TrenDemon’s Content Attribution Model
TrenDemon’s Content Attribution Model – A Look Under Our Hood
How TrenDemon’s Content Attribution Score is calculated, which factors we take into account, and why we chose them.
We get many questions about how we attribute the influence of content to goals, how we calculate our attribution score, and how we know which content to recommend. To help clear some of the fog, following is an overview of our attribution methodology and principles.
The basic question answered by attribution systems is: which sources or events at certain points in the customer journey have caused other events later on in that journey? But TrenDemon is designed to answer more specific questions:
How well is content influencing users to move forward in their journey towards the desired business objective?
Which items and assets are the most influential?
TrenDemon answers these questions using the following process.
Divide and Conquer – The first steps are to identify the content areas within the site and then segment the site according to different areas. This distinction helps us focus our content marketing questions on the relevant parts of the site. For example, your site may contain a blog, product pages, and a pricing area. Analyzing all of these pages in the same way will make it harder to draw specific conclusions regarding the performance of the content located in the blog.
Define Clear Objectives – Set which events in the customer journey indicate success. In some cases, this means connecting to another system apart from the website, like CRM. The more events and goals you set, the more informative the attribution score will be.
Going From Content To Goals – If the content is king, then context is a god. We measure every piece of content in relation to every business goal set. The attribution score of a page is calculated for each of these goals since a given article can be great for getting people to sign up for a newsletter, but less effective for influencing a purchase decision.
Journeys, Not Funnels – We look at the customer journey as a way of connecting information about how users engage content with their online path towards a goal. By looking at people, and not only outcomes, we can ask deeper questions about how content assets are influencing behavior, from the micro to the macro level.
Application Of Attribution Methodology
Now that we’ve laid the foundation, we can move on to scoring content. In our model, we take into account the following factors:
Our 5 Key Factors:
> Quantitative Presence – In how many successful journeys did the page participate?
> Qualitative Presence – What is the success rate of the page in journeys?
> Distance from Goal – How long before reaching the goal was the page read?
> Read Score – What % of people who visited the page actually read it?
> Proceed Score – What % of people who visited the page also went on to either read or act?
Calculation – Dividing The Influence Pie
The final step is to take all the participating pages in successful journeys that passed the minimum consideration threshold. We then allocate weights to each page, based on the factors above, for a total of 100% of all participating pages. This allows us to present the relative weighted influence of each page on every selected goal.