention each other much, so no way, right?

- A month or so before it Saeran had to spend a few nights in a hospital room, but after living together at Gessner Hartmann’s kinda used to studying near them, it helps him concentrate (plus ofc he heeds to check if everything's fine). So late in the evening, he was reading students’ homework in the hospital, sitting not far from Saeran who was asleep, and when a few students appeared, he quickly gathered his papers and left. So students decided that he has a secret crush on Saeran. And when Saeran said that they have a husband, some students were like “poor mr Hartmann will be heartbroken”.

- And when Saeran steps into the ballroom accompanied by Hartmann, they’re like ooohhhhhhh

A couple assorted facts:

Poise/Wits/Intrigue > Flair/Spirits | Accommodating, Straightforward, Progressive

- Saeran has a very high natural flair, it could be higher than poise, but they consciously choose not to act on it on most occasions and go on manners and brain instead (also they're a prefect, so). And they do have good sportsmanship spirit, but it’s the lowest as the spirit stat also refers to physical strength and health, and Saeran does not have much of those. They get sick easily, they aren’t physically strong, their stamina is easily depleted. I also think they have heart problems.

- Eugene is probably the only person who knows that Saeran is way less self-assured and laid back than they appear for others. Saeran doesn't usually share their insecurities with people, even friends - but they won't ever wear any mask for a person who was honest with them like Hartmann was. They probably would also share with Blaise, once their friendship reaches the point of trusting each other enough.

- Saeran always helps Hartmann relax after work every day, massaging his shoulders and head. He loooves their hands in his hair, either softly running fingers through it or grabbing it tightly when kissing. Almost as much as i love the kissing scene in chapter 6. Seriously, this scene is created by a genius.

Fun fact: Saeran and Marcel Hartmann are big friends, they even write letters to each other frequently - Saeran is some sort of cool big sibling to Marcel, so he shares secrets with them, ones he can't share with parents. Hartmann is very fond of Saeran and Marcel's friendship, actually. Also, visiting Marcel is a perfect pretext for going to Hartmann's parents together for providing emotional support and protection without being patronizing. They were like "besides, i promised Marcel i'd come visit soon" (which is true though).

(this might not be the end of my babbling, really. i'm head over heels about Saeran and Hartmann again)

(previous post about Saeran)

#saeran de winter #crème de la crème #creme de la creme mc #eugene hartmann #cdlc #cdlc mc #cdlc hartmann

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helenaklein · 3 years

Note

Creme de la creme is amazing. You can choose the gender of the love interests (including nonbinary). I've replayed it so many times that I know the right choices for a character with certain stats, but I've never seen a walkthrough 🤔 It's also completed, unlike wayhaven.

i've actually played that one!!! it being completed is definitely a bonus lmao + if there's no existing guide already it's def a viable option

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marie85marketing · 7 years

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Attribution Modeling for E-Commerce: 5 Things All Sellers Need to Know

I’m not going to lie to you: this can get very tricky. It’s so complex that many e-commerce platforms don’t even bother with it.

An attribution model is how you assign credit or value for sales and conversions across various customer touchpoints. It includes all your digital channels – paid search, display, email, social media, organic search, referrals – and the impact that each one has on the eventual conversion.

In the good old days, this was easy. You ran a radio ad, for example, and that brought in five new customers worth $250. That one touchpoint – the ad – got 100% of the credit for those sales. Simple.

But today? According the Content Marketing Institute’s annual report, marketers use an average of 13 tactics, seven different social media platforms, and three paid advertising channels in their efforts.

The route people take to find out about you, learn about you, and ultimately buy something from your e-commerce store can be long and convoluted. Your sales funnel can be big…very big.

How are you supposed to keep track of effectiveness?

Attribution modeling.

But just as the tactics, strategies, and channels have gotten more complicated, so too have the models to assign value to them. They can be basic and rules-based, or elaborate and algorithm-based. Single-touch or multi-touch.

In fact, there are at least five different models that are widely used, and even more depending on how you define and break them down:

First Touch (aka First-Click) assigns 100% of the credit to the first touchpoint in a conversion path. This is great for insight into how people find you (and the top of your funnel), but if they hit three other touchpoints before converting, does it really deserve all the glory?

Last Touch (aka Last-Click) gives the very last touchpoint full credit, no matter how many others they may have traversed. Easy to track and set-up, but almost universally considered worthless nowadays. There’s too much going on beforehand, and it gives zero notice to the top and middle of the funnel activities.

Linear assigns equal value to each step in the conversion path. If a customer traveled through four touchpoints before buying, each would get 25%. This is better – every point is considered and valued – but it tends to overvalue minor ones and undervalue key touchpoints.

Positional favors both the first and last touch – typically giving them each 40% of the credit – while dividing the remaining 20% amongst the middle touchpoints. Obviously, the model can drastically undervalue the middle, especially in a long path.

Time-decay is a simple algorithmic model that gives most credit to the point closest to conversion, and increasingly less as you move away from it. While it still favors the last touch, it does give some kudos to every step along the way, and as such, it’s the preferred model for many marketers and business owners.

And I haven’t even mentioned your best bet: the custom option (a model based on your platform, audience, marketing, and specific business goals). Avinash Kaushik has a great walkthrough of setting up your own custom model on Google Analytics over at Occam’s Razor.

But be prepared. He begins the post with these ominous words: “There are few things more complicated in analytics (all analytics, big data and huge data!) than multi-channel attribution modeling.”

And he’s not lying. It can be – and usually is – complex, tedious, and frustrating. A lot of it is trial and error over time.

That said, it’s absolutely worth it. Implementing an attribution model helps you understand what’s influencing customers to buy, how they shop, where they’re coming from, and what channels and tactics deserve the lion’s share of the credit (and therefore increased allocation of your marketing budget).

As you start out on your attribution adventure in the e-commerce sphere, there are five things you’ll want to keep in mind before you take that all-important first step.

Assisted Conversions Are the Bulk of Your Sales

Up to 98% of visitors to your site will not buy on their first visit. 55% will leave within 15 seconds of arriving.

84% of consumers say they either “completely” or “somewhat” trust recommendations from family, friends, and colleagues about products. 88% trust reviews from strangers as much as those from people they know.

Average cart abandonment rate is 68.81%.

Econsultancy found that 88% of consumers turn to online reviews when considering a purchase.

All of this is just to point out the obvious: few people are showing up at your digital storefront and buying something on their first visit. They drop by, do some poking around, check out some online reviews, explore your social media accounts, search for upcoming sales or coupons, do a little more virtual window shopping, check out what others are saying about you on Twitter, and finally return to your site when they’re ready to slap down that cash.

Each of those leads them just a little closer to the sale. Each interaction assists in the eventual conversion. The bulk of your sales come from these assisted conversions, so you’d best be tracking them and giving at least some credit to each one so you truly understand your customer behavior and how you should be marketing to them.

Want to see for yourself? Head on over to Google Analytics and check out Conversions > Multi-Channel Funnels > Path Length to see exactly how many conversions are happening after just one interaction, two interactions, three interactions, and so on. You’ll be amazed.

Next, look at Conversions > Multi-Channel Funnels > Assisted Conversions. Take a close look at the last column labeled “Assisted/Last Click or Direct Conversions”. A value less than 1? That channel is typically the last touch point before a conversion (i.e. sale). Greater than 1? It’s a step along the way. Using either first or last touch attribution? Those valuable cogs in the machine are being ignored.

I’ll say it again: assisted conversions are the bulk of your sales. Your model needs to recognize that.

There is No Ideal Attribution Model

Every model has its limitations and shortcomings. In a perfect world, we could just point at the one model to rule them all and be done with it. But it doesn’t work that way.

A custom model is best, but it does take awhile to collect the necessary data and customer understanding to pull it off. And if your data is wonky, it’s going to give you wonky insight.

Attribution modeling is as much art as science. And as much data-supported fact as intuition and educated guesswork.

Your custom model has to reflect your customers and your business. You need to consider the behavior that’s important to your goals, and the “soft” conversions (signing up for the newsletter, requesting a customer rep contact them, and so on) that ultimately carry value because they result in sales…no matter how far down the line.

What are your top conversion paths and top assisted conversions? That tells you what your customers are doing. Are you using those to their full potential? Are you throwing money away on channels that don’t make an appearance in those reports?

Customers search, consider, and buy in different ways. Make a model that works for them. And you.

You Need to Rely on Data

There’s no room in attribution modeling for blind guesses. Your efforts should be guided by hard data at all times and in all things.

Rely on Google Analytics and the enhanced ecommerce plugin to collect the data you need. Set up goals and funnels. Turn to the reports to inform your decisions.

You should be tracking all your efforts as accurately as possible to guarantee solid data and insight.

Use auto-tagging options in Adwords, Bing Ads, and DoubleClick.

Use UTM parameters for social campaigns.

If you’re spending time, energy, or money on something, you should be collecting data on it. Far too many e-commerce platforms don’t actively check and use their analytics. Don’t fall into that group. You’re a savvy business owner, not a statistic, right?

Analytics should not scare you. Anyone can get started with it, regardless of their comfort level with technology (and you more than likely won’t even need to mess around with the code thanks to easy integration with platforms like Magento, Shopify and WordPress plugins).

The more data you have, crunch, and consider, the more accurate your decisions, and the better your understanding on the conversion paths your customers are actually taking to the (virtual) checkout counter.

Want to grow your business and revenue? Get the data. Use the data.

You’re spoiled for choice in the 21st century, and practically every third-party service you employ offers its own set of data collection and analysis (and/or streamlined integration with the most popular analytics platforms) for their particular area. Take advantage of the windfall.

LTV Should be Factored In

Do you want to sell once and be done with it? Or would you prefer customers return again and again? Let’s assume the answer is obvious (because it is).

Consequently, you need to consider the lifetime value (LTV) of each customer. Your top customers – the creme de la creme in the top 1% – are worth up to 18x more than an average customer.

Far too often, though, we give little to no thought to those returning customers and the value they bring with them.

They get ignored, and the conversion path for them might slip through the cracks. Not good. They’re not coming back the same way new customers are discovering you. Their path is unique and needs to be recognized…because it deserves credit for the revenue it’s bringing in.

So look at the traffic in your entire funnel, especially at the top. Chances are, you’ll find a good chunk of those returning customers are coming via direct (entering the address or using a bookmark), social media (when you tweet or post about sales and specials), or email (permission-based marketing is a godsend, so don’t ignore it…get those details early to keep everyone informed and in your funnel).

New customers are more likely showing up via paid ads, organic search, referrals, affiliates, and social media.

It’s all important, but you also know that it’s cheaper to retain a customer than it is to acquire a new one. You’d better make sure you’re recognizing the paths that are bringing them back in your attribution model, and they should carry more weight than those that bring in the new folk.

Step away from single conversion events and think long-term. Consider the lifetime value, not just the order value. Optimize the channels that matter.

Campaign Tracking is a Must

Remember that famous saying: he or she who tracks, survives. Or words to that effect.

We’ve already mentioned how crucial data is to, well, everything. To keep a steady supply of that rich, zesty data flowing, you need to track your marketing campaigns. Each campaign. Every channel.

Email tracking is easy with MailChimp and AWeber. The tools are already in place.

Use UTM parameters to generate custom URLs for your campaigns. Either manually add the tags to the end, or create them quickly with an online generator. You can use them in email, social media, newsletters, guest posting, paid ads, banners, and more. With them, you can effortlessly track each campaign.

Get set-up on both Google Analytics and Bing Webmaster Tools. They’re your one-stop shop for all things data and tracking. Want to understand your customer behavior and click actions better? Seek and ye shall find.

If you’re using more than one marketing channel, campaign tracking is an absolute must. Without it, you really have no idea what’s working, who’s coming from where, what to optimize, and what to scale back.

Analytics shows behavior, while attribution explores the effectiveness of the channels you’ve got in the mix. It’s the perfect pairing.

Here’s what we know for sure:

Attribution is getting harder as marketers turn to more and greater channels, methods, and campaigns.

The bulk of your conversions involve multiple interactions – nearly 80% according to some research.

Despite this, 55.2% of marketers use single-touch attribution models (while only 16.4% use multi-touch, and a frightening 28.4% use either none or don’t know).

Be different. Do the right thing. Build an attribution model that reflects what’s really going on (and for some extra oomph, explore the Attribution Model Comparison Tool on Google Analytics).

Are you on the multi-touch attribution train? What type of model are you currently using? What do you wish you knew when first starting out? Leave your thoughts in the comments below.

About the Author: Mo Harake brings over 12 years of ecommerce and digital marketing experience leading brands like FIJI Water, 7Diamonds, Kill Cliff and venture-backed startups to his work as Managing Director of Stray Digital. For more on his approach to ecommerce, content marketing and growth hacking, visit him on LinkedIn or at the Stray Digital blog.

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samiam03x · 7 years

Text

Attribution Modeling for E-Commerce: 5 Things All Sellers Need to Know

I’m not going to lie to you: this can get very tricky. It’s so complex that many e-commerce platforms don’t even bother with it.

The route people take to find out about you, learn about you, and ultimately buy something from your e-commerce store can be long and convoluted. Your sales funnel can be big…very big.

How are you supposed to keep track of effectiveness?

Attribution modeling.

In fact, there are at least five different models that are widely used, and even more depending on how you define and break them down:

And he’s not lying. It can be – and usually is – complex, tedious, and frustrating. A lot of it is trial and error over time.

As you start out on your attribution adventure in the e-commerce sphere, there are five things you’ll want to keep in mind before you take that all-important first step.

Assisted Conversions Are the Bulk of Your Sales

Up to 98% of visitors to your site will not buy on their first visit. 55% will leave within 15 seconds of arriving.

Average cart abandonment rate is 68.81%.

Econsultancy found that 88% of consumers turn to online reviews when considering a purchase.

I’ll say it again: assisted conversions are the bulk of your sales. Your model needs to recognize that.

There is No Ideal Attribution Model

Every model has its limitations and shortcomings. In a perfect world, we could just point at the one model to rule them all and be done with it. But it doesn’t work that way.

A custom model is best, but it does take awhile to collect the necessary data and customer understanding to pull it off. And if your data is wonky, it’s going to give you wonky insight.

Attribution modeling is as much art as science. And as much data-supported fact as intuition and educated guesswork.

Customers search, consider, and buy in different ways. Make a model that works for them. And you.

You Need to Rely on Data

There’s no room in attribution modeling for blind guesses. Your efforts should be guided by hard data at all times and in all things.

Rely on Google Analytics and the enhanced ecommerce plugin to collect the data you need. Set up goals and funnels. Turn to the reports to inform your decisions.

You should be tracking all your efforts as accurately as possible to guarantee solid data and insight.

Use auto-tagging options in Adwords, Bing Ads, and DoubleClick.

Use UTM parameters for social campaigns.

Want to grow your business and revenue? Get the data. Use the data.

LTV Should be Factored In

Do you want to sell once and be done with it? Or would you prefer customers return again and again? Let’s assume the answer is obvious (because it is).

Consequently, you need to consider the lifetime value (LTV) of each customer. Your top customers – the creme de la creme in the top 1% – are worth up to 18x more than an average customer.

Far too often, though, we give little to no thought to those returning customers and the value they bring with them.

New customers are more likely showing up via paid ads, organic search, referrals, affiliates, and social media.

Step away from single conversion events and think long-term. Consider the lifetime value, not just the order value. Optimize the channels that matter.

Campaign Tracking is a Must

Remember that famous saying: he or she who tracks, survives. Or words to that effect.

We’ve already mentioned how crucial data is to, well, everything. To keep a steady supply of that rich, zesty data flowing, you need to track your marketing campaigns. Each campaign. Every channel.

Email tracking is easy with MailChimp and AWeber. The tools are already in place.

Analytics shows behavior, while attribution explores the effectiveness of the channels you’ve got in the mix. It’s the perfect pairing.

Here’s what we know for sure:

Attribution is getting harder as marketers turn to more and greater channels, methods, and campaigns.

The bulk of your conversions involve multiple interactions – nearly 80% according to some research.

Despite this, 55.2% of marketers use single-touch attribution models (while only 16.4% use multi-touch, and a frightening 28.4% use either none or don’t know).

Be different. Do the right thing. Build an attribution model that reflects what’s really going on (and for some extra oomph, explore the Attribution Model Comparison Tool on Google Analytics).

Are you on the multi-touch attribution train? What type of model are you currently using? What do you wish you knew when first starting out? Leave your thoughts in the comments below.

http://ift.tt/2jwOmir from MarketingRSS http://ift.tt/2jvHDVW via Youtube

#MarketingRSS

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dianesaddler · 7 years

Text

Attribution Modeling for Ecommerce: 5 Things All Sellers Need to Know

I’m not going to lie to you: this can get very tricky. It’s so complex that many ecommerce platforms don’t even bother with it.

The route people take to find out about you, learn about you, and ultimately buy something from your ecommerce store can be long and convoluted. Your sales funnel can be big…very big.

How are you supposed to keep track of effectiveness?

Attribution modeling.

In fact, there are at least five different models that are widely used, and even more depending on how you define and break them down:

And he’s not lying. It can be – and usually is – complex, tedious, and frustrating. A lot of it is trial and error over time.

As you start out on your attribution adventure in the ecommerce sphere, there are five things you’ll want to keep in mind before you take that all-important first step.

Assisted Conversions Are the Bulk of Your Sales

Up to 98% of visitors to your site will not buy on their first visit. 55% will leave within 15 seconds of arriving.

Average cart abandonment rate is 68.81%.

Econsultancy found that 88% of consumers turn to online reviews when considering a purchase.

I’ll say it again: assisted conversions are the bulk of your sales. Your model needs to recognize that.

There is No Ideal Attribution Model

Every model has its limitations and shortcomings. In a perfect world, we could just point at the one model to rule them all and be done with it. But it doesn’t work that way.

A custom model is best, but it does take awhile to collect the necessary data and customer understanding to pull it off. And if your data is wonky, it’s going to give you wonky insight.

Attribution modeling is as much art as science. And as much data-supported fact as intuition and educated guesswork.

Customers search, consider, and buy in different ways. Make a model that works for them. And you.

You Need to Rely on Data

There’s no room in attribution modeling for blind guesses. Your efforts should be guided by hard data at all times and in all things.

Rely on Google Analytics and the enhanced ecommerce plugin to collect the data you need. Set up goals and funnels. Turn to the reports to inform your decisions.

You should be tracking all your efforts as accurately as possible to guarantee solid data and insight.

Use auto-tagging options in Adwords, Bing Ads, and DoubleClick.

Use UTM parameters for social campaigns.

If you’re spending time, energy, or money on something, you should be collecting data on it. Far too many ecommerce platforms don’t actively check and use their analytics. Don’t fall into that group. You’re a savvy business owner, not a statistic, right?

Want to grow your business and revenue? Get the data. Use the data.

LTV Should be Factored In

Do you want to sell once and be done with it? Or would you prefer customers return again and again? Let’s assume the answer is obvious (because it is).

Consequently, you need to consider the lifetime value (LTV) of each customer. Your top customers – the creme de la creme in the top 1% – are worth up to 18x more than an average customer.

Far too often, though, we give little to no thought to those returning customers and the value they bring with them.

New customers are more likely showing up via paid ads, organic search, referrals, affiliates, and social media.

Step away from single conversion events and think long-term. Consider the lifetime value, not just the order value. Optimize the channels that matter.

Campaign Tracking is a Must

Remember that famous saying: he or she who tracks, survives. Or words to that effect.

We’ve already mentioned how crucial data is to, well, everything. To keep a steady supply of that rich, zesty data flowing, you need to track your marketing campaigns. Each campaign. Every channel.

Email tracking is easy with MailChimp and AWeber. The tools are already in place.

Analytics shows behavior, while attribution explores the effectiveness of the channels you’ve got in the mix. It’s the perfect pairing.

Here’s what we know for sure:

Attribution is getting harder as marketers turn to more and greater channels, methods, and campaigns.

The bulk of your conversions involve multiple interactions – nearly 80% according to some research.

Despite this, 55.2% of marketers use single-touch attribution models (while only 16.4% use multi-touch, and a frightening 28.4% use either none or don’t know).

Be different. Do the right thing. Build an attribution model that reflects what’s really going on (and for some extra oomph, explore the Attribution Model Comparison Tool on Google Analytics).

Are you on the multi-touch attribution train? What type of model are you currently using? What do you wish you knew when first starting out? Leave your thoughts in the comments below.

Attribution Modeling for Ecommerce: 5 Things All Sellers Need to Know posted first on Kissmetrics Blog

from Blogger http://scottmcateerblog.blogspot.com/2017/01/attribution-modeling-for-ecommerce-5.html

from Scott McAteer https://scottmcateer.wordpress.com/2017/01/09/attribution-modeling-for-ecommerce-5-things-all-sellers-need-to-know/

from WordPress https://dianesaddler.wordpress.com/2017/01/09/attribution-modeling-for-ecommerce-5-things-all-sellers-need-to-know/

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scottmcateer · 7 years

Text

Attribution Modeling for Ecommerce: 5 Things All Sellers Need to Know

I’m not going to lie to you: this can get very tricky. It’s so complex that many ecommerce platforms don’t even bother with it.

The route people take to find out about you, learn about you, and ultimately buy something from your ecommerce store can be long and convoluted. Your sales funnel can be big…very big.

How are you supposed to keep track of effectiveness?

Attribution modeling.

In fact, there are at least five different models that are widely used, and even more depending on how you define and break them down:

And he’s not lying. It can be – and usually is – complex, tedious, and frustrating. A lot of it is trial and error over time.

As you start out on your attribution adventure in the ecommerce sphere, there are five things you’ll want to keep in mind before you take that all-important first step.

Assisted Conversions Are the Bulk of Your Sales

Up to 98% of visitors to your site will not buy on their first visit. 55% will leave within 15 seconds of arriving.

Average cart abandonment rate is 68.81%.

Econsultancy found that 88% of consumers turn to online reviews when considering a purchase.

I’ll say it again: assisted conversions are the bulk of your sales. Your model needs to recognize that.

There is No Ideal Attribution Model

Every model has its limitations and shortcomings. In a perfect world, we could just point at the one model to rule them all and be done with it. But it doesn’t work that way.

A custom model is best, but it does take awhile to collect the necessary data and customer understanding to pull it off. And if your data is wonky, it’s going to give you wonky insight.

Attribution modeling is as much art as science. And as much data-supported fact as intuition and educated guesswork.

Customers search, consider, and buy in different ways. Make a model that works for them. And you.

You Need to Rely on Data

There’s no room in attribution modeling for blind guesses. Your efforts should be guided by hard data at all times and in all things.

Rely on Google Analytics and the enhanced ecommerce plugin to collect the data you need. Set up goals and funnels. Turn to the reports to inform your decisions.

You should be tracking all your efforts as accurately as possible to guarantee solid data and insight.

Use auto-tagging options in Adwords, Bing Ads, and DoubleClick.

Use UTM parameters for social campaigns.

Want to grow your business and revenue? Get the data. Use the data.

LTV Should be Factored In

Do you want to sell once and be done with it? Or would you prefer customers return again and again? Let’s assume the answer is obvious (because it is).

Consequently, you need to consider the lifetime value (LTV) of each customer. Your top customers – the creme de la creme in the top 1% – are worth up to 18x more than an average customer.

Far too often, though, we give little to no thought to those returning customers and the value they bring with them.

New customers are more likely showing up via paid ads, organic search, referrals, affiliates, and social media.

Step away from single conversion events and think long-term. Consider the lifetime value, not just the order value. Optimize the channels that matter.

Campaign Tracking is a Must

Remember that famous saying: he or she who tracks, survives. Or words to that effect.

We’ve already mentioned how crucial data is to, well, everything. To keep a steady supply of that rich, zesty data flowing, you need to track your marketing campaigns. Each campaign. Every channel.

Email tracking is easy with MailChimp and AWeber. The tools are already in place.

Analytics shows behavior, while attribution explores the effectiveness of the channels you’ve got in the mix. It’s the perfect pairing.

Here’s what we know for sure:

Attribution is getting harder as marketers turn to more and greater channels, methods, and campaigns.

The bulk of your conversions involve multiple interactions – nearly 80% according to some research.

Despite this, 55.2% of marketers use single-touch attribution models (while only 16.4% use multi-touch, and a frightening 28.4% use either none or don’t know).

Be different. Do the right thing. Build an attribution model that reflects what’s really going on (and for some extra oomph, explore the Attribution Model Comparison Tool on Google Analytics).

Are you on the multi-touch attribution train? What type of model are you currently using? What do you wish you knew when first starting out? Leave your thoughts in the comments below.

Attribution Modeling for Ecommerce: 5 Things All Sellers Need to Know posted first on Kissmetrics Blog from Blogger http://scottmcateerblog.blogspot.com/2017/01/attribution-modeling-for-ecommerce-5.html

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ericsburden-blog · 7 years

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Attribution Modeling for Ecommerce: 5 Things All Sellers Need to Know

I’m not going to lie to you: this can get very tricky. It’s so complex that many ecommerce platforms don’t even bother with it.

The route people take to find out about you, learn about you, and ultimately buy something from your ecommerce store can be long and convoluted. Your sales funnel can be big…very big.

How are you supposed to keep track of effectiveness?

Attribution modeling.

In fact, there are at least five different models that are widely used, and even more depending on how you define and break them down:

And he’s not lying. It can be – and usually is – complex, tedious, and frustrating. A lot of it is trial and error over time.

As you start out on your attribution adventure in the ecommerce sphere, there are five things you’ll want to keep in mind before you take that all-important first step.

Assisted Conversions Are the Bulk of Your Sales

Up to 98% of visitors to your site will not buy on their first visit. 55% will leave within 15 seconds of arriving.

Average cart abandonment rate is 68.81%.

Econsultancy found that 88% of consumers turn to online reviews when considering a purchase.

I’ll say it again: assisted conversions are the bulk of your sales. Your model needs to recognize that.

There is No Ideal Attribution Model

Every model has its limitations and shortcomings. In a perfect world, we could just point at the one model to rule them all and be done with it. But it doesn’t work that way.

A custom model is best, but it does take awhile to collect the necessary data and customer understanding to pull it off. And if your data is wonky, it’s going to give you wonky insight.

Attribution modeling is as much art as science. And as much data-supported fact as intuition and educated guesswork.

Customers search, consider, and buy in different ways. Make a model that works for them. And you.

You Need to Rely on Data

There’s no room in attribution modeling for blind guesses. Your efforts should be guided by hard data at all times and in all things.

Rely on Google Analytics and the enhanced ecommerce plugin to collect the data you need. Set up goals and funnels. Turn to the reports to inform your decisions.

You should be tracking all your efforts as accurately as possible to guarantee solid data and insight.

Use auto-tagging options in Adwords, Bing Ads, and DoubleClick.

Use UTM parameters for social campaigns.

Want to grow your business and revenue? Get the data. Use the data.

LTV Should be Factored In

Do you want to sell once and be done with it? Or would you prefer customers return again and again? Let’s assume the answer is obvious (because it is).

Consequently, you need to consider the lifetime value (LTV) of each customer. Your top customers – the creme de la creme in the top 1% – are worth up to 18x more than an average customer.

Far too often, though, we give little to no thought to those returning customers and the value they bring with them.

New customers are more likely showing up via paid ads, organic search, referrals, affiliates, and social media.

Step away from single conversion events and think long-term. Consider the lifetime value, not just the order value. Optimize the channels that matter.

Campaign Tracking is a Must

Remember that famous saying: he or she who tracks, survives. Or words to that effect.

We’ve already mentioned how crucial data is to, well, everything. To keep a steady supply of that rich, zesty data flowing, you need to track your marketing campaigns. Each campaign. Every channel.

Email tracking is easy with MailChimp and AWeber. The tools are already in place.

Analytics shows behavior, while attribution explores the effectiveness of the channels you’ve got in the mix. It’s the perfect pairing.

Here’s what we know for sure:

Attribution is getting harder as marketers turn to more and greater channels, methods, and campaigns.

The bulk of your conversions involve multiple interactions – nearly 80% according to some research.

Despite this, 55.2% of marketers use single-touch attribution models (while only 16.4% use multi-touch, and a frightening 28.4% use either none or don’t know).

Be different. Do the right thing. Build an attribution model that reflects what’s really going on (and for some extra oomph, explore the Attribution Model Comparison Tool on Google Analytics).

Are you on the multi-touch attribution train? What type of model are you currently using? What do you wish you knew when first starting out? Leave your thoughts in the comments below.

Attribution Modeling for Ecommerce: 5 Things All Sellers Need to Know

0 notes