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What is Customer Driven Attribution?

What is Customer Driven Attribution?

Customer Driven Attribution (CDA) is a term coined by Philip Pages, founder of and used to describe the method of attribution conducted by modeling zero party customer data.

It is rooted in the belief that at the end of the day, customers know where they purchased from you and direct feedback from them should be the most heavily weighted data point.

It starts by first collecting zero party data through a simple, "How did you hear about us?" (HDYHAU) Post Purchase Survey. While 50%+ response rates are generally received on these types of surveys, it still leaves a gap from those who did not complete the survey. Hence the need for proper attribution modeling.

Once statistical significance is achieved on the zero party survey data collection, attribution can be calculated. Based on the response rate percentage and the true revenue attributed to each response, a projective attribution revenue number can be calculated simply by dividing each true revenue value by the response percentage.

Her is an oversimplified example:

Survey Response Rate: 50%

Surveyed Revenue by Channel:

  • Facebook Ads: $100
  • Twitter Ads: $50
  • Google Search: $300

Channel Spend:

  • Facebook Ads: $60
  • Twitter Ads: $80
  • Google Search (SEO efforts): $150

True Customer Driven Attribution:

  • Facebook Ads: $200
  • Twitter Ads: $100
  • Google Search: $600

Adjusted ROAS:

  • Facebook Ads: $200/$60 = 3.33
  • Twitter Ads: $100/$80 = 1.25
  • Google Search: $600/$150 = 4