Email Attribution: What it is and how it works

 

Email Revenue Attribution 

Ascent360 has created a revenue attribution system to measure revenue from email campaigns.    Although for some pure ecommerce customers, this can be done via a web analytics tool as cookies can track the customer.  However, the Google Analytics attribution tools can misattribute some transactions.  For any business that has offline sales in the store or have a mix of offline and online, it is impossible to measure a direct marketing campaign through an analytics tool.   

Ascent360 has built an email attribution tool that can bridge this campaign-to-revenue gap by allowing marketers to better understand how much revenue was generated at the retail store by comparing the names of individuals that received the campaign to the names of individuals who purchased products at the retail store.  Of course, not every customer gives their customer information at the register so not all transactions are captured.    

How Email Attribution Works

The first step in email attribution is to look at a specific transaction from the POS, Ecommerce, Product Registration or other transactional source.  Ascent360 will look at this transaction and see if we can determine what was purchased and who made that purchase.  If we know these things, we then try to determine if an email campaign was responsible for helping drive the transaction using the following rules: 

  • Click Days 15:  If the customer clicked on an email sent via the Ascent360 system in the past 15 days then that email campaign will be attributed to the transaction.  If the customer clicked on more than one email, then only the most recent click will be attributed.  If there are no clicks, then the next rule will be reviewed. 
  • Open Days 15:  If the customer opened on an email sent via the Ascent360 system in the past 15 days then that email campaign will be attributed to the transaction.  If the customer opened more than one email, then only the most recent open will be attributed.  If there are no opens, then the next rule will be reviewed. 

  • Delivered Days 15:  If the customer was delivered an email sent via the Ascent360 system in the past 15 days then that email campaign will be attributed to the transaction.  If the customer was delivered more than one email, then only the most recent delivered email will be attributed.   

If there are no emails clicked, opened or delivered then the transaction will not be attributed. 

Attribution Overlap

Currently a transaction can only be attributed to 1 email campaign, so there is no overlap in attribution between various email campaigns.  However, Ascent360 has other attribution tools such as Direct Mail attribution.  Transactions can be attributed to Direct Mail campaigns and Email campaigns to help understand each channel. We are currently working towards an omni-channel model that will de-duplicate multichannel attributed transactions.