{"id":42944,"date":"2017-08-09T14:46:50","date_gmt":"2017-08-09T14:46:50","guid":{"rendered":"https:\/\/tradetracker.com\/?p=42944\/"},"modified":"2020-06-24T13:16:02","modified_gmt":"2020-06-24T13:16:02","slug":"real-attribution-insights-custom-model","status":"publish","type":"post","link":"https:\/\/tradetracker.com\/pl\/real-attribution-insights-custom-model\/","title":{"rendered":"Real Attribution Insights \u2013 Model Niestandardowy"},"content":{"rendered":"

Real Attribution Insights<\/h2>\n

Reklamodawcy decyduj\u0105cy si\u0119 na Realn\u0105 Atrybucj\u0119 z TradeTracker, maj\u0105 mo\u017cliwo\u015b\u0107 wybra\u0107 jeden z sze\u015bciu predefiniowanych modeli, z czego pi\u0119\u0107 nagradza touchpointy w oparciu o ich pozycje na \u015bcie\u017cce konwersji. Model niestandardowy pozwala natomiast na uwzgl\u0119dnienie tak\u017ce innych czynnik\u00f3w. W tej edycji \u201eReal Attribution Insights\u201d poddamy szczeg\u00f3\u0142owej analizie w\u0142a\u015bnie model niestandardowy. Przeanalizujemy zar\u00f3wno mo\u017cliwo\u015bci dostosowywania modelu, jak i efekty tego rozwi\u0105zania.<\/p>\n

Niestandardowy model atrybucji umo\u017cliwia reklamodawcom rozdzielenie prowizji w oparciu o r\u00f3\u017cne elementy: Pozycj\u0119 Touchpointa, Typ Strony Wydawcy, kt\u00f3ry wygenerowa\u0142 touchpoint oraz Segment Rynku, na kt\u00f3rym dzia\u0142a wydawca. Prowizja liczona jest w spos\u00f3b, dzi\u0119ki kt\u00f3remu dla ka\u017cdego elementu przypisany jest konkretny procent wynagrodzenia. Nast\u0119pnie prowizja przydzielana jest zgodnie z modelem wybranym dla konkretnego elementu. Je\u015bli reklamodawca zdecyduje o w\u0142\u0105czeniu wyj\u0105tku do dowolnego modelu atrybucji, b\u0119dzie on r\u00f3wnie\u017c postrzegany jako model niestandardowy.<\/p>\n

\"real<\/p>\n

Dlaczego reklamodawcy wybieraj\u0105 model niestandardowy?<\/h2>\n

Dotychczas oko\u0142o 50% kampanii z uruchomion\u0105 Realn\u0105 Atrybucj\u0105, dzia\u0142a w modelu niestandardowym. Powodem, dla kt\u00f3rego wi\u0119kszo\u015b\u0107 reklamodawc\u00f3w decyduje si\u0119 na takie dzia\u0142anie jest dodatkowy (obok pozycji touchpointu) spos\u00f3b wynagradzania wydawc\u00f3w za warto\u015b\u0107 dodan\u0105, w miejscu gdzie oczekuje jej reklamodawca.<\/p>\n

Efekty element\u00f3w: Typ Strony i Segment Rynku<\/h2>\n

Rezultaty korzystania z niestandardowych modeli, w kt\u00f3rych reklamodawcy mog\u0105 doda\u0107 konkretnym typom stron lub segment\u00f3w rynku wag\u0119, s\u0105 znacz\u0105ce i widoczne. Oto kilka przyk\u0142ad\u00f3w:<\/p>\n

1. Reklamodawcy, kt\u00f3rzy przywi\u0105zuj\u0105 du\u017c\u0105 wag\u0119 do Blog\u00f3w w elemencie typu strony, zauwa\u017cyli zwi\u0119kszenie ruchu pochodz\u0105cego od Blog\u00f3w o 40%.<\/p>\n

2. Reklamodawcy, kt\u00f3rzy wi\u0119ksz\u0105 wag\u0119 przypisali Por\u00f3wnywarkom, uzyskali wy\u017csz\u0105 pozycj\u0119 w katalogu witryny, a ze wzgl\u0119du na zwi\u0119kszone eCPC liczba transakcji wzros\u0142a dwukrotnie.<\/p>\n

3. Najwi\u0119ksi reklamodawcy e-commerce\u2019owi przypisuj\u0105cy szczeg\u00f3lnie wysok\u0105 wag\u0119 wydawcom dopasowanym do kategorii ich produkt\u00f3w (Moda, Elektronika, Zdrowie i Uroda, Parenting), zauwa\u017cyli zwi\u0119kszon\u0105 liczb\u0119 placement\u00f3w od wydawc\u00f3w w\u0142a\u015bnie z tych segment\u00f3w rynku.<\/p>\n

Efekty korzystania z wyj\u0105tk\u00f3w<\/h2>\n

W Niestandardowym Modelu Atrybucji dodatkow\u0105 mo\u017cliwo\u015bci\u0105 jest ustawienie wyj\u0105tk\u00f3w. Reklamodawca ma mo\u017cliwo\u015b\u0107 wybrania spo\u015br\u00f3d dw\u00f3ch dodatkowych ustawie\u0144.<\/p>\n

1. Wykluczenie wydawcy z wynagradzania na \u015bcie\u017cce konwersji.<\/p>\n

2. Ustalenie prowizji sta\u0142ej dla wydawcy (lub grupy wydawc\u00f3w), je\u015bli wygeneruje ostatni touchpoint.<\/p>\n

Reklamodawcy korzystaj\u0105 z pierwszego wyj\u0105tku, w przypadku gdy integruj\u0105 swoich bezpo\u015brednich partner\u00f3w CPC i CPM w modelu Realnej Atrybucji. W fazie pocz\u0105tkowej integracji, wy\u0142\u0105czaj\u0105 takich wydawc\u00f3w z atrybucji aby sprawdzi\u0107 jaki maj\u0105 wp\u0142yw na \u015bcie\u017ck\u0119 konwersji, oraz jak\u0105 rol\u0119 w niej pe\u0142ni\u0105. W drugiej fazie prowizje CPC\/CPM zostan\u0105 zast\u0105pione CPA, poprzez usuni\u0119cie wyj\u0105tku i wynagradzanie tych wydawc\u00f3w r\u00f3wnie\u017c na podstawie ich efekt\u00f3w.<\/p>\n

Drugi wyj\u0105tek u\u017cywany jest przez niekt\u00f3rych reklamodawc\u00f3w w po\u0142\u0105czeniu z konkretnymi typami stron, na przyk\u0142ad witrynami typu Cashback, aby zagwarantowa\u0107 i umo\u017cliwi\u0107 zwrot cz\u0119\u015bci wydatku ich u\u017cytkownikom.<\/p>\n

Ty te\u017c mo\u017cesz uwolni\u0107 potencja\u0142 swoich kampanii efektywno\u015bciowych dzi\u0119ki Real Attribution! Dowiedz si\u0119 wi\u0119cej na real attribution<\/a>.<\/p>\n

Zapoznaj si\u0119 z kolejnym artyku\u0142em z cyklu “Real Attribution Insights”: Real Attribution Insights \u2013 Wi\u0119cej ni\u017c tylko podzia\u0142 prowizji<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Real Attribution Insights Reklamodawcy decyduj\u0105cy si\u0119 na Realn\u0105 Atrybucj\u0119 z TradeTracker, maj\u0105 mo\u017cliwo\u015b\u0107 wybra\u0107 jeden z sze\u015bciu predefiniowanych modeli, z czego pi\u0119\u0107 nagradza touchpointy w oparciu o ich pozycje na \u015bcie\u017cce konwersji. Model niestandardowy pozwala natomiast na uwzgl\u0119dnienie tak\u017ce innych czynnik\u00f3w. W tej edycji \u201eReal Attribution Insights\u201d poddamy szczeg\u00f3\u0142owej analizie w\u0142a\u015bnie model niestandardowy. Przeanalizujemy zar\u00f3wno […]<\/p>\n","protected":false},"author":69,"featured_media":43037,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[44],"class_list":["post-42944","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tradetracker-news-pl"],"yoast_head":"\nReal Attribution Insights \u2013 Model Niestandardowy - TradeTracker.com | Affiliate Marketing | Performance Marketing<\/title>\n<meta name=\"description\" content=\"W tej edycji "Real Attribution Insights\u201d poddamy analizie model niestandardowy. 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