Track and analyze marketing performance across channels using multi-touch attribution, focusing on revenue contribution, customer journey patterns, and return on ad spend to optimize channel mix and improve marketing effectiveness.
Report Objective
Provide a comprehensive view of marketing attribution across all digital channels, analyzing touchpoint effectiveness, conversion patterns, and revenue contribution to optimize marketing spend and improve customer acquisition efficiency.
Channel Performance & Attribution
Analysis of revenue attribution and conversion rates across marketing channels.
Questions to Consider:
Which channels are driving the highest revenue contribution?
How have conversion rates evolved across channels?
Are there significant shifts in channel effectiveness month-over-month?
Which channels show the strongest revenue contribution?
How has the revenue distribution changed month-over-month?
Are there emerging channels showing increasing importance?
Which channels show consistent conversion performance?
Are there seasonal patterns in conversion rates?
How do conversion rates correlate with marketing activities?
Customer Journey Analysis
Distribution of conversion paths and time-to-conversion patterns.
Questions to Consider:
What is the typical path length to conversion?
How does conversion probability change with more touchpoints?
Which journey patterns are most valuable?
What is the optimal number of touchpoints for conversion?
How does conversion probability change with journey length?
Are there differences in journey length by acquisition channel?
How does journey length impact conversion time?
Are there opportunities to accelerate the conversion process?
What is the optimal balance between journey length and conversion time?
Marketing ROI Analysis
Return on ad spend and efficiency metrics by channel.
Questions to Consider:
Which channels deliver the highest ROAS?
How does spending efficiency vary across channels?
Where are the opportunities for optimization?
Which channels demonstrate the best efficiency?
How does ROAS align with revenue contribution?
Where are the opportunities for spend optimization?
Areas for Further Investigation
Analyze cross-channel interaction effects on conversion rates
Investigate high-value customer journey patterns
Evaluate attribution model accuracy and potential adjustments
Assess channel mix optimization opportunities
Review touchpoint quality metrics across customer segments
Examine seasonal trends in channel effectiveness
Analyze impact of marketing activities on customer lifetime value
Evaluate current attribution windows and conversion definitions