Today Heap is excited to announce the industry’s first behavioral attribution product!
Unlike legacy attribution (like Adobe or Google) which focus on just channels, Heap’s behavioral attribution ties in every user action, like opening emails, reading blog posts, or watching videos. As customers switch from web to phone to email, Heap ties together all that behavior into a single, accurate identity. Finally, marketers can accurately see how behavior influences conversion.
Until now, only big companies with big budgets could deploy attribution, or marketers didn’t deploy it all because it was simply too hard. Because Heap captures everything and is completely codeless, real attribution is finally available to every marketer.
With Behavioral Attribution, marketers can:
Understand attribution across the entire customer journey. Heap’s auto-captured dataset matches the way users actually engage with your business and product. You can attribute marketing spend to any action they take before conversion. Unify and seamlessly tie together newsletters, mobile, app, web and email actions and more to unique identities regardless of the channels they came from.
Automatically capture user behavior without having to implement tracking code or wait on their data team. Marketers can tag user actions like reading a blog, downloading a whitepaper or visiting a webpage and easily and retroactively measure the influence of marketing efforts on conversion.
Change touchpoints, attribution models, channels, or anything else on the fly and have them applied to your attribution analysis instantly, with no engineering or development resources needed or having to start from scratch. Iterate between models, customize weights and find the model that best fits your needs.
How Does it Work?
Let’s consider a common scenario where your marketing team is investing in email campaigns, digital ads and onsite content. Your marketing team asks: Which investments drive the most revenue from your best customers (those with the highest LTV)?Behavioral Attribution answers this question in the following way (watch the video here):
1. Set Your Goal.
You can attribute behavior towards any goal in Heap or define a new event on the fly. In this example, we’ll select an Order Confirmation event from our Shopify source to attribute revenue from purchases.
2. Set Your Touchpoints.
A touchpoint can be any behavior a user performed on their journey towards converting. In this example, we’re including visits, marketing and transactional email opens, and blog post views.
3. Customize Your Attribution Model.
Choose from a variety of multi-touch attribution models that fit your customer journey and target any types of users you’d like. In this case, we’re applying a position based model only for our customers whose LTV is greater than $10,000.
4. See the Complete Picture.
Based on this analysis across all marketing channels, the resulting query below points to the fact that ~21% of conversions can be attributed to a recent email marketing campaign, ~8% of conversions can be attributed to paid search, and hardly any conversions (~2%) can be attributed to content marketing efforts on the blog. That said, conversions attributed to the blog have an average order value that’s $100 greater than other channels!