In the iGaming industry, knowing how players interact with email, SMS, and push notifications can significantly improve your ROI. Multi-channel attribution helps you track and analyze these interactions, showing which channels drive conversions and retention. Here’s why it matters:
- Increase Player Lifetime Value (LTV): Operators have seen a 28% growth in LTV with better attribution.
- Smarter Budget Allocation: Focus spend on the most effective channels.
- Improved Engagement: Send timely, relevant messages to players.
- Better Campaign Insights: Avoid double-counting and understand which touchpoints work best.
Quick Overview of Attribution Models
- First-Touch: Credit goes to the first interaction – great for acquisition.
- Last-Touch: Focuses on the final step before conversion.
- Linear: Distributes credit equally across all touchpoints.
- Time-Decay: Prioritizes recent interactions.
- Position-Based: Balances credit between first and last touchpoints.
- Data-Driven: Uses algorithms for precise credit distribution.
By choosing the right model based on your goals and resources, you can optimize marketing strategies and boost engagement. Tools like InTarget simplify this process by providing real-time tracking, segmentation, and detailed ROI data. Start refining your strategy today to see measurable growth.
Types of Attribution Models
Attribution models help distribute conversion credit across different touchpoints, showing how each channel contributes to a player’s journey.
Common Attribution Models Explained
- First-Touch: Assigns all credit to the first interaction, ideal for identifying acquisition sources.
- Last-Touch: Gives full credit to the final interaction, focusing on direct conversions.
- Linear: Splits credit equally across all touchpoints, providing a clear view of the entire journey.
- Time-Decay: Places more weight on interactions closer to the conversion, reflecting recent influence.
- Position-Based: Allocates 40% credit to the first and last interactions, with the remaining 20% spread across middle touchpoints – balancing acquisition and conversion.
- Data-Driven: Uses algorithms to distribute credit based on performance, suitable for complex strategies.
Choosing the Right Model
Journey Length
For short cycles, first- or last-touch models work well. Medium cycles benefit from position-based models, while longer journeys often require time-decay or data-driven approaches.
Marketing Channel Mix
When using multiple channels like email, SMS, push notifications, social media, or affiliates, multi-touch or data-driven models ensure all touchpoints are accounted for.
Campaign Goals
- Acquisition: Use First-Touch
- Conversion: Opt for Position-Based
- Retention: Choose Time-Decay
- VIP Development: Leverage Data-Driven
Resource Availability
- If you have basic analytics, stick to single-touch models.
- For moderate resources, linear or position-based models are manageable.
- Advanced capabilities make data-driven models a strong choice.
Once you’ve selected a model, use InTarget’s attribution tools to align strategies with your goals.
ROI Benefits of Multi-Channel Attribution
Multi-channel attribution improves ROI by enabling smarter spending, boosting engagement, and providing precise performance insights.
Smarter Budget Allocation
With multi-channel attribution, you can track how each channel performs in real time. This allows you to move budget away from underperforming channels and focus on high-impact touchpoints, such as using social media for awareness or email campaigns for conversions. These adjustments lead to more focused strategies for both growth and retention.
Enhanced Player Engagement and Retention
Attribution helps identify which channels resonate most with specific player segments. This insight allows for tailored campaigns that increase both lifetime value and retention. When combined with optimized budget allocation, you gain a clear understanding of how each dollar contributes to your goals.
Clearer Campaign Performance Metrics
Accurate attribution eliminates guesswork by preventing double-counting across touchpoints and providing a detailed ROI breakdown. Here’s how it helps:
- Fair crediting of conversions: Ensures conversions are properly attributed across multiple channels.
- Channel insights: Reveals which channel combinations are most effective.
- Marketing efficiency: Pinpoints the best mix for reaching different player segments.
With these insights, you can refine your strategy and maximize the impact of your marketing efforts.
Setting Up Attribution in InTarget
Once you’ve chosen your model, it’s time to configure the attribution tools in InTarget. Here’s how to get started:
InTarget Attribution Tools
The InTarget Attribution Suite includes:
- Tracking across multiple channels like email, SMS, push notifications, and webhooks
- Conversion tracking for key actions such as deposits and milestones
- Real-time segmentation based on user behavior
- A unified dashboard that brings together cross-channel ROI data
Implementation Steps
- Connect Your Channels
Activate tracking for email, SMS, push notifications, and webhooks. - Define Your Goals
Decide which actions you want to track. Popular choices include deposit conversions and measuring player lifetime value. - Customize Your Settings
Align event names and user attributes with your specific needs. - Set Up Webhooks and APIs
Install webhooks and email APIs to track registrations, deposits, and bets. Use the unified dashboard to monitor results and fine-tune your strategy.
"InTarget is everything they promise to be, and more! They helped us meet our main goal to increase retention and even moved all our previous marketing campaigns to their platform. The product is also really intuitive and easy to use."
– Agatha M, CRM Manager
Conclusion
Multi-channel attribution can make a big difference. For example, InTarget clients have seen a 28% increase in player LTV. With this approach, operators can track performance across channels, adjust budgets on the fly, tailor experiences, and boost retention. Use the steps outlined earlier to apply these strategies effectively. Understanding the entire player journey and assigning value to each interaction is key to driving long-term growth.
