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Introduction
Understanding the true impact of each marketing touchpoint is crucial for overseas brands operating in China. Data-driven attribution allows companies to identify high-performing channels, allocate budgets efficiently, and improve campaign ROI. This article highlights practical methods to implement robust attribution strategies for China’s diverse digital landscape.
1. Defining Clear Conversion Goals
1.1 Identifying Key KPIs
Determine the critical actions that define success, such as purchases, lead submissions, or app downloads. Clear KPIs ensure attribution models measure meaningful outcomes.
1.2 Mapping Conversion Funnels
Break down the full journey from first touch to conversion. Understanding funnel dynamics enables accurate allocation of credit to each touchpoint.
2. Choosing an Appropriate Attribution Approach
2.1 Rule-Based Models
Linear, time-decay, or position-based models provide structured attribution rules. Rule-based approaches are simple to implement and easy to interpret.
2.2 Algorithmic Models
Use predictive analytics and machine learning to analyze complex campaigns. Algorithmic attribution identifies patterns that rule-based models may overlook.
3. Integrating Multi-Channel Data
3.1 Social Media Integration
Incorporate engagement data from WeChat, Douyin, and RED. Social interactions often play a critical role in discovery and influence, particularly for brand-driven campaigns.
3.2 Search and Display Insights
Include Baidu search, display, and remarketing interactions. Combining these touchpoints ensures holistic evaluation of campaign performance.
4. Continuous Testing and Optimization
4.1 A/B Testing Attribution Models
Compare multiple attribution approaches to determine which reflects performance most accurately. This helps brands refine strategies and budget allocation.
4.2 Data-Driven Adjustments
Use attribution insights to reallocate spend toward channels that deliver the highest ROI. Continuous adjustment maximizes efficiency and campaign impact.
Case Study: A US E-Commerce Brand
A US e-commerce company used multi-touch attribution to analyze performance across Douyin, Baidu, and WeChat campaigns. By identifying the combination of channels that led to the most conversions, the brand restructured ad spend and achieved a 35% increase in ROI while reducing ineffective spending by 18%.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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