Attribution Window ye mun ye Marketing la?
Attribution window ye waati latigɛlen ye, min kɔnɔ, jagokɛla dɔ — i n’a fɔ piblisite digilen, imɛri dabɔli, walima ɲɛ lajɛ — bɛ se ka jate fɛn caman tigɛli la. Nin jago hakilina kɔrɔlen in bɛ nɔ bila mɔgɔw ladɔnniyalen jate cogo la, kanal baarakɛcogo jateminɛcogo, ani baarakɛnafolo latigɛcogo fɛɛrɛw. Attribution windows faamuyali ye ko jɔnjɔn ye sugukɛlaw bolo minnu b’a ɲini ka kanpaɲi nafa suman ka ɲɛ ani k’u ka feereli wari bilalenw ɲɛnabɔ cogo ɲuman na sigida ni sira suguya caman kan.
Attribution window janya bɛ se ka ɲɔgɔn ta kosɛbɛ. Plateforme minnu bɛ i n’a fɔ Google Ads ani Facebook, olu ka teli ka baara kɛ ni sigicogo kɔrɔw ye minnu tɛ kelen ye. O danfara ninnu bɛ to ka kunnafonidilanw bɛnbaliya lawuli ni u bɛ baarakɛcogo suma baarakɛminɛnw kɔnɔ. O b’a to a nafa ka bon sugukɛlaw bolo k’a faamuya ko attribution window ye min ye ani k’a labɛn cogo min na ka ɲɛ u ka jago kuntilenna kɛrɛnkɛrɛnnenw kama.
Mun na Attribution Windows nafa ka bon sugukɛlaw bolo
Attribution windows tɛ fɛɛrɛko dɔrɔn ye; u ye jago sɛgɛsɛgɛli jɔnjɔn ye. I bɛ finɛtiri min sugandi, o bɛ nɔ bila kanpaɲi ni kanpaɲi minnu na, olu bɛ bonya sɔrɔ feereli walima ɲɛmɔgɔya bolicogo la. Fenɛtiri min ma labɛn ka ɲɛ, o bɛ se ka kɛ sababu ye ka baarakɛnafolo tila-tila cogo jugu la ani ka fɛɛrɛ tigɛlenw latigɛ.
Misali la, finɛtiri surun dɔ bɛ se ka nafa dɔgɔya siraw la minnu jɔyɔrɔ ka bon kiliyanw ka dɔnniya sɔrɔli la joona. O kɔfɛ, finɛtiri janba dɔ bɛ se ka juru don ka tɛmɛ siraw kan, kiliyanw tun bɛ jɛɲɔgɔnya kɛ ni minnu ye sanni u ka fɛn caman tigɛli kɛ. Balance ɲuman sɔrɔli ye fɛnba ye walasa ka jago ROI lakika faamuya.
A nɔ tilennen don Budjet ni Stratégie kan
Jagokɛlaw ka baarakɛnafolo dan ye. Attribution tigitigi b’a to dɔrɔmɛ kelen-kelen bɛɛ bɛ don siraw la minnu bɛ bonya bila senkan tiɲɛ na. Ni attribution windows ma bɛn kiliyan ka taama ma, o bɛ se ka baarakɛcogo ja lafililen dɔ dilan.
O ɲɔgɔndanbaliya bɛ se ka kɛ sababu ye sugukɛlaw ka dɔ bɔ siɲɛ fila fɛɛrɛw la minnu tɛ baara kɛ kosɛbɛ walima ka fɛɛrɛw bila minnu bɛ nɔ bɔ tiɲɛ na. Attribution windows minnu sigilen don ka ɲɛ, olu bɛ jɛya di min ka kan ka kɛ walasa ka latigɛw kɛ ni dannaya ye, minnu bɛ tali kɛ kunnafonidilanw na, wari bilayɔrɔ kan walasa ka nɔba bila.
Attribution Windows suguya minnu bɛ sɔrɔ tuma caman na
A ka c’a la, sugukɛlaw bɛ baara kɛ ni finɛtiri suguya damadɔ ye minnu bɛ kɛ ka kɛɲɛ ni sariya ye. U kelen-kelen bɛɛ bɛ baara kɛ ni kuntilenna wɛrɛ ye, wa u bɛ hakilina kɛrɛnkɛrɛnnenw di kiliyanw ka sanni sira kan.
Click-Through Attribution Window: Nin finɛtiri bɛ mɔgɔw ladɔnniya fɛn caman tigɛli la minnu bɛ kɛ baarakɛla dɔ ye piblisite dɔ digilen kɔfɛ. Defaut minnu bɛ kɛ tuma caman na, olu ye tile 30 ye, nka tuma caman na, o bɛ se ka ladilan. View-Through Attribution Window: O bɛ mɔgɔw ladɔnniya mɔgɔw la minnu ye piblisite dɔ ye nka u ma digi, ka mɔgɔw ladɔnniya kɔfɛ. A ka ca a la, finɛtiriw ka surun, i n’a fɔ tile 1 walima tile 7. Engagement Attribution Window: A bɛ kɛ ka jɛɲɔgɔnyaw kɛ i n’a fɔ wideyow filɛli walima imɛri dabɔli, ka bonya di fɛn caman tigɛli nataw ma waati latigɛlen kɔnɔ.
O finɛtiriw faralen ɲɔgɔn kan cogo ɲuman sugandili bɛ bɔ i ka feereli siratigɛ la kosɛbɛ ani i ka kanpaɲi kuntilenna na. B2B tɔn min ka latigɛ kɛcogo jan bɛ a la, o mago bɛna kɛ sigicogo wɛrɛ la ka tɛmɛ ɛntɛrinɛti jagokɛyɔrɔ kan min bɛ fɛnw feere ni kɔnɔnafili ye.
Plateforme Defaults ani u ka janw
Piblisite yɔrɔ fanba bɛ fɛn dɔ kɛ min bɛ wele ko default attribution window. Google Ads bɛ se ka baara kɛ ni tile 30 digilen ye, k’a sɔrɔ sosiyete ka kunnafonidilan dɔ bɛ se ka baara kɛ ni tile 7 digilen ye ani tile 1 filɛlikɛlan ye. Ka i jigi da o defaults dɔrɔn kan, o ye fili ye min bɛ kɛ tuma caman na.
O finɛtiri minnu sigilen don ka kɔn, tuma caman na, olu tɛ se ka bi kiliyanw ka taamaw gɛlɛyali jateminɛ. Baarakɛla dɔ bɛ se ka jirali piblisite dɔ ye, ka sosiyete ka kunnafonidilan dɔ digi dɔgɔkun kelen o kɔfɛ, ka tila ka fɛn dɔ sɛmɛntiya dɔgɔkun wɛrɛ kɔfɛ ka bɔ imɛri la. Baara kɛli ni finɛtiriw ye minnu tɛ bɛn ɲɔgɔn ma plateformew kan, o b’a to a tɛ se ka nin maana in siri ɲɔgɔn na ka ɲɛ.
Cogo min na i bɛ se ka Attribution Fenɛtiri ɲuman sugandi
Attribution window ɲuman sugandili tɛ baara ye min bɛ kɛ ni bɛɛ ye. A bɛ ɲini ka faamuyali jugu sɔrɔ i ka jagokɛcogo la ani kiliyanw ka kɛwalew cogoya la. Laɲini ye ka finɛtiri dɔ sugandi min bɛ i ka jago cɛsiriw nɔ lakika jira.
A daminɛ ni i ka feereli sɛrɛkili janya sɛgɛsɛgɛli ye. A ka c’a la, mɔgɔ min bɛna kɛ a ka kiliyan ye, o bɛ waati joli ta walasa ka kɛ kiliyan ye? I ka attribution window ka kan ka nin waati cɛmancɛ in datugu a dɔgɔyalenba la walasa ka i ka marketing touchpoints nɔ bɛɛ minɛ.
Ka i ka kiliyanw ka taama sɛgɛsɛgɛ
Kuntigiw bɛ sira minnu ta ɲɔgɔn fɛ sani u ka mɔgɔw ladɔnniya, olu kariti kɛ. A ka c’a la, u bɛ maga-maga-yɔrɔ joli sɔrɔ? Fɛɛrɛ jumɛnw sen bɛ dɔnniya, jateminɛ ani latigɛ taabolo la? Tuma caman na, taama gɛlɛn, min bɛ kɛ ni mɔgɔ caman ye, o bɛ a ɲini ka janya walima ka fɛn caman kɛattribution (daɲɛgafe) modɛli.
Jagokɛyɔrɔ minnu ka feereli waati ka jan kosɛbɛ, i n’a fɔ baarakɛda ka porogaramuw, tile 30 finɛtiri sariyalen tɛ se ka kɛ. O ko suguw la, tile 60 walima 90 finɛtiriw bɛ se ka kɛ wajibi ye walasa ka nafa don tigitigi feereli baara daminɛ na. I n’a fɔ sigibaga hakilitigiw bɛ miiri bɔli la cogo min na kabini waati jan sanni u ka feereli labɛn, sugutigi hakilitigiw bɛ miiri kiliyanw ka ɲɛnamaya kɛcogo bɛɛ la kabini waati jan sanni fɛn caman tigɛli ka kɛ.
Gɛlɛya min bɛ kunnafonidilanw ni ɲɔgɔn cɛ kunnafoniw bɛnbaliya kan
Kungolodimiba dɔ ye jago sɛgɛsɛgɛli la, o ye danfara ye kunnafonidilanw ni ɲɔgɔn cɛ minnu fɔra kɛnɛ suguya wɛrɛw fɛ. Kanpaɲi dɔ bɛ se ka kɛ i n’a fɔ a ɲɛnabɔra kosɛbɛ Facebook Ads la nka a bɛ se ka kɛ ko a tɛ se ka kɛ Google Analytics la. Tuma caman na, a sababu ju ye attribution windows ye minnu tɛ bɛn ɲɔgɔn ma.
Plateforme kelen-kelen bɛɛ bɛ fɛn caman tigɛli bonya ka da a yɛrɛ ka finɛtiriw sigicogo kan. Ni nin sigicogo ninnu ma bɛn, i bɛ pɔmi ni ɔrize suma ɲɔgɔn na kosɛbɛ. O bɛ se ka kɛ sababu ye ka ɲagami ni kɔnɔna sɔsɔliw kɛ kunnafonidilanw sɔrɔyɔrɔ jumɛn ye "tiɲɛ" ye.
Ka taa ɲɛ ka taa yecogo kelen na
O furakɛcogo ye ka attribution windows (attribution windows) kɛ standardize ye i ka analytics ni ad platforms (jatebɔ-yɔrɔw) bɛɛ la yɔrɔ o yɔrɔ n’a bɛ se ka kɛ. Hali n’i tɛ se ka plateforme dɔ ka defaults inherents Changer tuma bɛɛ, tuma caman na, i bɛ se k’i ka reporting labɛn walasa ka baara kɛ ni window constant ye walasa ka sɛgɛsɛgɛli kɛ.
O wale in bɛ labɛnni ɲuman de wajibiya ani tuma dɔw la, fɛɛrɛko siratigɛ la. Nka, o sara ye tiɲɛ sɔrɔyɔrɔ kelen ye, min bɛ se ka da a kan, i ka jago kɛcogo la. O ye senna-tɛgɛrɛ jɔnjɔn ye, i n’a fɔ fɛɛrɛbɔ bolodacogo min bɛ tɔnba dɔ ka jiginni kɔfɛ, i n’a fɔ Microsoft jiginna tuma min na ka Texas kunnafonidilanba dɔ jate; a bɛ tali kɛ fɛnsɔrɔsiraw jɔli la sini yiriwali kama.
Atribution Advanced: Ka tɛmɛn Fenɛtiri kelen kan
Hali ni basic last-click attribution (daɲɛ laban-dafalen) min bɛ set window kɔnɔ, o ye ko ye min bɛ kɛ tuma caman na, a ka c’a la, o ye nɔgɔya kojugu ye. Bi sugutigiw bɛ ka caya ka taa a fɛ ka multi-touch attribution (MTA) misaliw ta. O misaliw bɛ juru tila fɛn caman tigɛli la magan yɔrɔ caman na, ka jago nɔfɛta jateminɛcogo numan di.
MTA modɛliw bɛ jateminɛ kɛ jɛɲɔgɔnya bɛɛ la min bɛ kɛ kiliyan ni i ka taamasiyɛn ye kɔfɛlajɛ waati latigɛlen kɔnɔ. Nin fɛɛrɛ in bɛ dɛmɛ don k’a dɔn sira minnu ka fisa ni hakilijagabɔ fɔlɔ ye ka tɛmɛ sira minnu bɛ se ka feereli da tugu.
Markatɛriw ka fɛɛrɛbɔ jɔyɔrɔ
Attribution sophistiquée (attribution sophistiqué) waleyali bɛ fɛɛrɛ barikamaw de wajibiya. Jagokɛyɔrɔw jiracogo baarakɛminɛn kɛrɛnkɛrɛnnenw bɛ se ka kunnafoniw minɛ ka bɔ i ka kanw bɛɛ la ani ka sariyaw sigi senkan minnu bɛ bɛn ɲɔgɔn ma. O bɛ kunnafonidilanw bɛnbaliya ban minnu bɛ sɔrɔ plateforme defaults fɛ.
O baarakɛminɛnw b’a to i bɛ se ka ko kɛlenw misali di. Aw bɛ se k’a ye cogo min na aw ka kanal baarakɛcogo bɛ Changé (Yɛlɛma) cogo min na, a bɛ se ka kɛ cogo min na, a bɛ se ka kɛ cogo min na, a bɛ se ka kɛ cogo min na, a bɛ se ka kɛ cogo min na, a bɛ se ka kɛ cogo min na, a bɛ se ka kɛ ko a bɛ se ka kɛ, a bɛ se ka kɛ, a bɛ se ka kɛ, a bɛ se ka kɛ, a bɛ se ka kɛ, a bɛ se ka kɛ, a bɛ se ka kɛ, a bɛ se ka kɛ, a bɛ se ka kɛ. Nin hakilina hakɛ in nafa ka bon kosɛbɛ walasa ka fɛɛrɛ gɛlɛnw, sira caman-caman-fɛɛrɛw ɲɛnabɔ bi jamana kɔnɔ, yɔrɔ min na jɛ-ka-baara ye fɛnba ye — o bɛ tali kɛ Microsoft ka ‘Xbox cogoya’ bɛ na cogo min na Windows 11 PC bɛɛ la walasa ka ko kɛlen kelen dilan.
Kuncɛli: Mastering Attribution for Smarter Marketing
Attribution window ka ca ni sigida nɔgɔman ye kosɛbɛ; o ye fɛɛrɛ ye min bɛ i ka faamuyali labɛn jago nafa kan. Ni i y’i ka finɛtiriw sugandi koɲuman ani k’u kɛ cogo la min bɛ bɛn sariya ma, i bɛ ja jɛlen sɔrɔ, min bɛ kɛ ka ɲɛ, fɛn min bɛ mɔgɔw ladɔnniya mɔgɔw ladɔnniyacogo la.
O jɛlenya in bɛ fanga di aw ma ka baarakɛnafolo tila ni dannaya ye, ka kanpaɲiw kɛ ka ɲɛ ka da baara kɛcogo lakika kan, ani laban na, ka bonya ɲuman bila senkan. Kana a to kunnafoni minnu tɛ bɛn ɲɔgɔn ma ka bɔ plateforme defaults la, olu ka i ka kiritigɛ sankaba la. Yala i labɛnnen don ka attribution confusion ban ani k’i ka marketing analytics kɛ kelen ye wa? Sɛgɛsɛgɛli kɛ cogo min na Seemless bɛ se k’i dɛmɛ ka attribution windows master ani k’i ka kunnafoniw sɛmɛntiya ka kɛ hakilinaw ye minnu bɛ se ka kɛ wale ye minnu bɛ fanga di i ka jagokɛcogo bɛɛ ma k’a ta dɔnniya la ka taa a bila fɛn caman tigɛli la.
