Marketing Channels · The mix · Component
The interactions
Where one channel raises or cannibalises another — because a mix managed as independent lines will misread all of them.
The deliverable
What it is
Channels lift and cannibalise each other. A retargeting channel reaching people who would have returned anyway is cannibalising, and it reports well.
Establishing which is happening requires a test rather than an analysis, since the observational data looks identical in both cases.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The lifts
Where one channel improves another’s performance.
3 attributes: From and to · Effect size · Source
LearnThe cannibalisation
Where one channel takes credit or volume from another.
3 attributes: Cannibalises · Estimated overlap · Tested
LearnThe net effect
What the mix produces together rather than separately.
3 attributes: Sum of attributed · Actual · Overcount
Learn
Add up the conversions each channel claims and compare with the actual total. The gap is your attribution problem.
The other components in the mix
The split
How much is creating demand and how much is capturing it — the allocation decision that everything else follows from.
LearnThe sequence
What comes before what, and what depends on what — because something has to create the demand before anything can capture it.
Learn