The Abakus platform is built on a framework that supports user segmentation in order to accurately calculate the incremental value of marketing. Our prior experimental analyses established that the primary first order effect on attribution results by segmentation is achieved through:
- Upper and lower funnel: this represents the impact of a user's prior engagement with the brand
Is the impact of prior conversions taken into account?
Currently prior conversions are considered within the population of users that have engaged with the brand in the past. As a result, the impact of marketing to prior conversions appears within the lower funnel view. As a result, for clients where the volume of repeat conversions is significant, lower funnel activity may be overvalued. However, this is a huge improvement on accuracy versus last touch measurement.
Support for additional user segmentations
Segmentation based on prior conversions, geographic and demographic factors are second order refinements that are on the Abakus product roadmap.