Can an attribution model be a source of competitive advantage?
When looking at the whole consumer path and identifying which activities are the most impactful to the business in a variety of areas, such as creating a more educated and intent consumer and creating actionable rules, it can. Q: How do you create this type of consumer? A: As brand advertisements typically carry more weight than positioning and differentiation (outside of price), the effect will typically be a more educated and intent consumer once they fall into the sales process. Therefore, identifying metric changes such as conversion rate — because need is established prior to arriving at the site — retention and repeat purchase — if more properly educated in the brand and product/service features, there is less of a need to win with price and perceived value in purchasing direct with the advertising brand — and average order value. Take the case of Apple’s Mac campaign. A higher focus on positioning as a lifestyle choice enables them to displace competition and be the “cool choice
