(Source: https://pltfrm.com.cn)
Introduction
For overseas brands entering China, understanding which marketing activities drive conversions is critical for optimizing spend and maximizing ROI. Accurately attributing success across multiple channels allows brands to make informed decisions and improve campaign performance. This article explores strategies for building a robust attribution framework tailored to the Chinese digital ecosystem.
1. Importance of Multi-Touch Attribution
1.1 Beyond Last-Click Metrics
Relying solely on last-click attribution can misrepresent channel performance. Multi-touch models give a holistic view of how each touchpoint contributes to conversion.
1.2 Mapping Customer Journeys
Analyze all touchpoints—from social media engagement to search queries—to understand the complete path to purchase. This helps optimize resource allocation and improve campaign efficiency.
2. Selecting the Right Attribution Models
2.1 Linear Attribution
Assigns equal credit to every touchpoint. Ideal for campaigns where multiple interactions collectively influence conversion.
2.2 Time-Decay Attribution
Gives higher value to touchpoints closer to conversion. Effective for understanding which recent interactions are most impactful.
2.3 Algorithmic/Custom Models
Use machine learning to allocate credit based on historical data patterns. Custom models provide precise insights for complex campaigns with multiple channels.
3. Platform-Specific Considerations
3.1 Social Media Channels
Integrate WeChat, Douyin, and RED engagement data to capture the full impact of social interactions. These platforms often play a key role in brand discovery and influence.
3.2 Search and Display Networks
Incorporate Baidu search and display activity to quantify intent-driven interactions. Accurate tracking ensures budget is directed toward high-performing channels.
4. Data Integration and Analytics
4.1 Unified Dashboards
Combine data from multiple platforms into a single analytics dashboard. Centralized reporting helps identify trends and optimize campaigns quickly.
4.2 Continuous Optimization
Regularly analyze performance metrics and adjust channel allocations based on insights. Iterative improvements lead to better ROI and smarter investment decisions.
Case Study: A European SaaS Provider
A European SaaS company entering China integrated engagement data from WeChat, Douyin, and Baidu into a custom multi-touch attribution model. By understanding which touchpoints drove the most trial sign-ups, the brand optimized ad spend, resulting in a 29% increase in conversion efficiency and a 22% reduction in cost per acquisition over three months.
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!
info@pltfrm.cn
www.pltfrm.cn
